30 projects
The work
Shows, branded episodes, live events, and two presidential campaigns. Thumbnails with a play button open on YouTube. The ones marked case study have the longer story.
YouTube series
Original shows for Bon Appétit, Epicurious, and them., roughly in order of how many people showed up.
Epicurious
Pro Chef vs. Home Cook
A pro gets $16 of groceries, a home cook gets $500, and then they trade kitchens.
55M views on the steak episode
Case studyEpicurious
4 Levels
An amateur, a home cook, and a pro each make a milkshake. A food scientist has notes.
4M views on the milkshake episode
National Magazine Award finalistEpicurious
Method Mastery
A cheesemonger walks through how to cut 30-some cheeses, and 17 million people sat through all of it.
17M views on How to Cut Every Cheese
Bon Appétit
Every Way to Cook an Egg
Fifty-nine ways to cook one egg. Somebody had to count.
40M views, later adapted by Vogue Taiwan
Case studyBon Appétit
Gourmet Makes
Claire Saffitz tries to make Skittles from scratch, and the Skittles fight back.
13M views, plus 30 more episodes past 5M
Case studyBon Appétit
It's Alive
Brad Leone ferments things, catches things, and occasionally explains himself.
Episode 100 was an ice fishing derby
Bon Appétit
Back-to-Back Chef
A guest copies a chef move for move without being able to see what the chef is doing.
12M views with Gordon Ramsay
them.
Drag Me
Gia Gunn gives Kyle Krieger the full drag treatment.
4.5M views on a 280K-subscriber channel
them.
Former Bullies
Queer adults sit down across from the people who bullied them in school.
643K views
Integrated campaigns
Brands that paid to be inside something people already liked, instead of in the ad before it.
Traeger × It's Alive
The backyard episodes
Traeger's own run of It's Alive, with Brad cooking on their grills from his backyard.
900K views on the burger episode
Case studyOrigin × It's Alive
Episode 100
Origin sparkling water paid for the trip to a frozen lake in New Hampshire.
The 100th episode of the series
Grey Goose × Back-to-Back Chef
DeAndre Jordan
An NBA center tries to keep up with a Bon Appétit chef. There are cocktails.
4.2M views
Method × Bon Appétit
Chicken noodle soup
Molly Baz makes soup. Method shows up for the cleanup.
1.6M views
Breville × Bon Appétit
Every Way to Cook a Steak
Forty-three ways to cook a steak, with some very nice appliances in the shot.
Branded series
Case studyBIGO Live × iHeartMedia
LA Pride
An in-person day at LA Pride for queer creators, with Frankie Grande along for it.
+12% LGBTQ+ sign-ups, 68% still around a month later
Applebee's × Winky Lux
Saucy Gloss
Lip gloss flavored like Applebee's wing sauce. People bought it.
Bronze Cannes Lion, 1.1B impressions
Nasty Pig × Nordstrom
NYC Pride pop-up
A Pride campaign and a pop-up inside Nordstrom, timed to the week the city fills up.
$1.5M in sales on day one
Live & campaigns
Rooms full of people, plus the much bigger crowd watching on their phones.
Case studyBIGO Live
Most Talented
Creators from six continents competed live while viewers voted by sending gifts.
$2M in one two-hour livestream
Case studyHillary for America
The final rally
The night before the 2016 election, on Independence Mall, with both Obamas and both Clintons.
33,000+ people, plus Springsteen and Bon Jovi
Case studyBiden for President
Rallies to livestreams
COVID cancelled the rallies in 2020. The campaign still had to show up somewhere.
2019–2020
OZY for PBS
Take on America
A hundred people in a room in four cities, talking about race and politics on national TV.
Aired on PBS to 100M+ households
Recording Academy
The GRAMMYs
Two hundred and fifty videos for one awards season. Yes, someone counted.
7B impressions
Agency work
Campaigns from Grey and earlier, including a few Cannes Lions, Clios, and an Effie.
Case studyCoca-Cola
Christmas Always Finds Its Way
Three holiday short films, in 14 languages, released on Prime Video.
Clio Silver, 148 countries
Applebee's
Fancy Like
A song that went viral for name-checking Applebee's. Applebee's said thank you, loudly.
Gold Cannes Lion, Grand Effie
ASCO
The Most Beautiful Sound
What cancer cells sound like when they die, recorded and played back.
Gold Cannes Lion, Gold Clio Health
Genentech
Open Up Your World
A launch campaign for Vabysmo, built around doors opening.
TV, radio, digital, print
Microsoft
Lumia Pink 900
A pink phone, Nicki Minaj, and the AMAs.
850M+ impressions
Disney
Teen Beach Movie
Selling a Disney Channel movie through the clothes in it.
50M+ media impressions
MTV
Pink Skies Ahead
Social from the set, before anyone had seen the movie.
2.2M+ impressions
ArcLight Cinemas
Premieres & social
Opening-night content, shot from the lobby.
+21% engagement