/  MEANINGFUL BIO


I’m a creative director in Berlin, with a background in art and design from other places.

I’m currently at Anomaly Berlin, previously I was at R/GA NY, before that I co-founded an apparel brand called Adsum, somewhere in the middle of that I freelanced for big agencies and small studios, and way before all of it I cut my teeth in the skateboard industry of southern California.







/   MEANINGLESS AWARDS


Yes I have them.

CONVERSE PUBLIC ACCESS




EPISODE 1: AN UNFILTERED EXPRESSION OF YOUTH CULTURE FROM THE MIND OF MAISIE WILLIAMS



We think if a brand wants to truly support youth culture, they have to provide them with tools, a co-sign, and get the hell out of the way. So we created a Public Access show for Converse, and gave full control to Maisie Williams.

We launched Public access with Maisie, featuring guests Millie Bobby Brown, Amandla Stenberg, Musician Syd, Chef Flynn McGarry, and a handful of young activists including Shade Zine and Mercy for Animals. The aesthetic was an updated take on a classic Public Access tv show set and styles, and the entire episode was completely unscripted except Maisie’s personal notes. The fun and absurd tone was buffered by serious dialogue about creativity, activism, bullying and general concerns facing young people today.


Role: Creative Direction
Client: Converse
Agency:
 R/GA
Collaborators: Will Perkins, Marcus Price
Director: Andrew Barchilon
Photographer: Tyler Mitchell







THE TRAILER












THE SHOW





















THE PHOTOGRAPHY











Mark

CONVERSE PUBLIC ACCESS




EPISODE 2: AN UNFILTERED EXPRESSION OF YOUTH CULTURE FROM THE MIND OF MILEY CYRUS




We think if a brand wants to truly support youth culture, they have to provide them with tools, a co-sign, and get the hell out of the way. So we created a Public Access show for Converse, and gave full control to Miley Cyrus.

For PA Episode 2, Miley insisted we bring the Public Access studio poolside to her house in Malibu. What Miley wants, Miley gets.  ¯_(ツ)_/¯ Guests include the rappers Aminé and Buddy, comedian Brandon Wardell, 19 year old inventor Ann Makosinski, an 81 year old tight rope walker, a 66 year old stripper (wtf), and the rest of the Cyrus family including Noah, Tish and the legend himself, Billy Ray.


Role: Creative Direction
Client: Converse
Agency:
 R/GA
Collaborators: Will Perkins, Marcus Price
Director: Andrew Barchilon
Photographer:  Ian Bradley








THE SHOW






















THE PHOTOGRAPHY














Mark

:(
















MAMBADAY




FOR KOBE’S FINAL GAME, HE RETIRED WITH THE SAME DUALITY THAT DEFINED HIS CAREER. 




If you loved him in the 90's - love him like never before. If you hated him 6 years ago - hate him today. Kobe wanted to hear what the world had to say, positive and negative, and our campaign let the world do just that.

We had two KPI’s: Own the conversation around Kobe's last game, and celebrate Kobe by giving him his own dedicated day, Mambaday.

We broke into the conversation, then we broke all previous records for engagement with Nike Basketball, then we got 2.9 billion impressions, #1 trend on all social platforms, #1 geofilter in Snapchat history, 7,000 #Mambaday mentions per minute at peak, then Kanye made a Mambaday shirt, and #Mambaday organically became the official hashtag of the day. Even today, Mambaday is the term for the yearly celebration of Kobe.


Role: Creative Direction
Client: Nike Basketball
Agency: R/GA
Collaborators: 
Nickolaus Sugai, ChiungHui Chiu, Patrick DeYoung







THE MAMBA DUALITY


The campaign visuals started with reinforcing the duality of Kobe’s personality and career, celebrating the positive side but also aknowledging the negative stigmas. 












































THE LAST WORD


As the final game approached, we activated the largest push of athletes in Nike history. Stars from all different sports and countries came together to weigh in on Kobe’s duality, and give their “last word” on who Kobe is to them. This brought massive campaign awareness and engagement without the use of any paid media.
































THE LAST WORD GENERATOR


It was now time to get fans involved, so we gave the world a platform to let Kobe know how they felt. Being R/GA, we just had to make a damn image generator to let everyone create a “last word” asset exactly similar to the ones Nike athletes posted.























SNAPCHAT GEOFILTER


For the final game, we created a global Snapchat geofilter with an image of Kobe waiting for you to give your last word. It was the most used geofilter in Snapchat history, idk if it still is, but who really uses Snapchat anymore? 



















TWITTER EMOJI


On game day, we launched the world’s first branded athlete emoji on Twitter. All uses of #MambaDay generated a Kobe 11 shoe graphic. Fans, celebrities, media outlets, an ex-president, Drake, the art school I went to (unknowingly), even competing brands and their athletes ended up stamping their message with a Nike shoe and swoosh. The emoji automatically turned the entire world into Nike brand ambassadors. 













































All credit for the campaign’s success goes to Kobe and his 60 point final game.
Rest in Peace Kobe and Gianna Bryant.

Mark

THE LEGEND GROWS




AND DUDE, THE BABY... ? 




For the launch of Eric Koston's second signature Nike shoe, we created a campaign to celebrate and cement his iconic status in skateboarding. Building off of the insight that skaters have an almost oral history of what pro did what trick and what spot, The Legend Grows is an ever evolving fish tale about a skateboarder who's skill is almost unbelievable.

This spot was created to walk the line between mass audience and niche skateboard culture, featuring big names like Tiger Woods, Kyrie Irving, and Neymar, but also cameos for the endemic skate audience such as Giovanni Reda, Neckface, the SB Team.

Rest in peace to the true legend Jake Phelps, him agreeing to be in the spot is the realest co-sign you can get in skateboarding.


Role: Sr. Creative
Client: Nike SB
Agency: KBS+





























PRINT & EXPERIENTIAL




































BEHIND THE SCENES






Mark

PERFORMIX HOUSE 





A MEMBERS-ONLY FITNESS STUDIO FOR THOSE WHO OWN EVERYTHING. 





I freelanced to open an exclusive, members-only fitness and content studio in New York City. Our small crew did the branding, design, environmental graphics, full launch campaign, and much more. One year after opening, Performix House is already a huge success. The brand and vibe attracted the city’s top trainers and clients, including some of the biggest names in culture today like Virgil Abloh, Bella Hadid, Riccardo Tisci, Nick Wooster, Joe Holder, and more.

Performix House is where your favorite trainer’s favorite trainer trains.



Role: Creative Direction, Branding, Design
Client: Performix House
Collaborators: Nickolaus Sugai, Edgar Gallardo, Bryn Little, Dave Kerr







BRANDING




























LAUNCH CAMPAIGN


The Performix House brand is based around a core principle: Every detail matters, and every detail is your responsibility To live a fitness-driven lifestyle, you have to own all parts of your life. Own every rep, own every session, own every minute of every day... even if it's a cheat day. To become great, you have to Own Everything.

We launched the gym with the "Own Everything" campaign that highlighted the biggest differentiator for our facility, a large team of elite trainers and celebrity instructors who actually do own every facet and style of fitness. Since recruiting trainers is a key part of the business, this campaign also spoke directly to them showing how we will put them in the spotlight as much as the gym itself.





Teaser manifesto




Cryptic OOH messages on 14th street teased the gym’s opening, creating a lot of buzz and a little confusion.






Launch Film





Introduced all trainers with portraits, bios and videos.



















ENVIRONMENTAL GRAPHICS


What's the point of an exclusive fitness experience if you can't post an IG story with a motivating branding moment, right?


































Mark