Here’s the thing about learning a language - it’s not easy. So we embraced the struggle. These were just two of the many TV spots we ran and tested, all created with varying degrees of brand and direct response approaches. They were the first that we wrote in house and produced with an outside production partner. They struck a balance between DR and brand and, most importantly, also performed better than any previously tested Babbel commercial.

2 years. 25 teams. 300 people. That's what it took to execute Babbel's first rebrand in over 8 years. I helped lead the 6-person global team that developed the strategy, collaborated with the design agency, worked with the executives, and created many assets before finally launching a new Babbel across every touchpoint.

Conquering the paid social algorithm is a never ending journey of trying, testing, iterating and trying again. My team at Babbel found success through original creative and creative that jumped on popular trends. These are just a few of the many, many, many ads we ran on Facebook, Instagram and TikTok.

When I started at Babbel I was the first-ever CD and the first-ever copywriter hired during the first-ever pandemic election year. I spent a lot of time writing promos, emails, landing pages, and social ads and telling myself my work looked great. I was happy to eventually hire a copywriter who wasn't me. This is also a glimpse into pre-rebranded Babbel.

No one falls for April Fools' jokes from brands anymore. But they give creatives a chance to play and they can make the rest of the world smile while showing off your brand's more human side. These are a couple of Babbel's April 1st pranks from the past few years. 2024 was a collab with the baby gear brand Lalo. And 2023 was a chance to (almost) flip off anyone in the world. Both were full campaigns with emails, landing pages and social ads.

As the official audio partner of the NFL, Bose wanted to get the attention of fans during Super Bowl 50. So in the three days leading up to The Big Game, we turned fans’ social media support for their teams into music videos. From rock to gospel to EDM, we created original songs for each tweet, proving Bose can make anything sound better even 140 characters. Here are a few of my favorites.

One thing everyone can relate to during the holidays is the road home. And who better to celebrate that road than BMW. To make this spot truly authentic, we asked the entire agency to record their journeys home for the holidays. 

The result? A one of a kind journey shot on iphones and personal cameras that gave a lot of people delusions of a future in film making. And, this spot was so loved by both clients and dealers that it evolved into a “Road Home” sales event that still happens every year.

BMW was launching a new car - the BMW M4. BMW Ms are high performance cars with a very loyal fan base. We decide to do more than just add the M4 to the lineup, we decided to initiate it into the family. We planned the launch around Bimmerfest - BMW fans’ annual gathering. An email campaign invited fans to be a part of the shoot, and 37 brave BMW owners were selected to have their Ms be in a one of a kind race course. In return they were invited to witness the first ever “M Initiation” and they got their names in the credits of the film. The film revealed the M4 to the world on social media. And, once the dealers saw it, they requested a version to air on TV.

The only BMW commercial ever made that has no BMWs in it. And winner of the agency’s first Clio.

An article on Jalopnik described four-year-old Eli's dream car — a 42 wheel, 19 engine BMW. We saw it, loved it and decided to post our version of Eli's car on BMW's social media channels. It became the most liked, commented on, and shared piece of content ever posted by BMW.  

Rickie Fowler's journey to The Masters didn't always go as planned. As he prepared for the 2017 tournament, we gave fans a glimpse at some of the Mercedes brand ambassador's high (and low) lights. 

Lennox HVAC wanted to create a campaign that would get their social media audience talking and engaging with the brand.

We tapped into some of the internet’s most hotly debated controversies and gave everyone a chance to vent and clear the air.

Did we sell a lot of product? No. Did we unite the Internet and bring peace and harmony to social media? Also, no. Were the clients happy? Yes!

The first-ever 2 Series was inspired by the legendary 1970s BMW 2002. The campaign launched with TV and print that highlighted the car's legendary heritage. And then OOH and direct mail gave the newest Ultimate Driving Machine™ a proper introduction. 

SunTrust has worked with Autism Speaks for years, providing financial resources to families living with autism. To share SunTrust’s commitment to this cause, we created a film that gives people a glimpse into the world of an autistic child.

BMW's Super Bowl commercial focused on big ideas that take a little getting used to. To support this concept, we created a clairvoyant Instagram video that gave users a glimpse into the future. Users could tap to pause the video, getting a new prediction each time. Of course one week after we launched, Instagram changed their functionality and no longer allows users to pause videos. So much for predicting the future. 

To show that the best-in-class BMW X1 is best-in-class for pretty much anything, we created a live action adventure controlled by viewers on Periscope (RIP). Whatever viewers asked them to do, Jimmy Chin and Alex Honnold did.  

Everyone has a different version of the same city. So we had restaurateur Roy Choi and style curator Olivia Lopez swap Instagram footprints to experience each other's versions of LA in the all-new GLC Coupe, a vehicle designed for urban exploration.

Then we invited people on social media to show off their versions of their cities by creating custom albums on a mobile site and sharing them on Instagram.