AULANI VILLAS
Walt Disney Imagineers worked hand in hand with local artisans and cultural experts to create Aulani, the first resort in Hawaii created as an authentic Hawaiian resort for families. Inspired by the natural wonders and rich traditions of Hawai‘i, it is the ultimate Hawaiian getaway, celebrating the beauty, history and welcoming spirit of the island. But not unlike their brand cousin Adventures by Disney, they launched with a campaign of animated characters reinforcing a consumer barrier for families: they did not want to go to an exotic, tropical getaway with Mickey and Minnie. Especially when they can get that right in their own backyard at Disneyland. So we decided to lean into the authenticity of Aulani, and the rich lore of both Hawaiian and Disney storytelling by telling some Hawaiian legends and inviting families to come and create their own family legend at Aulani. With our new campaign we saw a 34% increase in bookings over the prior two years representing over $40 million in revenue. And during Hawaii’s low season Aulani was at an astounding 96% room capacity.
AULANI VILLAS
Walt Disney Imagineers worked hand in hand with local artisans and cultural experts to create Aulani, the first resort in Hawaii created as an authentic Hawaiian resort for families. Inspired by the natural wonders and rich traditions of Hawai‘i, it is the ultimate Hawaiian getaway, celebrating the beauty, history and welcoming spirit of the island. But not unlike their brand cousin Adventures by Disney, they launched with a campaign of animated characters reinforcing a consumer barrier for families: they did not want to go to an exotic, tropical getaway with Mickey and Minnie. Especially when they can get that right in their own backyard at Disneyland. So we decided to lean into the authenticity of Aulani, and the rich lore of both Hawaiian and Disney storytelling by telling some Hawaiian legends and inviting families to come and create their own family legend at Aulani. With our new campaign we saw a 34% increase in bookings over the prior two years representing over $40 million in revenue. And during Hawaii’s low season Aulani was at an astounding 96% room capacity.
eHARMONY
eHarmony had been the leader in their category since their launch in 2000, laying claim to 236 marriages a day and 2% of marriages in the United States. But over time they were rapidly losing market share to increased competition from brands like Match.com who were expressing themselves with more contemporary voices. eHarmony brought me in to re-energize their brand. I proposed they walk away from advertising their science and matching algorithm, often pitched by their founder. It felt to me that as a company responsible for 2% of marriages in the U.S. they should take ownership of something far more compelling: love. They should plant a flag in the ground and own love. I wrote the campaign line “Love Begins Here” and we built the campaign with real eHarmony spouses and couples, and singles looking for relationships. We shot with Academy Award winner Errol Morris and worked to get to the truth of dating, relationships, marriage and the life altering impact eHarmony had on many of their lives.
eHARMONY
eHarmony had been the leader in their category since their launch in 2000, laying claim to 236 marriages a day and 2% of marriages in the United States. But over time they were rapidly losing market share to increased competition from brands like Match.com who were expressing themselves with more contemporary voices. eHarmony brought me in to re-energize their brand. I proposed they walk away from advertising their science and matching algorithm, often pitched by their founder. It felt to me that as a company responsible for 2% of marriages in the U.S. they should take ownership of something far more compelling: love. They should plant a flag in the ground and own love. I wrote the campaign line “Love Begins Here” and we built the campaign with real eHarmony spouses and couples, and singles looking for relationships. We shot with Academy Award winner Errol Morris and worked to get to the truth of dating, relationships, marriage and the life altering impact eHarmony had on many of their lives.
AULANI, A DISNEY RESORT & SPA
Walt Disney Imagineers worked hand in hand with local artisans and cultural experts to create Aulani, the first resort in Hawaii created as an authentic Hawaiian resort for families. Inspired by the natural wonders and rich traditions of Hawai‘i, it is the ultimate Hawaiian getaway, celebrating the beauty, history and welcoming spirit of the island. But not unlike their brand cousin Adventures by Disney, they launched with a campaign of animated characters reinforcing a consumer barrier for families: they did not want to go to an exotic, tropical getaway with Mickey and Minnie. Especially when they can get that right in their own backyard at Disneyland. So we decided to lean into the authenticity of Aulani, and the rich lore of both Hawaiian and Disney storytelling by telling some Hawaiian legends and inviting families to come and create their own family legend at Aulani. With our new campaign we saw a 34% increase in bookings over the prior two years representing over $40 million in revenue. And during Hawaii’s low season Aulani was at an astounding 96% room capacity.
Los Angeles, CA 2011 to present
Creative Director / Walt Disney Corporation - Disney Parks & Resorts Global Marketing
Disney Parks brought me in help launch their new in-house advertising group. The internal team I was brought in to build has grown to a fully-integrated department of ad creatives, designers, producers and account teams. We specialize in creating integrated, conceptual advertising and marketing campaigns for everything under the Disney Parks & Resorts umbrella globally, including Disneyland, Disney World, Disneyland Hong Kong, Paris and Shanghai.
A business I was asked to help was Adventures by Disney, offering high-end guided family travel around the world. It had been running in the red since its launch in 2005. I identified that the brand was expressing itself with the same voice as their theme parks. But who wants to travel to the Great Wall of China with Mickey Mouse? No one, not even a die-hard Disney fan. So, I gave them a new platform with a modern, contemporary voice. The result: the new campaign generated an 80% increase in bookings in the first quarter, and a 55% increase over the previous year. The business made a rapid shot to profitability and is now in the black. The client conducted research to clearly identify why the business was magically doing so well. The findings: it was the creative, because the brand now had an ownable and differentiated brand voice.
As leader of the re-launch of Aulani, a Disney Resort in Hawaii, with our new campaign we saw a 34% increase in bookings over the prior two years representing over $40 million in revenue. And during Hawaii’s low season Aulani was at an astounding 96% room capacity. My team and I launched the new Guardians of the Galaxy: Mission Breakout attraction with a fully-integrated campaign resulting in 1.4 billion media impressions, 6,500 social media mentions in the first hour of the launch and an unprecedented seven hour wait time during opening weekend. I also created a spot for Disney World telling the story of a young deaf girls first experience meeting her favorite character Tinker Bell who knew American Sign Language. It was an emotional piece that rocked social media platforms, was a YouTube “Best Of” in the month of the launch, received a YouTube award and an Addy Gold, plus a flood of press not only in the ad trade, but also in the deaf community.
It’s been a very fun ride. Or attraction, as they like to say here.
Los Angeles, CA 2006 - 2011
Freelance
Prior to my Disney experience I freelanced for many agencies such as BBDO, David & Goliath, Deutsch NY & LA, Grey, Publicis, Rubin/Postaer, Team Detroit, and Wongdoody among many others. Over the years I’ve re-branded clients and launched new products for brands such as eHarmony, Ford, Honda, Mitsubishi Motors, and TMobile.
Los Angeles, CA 2003 - 2006
Vice President & Creative Director / Deutsch LA, Inc.
I was hired to launch Deutsch’s new retail division with the Mitsubishi Motors dealer and Burger King accounts. I led our creative teams along with the planning and account groups. We pitched a lot of brand work and the teams I led won a number of great accounts including DirecTV, GM and Bally Total Fitness.
Los Angeles, CA 2001 - 2003
Principal / Concrete Advertising (ceased operations)
My own agency. But, the offer from Deutsch that came soon after I opened the doors was far too good to pass up. Still, I did have success during the time we were open. We created national and international ad campaigns for Sony Pictures and 20th Century Fox. Projects included DVD packaging, POP displays, outdoor and print advertising.
New York & Los Angeles 1996 - 2000
Senior Art Director / Deutsch NY and LA
This was a pivotal time in my advertising career: working for Donny Deutsch. It was an amazing time. Donny taught me so much of what I know about the business. I created campaigns for Bank of America, IKEA, Prudential Securities, Publisher’s Clearing House, and Tanqueray. I also learned what pitching clients was all about. As a lead creative for Bank of America I moved to Los Angeles to be a foundation for the newly opened Deutsch LA office.
New York, NY 1993 - 1995
Art Director / The Arnell Group
My first job as an art director was when I went to work for Peter Arnell at The Arnell Group. Peter’s business was built on fashion and I had the honor of working with, and learning from, fashion world greats like Donna Karan, Tommy Hilfiger and the Paul Stuart family. I also did work for Ray Ban, and was art director for Nespresso’s launch in the U.S.
New York, NY 1990 - 1992
Designer / Belk Mignogna Associates
I was the first hire at a studio launched by two designers from Donovan & Green. They taught me a lot about design and were my first mentors. I honed my design skills for their clients the Juvenile Diabetes Foundation, American Express Bank, BanPonce Corporation and the Jewish Museum of New York.
London, UK 1987 - 1988
Designer / Landor Associates
After earning my BFA in Graphic Design at the Rhode Island School of Design, I moved to London and landed a job at Landor Associates. I designed packaging for two of the UK’s top crisps brands, Walkers and Hula Hoops, as well as corporate branding for Alcatel Communications.
Woodstock, NY 1982
Illustrator / Marvel Comics
This was my first professional job, working as an apprentice illustrator to Marvel legend Jim Starlin creator of the Thanos saga and Shang-Chi: Master of Kung Fu among so many others. He taught me how to create storyboards and take a story and bring it to life on the page. He also let me illustrate many of the backgrounds, starships, universes and environments for his stories, most notably the very first graphic novel: The Death of Captain Marvel.
EDUCATION
Providence, RI 1983 – 1987
Rhode Island School of Design. BFA Graphic Design