MullenLowe Case Study

MullenLowe
Leading global brands

This is where I learned what it means to lead creative on accounts that matter: globally recognized brands, high stakes, not much room to be mediocre. I ran the work for Google, National Geographic, and the Department of Defense over seven years. The work won everywhere that counts. More importantly, it worked in the market.

My Role
VP, Creative Director

Tenure
2010 – 2017

Clients
Google, Nat Geo, DoD

Recognition
Cannes, D&AD, One Show, Emmy nom

GoMo Case Study

Full Value of Mobile Case Study

Google: GoMo & Full Value of Mobile

GoMo came first. Small businesses were getting left behind as consumers moved to mobile, and Google's ad business depended on those businesses keeping up. We built a campaign around a simple diagnostic tool: enter your URL, see how your site looks on a phone, get a clear path to fixing it. The creative reframed the problem not as a technical challenge but as a business one. You're losing customers right now. Here's what to do about it.

Full Value of Mobile was a separate campaign with a different brief: while smartphones had reshaped how people discovered and bought things, most businesses had no reliable way to measure what their mobile ads were actually producing. We built five measurement frameworks that gave business owners a concrete way to evaluate mobile ROI. The creative angle was the same as GoMo: treat a pragmatic audience like pragmatists. Less inspiration, more here is the tool.

Killing Lincoln Case Study

Killing Kennedy Case Study

Killing Kennedy: Rendezvous With Death

Killing Kennedy & Killing Lincoln

National Geographic's Killing Kennedy was a major television event. My job was to figure out what could exist beyond the broadcast: what could a digital companion do that the film couldn't?

The answer was to let users move through the parallel timelines of JFK and Lee Harvey Oswald at their own pace, using archival research and cinematic assets to build a narrative that was educational without being dry. It gave people a way into the story the broadcast alone couldn't: pause on a document, follow a specific thread, decide how deep to go.

For Killing Lincoln we did a version of the same thing, taking viewers back to 1865 to follow John Wilkes Booth in the lead-up to the assassination.

  • Multiple Cannes Lions

  • D&AD Pencils

  • One Show recognition

  • Emmy nomination

Fish Tank Kings Case Study

Fish Tank Kings

For the launch of National Geographic Wild's Fish Tank Kings, we turned a 25-story digital screen in Times Square into a living aquarium that responded to social media in real time. Visitors could interact with the digital fish via Twitter and watch their prompts trigger actual reactions on the screen in front of them.

The challenge with a stunt like this is execution parity. The concept is only as good as the tech working in real time, in public, at scale. We pulled it off. The engagement was organic, the coverage followed, and the show got a launch moment it couldn't have bought.

DoD Case Study

The Department of Defense

I was creative lead for the DoD account for seven years. In that time, I built four distinct brands: web properties, advertising campaigns, optimization programs, and marketing communications across the service branches, all built to support military recruitment.

The work required operating inside a complex regulatory environment without letting that complexity become an excuse for mediocre creative. The constraint is the brief. The ambition is how you answer it.

By the Numbers

  • 50+ industry awards

  • 7 years as VP, Creative Director

  • 4 brands built for the Department of Defense

  • 10+ new business wins