The work that shaped how I think isn’t always the most awarded — it’s the pieces I still turn over in my head years later. Here’s a running list, with the specific thing I take from each.
01
Apple — Shot on iPhone: World Gallery
Apple · TBWA\Media Arts Lab · OOH
User photos turned into the world’s biggest outdoor gallery. The product demo is the campaign — no gap between what it does and what it says.
Watch / read ↗
02
Love Has No Labels
Ad Council · R/GA · Film
An X-ray stage strips people to skeletons before revealing who they are. A whole argument about bias, made in one undeniable visual device.
Watch / read ↗
03
British Airways — Mum
British Airways · Film
A global airline made to feel like one family’s story. Proof that restraint and a single human thread can out-punch spectacle.
Watch / read ↗
04
Guinness — Made of More
Guinness · AMV BBDO · Film
Character over product. The brand stands for integrity, told entirely through people who embody it — the beer barely shows up, and that’s the point.
Watch / read ↗
05
Newcastle — If We Made It
Newcastle Brown Ale · Droga5 · Integrated
The best Super Bowl ad that never aired. No budget became the joke, and the joke became the campaign — a masterclass in turning a constraint into the idea.
Watch / read ↗
06
OREO — Daily Twist
OREO · Social / Film
100 days, 100 topical posts. A century-old brand behaving like the most nimble voice in the room — cultural relevance as an operating system.
Watch / read ↗
07
Pedigree — Feed the Good
Pedigree · Film
Reframed dog food around the good dogs bring out in us. Purpose that actually fits the product instead of being bolted on.
Watch / read ↗
08
REI — #OptOutside
REI · Venables Bell & Partners · Integrated
A retailer closing its doors on the biggest shopping day of the year. The boldest media buy is sometimes choosing not to buy at all.
Watch / read ↗
09
Seamless — New York
Seamless · OOH
Hyper-local outdoor that talks to New Yorkers like an insider. Relevance so specific it becomes the entire joke.
Watch / read ↗
10
Under Armour — Will What I Want
Under Armour · Droga5 · Film
Gave a challenger brand cultural weight by backing conviction over bravado — Misty Copeland as the anti-hype hero.
Watch / read ↗
A living list — updated as I find work worth stealing from.