WASHED-UP BASKETBALL PLAYER. SURGICAL WITH A CAST IRON. ONLY WEDDING I’VE EVER BEEN TO WAS ONE THAT I WASN’T INVITED. BUT YOU’RE PROBABLY ONLY HERE BECAUSE I’M A WRITER.
After reading an interview from 2017 where Joel Embiid admitted to drinking ‘3 or 4 pitchers of Shirley Temples a day’ I concepted, wrote, and pitched this video concept with the NBA All-Star to Mountain Dew to help introduce their new priority product, MTN DEW ICE.
With zero paid media, this video earned over 10M impressions, picked up by national media outlets like Yahoo Sports, and top NBA accounts on Instagram like @dunk @thehoopfilms and @ballplayers.
In January 2021 I was tasked with rebranding Natty Light’s social tone in order to make it more contemporary, inclusive, and ‘online’. Part of the motivation was to dissociate the brand from its frat star past, but also to grow its share of Gen Z consumers, whose taste is very different from its generational neighbors.
I selected celebrity muses, made a deck, and mocked up some examples in our new ‘from-the-hip’ style tone that spoke eye-level to the youths (of legal drinking age, technically).
In five months of undercase text, first person singular voice, and memes, we grew our Gen Z audience 20%, the highest in the Anheuser Busch portfolio.
Including this to prove that despite the very meme-y tone, I also dabble in ~journalism.
I contribute to a few different publications, writing about NBA style and hoops culture. Last year I even had a monthly column on GRAILED about my favorite NBA fits of the month.
READ FULL ONE37pm ARTICLE HERE
READ FULL ONE37pm ARTICLE HERE
READ FULL ONE37pm ARTICLE HERE
I run a vintage basketball Instagram account with over 800K followers where I scour the internet for deep cut basketball videos, write copy, and post.
My favorite thing to do is post retro-reactively, where I see something happen today (like the NBA Dunk Contest) and then I post the highlights from the 1996 Dunk Contest.
Here are some screenshots from some of my favorite posts.
Wrote and pitched this concept challenging NBA players to wrap gifts as fast as they could to go live during the holidays. To nobody’s surprise, Russell Westbrook took this very seriously.
Mountain Dew’s creative wrapper for the ‘18-’19 NBA season was #CloserThanCourtside. The intent was to give fans unparalleled access to the game.
I pitched an off-the-cuff style Ask Me Anything series to give fans a new perspective of athletes on our roster, wrote up some questions, and even interviewed the talent.
For the better part of two years I led Mountain Dew's 'Always-On' social content. This included concepting content ahead of time, anticipating milestones and events for our athletes, and covering live events.
The term ‘Cont*nt Calendar’ causes a lot of people to cringe, but I think of them as a way to flex my understanding of the internet and ability to predict what's going to pop. Above everything else though, I revel in pairing a meme with a clever line of copy that costs zero dollars, but outperforms the big budget production.
I’m the commissioner of a 6AM pickup game in the East Village called AMHOOPS.
It started as a group of NYC hoopers that could only find quality runs before their day started and has grown to a community of over 100 people that play four times a week.
After realizing the popularity, I started making merch in the Fall. I come up with the concepts and handle relationships with the vendors and my good friend Jesse Louie handles all photography.
For the last three years, on the first day of March Madness, I organize an annual ‘Banquet’ , a 50 person round-robin tournament that tips off at 6AM. Following the games, we reconvene at a bar to watch March Madness.
This past year we cancelled due to COVID, but donated all proceeds from the Banquet merch, $800, to City Harvest NYC.
A GIF of me dunking [sort of kinda on someone maybe — he was in the poster] in high school and also catching a windmill. Don’t worry though now I just tweet about the shit.