At a time when every camera manufacturer was boasting their latest, greatest feature, we helped Canon introduce the amazing quality of their new cameras in a way that related to consumers on a more emotional level.

Your Second Shot was a project that gave real people a chance to retake important photos that didn’t quite turn out the first time. Returning with them to the same location, with the same people, we helped recreate the moment and preserve it with the image quality it deserved. 

A broadcast TV campaign and a heavy digital media presence drove audiences to an interactive web experience where they could not only follow the journey but be part of it.

One Show Pencil Winner

Role - Creative Director

As a local grocery chain, Giant goes far beyond the geographical meaning of the word. Since 1936 Giant has been the longest-standing grocer in the Washington D.C. community. Local minded in how they source food from nearby farmers, bakers, ice cream makers and how they support the neighborhoods with nutrition programs, food access and employment opportunities. For the Find Your Local brand campaign RP3 developed a campaign with real locals sharing stories of how Giant has always been there for them and their families. Our spots ran on local D.C. and DMV based TV stations and on video streaming platforms. 

Van Kampen Investments, Inc.  was looking to invest a little in their own brand awareness, so they asked us to develop a campaign that spoke to investors who needed guidance and direction. And that’s when a light went off. By making use of their metaphoric lighthouse logo, we were able to both heighten brand recognition and clearly explain their value proposition at the same time. 

As a young person nothing gets in the way of your vision more than eye sight issues. And even when you wear contact lenses that help you see, very often they are uncomfortable and create eye fatigue. That reality causes younger contact-lens wearers to avoid wearing lenses and chase their vision with impaired sight.

ACUVUE OASYS MAX 1-Day has built a contact-lens to help wearers to thrive through long days and eye-challenging activities without having to think about their eyes. Acuvue tasked Wunderman to create a campaign that targeted Gen-Zers who rely on their eyes in order to realize their dreams. We found real Gen Z Acuvue wearers, built a visual representation of their world, and let them share their vision. 

Shortly after the Boy Scouts of America announced that they would allow Girl Scouts to transfer their Gold Awards into Eagle Scout awards, the Girl Scout Nation’s Capital Council turned to RP3 in DC.

Our task was to send a message that reminded parents why only the Gold Awards and the Girl Scouts can give girls the confidence and support that will help them through life.

I was fortunate enough to have worked on this project with Art Director Chandler Blocker, ECD Dylan Bernd and the Team at RP3. The film was directed by Truth Bullet.

When Maria Sharapova was the spokesperson for Canon we wanted to get past Maria the tennis star and see Maria, the photographer, who loves to take photos of her dog, Dolce. The Dolce campaign ran for two years and featured the voice of Fred Armisen as Dolce.

The Military Traumatic Brain Injury Initiative (MTBI²), is a U.S. Department of Defense research organization that studies traumatic brain injuries suffered by U.S. service members. For the MTBI² rebranding campaign we worked in close collaboration with the organization to navigate the delicate nature of the condition and raise awareness that would support their work. 

To launch Accenture's new brand identity we wanted to highlight the innovative, intriguing solutions Accenture develops for clients. It only made sense to design the creative to communicate the New Applied Now message the same way — blending smart, punchy writing with eye-catching visuals.

Accenture was the first brand to use a new breaker-page format in Harvard Business Review. The gatefold format allowed us to introduce the new tech and then reveal how it is being applied now.

Shortly after the rebrand of Accenture’s visual identity, we launched a takeover of Heathrow Airport’s Fast Track First Class Pre-Check Security Area. The engaging large-scale units displayed New Applied Now messaging that spoke to innovation related to air travel.

As an employee new healthcare benefit elections is something you would never voluntarily elect to do. To make the process easier and more beneficial to Morgan Stanley employees we made a film that encouraged employees, with a little help from a colleague we call Frank, to Get Involved.

On the first day of benefit enrollments every employee received an email linking to this internal video where Frank and his neighborhood cafe’ friends spoke to the importance of knowing the in-and-outs of the benefit options. Thanks to Frank, more employees got involved than years before.

Every Earth Day, people are reminded to “Think globally and act locally.”  As the leading lawn care brand Scotts wanted to take the opportunity to send a timely message. For our eye-catching video content, we used 6 Go-Pros mounted to a bicycle to create a Tiny Planet effect. Encouraging users to step outside and celebrate Earth Day on their own little piece of the Earth—their lawns.

By end of the day, we had a 4% engagement rate and over 62,000 video plays on Facebook. And on Twitter, our little video helped us pick up many new followers.

For an internal conference TD Bank asked us to create a video that would introduce new applications to help TD Bank employees to recommend TD Ameritrade products to their customers.

When Accenture launched their intelligent automation virtual assistant platform, myWizard, they asked us to create a video that shows how their AI augments the human technologist’s capabilities.

We thought the best way to do that was to let the virtual agents do the talking.

The video gave viewers a behind-the-scene look at what myWizard does for their human counterparts from the virtual agents’ perspective.

In the pro tennis tournament circuit no venue gets fans closer to the players and the action than the Citi Open. To get fans and followers excited about seeing top-rated players in a great venue close to home, we launched #SuperClose, a fully integrated campaign that gave fans an idea of what being “super close” really means. 

As title sponsors Citigroup donates a portion of the profits to benefit the Washington Tennis Education Foundation, an organization that uses tennis and education to improve the life-prospects for DC area youth from lower income communities. With video content we brought the #SuperClose idea to life not only from the fan’s perspective but the WTEF kids themselves.

90 Seconds

Shortly before the kick-off of the 2010 World Cup in South Africa, Major League Soccer approached us to create a campaign that would grab the attention of the international soccer fan.

Despite all of the "soccer will never work here!" rumblings you’ve undoubtedly heard, our continent boasts millions of soccer fans. But the truth is, the majority of fans' loyalties are spread across nine other international leagues.

So in the weeks during the World Cup, we launched an integrated campaign that spoke to the die-hard fan. The 90 Minutes platform reinforced why people love soccer in the first place, and why they should check out an MLS game. The same international level of play that you love to watch is right here where you are. The two TV spots, as well as print, digital display and OOH executions, break down the 90 Minute tug-of-war with your emotions, patience and sanity, which is otherwise known as football, futbol or soccer.

The effort picked up a Sports Addy Award.

The bankers at TD Bank are genuinely kind to all humans. They are empowered to do whatever they can to assist their customer.

To test this theory we partnered with the Upright Citizens Brigade in NYC. Together we came up with the most unreasonable requests and proceeded to prank call various branches to see how kind they really could be. In one call our improv actress admitted to having taken hundreds of TD Bank pens over the years and wanted to return out of guilt.

The bank representative was kind enough to accept the offer but reassured the caller that the pens are free and that she didn’t do anything wrong. How kind is that?

Being a photographer is not as glamorous as many people assume it is. Professional photographers physically strain themselves, working long hours in often unpleasant conditions. After all that hard work, they deserve a printer they can rely on to deliver their unique vision. And with a PIXMA PRO printer, they can be sure that that vision will be perfectly reflected in the final print. To prove our point, we hired Jill Greenberg, Floto+Warner and James Day to show us the seldom seen, unglamorous side of their work.

What’s more social than a lawn? Just like social media your lawn is out there for everyone to see. In building our content that’s exactly how we approached it. Let’s let people share their lawns and lawn stories and invite them to hang out on ours. Throughout the calendar year we create content that is not only relevant to the seasons and cultural events but to anyone who lives life on their own little piece of the earth: their lawn.

Lawns of America

For many Americans a lawn is a lush, green outdoor stage. It’s where they celebrate, play, express who they are, and in many cases, who they want to be. Based on that insight, we developed Lawns of America, a content series that showcased some of the most interesting lawns across America and the stories that have grown from them.

World Cup

Soccer and Lawns were made for each other. We thought it was a natural connection and during the weeks of the 2014 series we joined the World Cup conversation from a perspective very few brands could, the grass. It was a perfect event for us to strike and engage. It was a right time opportunity that increased our organic engagement and complemented trending conversation.

 #GoYardSelfie

From opening day to end of the MLB season we asked baseball fans to send selfies from the field. Tapping into a behavior we knew was inevitable and giving fans a platform to share it on. The campaign was a success and saw engagement from fans and players alike.

To reach potential wealth management clients for Morgan Stanley we looked past the obvious pretensions and started the conversation with what matters most to people. The campaign touched on a number of “real” financial concerns across all media channels and provided the type of advice client’s could expect from a Morgan Stanley Wealth Management advisor. 

When Uniqlo brought their HeatTech technology to the U.S they chose NYC as the introductory market. To make sure every single New Yorker, tourist and commuter knew about HeatTech we did a complete subway, taxi top, and print takeover. 

In the HD camcorder category Canon was emerging as a leader due in large part to their proprietary lenses and sensors.

To really drive home the incredible HD quality of the VIXIA camcorder, we created in-cinema spots.  

Cut to look and feel like like movie trailers, we then reveal that the beautiful footage on-screen was shot with a Canon Vixia HD camcorder. 

The Berlitz method of learning a new language was developed in quite the same way people who don’t understand each other communicate. They point at things, make gestures, flail their arms and express their thoughts on what’s happening at that moment.

To demonstrate the Berlitz total immersion approach to viewers we created quick contextual situations and did what Berlitz does.

In the early days of Satellite Radio, baseball fans were not yet aware that every game, every day of the season was theirs for the listening.  To launch the XM Satellite MLB Channel we ran weekly small space ads beneath the game stats in newspapers all across the country. The ads were a weekly dose of what baseball fans were missing by not signing up to XM. 

Movie fans love independent films. Indie films challenge the mainstream. They’re unafraid and unpredictable. To promote the Long Island International Film Expo’s 15th anniversary we wanted to show exactly how unpredictable. We hired a Long Island Medium. Madame Vera. And had her try to predict the outcome of the films. With 5 broadcast and cinema ads our spots put Madame Vera…on the spot.

Then to further the experience we created a mobile app that let audience members and fans online get their own movie title predictions. By simply typing in a movie title, Madame Vera (with a little help from coding) predicted plot points based on the title.

LIIFE had the biggest turn out in their 15 year history. Reviews poured in, bloggers noticed, Vimeo noticed and LIFFE was a smash hit. But we could have predicted that.

To inspire advanced-amateur photographers we put some of the most advanced Canon point-and-shoots in the hands of the professionals. But instead of working with big name commercial photographers, as would be expected, we partnered with the VII Photo Agency, a collective of photojournalists covering the biggest news stories around the globe.

While they were out on the field we asked them to use the cameras to shoot their interpretation of a different word theme each month. We then designed a digital hub called the VII Gallery, where photo enthusiasts could not only see the photojournalists visual translation of the words, but they could submit their own. For the photojournalists it was a chance to use their skills and "in-the-moment" technique to create some strikingly compelling images. For the photo-enthusiasts it became a public platform to share their photos.

Think About Your Eyes (TAYE) is the only public awareness campaign purely dedicated on spreading awareness of eye health. Their mission is to urge consumers to get an eye exam and to recruit Eye Care Professional to join them. RP3 Agency was asked to create an emotional video about TAYE to be shown to industry professionals attending Vision Expo 2019 in NYC.

Accenture’s Delivery Center is where the ideas behind innovation are made real. Accenture wanted to create a video that featured some of the people form delivery centers around the world.

Traveling to each location would have been way over budget, so we created a production guideline for each location to follow that would ensure all assets would be compatible.

We then assembled footage against an animated backdrop that highlighted the context of each team member’s video.

For actors, casting directors and producers alike, casting for any theatrical performance could be a long, drudging and arduous process.

Casting Droid is the first-of-its-kind A.I. driven App that can scan headshots, analyze an actor’s reel and provide a list of perfect roles in seconds.

I was brought on by the developer of the App to write the content for the upcoming launch of the site and to establish the brand tone.

In recent years Hollywood was only a two or three cinema camera town. But after an unexpected turn of events where filmmakers started using the video features of the Canon 5D to shoot big production films, Canon decided to enter showbiz. Taking the industry by surprise the Canon Cinema EOS was born.

To kick off the product launch we created The Leave No Story Untold campaign and website. With the help of some filmmakers we made movies that sent the message loud and clear to filmmakers everywhere: They now have the means to bring their own stories to life! In-cinema, online and at every digital touchpoint, film makers and fans alike were drawn to Cinema EOS site and film gallery. The product debuted with in epic event at Paramount Studios at the same time our campaign went live. What happened next? The world made more movies than ever before.

2010 Recall Campaign: A Conversation

In the midst of one of the biggest recalls in automotive history, Toyota found themselves in a position where it was almost impossible to keep up with the allegations, negative media coverage, and most importantly; the genuine concerns of their loyal customers.

So through an integrated campaign we combed social media for honest questions and used various channels to answer them. We also developed online banners that let customers ask questions directly to Toyota. To launch the effort and answer questions in near real time we highlighted three of the questions with Toyota's answers in full-page newspaper ads that ran in The New York Times, The Wall Street Journal and Washington Post.

Hästens is a Swedish mattress company that is driven by a passion for the best sleep. A sleep that is natural, and offers people the kind of rest that sleep was intended to give them. We pitched Hästens an idea centered around the notion: “Sleep how people slept when sleep was invented.” We showed them some ad lobs and proposed a night light app. and plug-in phone projector that would project natural night time light sources. Years later my CD/AD partner on that concept revisited our idea and brought it to a new AI dimension.

Believe it not there was a time no too long ago when printing your own pictures at home, din’t happen. When Canon introduced their PIXMA series printers they made printing photographs more intuitive, effortless and possible for everyone. 

To show off the new PIXMA printers we developed a campaign that highlighted some of its most impressive features. In one spot, we use a video-scratch effect to demonstrate how fun it is to find that one defining moment hiding in your HD videos. In another, PIXMA’s light-guided technology is displayed through a modern techno-tango number featuring some very talented fingers. We also created a special PIXMA app, called the PIXMA photo-finder, which lets users upload their videos and then randomly finds the perfect shots within them.

After the US National Women’s Soccer Team won the 2019 FIFA World Cup Championship the City of New York held a Ticker Tape Parade in their honor.

My wife, my daughter and I (armed with large trash bags) attended the parade to cheer on the champs and help the street cleaners pick up the colorful shreds of victory.

Our goal was to make a product that would be a reminder of how far integrity, self-confidence and never losing sight of your own goals can take you.

We teamed with designer Elizabeth Reagan to create see-through ornaments filled with authentic USWNT Ticker Tape.

We then set up a shop on Etsy where we sold so many Ticker Tape ornaments that we made the Best Sellers list for the 2019 Holiday Season.

Poets Reading the News is a non-profit online publication that bridges poetry and current events.

In July of 2019 I read a story about a toxic lake in Siberia that Instagrammers were visiting to take the perfect ‘Maldives’ selfie.

The turquoise waters were the result of a man-made dump for chemical waste. The story inspired me to write a poem that I submitted to Poets Reading the News.

The Poem was accepted for publication and was featured in the Environment section of the site on July 24, 2019.

Machine Age

When people buy vintage mid-century modern furniture they’re also buying the history and aesthetic value of the piece. Based on that insight we created print ads that said exactly what was on customer’s minds. The ads were for a high-end vintage furniture store.

Communication Arts Annual. Shortlisted in The One Show.

Great photography has the ability to move you in ways little else can. It brings us joy, sadness, laughter and tears. That’s the power of a shot.

And something Canon PowerShot Cameras were built for. To promote the new line of cameras we created a campaign that helped people truly understand the power of their own shots by using technology that for the first time allowed fans to see the emotion that existed in their own pictures. Starting with their Facebook album photos, people were given the ability to scan every photo for expressions, light, color and other variables. Within seconds emotion profiles where analyzed – and a unique and shareable piece of art was generated. Representing the most powerful emotions in every photo and in every album. Feelings like love, surprise, joy and nostalgia, were visualized in vivid colors and abstract patterns. Translating pure emotion into art. 

EasyShare Wi-Fi

Way ahead of the Wi-Fi curve Kodak EasyShare cameras were the very first point-and-shoots with sharing capabilities. And with far superior image quality than cellphones at that time, Kodak EasyShare let everyday picture takers upload and send their photos through email.

To get the word out we created a print and OOH campaign boldly making it known that Kodak EasyShare cameras were more than happy to communicate with other devices.

When Canon and Océ, two giants in the commercial printing world, joined forces, we announced the union with a double page “print” ad. It just made a lot of sense to launch a printer with print. And we were right. News got out fast.

Then to promote the first incarnation of the Canon + Océ VarioPrint product we created On Press. A multi-platform campaign that showed the real-life benefits and capabilities of the VarioPrint printer.

Japan Air Lines is one of the only premiere airlines traveling to Asia. Attention to detail and level of service is rooted in their Japanese heritage. JAL asked us to make it known to travelers that when traveling to Asia, you’ve already arrived the moment you embark the plane. We created a poster campaign that ran in airports stressing the benefit that flying to Japan with JAL is in itself a very Japanese experience.

IN 2002 Industrial Design Software company PTC turned to us to create a double-page-spread ad congratulating the winners of the IDEA Awards.

We recruited the multi-talented Graphic Designer David Carson to design a chair out of our copy.

A year later Carson included the design in his book Trek.

For their retail stores Eddie Bauer was on a mission to find employees with a passion for the outdoors. They were looking for people who could speak personally and technically about Eddie Bauer’s outdoor apparel.

So to attract more like-minded prospects we created in-store posters that encouraged the outdoor types to apply within.

The Campaign was recognized in the 2005 Communication Arts Advertising Annual.

In the massive planet of a category. known as Skin-Health, Eucerin products have come to be known as the doctor recommended brand to heal skin issues. If someone has eczema or dry itchy skin, they’ll turn to Eucerin. Then most likely they’ll move on to another hyped-up, pricey brand in the hand and body lotion aisle. 

When the truth is, Eucerin contains more ingredients that help repair and maintain skin than anything else on the shelf. Our task was to let women of all skin types and a range of ages know that Eucerin Advanced Repair is more than just a Derma prescription. It is a means to achieve optimal skin health. 

Containing more than just the same old ceramides, essential oils and minerals as everyone else does – and when used daily – Eucerin Advanced Repair can restore skin to its most natural silky, smooth state. 

In our spot aptly titled Lifetime, we see three different women, at 3 different stages in life, apply Advanced Repair. One woman on a weekend, another on her wedding day and one on a workday. All three women are enjoying the benefit of living in their healthiest skin, no matter what day it is. 

In the commercial printing world, Output is everything.

To reinforce the reputation and incredible production capabilities of the new Canon ImagePRESS printers, we created a campaign that focused on what matters most to printers: Output.