Attack, WKNY

Attack, WKNY

Wieden NY--for reasons I'm still not totally clear on--decided they needed a crack team of creative generalists to take on projects unassisted and essentially just ninja around the place. This was the genesis of Attack, a group I was a member of for most of my time at Wieden. 

We answered to few, because we initiated most of our projects completely independently, traveling around the city to meet independent creatives and seek out new clients. We acted like we owned the place. We worked like a normal creative team, but were held to faster timelines, higher creative standards and for the most part handled all of the business-side as well. Some of our work garnered awards from Communication Arts and some even went on to win Young Guns. 

Attack was one of the most valuable experiences of my life, and each of us have gone on to do great things in the time since the group disbanded. Eric, Joey, and Larry founded the independent creative agency Grand ArmyPhil went on to become Director of Special Projects at Weiden and if you've read this far I can't be doing too bad either. 

Menuwall

What you've gotta understand is that Attack--the creative team I was on at WKNY--was and is to this day a group of clashing personalities. 

That said, everyone insisted on eating together anyway. And what with Eric's weird bland health shtick, Larry's paranoia, Joey's unadventurous palate, and Phil's demand for heavy traveling, we could never agree to anything. 

Amidst the band drama WKNY asked us to spruce up the office with a little character, so we decided to kill two birds with one stone by painting one of the larger walls with a type mural including all of our favorite local lunch spots. To help us decide what to eat together, of course. It took us 50 hours straight and Larry was almost killed in the process, but when it was done everyone agreed it was a really great looking wall....

Of course it never really fixed our problem. We agreed on what to eat for lunch just as much after the mural as we did before. 

Lunch Wall was featured on midtownlunch.com, as well as ffffound.com. 
Lunch Wall was recognized by ADC Young Guns 9
Lunch Wall has also been ripped off by countless food trucks, foreign ad agencies' interior decorators, and even a diner at JFK.

WKNY Lunch Wall

WKNY Lunch Wall

What you've gotta understand is that Attack--the creative team I was on at WKNY--was and is to this day a group of clashing personalities. 

That said, everyone insisted on eating together anyway. And what with Eric's weird bland health shtick, Larry's paranoia, Joey's unadventurous palate, and Phil's demand for heavy traveling, we could never agree to anything. 

Amidst the band drama WKNY asked us to spruce up the office with a little character, so we decided to kill two birds with one stone by painting one of the larger walls with a type mural including all of our favorite local lunch spots. To help us decide what to eat together, of course. It took us 50 hours straight and Larry was almost killed in the process, but when it was done everyone agreed it was a really great looking wall....

Of course it never really fixed our problem. We agreed on what to eat for lunch just as much after the mural as we did before. 

Lunch Wall was featured on midtownlunch.com, as well as ffffound.com. 
Lunch Wall was recognized by ADC Young Guns 9
Lunch Wall has also been ripped off by countless food trucks, foreign ad agencies' interior decorators, and even a diner at JFK.

Milla x Attack x Will Esparza

Sometimes good things can come out of avoiding the thing you're supposed to be doing. It was late one night and we weren't really in a great position psychologically or whatever to be doing work. All week we had been ogling a Maxim that one of the media chicks had left out. It featured a great cover and spread of Milla Jovovich, and as it would happen much of her skin was showing. 

So, we did what we had to and drew a bunch of tattoos on her. We never told the account team.

KCDC x Attack Skate Decks

KCDC x Attack Skate Decks

KCDC asked us to do some boards for them, and so we put together some under the theme "attack". Eric did a tentacle attack and Joe did a jet attack, but I wanted to do something on the funnier side. People have a strong love or hate reaction to cats, which is why I thought most people would find large quantities of cats stimulating on some level. So I went with a cat attack deck. 

I went with the pinks and purples and teals to emulate a Barbie palate. I wanted it to be a little wild but still available to any sex. Also, deep down I wanted to walk through a park one day and see some kid beating another with a pink board covered with cats.

You better believe those cat decks flew off the shelf.

WKNY Blog: Creatives Disrupt a Client Meeting

The WKNY blog was just a weird discarded mutant baby when I found it. But it was one of those things you know, I could feel that it could be the face of the agency if someone did something with it. Weiden is one of those places that's just filled with amazing, talented people, but it felt weird to use it as a jerk-off fest. I mean, there's always opportunity for that right? So instead I made it a chronicle of the mundane, a record of the industry's best and brightest doing things like trying to fix an uncooperative copier, or trying to track down who stole their sandwich from the fridge. Because honestly, what could be funnier than mediocrity?

For the 3 years that I ran the blog, we averaged around 10,000 views a month.

OGNY

OGNY

As I got more embedded in the ad game I saw less and less born-and-raised New Yorkers. So I started throwing a bi-annual party called OGNY for born-and-raised New Yorkers. For most of us, adult life had taken us farther and farther away from the diverse house parties of our youth. I wanted to bring that back. 

At the height of it OGNY drew in roughly 400 guests a night.

Gran Sport

Gran Sport

Until the summer of 2012 I had never taken a vacation, ever. But I was just coming off a solid bout of freelancing, and I was heading into a new full-time position. I had saved some cash and I had some time before I was in-house, so I decided to go across the country, on a road trip.

This was not just a trip for me, but a romantic notion of what that trip should be, what it should mean to the people who travelled it, and how it was supposed to feel. Call it what you will, but the trips aesthetic was really important to me. So I bought a 1970 Buick GS 350, got a few guys together, and drove that thing from Long Island to LA in 10 days. 

It was one of the best decisions of my life.

The trip was shot by Photographer Giacomo Fortunato and can be seen in his collection "Gran Sport".
Video footage was captured by Director Jamie Carreiro.

Saatchi 18th Floor Warning Signs

Saatchi 18th Floor Warning Signs

While at advertising juggernaut Saatchi & Saatchi, my then-partner Luke and I were asked to help out with an important internal problem: Account folks from the 17th floor were apparently stealing food from the 18th floor kitchen--the kitchen that the creatives used. So we made some signs to remind those lowly 17th floorians to keep to their own foodstuffs. Within 3 days of installation HR had received enough complaints that the signs were removed, never to be seen again. Until now, here on this site.

BurkmanBros GQ Awards Submission

The Burkman brothers are impeccable designers and twins, with a warm and friendly character that really comes through in their clothes. What's more they're really actually bros--just tasteful ones. We met them at a great time in their story. They were just starting but they had already seen a ton of success. So much so that they had been nominated for the 2010 GQ Best New Menswear Designer of the Year Awards. They were looking to find a way to separate them from the competition and wow the judges. 

We created a video lookbook and some travel books as leave-behinds for the judges, using their obsession with travel as inspiration. Both the video and the books were hand-crafted.