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When we started working with Wyndham Hotels and Resorts, we defined our ambition at making insightful, authentic work that gets talked about. Here’s the first campaign coming out of that ambition: Stay close to family.

For the holiday season, Wyndham encourages travelers to stay close to family by staying - not with them, but close to them - at a hotel by Wyndham.

The real estate industry is anything but real. Reality TV shows, social media and property listings are constantly hawking unrealistic expectations to homebuyers, and this campaign for Realtor.com calls them out on it - with the help of tuxedoed alpacas, early adopters and orange socialites.

Ever wondered why ‘the great outdoors’ are so great? It’s because almost every boring, mundane thing you do indoors can become magical if you do it in the sun.

This campaign seeks to relaunch the 75 year old brand on digital and social, giving it a point of view, a sense of humor, and a new enemy - the indoors. Components included 100+ social assets, a TikTok hashtag challenge, digital films and more.

This campaign for Realtor.com feels oddly personal, because it was conceptualized, written, art directed by people living in teeny tiny New York apartments at the peak of lockdown. It's a series of realizations about the homes we live in, but in truth it's the lockdown experiences, frustrations and loopy thoughts of the team, translated into film. 

Sometime last year, Renault came to us with a problem and a solution. They needed to increase test drives for all of their cars in all of their markets in Latin America. And they wanted to do it with a campaign of Testimonials. We accepted the challenge and questioned their solution. Because seriously, when was the last time you believed a testimonial spot. Instead, we convinced them to create fictional short films about the relationship between people and their cars.

Production on this lasted nearly six months, including PPMs with multiple countries, storyboards with 250 frames, 16 shooting days in the Chilean winter, 7 versions of each film dubbed into different South American accents, and at the end, a resignation - mine. This was the last job I did at Publicis Argentina, and it was definitely my favourite.

It's been a long four years in America. Years that we've spent feeling sick of the hatred and lies on our news feeds every morning. So it's time to finally take a sick day - to go out and vote.

This campaign, produced for Vote Early through the Interpublic group, ran on Instagram, Facebook and Twitter in the lead up to the 2020 election. Results here.

I love the process of working on car advertising (from speed reading Jeremy Clarkson to understand basic terminology, to ending pre production meetings with “Oh, by the way, we need you to deactivate traction control on all the cars that we’re going to shoot”) and Renault Argentina is easily one of the best brands I’ve worked on.

The brief for the launch of the Renault Fluence GT was simple - sell a really, really fast car to middle aged men. The idea of the ‘Speed Therapist’ combines the universal insight of the male midlife crisis with a very Argentine tendency to regularly visit a therapist - the country has often been called the world's psychoanalytical capital, with more psychologists per capita than anywhere else.

Mama Lucchetti is the Argentine version of the Old Spice Guy - if the Old Spice Guy was a slightly overweight, 3d animated mum with a rebellious side. Lucchetti was doing its first brand campaign since its launch almost eight years ago, so we decided to focus on the one thing that has changed on the dining table in the past 8 years: on every table in the country, right between the fork and the salt, is a cellphone. 

The campaign consists of three spots about a family that just can't figure out what to talk about once the cellphones are turned off, and a website DeQueHablarEnLaMesa.com (WhatToTalkAboutOnTheTable.com) that helps turn uncomfortable silences into uncomfortable arguments. 

In fifteen years of advertising, this was the first time I worked on a project aimed at people over 50. And therin lies the problem. Brands just haven't figured out how to talk to the older generation. For Eargo, a hearing aid company passionate about fighting the social stigma around hearing loss, we decided to shake things up by treating the target in a way they have never been portrayed in advertising - not as old people, but as people. With a sharp intellect and keen sense of humor who refuse to be the butt of the joke. 

The spot resulted in an 85% increase to site visits, a 45% jump in sales, some spilled tea amongst conservatives, and fan mail from amused seniors.

Pure is an insurance company that caters to the billionaire set. They’re all about care and responsible ownership. So we decided to throw a thousand gallons of water in an 18th century chateau on their behalf.

This was a project that we tried really hard not to take on. A beer brand wanted to launch a can with an extra opening to create what marketers call 'a smoother flow' and 18 year olds call 'a shotgunnable can that gets you drunk real quick'.

After lots of discussions about ethics (and a presentation that started with a video of Justin Bieber's shotgunning antics) we decided to create two golden rules for the campaign: One - that we would never show the beer being drunk out of a can. And two - that the tone of voice would be as far away as possible from the frat party world and its implications of shotgunning. 

And that's how we ended up with a scale model maker, an idyllic landscape, miniature figures looking at falling beer, and the Free Fallin' system. The process also left me with a deep appreciation of Mother Argentina, one of the few agencies where you're allowed, even encouraged, to question every brief and put your foot down when you sense a creative or ethical conflict.  

A little idea done for PETA at McCann Singapore, helped greatly by the fact that Singaporeans love to shop, and that the client had Pamela Anderson and Joaquin Phoenix on contract. Looking at the campaign again, almost five years later, there's a lot that I would have done differently - there's no need for so much gore. 

Won a Silver Lion at Cannes 2011. (Though my mother likes to tell her friends that it was three.)

Also won a Silver and a Bronze at Spikes Asia 2011.

In 2011, Movistar, a cell phone provider in Argentina, sponsored the summer football league, and pretty much gave us a free hand with what we could do to ‘make some noise’ for the brand at the stadium. This seemed like a fun little idea.

Bronze at the Latin American Wave Festival, 2012

A cookbook that consists of recipes for food that you can cook just by leaving around in the sun. It's a personal project that I really like, but since the process consists of finding recipes, waiting for summer, testing them, and then illustrating them, the book is currently only a few pages long. A Creative Director I once showed my portfolio to suggested that I extend the idea to include a pop-up restaurant. I think it's a fantastic suggestion, and one that I really should take seriously someday.

I first began working for Colors Magazine in 2008, as part of my residency at Fabrica, the creative communication laboratory in Treviso, Italy. In 2011, I rejoined Colors, first as a Writer, and then as Contributing Editor, working on six issues including this one. I’ve always been a huge fan of the magazine, and am proud of being part of the fantastic team that builds it.

It’s hard to present a magazine on a single webpage, so I’m going to do it as a list of some of the interesting things I did while working on this issue:

- Tracked down a llama farm that sends out the animals for hospice visits to comfort terminally ill patients. Cried when I watched the interviews. (Read the piece here)

-Wrote about a ‘laughter guru’ who runs laughter yoga workshops in India’s prisons and factories. 

-Researched enough studies on happiness to keep my head in the clouds for the rest of my life. The only fact that still sticks with me is: Japanese researchers discovered that playing with Robot dogs increases happiness levels almost as much as playing with live dogs.

This is a fun issue, packed with stickers, pullouts and fascinating information. My contributions to the issue included articles about:

-A forensic sketch artist that has helped identify 700 criminals.

-Seven drafts on the fig leaves that have covered the private bits of artistic subjects since the middle ages (Download the final piece here)

-Somali artists that secretly fill billboards with art even though it has been deemed un-islamic and therefore illegal in the country.

- The billionaire who put his elbow into a $139 million Picasso.

-The workshops and interns who create the work that the world’s most famous artists sign.

This was my first issue for Colors as a contributing editor, and here are some of the things I wrote about while bleary eyed from the lack of sleep.

-The Burmese Censorhip office, run by an army of women wielding red pens.

-The US soldier that was taken hostage by Islamic militants, but turned out to be a toy (Read the piece here)

-President Putin’s flamboyant photo-ops.

- The Megaphone Men of Bangladesh who shout out advertising messages for a living, but double up as a cyclone warning system.

- DJ Focus, a teenager from Sierra Leone who runs his own radio station.