MONA HASAN

Fruit of the Loom is an 160-year old American brand known for making Tighty Whities. It needed a makeover to stand out as innovative and fashionable. So they created a faux high-fashion trend, Plastique, helping to change the way we see the brand (literally).

CLIO BRONZE

ONE SHOW MERIT

CANNES SHORTLIST

Way before Weinstein got ousted, and before Time's Up was launched, American Airlines was pushing for more opportunities for women in Hollywood. As a major partner with the film industry, it launched the Bonnie Award to spotlight and encourage more female directors.

The first Bonnie Award was given to Chloe Zhao with a $50,000 grant funded by American Airlines, which was awarded at the Film Independent Spirit Awards by the amazing Ava DuVernay.

American also created the first and only in-flight channel dedicated to female directors - The Bonnie Channel.

ONE SHOW MERIT

NEW YORK FESTIVAL FINALIST

OBIE GOLD

Every manufacturer says they make the toughest ATVs. Polaris set out to prove it. We got their CEO to challenge all the major competitors’ CEOs to “duel” in a series of riding competitions.

One Show silver – Integrated Branding
One Show bronze – Best Brand Channel
D&AD in book -Integrated

EAS is a sports nutrition company that no one had heard of. So consider this a product demonstration: One athlete. 30 sports. 30 days. 30 cities.

The campaign included 30 web episodes, every one shot, edited and shared within 24 hours. We didn't kill the athlete. But we got close.

One Show Interactive Silver for Integrated Branding

One Show Entertainment Bronze

Silver Effie

We launched a voice controlled pizza ordering sidekick app named DOM. It's like Siri but just for Pizza. So it seemed natural to parody the Apple tone for the TV.

The introduction of Dom has inspired hundreds of thousands of people to download the Domino’s iPhone app, doubling the number of downloads per week when this launched.

I was responsible for creating the campaign around the app as well as writing for DOM.

Unleash the unicorn of your confidence with Ice Breakers, and you can do anything.

(And we did, making Ice Breakers the #1 brand in the category.)

If the world needs layers, so does your chocolate bar.

Cue the woman drowning in magma.

Thanks to this piece, directed by Jonathan Krisel, Fruit of the Loom beat their biggest competitor, Hanes, in women's underwear sales for the first time in their 100 year history.

Underwear is a great Christmas gift. But only for certain people. Here are the rules.

How does the Asiago cheese get to the Arby’s?

Zip expanded to the US, becoming the fourth-to-market player in the cluttered “buy now pay later” category.

Zip’s proposition is different. You can use them absolutely anywhere you want, online or offline.

We wanted to hijack culture and show that everything, anywhere is “Zippable.” We launched with an anthem that lets the world know “You Can Zip That.”

For media, this meant that we hijack other brand’s advertising, by literally pointing out all the things you can Zip.

During the pandemic, 1 in 5 households adopted a dog. And if you thought you needed a vacation after being stuck at home for so long , multiply that by dog years, and yeah, your dog needs a vacation too. To promote their dog-friendly listings, Vrbo made custom-built doggie vacation homes based on their most popular rentals. Adorable.

To top it all off, this campaign resulted in a 47% increase in pet-friendly bookings. Vrbo became the go-to rental site for families (the whole family, because of course dogs are family too).

The houses sold out in a day.

On World Toilet Day, we challenged New Yorkers to give a shit about toilet access.

iDE is a non-profit that enables people to build lasting changes that end global poverty. Changes like building toilets in communities where toilets are hard to find.

So to raise awareness for iDE’s mission, we brought toilets to another location where finding a public restroom is almost impossible: NYC.

RaceTrac’s FreezeBlast campaign was a playful, high-impact stunt that creatively spotlighted the brand’s iconic frozen-drink offering.

The brand launched a TikTok challenge with the help of their mascot, "The Freeze," known for his superhuman speed, who demonstrates drinking a Freeze Blast in a single gulp, inspiring fans to top him, drinking a Freeze Blast in the "coolest" or most creative way possible and sharing a video.

When Roe v. Wade was overturned in the summer of 2022, we knew we couldn’t stay silent on the matter.

Since voting is one of the best ways to protect reproductive rights, we wanted to find a way to reach voters, menstruating voters especially. So, we created the Flow to the Polls campaign and Votex.

Votex is the first tampon that helps you vote.

Each box of Votex is filled with facts, stats, helpful voter information, and of course, tampons too.

To launch Noodle & Co’s first baked pasta dish, Chicken Parmesan, we tapped Creator and Singer Matt Farley. In 'ParmaSong,' Farley croons his love for the new menu item in freeform ballads

The story behind plant-protein is a great one. And Vega wanted to be the brand that owned it. As the official recovery drink of Ironman, they decided to launch their sports brand by telling the story of its product, and then the story of the people behind it . POWER YOUR STORY launched at Ironman Kona through broadcast and social, inviting all athletes to tell their stories.

HempFusion CBD knew the category was full of confusing misinformation, labeled as either a hippy treatment or overly-serious alternative medicine. So the brand wanted to shake things up. It launched the ‘It All Adds Up’ campaign to show how everything they add to their CBD adds up to a better experience.