TINY BILLBOARDS
Every year, like clockwork, our resolutions fail. So we had a better idea. Make them smaller, like Wild Planet Sardines. Introducing Small Fish Resolutions. We built hand-crafted custom tiny billboards 1/64 the scale of regular-sized ones. Then we installed them in San Francisco.
I served as both writer and director of this campaign.
And like all of your favorite campaigns, we released a BTS Film showing the making of the billboards.
On Wild Planet social in peak resolution season we offered up easy to do, hard to fail resolutions. Those who did the thing and shared proof, earned free sardines.
BSSP
Mike Reiner, Co-Director/ Creative Lead
Claire Hentzen, Art Director
Amanda Chaffin, Producer
Sinan Dagli, Executive Creative Director
DIRECT MESSAGE
Stan Okumura, Co-Director
Jon Joiner, Creative Director
Ben Farber Project Manager/Producer
Eloise Turner Creative Producer
Amanda Cook, Art Director
Joel Goulet, Art Fabricator
Jimmy Bovar, Art Fabricator
Adam Murphy, Editor
Matthew Kadi, Set Photographer
Patrick Egan, Production PA
CLIENT
Clint Mickel, VP Marketing
Sue Tharanvaro, Brand Marketing Director
Dana Bush, Brand Manager
IT’S OUR GAME NOW
“Topps Basketball Launch Turns Fifth Avenue Into a Hobby Frenzy” - Sports Illustrated
Topps hadn’t made officially licensed b-ball cards in 15+ years. In 2025, we launched their comeback.
The campaign featured a teaser with some of the most anticipated and beloved NBA stars, (+Spike Lee) set to the most iconic song in League History, 3D Out of Home in Times Square, (wgthere Wemby’s outstretched arm breaks the fourth wall) and a card-inspired launch spot backed by a DMX track. Covered by Sports Illustrated, USA Today, Ad Age and Shots.
Grand opening teaser
Campaign launch
Made with Paige Goeser (ACD), Taylor Nitta (producer) and Meredith Ashworth (producer)
Sinan Dagli (ECD), Alexander Gilbert (Teaser Director) and Man-Wai Cheung (OOH Creative Director)
TAP IN
We showed fans a new ESPN. Where instead of just watching, you tap in.
Narrated by NBA Today host Malika Andrews.
Covered in Ad Age, “Top 5 Sports Marketing Ideas”
Made with Lauren Byers (ACD), Robyn Tenenbaum (CD), Sinan Dagli (ECD) and Kate Halpin (Director)
SODA POWERED CAR WASH
Evolution Fresh makes 100% real, clean organic fruit soda. Other sodas use chemicals that strip rust off metal. So we found a better use than sipping on them, cleaning cars. Introducing, the Soda Powered Car Wash. For one day only in West Hollywood, hundreds of people pulled up for a special “De-Rust My Ride” deep clean, and got their $100K+ BMWs and Mercedez Benz’s cleaned with the chemicals found in Coke and Pepsi. Covered in Ad Age, LBBO, LA Magazine, Bev Net and Trend Hunter.
Made with Claire Hentzen (AD), Dennis Remsing (Design Director) and Sinan Dagli (ECD).
prAna
THE DREAM JOB PROMOTION
We launched with a man on the street video.
On social, we invited people to ditch boring corporate gigs and take a leap of faith on themselves.
I edited the best video applications into more content that drove hundreds more applications.
Within weeks, the program earned over 50 million free impressions and coverage in Forbes, Mashable and Outside Magazine. Our team reviewed 2,400 video applications, before landing on a unanimous winner: Queena . On prAna’s social, fans followed her journey to inspiring the masses through motivational speaking and poetry. Queena even became an official ambassador to the prAna brand.
Made with Mike NG (ACD). Chris Nash (ACD) and Jesse Dillow (ECD).