Tequila Cazadores

Reintroduced Tequila Cazadores with a brand campaign called Born in Los Altos De Jalisco, letting the people of Arandas, Mexico explain their lives and their relationship to the agave that grows in their backyards. From TVC to print to OOH, this brand message reestablished Cazadores in the ultra-competitive tequila space without using George Clooney even once.

For the launch of the new TV Channel, VICELAND, we wanted to make sure people understood 1) that we were airing some of that famously sultry VICE content and 2) that VICELAND is not an Instagram page, a Youtube channel or an experiential event, but instead a TV channel.

In thinking about innovative ways to increase voter turnout amongst young people for the 2016 election, I came up with an in-app experience on Tinder, where users would swipe to register to vote.

Brand video introducing Tinder Plus, named Adweek Ad of the Day.

TVCs for the New York lottery featuring actors that have also been in CSI episodes and Broad City.

In 2016 partnership with AB-I, VICE launched their own beer. Named Old Blue Last, after particularly debauched VICE-owned London pub. Give the keys to our beer brand, we experimented with all different types of marketing. From TVCs to social experiments and everything in between. Everything fell under the line Beer for Drinking, which felt the right amount of stupid for a beer by VICE.

Leading up to the Super Bowl, Bud Light wanted to celebrate more than the players on the field. Our answer was the Hall of Fandom - a zine cataloguing the most dedicated (read: most insane) fan of every team. The Hall of Fandom lived digitally and as an insert in VICE magazine.

At the Super Bowl, we brought the same photographers to capture moments of intense, borderline inappropriate fandom in real time.