In late October 2024, State Street Global Advisors rang the closing bell at Nasdaq to launch a new platform—one that I had the privilege of naming: "Getting There Starts Here."
This tagline captures a fundamental truth: everyone has somewhere they want to go, a goal they want to reach, a dream they want to pursue. But the path forward isn't always clear. State Street believes investing shouldn't be limited to those who can afford advisors—it should be accessible to anyone ready to start their journey. This campaign shows how taking that first step—investing—can help turn your goals into reality.
We brought this message to life in Times Square, taking the Nasdaq bell to the streets and inviting the public to ring it with us. With Gwen Stefani performing and hundreds joining in, we set an official Guinness World Record for the Most People to Ring a Bell in One Hour.
"Getting There Starts Here" is more than a platform launch—it's about opening doors for first-time investors while reminding institutional partners why they chose State Street in the first place. At its core, it's about providing the knowledge, tools, and partnership that can transform that first step into a journey toward financial goals.
Women are charged more money for the same products as men. Some people call it the Pink Tax. We call it absurd.
Women spend an extra $1,351 on this every year. That's money that will never get invested, donated, or used to fund a passion project or business.
Every day, thousands of women visit European Wax Center (EWC) locations across the country, all affected by the Pink Tax. As a brand committed to empowering women, we decided to take action.
We launched a multi-faceted campaign to raise awareness and ultimately #AxThePinkTax and level the playing field once and for all. Our integrated approach spanned digital platforms, print media, out-of-home advertising, influencer partnerships, retail activations across 700+ stores, panel discussions, and even a three-city comedy tour. This comprehensive strategy transformed EWC from a service provider into a leading advocate in the fight for gender equality.
Everyone celebrates the final ta-da, but you’ll never get there unless you’ve made 1,000 correct decisions along the way. That's why PwC has an entire team of experts across scores of industries. PwC's latest commercial, showcasing this expertise, debuted during the 2024 Summer Olympics and Paralympics. From thin air to on-air, we brought this message to life in under a month.
ECD: Ryan Blank, Mike Hahn
AD: Megan Weber
The Pets Table, a sister brand of HelloFresh, believes there's a better way to feed our good boys and girls. A way that gives every pet—the long-haired, the short-legged, and the spotted alike—a seat at the table, with healthy recipes developed with vets and made from wholesome ingredients that humans trust. So say farewell to fake, processed stuff and raise a bowl to feasts that will fuel years of friendship.
I crafted the brand's retail packaging and launch materials, developing a brand identity that aligns with HelloFresh's reputation for quality while carving out The Pets Table's own distinct personality in the pet food space. My work focused on translating the brand's vision of inclusive, high-quality pet nutrition into clear, friendly messaging that resonates with pet owners seeking the very best for their furry family members.
Neil Patrick Harris and David Burtka both have impeccable taste. And isn’t that all you really need to be an influencer these days? Well, they soon find out it’s not quite as easy as it sounds.
In a series of spots, Neil and David attempt to become social influencers in their own right—and almost fail miserably. But thanks to the ease and deliciousness of HelloFresh, they’re able to make it through. Because despite their shortcomings and hilarious missteps, one thing remains at the center of it all: a crowd-pleasing meal courtesy of America’s #1 Meal Kit.
To celebrate the release of "Minions: The Rise of Gru," HelloFresh and the Minions plotted to bring a little mayhem to kitchens across the country. Our "Cook Up Some Mischief: Minions Pizza Challenge" was born from a playful narrative: Gru and his Minions had infiltrated HelloFresh's kitchen, sneaking pizza toppings into orders to impress the Vicious 6. This exclusive kit, packed with diabolically-delicious ingredients, invited fans to create Minion-shaped pizzas.
We encouraged participants to order the kit and enter to win a year of free HelloFresh, a limited-edition Cheese Blaster, movie tickets, and co-branded swag by sharing their Minion pizza creations. The campaign's highlight was a real-life version of Gru's Cheese Blaster, developed with a partner company. This gadget brought movie magic home, allowing users to top their dishes with melty, gooey cheese - just like in the film.
You hear that? The sharp slice, the scorching sizzle, the dressing drizzle, the cookie crunch, the footsteps inching closer and closer to the kitchen. It’s the sweet symphony of HelloFresh. And because it sounds different in every home, that’s what makes it so special. No matter if you’re a family of four or it’s just the two of you, we can guarantee that your cooking experience with HelloFresh will be a memorable one. We’ll bring the convenient weekly drop-offs and quick, mouthwatering recipes, and you’ll put on the show. Get ready for Mealtime: The Musical.
Do you ever find yourself facing those cringe-worthy questions from a certain family member during Thanksgiving dinner? Well, say hello to The Pass Master by HelloFresh! Now, you can effortlessly dodge any question you'd rather not answer with a press of a button. Here's the twist: we've made only one of these, and it's up for auction, with all the proceeds going to support City Harvest.
We partnered with Antoni Porowski to show our audience that great cooking doesn’t need to be complicated, especially with HelloFresh. As he walks us through the process—from ordering on our app to each step of a Hall-of-Fame recipe—he’ll emphasize how we teach you all the kitchen techniques you need to know… but like, the abridged version.
The punchline: when you sign up for HelloFresh, you get so much more than ingredients in a box. We help homecooks achieve next-level skills without them even knowing it—because everyone deserves to cook well and eat well at home.
Just because your belly’s full, your wallet doesn’t have to be empty! Cue EveryPlate. America’s Best Value Meal Kit.
"Uh, can I get a... venti, uh... half-sweet, non-fat, hazelnut iced coffee with... um... almond milk and... hold on, let me check my notes."
Sound familiar?
McCafé is bringing back the good old days when coffee was just... coffee. No need to speak fluent Barista. Our menu is simple, our options are clear, and our coffee is ready before you can say "grande."
McCafé. Cut to the coffee.
