Executive Creative Director
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Optimum Brand Transformation

 

Optimum Brand Transformation

The Optimum brand transformation was a huge effort, requiring behavior change and a new mindset from everyone in the organization.  Together we implemented a new integrated process and re-launched the brand by building the “Let’s Connect More” platform. After years of decline the organization saw a 6% growth in customer relationships for the first time since 2008, resulting in the sale to Altice Global for 17.9B.

ROLE ECD AGENCIES Martin, Collins, Brooklyn Brothers, Alma, Fathom, Cablevision Internal Agency

 
 

A lot goes into connecting Gamma to her grandson.
SERVICE - Gamma Is A Go TV / Role: ECD / Agency: Martin

 

With DVR recording capability on every tv the sibling feud is over.
ROLE ECD AGENCY Martin

 

Hyper local mobile content when you need it most
GEO FENCED DIGITAL / Agency: Martin / Based on location

 

No one likes pre-roll.
OPTIMUM - Skippable Pre-roll / Agency: Martin

 

Millennials move often, cut the chord and disregard ads. But they loved a web series we made for Youtube about the worst movers ever. Results 7.7 m impressions, Over 1m views.
UNMOVERS CAMPAIGN
/ Role:ECD / Agency: The Brooklyn Brothers

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Episode 1

Episode 2

 

Altice asked us to feature Ronaldo to promote our new speeds in the US. So I wrote an integrated campaign where a photo of him in his underpants was shared globally. Life imitates art.
Ronaldo Speed Campaign Agencies: Creative Services, Partners
100,000,000 impressions Over 3,090,000 engagements/likes/shares

Our actor Amy Reynolds released this photo on her Instagram feed prior to the commercial airing.

 

John Leguizamo from Queens was a natural choice to be our brand ambassador for the Latino community. John’s local roots and work ethic is revered by our customers.
MOBILITY / OPTIMUM APP - Leguizamo Multicultural Campaign / Role: ECD / Agency: Martin / Social Digital Agency: Martin, Cablevision Internal Agency

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As our brand ambassador, John would provide inspiration and guidance for many of the kids in the Latino schools across the Tri- State Area.

 

OPTIMUM COMPETITIVE / TV Web Digital
In a highly competitive category there is always a need for highly competitive advertising that debunks or reinforces product claims based on industry awards or test results. Our enemy is FiOs.
ROLE ECD AGENCY Martin

 

OPTIMUM WIFI - CATS / Agencies: Martin, Brooklyn Brothers, Cablevision Internal Agency / #Reach was over 11M users and the press coverage was 26M+ of earned media.
Everyone loves Cats videos. And cat owners are some of the most passionate people in the world. So we developed an experiential campaign, opened a cat café and donated money to the North Shore Animal League every time someone shared a pic of his or her pet. 

 

SPEED

The race for speed is a never-ending quest.
ROLE ECD AGENCY Martin