Chief Creative Officer and Chief Marketing Officer for the NFL team, the Washington Commanders (formerly known as the Redskins and Washington Football Team).

I was the first-ever Chief Creative Officer hired for an NFL team.

I was responsible for overseeing our entire creative, content, and marketing output across all platforms and formats, including custom content, content creators, brand marketing, and original programming across all platforms and consumer touchpoints. I served as both an internal and external leader to drive sales, engagement, retention, leads, and positive customer behavior.

I oversaw and led the most successful team rebrand in NFL history, achieving 87.3 billion+ impressions/reach, 60 million+ views on all launch day content globally, and $628 million+ in media value across broadcast TV, online, print news, and all social.

I established and managed the first-ever Branded Entertainment Studio in NFL history: Washington Branded, with a headcount of 45+.

Under my leadership, we increased our branded content/partnerships revenue by 250% in 12 months.

I successfully grew our audience base by over 200% in 12 months, reaching 75 million across all owned and operated platforms.

I led our global marketing reach with content partners, content creators, and brands across various forms of branded content, including TV, live streaming, user-generated content (UGC), social media, events, film, experiential marketing, over-the-top (OTT) platforms, and short & long-form digital media.

Role: Global Head of Creative - WSJ

5-part documentary series.

Program: POLESTAR X WSJ

Polestar came to us with a challenge. How to market a new car without marketing it.

We needed to make this socially and culturally relevant. So the result? A five-part documentary series that explores the impact electric cars can have on both the environment and society. Exploring the themes of electrification, design, blockchain, sustainability, and performance.

The videos are hosted by a well-known and highly regarded actor, Oscar Isaac, and include interviews with Polestar and Volvo key decision-makers as well as a host of external experts.

The five videos shine a light on Polestar’s stories of progress—how the company’s culture and values, its innovation and expertise in technology and design are redefining automotive and encouraging change in consumer and corporate behavior.

Driving our strategy and execution at every turn are intelligence and insights—about our WSJ audience, Polestar’s business and products, the present and future of the automotive industry, and trends in business innovation, sustainability, and design. 

Chief Creative Officer & Chief Brand Officer for MLS team LA Galaxy and AEG

At the helm of marketing and creative endeavors, I lead a team of 40+ professionals. My responsibilities span across Marketing, Creative, Brand, Content, Social, Digital, Programming, Game Presentation, and Events. As an integral part of the senior leadership team, I contribute to strategic decision-making and organizational direction.

A key initiative under my leadership involved diversifying the Galaxy brand into new categories, particularly in entertainment and media. I founded Galaxy Studios, an in-house brand entertainment studio designed to enhance mass awareness, engagement, sales, customer retention, lead generation, and positive consumer behavior.

Achieved 162% growth in follower counts across all platforms and a significant 132% increase in content engagement within the first 12 months, achieved through innovative and culturally relevant storytelling techniques. Not only did I successfully negotiate and close new branded partnership program deals, but I also generated revenues exceeding $3 million in just 12 months. Additionally, I manage the profit and loss (P&L) for the content studios, ensuring their financial success.

Role: Executive Creative Content Producer

Product: Soccer Kit for 5 a side

Brief: Reach the key demographic for the launch of the new soccer kit through all digital channels.

Branded Content Creation:  Film content (short form), TV commercial, pan European in-store interactive content, microsite, outdoor digital boards, social video content, viral ads, online competition. 

Snapshot stats: 

Nationwide competition running across 15 major cities 

5500 team applicants for one prize

4m YouTube hits/uploads

YouTube viral with Wayne Rooney seeded across 250 sites with over 2.5 million views 

Promotional kit launch across every store in Europe.

Increase in sales by 18% 

Cannes Lion Winner: Silver

Role: Chief Brand Officer & Chief Creative Officer:

The LA Galaxy's Retrograde Kit is a tribute to their storied history. In partnership with Herbalife, the new kit, which is part of the Adidas x MLS Archive Collection is inspired by the team's iconic 1996 kit that was worn by the club on their inaugural run to the MLS Cup championship

$200k sales on first day of launch.

Role: Head of Content 

Strategic & Creative objective:

A marketing campaign to launch their global BBC iPlayer - an iPad app offering access to a comprehensive catalog of classic and contemporary BBC programming. 

Designed to showcase the talent and programming that the BBC has to offer on the iPlayer in an entertaining way by mimicking the finger motion you'd use on an iPad to access the content within the app. Developed further into branded content show that now currently live as a series on the iPlayer.

Content Creation: 

Produced; x5 branded content short form shows staring top British talent. Microsite (HTML 5/ CSS/Java + FB Connect) x9 films (full length are 10 mins, short clips are up to 60 seconds) featuring five different BBC stars, two interactive apps (to live on bbc.com and FB) Facebook animated games and banners.

Snapshot stats: 

Cannes Lions Nominated

One Show 2012 One Show Interactive Integrated Branding / Integrated Branding Campaign - Online Merit

One Show 2012 One Show Entertainment Branded Applications / Branded applications Merit

Over 6 million reach and views on FB & YT

iPlayer plays / donwloads: figures are still rising

Increased brand/product awareness by up to 60% (according to BBC reports)
Currently nominated for numerous integrated awards; including The Webby’s among others. 

Role: SVP, Global Head of Content Development & Creative

Content Overview:  Large mulit-channel content programme. Long and short form film/video content. Huge social campagn as a support to the launch. In-store interactive touch screen video content and live events featuring talent.

COACH NEW YORK STORIES

Everyone in New York has a story. Coach's story began in 1941.

This is a city with a unique spirit of possibility. It has an energy that attracts and inspires people all over the world. On a bicycle in Central Park, on foot on the High Line, on cobblestones or busy sidewalks, there is a feeling of momentum…and purpose.

New Yorkers know where they’re going and how to get there. Their style is sophisticated, with a sense of ease: they have the authentic, self-confident look of a life on the move.

Coach presents a new collection with the unstudied chic and effortless cool of the city we call home—and the stories of fashionable individuals with their own inimitable New York style.

Execution:

Global campaign covering: Film documentary content, TV, Digital experiences, Instore content, Outdoor, Social, paid media

Created docu series of films (short form up to 1mins, but have been extended to long form show formats).

coach.com/coachnewyorkstories. For real-time news and updates, follow #CoachNewYorkStories.

Role: Executive Content Producer

Client:  Honda “Power of Dreams”

Brief: 

Pushing the Honda brand further into peoples lives through the use of ‘amazement’ rather than the selling of a product. 

Content Creation: 

Produced x5 (5 min) Interactive films (hotspots) that launched/ seeded online 2 weeks prior to TV ad. These were films of insight and background into the Asimo robot. These films we're further developed into 'Dream the Impossible' documentary film that premiered at the Sundance Film Festival.

TV spot launched and then was supported by a wave of online activity - YouTube, microsite with downloadable content, live presentation shows (also featuring the content) and digital outdoor content. 

Snapshot stats: 

18.6 million views on YouTube

1,420,000 downloads of the online video and documentary content

200 annual shows for the Honda Asimo robot 

Role: Head of Content Creative & Branded Entertainment

Brand: Reebok

Platform: Long and short form film content + social video campaign.

"Unclassified"

While our competitors have found success prescribing the benefits that their products provide, since 1983 Reebok Classic Leathers have broken ground by becoming a shoe synonymous with enabling self-expression while matching many styles and personalities. We're setting our sights on connecting with the nonconformist nature of not only our audience, but also the heritage that innately lives within the product itself. Our audience lives in a world where being multidimensional is mandatory. They do not define themselves by one label, but rather take pride in the many different passions, interests, and pursuits that make them whole. They don’t succumb to the pressures of boxes, titles, or labels — they define their identity on their own terms. They are indescribable, unconventional, and undefinable. They are truly unclassified.

Role: Head of Digital Content

Client: Google

Campaign: Web Is What You Make Of It

Content: TV spots, x4 short form video content, supporting digital advertising 

Everyone uses a web browser, but no one really cares which one they're using. To give people a reason to consider why their browser matters, we demonstrated how real people are using Google Chrome. 'The web is what you make of it' campaign kicked off with Google's first ever national TV media buy and extended online with banners, an interactive YouTube video, browser features in the Chrome Web Store, and a coordinated media moment featuring Lady Gaga on Saturday Night Live. By positioning Chrome as a catalyst for anybody to make the most of life, we showcased the power of the web in a human and inspiring way.

Campaign #2

Product: Chromebook

Brief: 

Create an online popup store that can be accessed through a number (x20) partner sites 

Content Creation: 

HTML5 and WebGL animation page site integration across x20 high traffic sites. Each unit built specifically into individual site API guides. 

X4 creative units on x6 formats running globally as drivers to the sites. 

Snapshot stats: 

Global campaign. Covered x20 site page takeovers for 24 hours. 

52,000 purchased over the 24 hour period. • 6.8 million page interactions 

Millions of blogged reviews and exposure. 

COACH

Role: SVP, Global Head of Creative Content Development 

For more than 70 years, Coach has been inspired by the sounds of New York City and the legendary performers who got their start here. This fall, we are proud to support a new generation of emerging musical artists with Coach Backstage.

COACH BACKSTAGE, LIVE AT IRVING PLAZA  

This was a global music concert and live event initiative. Inspired by New York City and the legendary musicians who got their start here, Coach was proud to support a new generation of artists with the launch of Coach Backstage. The events ran in NYC, LA, Tokyo, Paris and London.

The first live performance featured BANKS and LOLAWOLF with DJ Ruckus.

The events were surrounded by digital content - created on our app, .com sites and social channels. The evening’s event were livestreamed at Coach.com and our custom Coach app

Content Creation: 

TV (live) show content, Live Video Streaming to x26 global countries, Film Content (short form up to 15 mins distributed across digital channels), Coach app and shoppable content, Live event with over 2000 guests, HTML5 microsite build, interactive video content using 360 degree technology, social media strategy, Online: banners, homepage takeovers, homepage content, digital outdoor. 

Snapshot stats: 

(Still being collated)

Role: Head of Content and Branded Entertainment

https://thescene.com/presents/series/eat-stay-love

Program: A 15 part digital TV series (brand sponsored by Edward Jones)

Conde Nast Brand sponsors: Bon Appétit, Golf Digest, Conde Nast Traveler 

Tag Line: When you travel like a local and dine like a regular, the experience feels more authentic and memorable. Enjoy the best that the world has to offer in dining and travel with our exclusive new series Eat. Stay. Love.. Explore the world as only an insider can.

Global Head of Creative

10-part docu-series + 25 social content pieces

Concept: Create inspirational content that showcases the SIR lifestyle as we travel throughout various destinations and cities. Through videos that highlight visionaries and spotlights on a variety of cultures and industries, our established and emerging affluents and agents will be introduced to the exceptional life that Only Sotheby’s International Realty can create

Role: Head of Content and Branded Entertainment

Multi-platform content campaign. Short and long form.

In a branded film called “All in a Night,” 23 Stories and Condé Nast partner with H&M to tell the story of how the retailer saved the day for a young woman attending multiple events in one evening in New York. The film is a fun, fast-paced narrative that highlights the versatility of H&M’s collection, as well as the convenience of its locations, through the lens of our hero woman as she dashes around the city.  It will inspire our audience to consider H&M for their various style needs, as the destination best suited to helping you look your best for any occasion.

Role: Head of Content Creative and Branded Entertainment

Content: 

Condé Nast and Gucci today announced a first-of-its-kind partnership to create an original film series in support of Gucci’s 2016 Pre-Fall collection.  The four episode series, created by the award-winning 23 Stories x Condé Nast studio, represents the first branded content program of this creative ambition for both Gucci and Condé Nast.

Directed by Gia Coppola, the series is a modern interpretation of the classic Greek romance “The Legend of Orpheus and Eurydice,” set in present-day New York City.  Premiering today, the full series will be available exclusively across Vogue.com, VanityFair.com, GQ.com,
NewYorker.com, WMagazine.com, Pitchfork.com and Gucci.com, and will be marketed globally across leading Condé Nast digital brands.

“This is the most creatively ambitious branded project we’ve embarked on to date,” said Bob Sauerberg, president and CEO of Condé Nast.  “23 Stories worked closely with our brands, from development through production, to ensure that we assembled the right talent and concepts to create a series with true cinematic quality.  The project truly combines Condé Nast’s powerful storytelling capabilities with Gucci’s renowned brand ethos, on a grand scale.”

Company: Conde Nast Entertainment

Role: Global Head of Content and Branded Entertainment.

Executive Content Director and Executive Producer on a 15 part branded content film series for Edward Jones.

Long and short form. Distributed on Conde O&O, partner O&O and currently in development for TV series with a major TV network.

Eat. Stay. Love. | Presented by Edward Jones

When you travel like a local and dine like a regular, the experience feels more authentic and memorable. Enjoy the best that the world has to offer in dining and travel with our exclusive new series Eat. Stay. Love.. Explore the world as only an insider can.

Will Misselbrook built and established the first-of-its-kind Branded Entertainment Studio for the Washington Commanders.

A 40+ team of content creators, marketers, designs, production, media and innovation.

Washington Branded is the energizer of the Washington Commanders.

Through it, we are staking our new position as an entertainment media brand. Our studio is a dynamic creative entity aiming to throw out the traditional marketing playbook and catapult the NFL into the next phase of the game, on and off the field. At Washington Branded, we create more than just content; we create inclusive experiences that drive fans to our platforms and our partners.

Role: Executive Interactive Producer

Step into the heart of the five-time MLS champions, LA Galaxy, with "Beyond the Galaxy," an immersive documentary series offering unprecedented access.

Witness their journey through the tumultuous 2023 MLS season, showcasing resilience and redemption, and follow their anticipated 2024 season as they aim for a triumphant return. This series is not just about sports; it’s a testament to the enduring spirit of champions.

Role: SVP, Global Head of Content Creative Development 

Strategic & Creative objective: 

Re-launch the Heritage Baseball collection

Bring to life the story of the conception of the baseball gloves and their creators through cross platforms: film, video, social and online content.

Objective: Introduce Baseball as a key men’s category for Coach, on coach.com, social media, and email campaign.

Content Creation: 

TV and Film content (short and longer form), HTML5 ecomm shop interactive content, Coach.com HomePage feature, social, mobile, tablet. Global roll-out to x9 markets

Snapshot stats: 

Drove awareness and conversion (both traffic and sales) up 37% from previous year (2012)

Combined views across: FB, YT, Twitter, Pinterest over 12 million +

Role: Director of Production & Executive Producer

Client: Land Rover

Strategic & Creative objective:

To creatively showcase the new Land Rover Evoque on a global scale

Content Creation: 

TV, Film Content, HTML5 site build (into Land-rovers website to house the content), interactive video social media strategy, rich media online (banners, homepage takeovers homepage content), digital outdoor. 

Range Rover Evoque. 

The Evoque’s design story brought to life by long-lasting digital content and social media

Challenge
Inspire, surprise, engage and excite a new global audience about the story of the Range Rover Evoque; to tell the story behind its creation, to drive leads and pre-orders and to encourage a new perspective on the brand. 

Insight

The target conquest audience is one that is socially and digitally mobile, looking for unique and connected experiences that can be shared amongst peers.

Solution
A global tour amplified through social media and celebrity endorsement that looked to capture the interest of the press and prospective customers. We launched the tour in three cities, connected by three world class musicians and influential city shapers, and delivered one global PR story.

Role: Global Head of Creative - WSJ

https://partners.wsj.com/tda-cmegroup/a-taste-of-the-futures/focus-on-the-futures/

Predicting the future is real. Thanks to the explosion of data and technology, we increasingly experience tomorrow today. It’s especially applicable in futures trading. 

This simple, entertaining, and interactive exploration of these themes draw on another field in which humans and machines work together to taste what’s next: the world of cutting-edge, experimental cuisine.

This three-episode video series, starring TV host, and former hedge fund trader Jamie McDonald explores just how people are telling the future today in food.  

Each episode shows how a collective brain of individuals at the knife’s edge, all now hyper-connected via Instagram, Twitter, etc., are constantly pushing and feeding off of one another to deliver truly transporting tastes and experiences.

Role: Head of Content and Branded Entertainment

TV Series

Jaunt, Condé Nast Entertainment (CNÉ), the 30 Ninjas team of Director Doug Liman (Live, Die, Repeat, Bourne Identity) and Producer Julina Tatlock, along with Oscar nominated Screenwriter Melisa Wallack (Dallas Buyers Club), worked to create INVISIBLE, the first episodic action-adventure series created in immersive virtual reality. This is the latest project in Jaunt and Condé Nast Entertainment’s collaboration in serialized storytelling, and the first from Doug Liman. The six INVISIBLE episodes are directed by Doug Liman, Michael Litwak and Jerome Sable.

Set in modern day Manhattan, the series will unravel the secrets of a prominent New York City family, the Ashlands, blessed with a supernatural gift passed down through generations. As capacity of their extraordinary ability continues to grow in power, the birth of an exceptional new child draws public interest and their family secret teeters on the brink of becoming exposed.

Role: Global Head of Creative

Issue:

Fiat Chrysler Automobiles needed a creative and targeted way to drive consideration for its new Alfa Romeo performance vehicles among a high-net-worth audience.

Concept:

Inspired by our own best-in-class live journalism events, The Trust created a dual-coast event activation, Fast Track to Ambition. Open exclusively to our WSJ+ membership, we recruited attendees from the finance, tech and media industries. The events featured test drives of Alfa Romeos and fireside chats with influencers in corresponding fields. At the West Coast event, we deployed our Custom Content editorial and video teams to capture footage that would eventually be edited into video content starring Reddit founder Alexis Ohanian and Hollywood player Dax Shepard.

Results:

In terms of both performance metrics and audience impact, Fast Track to Ambition was a resounding success. The custom execution exceeded the page view goal by nearly 50% and garnered close to 14 million impressions. Thanks to targeted ad placements, the program also overindexed in terms of connecting with the desired demographics FCA was hoping to reach. Additionally, the program trafficked nearly 7,000 social actions and referrals, showing that people were drawn to the program and engaged in the content

Role: Executive Creative Producer

Client: T-Mobile

Strategic & Creative objective:

We want customers to engage with  T- Mobile and think that we, our products and services, believes Life’s for Sharing. We want customers to join T-Mobile, choosing above any other network and switching where possible

Content Creation: 

TV, Film Content, Live event (with pop star Pink), HTML5 microsite build, interactive video content using 360 degree technology (YellowBird) social media strategy, rich media online (banners, homepage takeovers homepage content), digital outdoor. 

Snapshot stats: 

Sales increased by 29% 

68 Facebook groups, largest with over 

4,500 members. 

Over 16 million You Tube hits 

2nd most subscribed all time in UK 

22nd most subscribed all time globally 

x1 Cannes Lions Silver winner, x2 creative circles x5 

Sharks among some of the awards won. 

Role: Executive Producer

Client:  Visa

Brand: 

Fifa World Cup Sponsorship

Brief: 

Drive Visa preference and usage, using FLOW and Visa’s FIFA sponsor 

Show how people’s World Cup dreams flow better with Visa 

Visa takes you closer to the World Cup you.

Content Creation:

TV, Online (banners, homepage content, HTML 5 microsite) online promotion/competition, free mobile phone game app 

Snapshot stats: 

Over 13 million impressions made online • 4.3 % CTR - highest ever recorded in Visa online history

Ran in 12 markets globally

900,000 competition applications. 

Role: Head of Content & Branded Entertainment

Content: 3 long form films. 6 short form films. Interactive content

How much adventure, fun, and necessity can you fit into just one day? At The Cosmopolitan of Las Vegas, enough to never have to leave the resort.

Partnering with our Conde Nast brand (Architectural Digest), this long form film and social cuts feature all of the amazing restaurant and innovative luxuries that The Cosmopolitan has to offer. 

Short and Long form video content. Interactive content experiences in the hotel and further social content. 

Distributed on Conde O&O, brand O&O channels and further reach in hotel properties.

EAT.STAY.LOVE - Short form episodic series (season 3) sponsored content by Edward Jones

Role: Head of Content and Branded Entertainment

https://thescene.com/presents/series/eat-stay-love

Program: Custom Content series (brand sponsored by Edward Jones). Distributed across social, O&O platforms and partner sites.

Tag Line: When you travel like a local and dine like a regular, the experience feels more authentic and memorable. Enjoy the best that the world has to offer in dining and travel with our exclusive new series Eat. Stay. Love.. Explore the world as only an insider can.

SUCCESS: 3rd season and has amassed over 30 million views over the last three years. Being developed into a series for on-demand. Huge uplift in brand recognition

COACH

Role: SVP, Global Director of Creative Content Development 

Concept:

An iconic American comic strip meets an American heritage brand in a playful collaboration with Charles M. Schulz's internationally renowned Peanuts comic strip. 

Execution:

Film, Cinema, TV commercial, interactive websites (all x28 global Coach.com sites) animated blogger site take-overs (x30), Coach App, banners.

Role: Global Head of Creative & Content

Defending Local

Faced with an ever-evolving set of challenges, small businesses are deploying digital tools to connect with customers and preserve their entrepreneurial dreams.

In this x10 part digital video series, we explore the lives of those pivoting and succeeding during the pandemic

Role: Global Head of Creative

Problem: 2020 has been bleak for most. But despite the year’s dramatic events, there have been bright spots: communities have rallied, kindness has thrived, and individuals have stepped up to immense challenges. As we look to a fresh start and a new year, we celebrate the good news of 2020 with a list of its Greatest Moments.

Solve: Spanning the country and across sectors we told stories of the Twenty Greatest Moments of 2020, such as The Greatest Underdog, The Greatest Inspiration, or The Greatest Innovation. Each represented a specific aspect of the fabric of society but collectively reflects resilience, ingenuity, activism, and success. The result was an inspiring, engaging and highly shareable roundup of the year brought to you by Ally Bank in partnership with WSJ.

Execution: Multi-media execution: online, video, mobile, print, and experiential OOH (using 3d mapped projection across iconic buildings in the US)

Role: Head of Content and Branded Entertainment

Branded digital TV series sponsored by GQ

GQ: In this video series, the Chevy Malibu will play an integral role in bringing unexpected goodness to an unsuspecting music fan. Musicians often listen to a new release on a car’s stereo so that they can hear how it sounds outside of a multimillion dollar studio. The twist here is that we will place one of the musician’s biggest fans in the car with them – but the fan won’t know this is going to happen in advance. In each video, we will use a different setup to create the moment of unforgettable surprise where the fan comes face-to-face with the artist they love.

Role: SVP, Global Head of Branded Entertainment and Content 

Inspired by Conde Nast insights, 23S presents “The Setup” - a social video series showcasing five (5) influencers who use technology to realize their notso-secret passions.

The program will feature up-and-comers across five select lifestyle categories - fashion, food, music, culture, and tech - and show how an Intel-powered setup allows these inspiring makers to pursue their passions and how an upgraded PC addresses the tech tensions that people who share this passion worry most about.

We will not only answer the questions, “what are you working with?”, but “what are you working to become?” to entertain and educate people who have their own projects, or have been looking for that inspiration to get started.

Role: Head of Content and Branded Entertainment

In this branded video series, the Chevy Malibu plays an integral role in bringing unexpected goodness to an unsuspecting music fan. Musicians often listen to a new release on a car’s stereo so that they can hear how it sounds outside of a multimillion dollar studio. The twist here is that we will place one of the musician’s biggest fans in the car with them – but the fan won’t know this is going to happen in advance. In each video, we will use a different setup to create the moment of unforgettable surprise where the fan comes face-to-face with the artist they love.

Conde Nast Traveler / Conde Nast Entertainment

Company: Conde Nast Entertainment

Role: Global Head of Branded Content and Entertainment.

Executive Creative Director and Executive Producer on a 3 part film series for Samsung with a launch event at SXSW

SVP HEAD OF CREATIVE - A&E

SENNHEISER PRESENTS 3D AUDIO THRILLER FILM

‘FINAL STOP'

Directed by Roxanne Benjamin and starring Phoebe Tonkin

Included Film, 3d Audio experiences in partnership with Amazon Alexa, Live Pop Up Horror Events, social content. OnDemand TV show extension

ROLE: SVP, Head of Content and Branded Entertainment

Client: Las Vegas

Through six powerful films, we journey to recharge, find inspiration, and grow creatively in Las Vegas. This is not the Vegas one typically sees, but an exclusive, insider’s view into some of the most luxurious Vegas offerings imaginable. Capitalizing on a deep connection with the culture, and a very personal love for these tailor-made experiences, we will convey our story by showing, not telling.

This is an unexpected, perhaps unknown, journey into Vegas. We search for that trigger that will start our journeys in a very aspirational, but at the same time, relatable place. 

Client: Sony Playstation

Strategic & Creative objective:

Creating a viral buzz campaign around the launch of the new Tekken Playstation game.

Content Creation: 

TV commercials, viral film content, HTML5 microsite build, social media strategy, rich media online (banners, homepage takeovers homepage content), digital outdoor. 

Huge success around the activation plan and builiding buzz

Company: Conde Nast Entertainment

Role: Global Head of Branded Content and Entertainment.

Content: 3 part film series for Samsung with a launch event at SXSW. both long and short form docu-style films. Plus supporting social content.

We are currently developing a TV show in partnership with Samsung on the entire SXSW event

Role: Global Head of Creative

Client: Remy Martin

A Toast to Collection Excellence

As publisher of WSJ. Magazine, it’s Anthony Cenname’s job to oversee diverse teams dedicated to one goal—supporting editorial excellence. In fact, he’s spent his entire career bringing people together as well as fostering new ideas and innovative products.

So when the House of Rémy Martin offered Cenname the opportunity to spend a week in France for a series of events celebrating collective achievement, he was both honored and intrigued. Since 1724, Rémy Martin has been shaped by the talents of their own diverse team in Cognac, France. Through the years, Rémy Martin maîtres de chai, distillers and winemakers have used their passion to collectively produce a superior cognac—crafted using a double distillation process from the finest grapes in the region.

To honor their brand’s heritage and spirit of teaming up for excellence, Rémy Martin hosted celebrations in Versailles and Cognac with 100 guests who represent the pinnacle of success, including Cenname and his friend, former professional football player Victor Cruz.

Role: Head of Creative & Branded Entertainment

BRANDS GQ, Glamour & Wired

OVERVIEW of concept:

In this thumb-stopping series, we will meet three couples and challenge them to get their significant other a gift unlike anything they have ever gotten. We will cast real couples and arm them with three things: money, a smartphone (the MotoZ) and the task of thinking outside of the box this holiday season. No rules.

Each episode will feature one couple - starting with an introduction to each partner and an explanation of their gifting habits, we then give each significant other 2 hours to find the perfect for the other one. At the end, we will do an on-camera reveal to capture the genuine reactions to their partners choice of gift.

This will be a humorous and honest revelation of the gift-giving process. Does each person really appreciate the gifts they are given? We will reveal the truth behind the fun, yet often dreaded process of holiday gift giving.

MotoZ will be organically integrated in each episode as one of the tools each person uses to get around the city and research their gift ideas.

Company: Condé  Nast Entertainment

Role: Global Head of Branded Content and Entertainment.

"Last Chance U" - branded TV series distributed on Netflix. 

ROLE: SVP, Head of Branded Entertainment and Content (ECD)

Produced for Conde Nast Glamour by Las Vegas. Anything and everything you want to do, you can do in Vegas.

ROLE: SVP, Head of Branded Entertainment and Content

Client: Las Vegas

Through six powerful films, we journey to recharge, find inspiration, and grow creatively in Las Vegas. This is not the Vegas one typically sees, but an exclusive, insider’s view into some of the most luxurious Vegas offerings imaginable. Capitalizing on a deep connection with the culture, and a very personal love for these tailor-made experiences, we will convey our story by showing, not telling.

This is an unexpected, perhaps unknown, journey into Vegas. We search for that trigger that will start our journeys in a very aspirational, but at the same time, relatable place. 

Role: Global Head of Creative & Content

Telly Awards - Gold Winner 2022

The Art of Fast

A legacy of craftsmanship and design is inspiring the next generation of Maserati performance. Maserati has been defined by a balance of performance engineering and Italian design. Klaus Busse, Maserati’s head of design, shares how the brand is evolving using lessons learned over its 100-year history.

A full custom content program looking back in time to the making of this iconic brand and where the future lies.

Role: Chief Content Officer

https://www.wired.com/video/2016/02/breaking-through-why-a-30-second-5-million-super-bowl-ad-isn-t-enough/

Film #1

It is not difficult to see why virtual reality (VR) is being hyped as the next frontier of branded content considering its huge growth potential. The industry is expected to break the $1bn barrier for the first time this year, according to Deloitte, and with Goldman Sachs predicting the market could be worth $80bn by 2025 the opportunities are only going to get bigger.

In this episode take a look into the world of VR. Ways in which advertisers are starting to connect and interact with an individual through these headsets, transporting users to strange new worlds. We want to look at how advertisers need to ask themselves what users [require and expect] and mustn’t get in the way of their experience. To guide us on this cinematic journey we will use captivating voiceover captured through a clever interview styled technique for a high level exploration of how VR technology is becoming an innovation in storytelling. This won’t be a film promoting a VR brand, but a more holistic view of how advertisers are tapping in to this latest wave of content creation and what the predictions are to be at Advertising Week.

Role: Chief Content Officer

Film #2

THE STORY OF HOW AN OLYMPIC FAN HAS A MEMORABLE EXPERIENCE POWERED BY THE ANALYTICS OF A MARKETER.

An Olympics fan thousands of miles from Rio avidly follows their favorite Olympian as they prepare for the games. They obsess over their athlete’s trial runs, staunch competition, and regularly create content in the form of tweets, Snapchat videos, and Instagram pictures.
But in a crowded Olympics media landscape, how does their experience stand out? More importantly, who is leveraging the discussion to truly connect with the fan?
A leading marketer with their pulse on creating tailored experiences for consumers sees the interactions and acts on them, creating an unforgettable experience for the fan (e.g. Skype chat, meet and greet with the athlete, personalized response from the athlete). In the sea of online Olympics discussion, the marketer manages to create a unique, personal bridge to the consumer that results in a meaningful interaction, one that couldn’t have been possible without the use of technology.
The film plays out through a mix of verite footage of the fan, Olympian, and the marketer who work in real-time to identify the interactions and create the
experience. The technology is shown in striking visual detail, captivating the viewer with how powerful their insights can be.

ROLE: SVP, Head of Branded Entertainment and Content (ECD)

Role: Global Head of Creative

4-part documentary series for Honeywell

Everyone knows the Honeywell brand, but few know the breadth of its industry specialization, which encompasses everything from fire safety and connected software to electric avionics. To introduce Honeywell’s innovations to decision-makers, simply citing its diverse range of technologies was not enough. Business leaders needed to see this groundbreaking engineering in practical context and hear firsthand from customers and Honeywell experts to understand how these innovations are revolutionizing business

IDEA:

To showcase Honeywell’s state-of-the-art technology in the context of how it is benefiting its primary users, we created Tomorrow’s Solution Today, a series of short videos and podcasts illustrating advances in four select industries. Each video and podcast paired an end user/customer with a Honeywell expert who could speak passionately about the development and benefits of the hardware and software components. One vivid storyline was built around a single firefighter, whose breakthrough gear has not only kept her safer in perilous situations, but also given her greater confidence in her day-to-day responsibilities.

Role: Global Head of Creative

ISSUE: Investors are increasingly aware of exchange-traded funds (ETFs). iShares by BlackRock wanted to shift them from awareness to consideration—and drive engagement with iShares ETFs.

IDEA:

To take the scariness out of investing and even add some humor, we enlisted Saturday Night Live alum Sasheer Zamata to help give a literal A-to-Z education on the benefits of iShares ETFs. Our program, Fund Your Vision, combined data visualizations, storytelling and videos featuring Zamata and BlackRock executives to walk investors through the alphabet, with each letter symbolizing a unique value and utility of ETFs. Our program helped make ETFs and iShares more approachable and showed their potential as a partner to achieving financial goals.

IMPACT: After just two weeks in the market, the program surpassed Wall Street Journal benchmarks for video completion rate and scroll depth, suggesting audiences are fully engaging with the content. Combined with above-benchmark click-through rates—which speaks to readers and viewers discovering the program through WSJ and social channels—we’re seeing users seek out Fund Your Vision, then stay there.

Role: Global Head of Creative

Objective: Personal Stories of How Machine Learning Drives Innovation

Content: We created compelling stories from AWS partners in their own words. While these are stories about how machine learning drives innovation and positive business outcomes, they’re also—more importantly—about human impact. We will no doubt spotlight AWS-powered solutions, but presented them as clinical implementation. 

Execution: 4 part documentary series with accompanying social, article, and infographic content

Role: Director of Production & Executive Producer

Client: Vienna Tourist Board

Strategic & Creative objective:

VTB wanted to connect with the UK market in a progressive and interactive way. 

Created through a multi-channel campaign driven through celebrity endorsement, social media engagement, film content & a live event 3d mapped interactive building projection 

Content Creation: 

3d interactive mapping Projection onto iconic building in London, Live event (with celebrity endorsement) social media strategy, online (banners, Facebook fan pages, x2 YouTube channels, UGC, and film content 

Snapshot stats: 

19,000 YouTube views within 1 week

2.8 million OTV’s across all social channels. 

Live coverage on the BBC with a reach of 7.5 million viewers 

Nationwide coverage on national papers, covering 20 million daily readers
36, 000 tweets in one week. 

Role: Head of Creative Content

Client: Bjorn Borg

Strategic & Creative objective: 

BBH to develop a fully integrated and big bang brand campaign supporting the SS12 launch. Fully integrated (optimally synced with products/packs) brand advertising material with campaign theme focus. 

Content Creation: 

Updated content to the current HTML ecommerce site, including banner ads, additional pages of featured content, film spots and animated video content.
In conjunction with the print we housed similar content across PR activation
in-store activation, visual merchandising and display materials 

Snapshot stats: 

Rise in traffic to the site by 62% after only 2 weeks of launch
Nationwide press and PR coverage
Increase in dwell time to the site by 38% 

COACH: Campus Backpack ft. Eli Reed

The launch of a new product line: Campus Backpack

Role: SVP, Global Head of Creative Content Development 

Execution: Branded content, in-store interactive hot-spot films, social, banners, web (.com e-commerce). working with world famous and professional skateboarder Eli Reed

Role: SVP, Global Head of Creative Content Development 

Program: A series of branded films featuring high profile talent showcasing the latest Coach fashion line. TV and digital content distribution.

Role: Head of Content Creative & Branded Entertainment.

Short form branded social series for Macy’s

Conde Nast Entertainment TV series: Netflix

Role: Head of Content & Branded Entertainment

Role: Head of Content & Branded Entertainment

Branded Content Series: "Funding Your End Game"

Short and long form video content. Further reach through social content both video and interactive. 

With the right tools, financial health becomes less about what you can’t have and more about the lifestyle you are journeying towards. So many of us are striving towards the end game: the end game = more adventures, richer experiences, greater rewards. 23S, alongside Ally will create 3 custom social videos around the notion that your “end game” is always within reach with a bit of determination and a lot hard work.

Tapping into two influencers who are currently living out their dreams. These people have left or transitioned careers to seek out the long-dreamed passion of launching their own company. These influencers will tell us about their innovative and unconventional roadmaps to success and inspire an audience who might be preparing for their end game. 

Confirmed Talent:

For SELF and WIRED: Ruzwana Bashir (CEO & Founder of Peek)

For GQ: Carlos Huber (Founder of Arquiste)

Our challenge: Bring these stories to life in an exciting & inventive way that will capture audiences scrolling through their news feeds! 

Integration: Ally will be organically integrated as one of the influencers' tools for wise personal finance management. 

Role: Head of Creative: Content & Branded Entertainment - Conde Nast

OBJECTIVE:

Leveraging the content pillar most beloved by Fidelity’s target demographic - humor - the New Yorker will position Fidelity as the partner of choice for pre-retirees whose most important goal is saving for retirement. 

STRATEGY:

A custom video series featuring comedy and cartoons - all through the lens of retirement planning - will command attention and syndicate across several platforms and formats.

SUCCESS:

2 million plus views across social sites plus more on O&O. Grew awareness for the brand and objectives

Role: SVP Global Head of Content Development

Content: Social only campaign

From New York, from Paris, from Tokyo—from above! Where in the world are you wearing Coach shoes? Share a photo of them here, or post one with #CoachFromAbove for a chance to be featured in our gallery.If you'd like your photo to be on our map, don't forget to add your location.

Role: Head of Content and Branded Entertainment - Conde Nast

Content: 

There is nothing quite like the summertime - from backyard barbecues to poolside hangs, some of the best memories are made in those warm, sun-kissed months. In this custom social video campaign, we show you how you can create a home away from home and maximize your summertime getaway - in ways only possible with Airbnb.

We captured a family as they book their Airbnb, pack up their busy city lives and jet off for a summertime adventure. With Airbnb, our family have access to amenities and experiences that they wouldn’t have in their average hotel.

From a backyard with a grill to fully stocked kitchen and a living room, each video highlights how you can create those traditional summertime moments, all while on vacation.

Through the lens of GQ, Condé Nast Traveler and Bon Appétit, the videos provide expert tips for cooking, entertaining and celebrating this summer season.

Role: SVP, Head of Content and Branded Entertainment

Through our partnership with AMEX, we’ll create a content series of 15 videos that arms Michael & Michelle with the travel knowledge they need for their journey. Leveraging trusted editorial voices like GQ and Bon Appetite, our content will highlight snackable nuggets of wisdom inspired by the behaviors, tastes and searches of our target audience.

SUCCESS: Gained over 8 million + views across all social and O&O channels.

Role: Global Head of Creative

Role: Executive Creative Producer

Client: Cravendale

Execution: Developed an animated series for Cravendale that ran initially as TV spots but evolved into longer form content distribute across TV, online, instores, outdoors.

 Initial spots we're 60 seconds but longer form pieces we're developed in partnership with Cravendale into an animated show.

Won a Cannes Lions for best animated series

On the site you can select any character depicted in the ads, collaborate, interact and play with other visitors, all in the world of Cravendale ads. And you can capture the action to create your own 60 second films. You get the chance to share the movie-making experience with live visitors on the site and you also have the ability to have a private session with your friends. The films can be sent to friends as well as stored in a gallery of the microsite.

The idea was to bring the characters to life in a really interactive way. It’s one thing to direct and act out your own scenes, but the spontaneous nature of the site is probably what’s the most interesting thing about it – you never know what to expect or who you’ll meet when you come to the site.

Brief:

Align Lancome products with trending beauty looks

Provide consumers with serviceable content that helps them "get the look”

Create editorial caliber content that integrates Lancome products, showcasing product versatility (specifically the Juicy Shaker, which you can use on lips and cheeks)

Role: SVP, Global Head of Creative Content Development 

Brief: 

Creating global integrated Fashion campaigns to enhance brand awareness through: TV, Film, In-store, On-line and social

Content Creation: 

Coach presents the Fall 2014 Collection in Wild Things, filmed on the streets of Dumbo in Brooklyn. TV, Film, Instore content & interactive site content: 26 global Coach e-commerce sites

Borough Bag; TV, Film, Instore content & interactive site content: 26 global Coach e-commerce sites

Coach Fashion Show 2014; V, Film, Instore content & interactive site content: 26 global Coach e-commerce sites

Footwear Launch 2014; TV, Film, Instore content & interactive site content: 26 global Coach e-commerce sites

Billy Reid x Coach Collaboration: In-store, Online integrated campaign: 26 global sites

Horse & Carriage Timelapsed Film: In-Store and Online content

Spring Fashion Campaign 2014; TV, Film, Instore content

Holiday 2013; interactive film and web content

CoachFromAbove: Social campaign: http://coachfromabove.coach.com/

HTML5 and WebGL animation page site integration across x26 high traffic sites. 

Snapshot stats: 

Global campaigns. Covering x26 sites 

Over 100 In-store screens

TV commercials

Millions view on YouTube

ROLE: SVP, Global Director of Creative Content Development

Role: Executive Producer

Client: NSPCC (Childline)

Brief: 

Help kids to understand that ChildLine is open online for the trusted and confidential support they need.
Encourage young people to answer the question ‘how u feelin?’ by expressing themselves via video & sounds through an emotion that they could be feeling e.g. sad, happy, lonely, stressed etc.

Content Creation: 

TV, Film Content, HTML5/WebGL microsite, banners, PR event, online competition, social media 

Snapshot stats: 

100,300 competition entries within 2 weeks of launch 

Partnership with leading social media bloggers with a global reach of 8 million. 

First fully integrated campaign for NSPCC 

Winner of remixer video competition online is aired on TV 

Track created by famous DJ Paul Hartnoll available for purchase on iTunes still to come) 

Role: Executive Producer

Role: SVP, Global Head of Creative Content Development 

Brief: Created an animated online content video series for Coach Holiday. Distributed on O&O plus multi-partner platforms.

Execution: x3 10 minute animated series spots. Usage was for .com global sites, social platforms (YT, FB, Instagram cut downs, Weibo, WeChat) Outdoors and paid media.

Role: Head of Interactive Production

Client:  Front Steps Homeless Shelter & BBH

Concept: 

Strategically placing homeless individuals around downtown Austin with cards that explain the Homeless Hotspots program. When individuals find themselves in a WiFi dead zone, they contact the person that gave them the card, and the person will find and provide them with a hotspot for the suggested donation for $2 per 15 minutes of service, with all proceeds going to support the Front Steps Shelter. 

Execution: 

Microsite to track all activity: 13 homeless people in Austin, Texas given cell devices to raise awareness of the issue of homeless-ness at the interactive / tech part of SXSW. 

Users were asked to pay $2 to gain access to a 4G network connection for 15 minutes. The homeless participants are kitted out with 4G mifi devices and get to keep the cash they received via a Paypal link. 

Valence Films is a New York-based independent film company focused on the development and production of authentic, thought-provoking motion pictures. We are committed to creating high-quality entertainment for a wide range of audiences and collaborating with various creative partners to bring great stories to the screen.
 

Fist motion picture: REACH

http://www.imdb.com/title/tt4579446/combined

What if an obsession could become a reality? Should we aspire to make our fantasies materialize, or is it better that they exist as mere daydreams in the attic of our minds? This is the story of Adrian Kent, a young, successful but somewhat introverted New York financier. When he becomes completely infatuated with an online adult star named Danee West, he decides to seek her out, pay her to meet him for a weekend in New York, and explore the true human being behind the fantasy of the adult actress.

Folk Hero & Funny Guy

Valence Films: Executive Produced by Dom Genest & Will Misselbrook

A successful singer-songwriter hatches a plan to help his friend's struggling comedy career and broken love life by hiring him as his opening act on his solo tour.

Written & Directed by: Jeff Grace

Cast: Wyatt Russell, Alex Karpovsky, Meredith Hagner, Hannah Simone, Michael Ian Black, 

LITTLE MEN

VALENCE FILMS: Executive Produced by Dom Genest & Will Misselbrook

A new pair of best friends have their bond tested by their parents' battle over a dress shop lease.

Directed by: Ira Sachs

Written by: Mauricio Zacharias & Ira Sachs

Cast: Greg Kinnear, Jennifer Ehle, Paulina Garcia, Michael Barbieri, Theo Taplitz, Talia Balsam, Maliq Johnson, Anthony Angelo

Dominique Genest & Will Misselbrook

Managing Partners

www.valencefilms.com

Role: Co-Founder and Managing Partner 

From 2008 - 2012 I co-owned an independent creative content company focusing on film (short and long form), music videos, commercials, online content campaigns and branded entertainment, TV shows

Distilled Films has produced over 70 pieces of film content as well as other forms of video advertising.  With the main focus on storytelling, the soul nature of the work was to find the most compelling way to bring ideas to life across multiple platforms. 

Distilled Films was run out of the London office with an affiliate arm in New York.