About me
I am an EVP/executive creative director at BBDO New York. With my longtime partner Gianfranco Arena, I created the "You're not you when you're hungry" campaign for Snickers. It began with our 2010 admeter-winning commercial starring Betty White, and it soon became the brand's global platform. As of today it's been activated in 70 countries, won over 500 creative awards, and helped Snickers grow from the world's #7 to the #1 chocolate brand.
Most recently I co-wrote Pepsi's Super Bowl campaign "The Choice" with Marcelo Nogueira. It finished #3 in admeter and was the most shared, discussed and parodied Super Bowl ad of 2026. During my time at BBDO, I have overseen creative on a range of large brands, developing successful and awarded brand platforms and creative ideas.
on 16th March 2026 Project featured:Unfiltered
on 16th March 2026