Individual Work

Original photography

Original photography

The concept behind the 'Pockets Not Included' campaign stems from what is inherent to the Swiss Army Knife. Everything.
When you buy a Swiss Army Knife you get more than just a pocket knife - you get a pocket knife and an assortment of extra tools as a free bonus.
This execution includes coupons for several free attachments. To redeem the coupons you must first purchase the specific Swiss Army Knife they already come standard on.

A bogus recall on Swiss Army Knives that violate a fictitious law stating that authentic pocket knives may not contain more than one blade or have more than one use.
Swiss Army Knife models in question range from years 1897-2009.

Double-sided subscription inserts for SAK, a fake GQ-esque magazine for Swiss Army Knife.
The cards promote a "lifetime subscription" to a warranty (a lifetime warranty) on the next Swiss Army Knife you purchase.

60 Sec spoof-infomercial radio spot highlighting all the extra features and buy-now promotional add-on's for the Swiss Army Knife.

I chose to create an ad for a new surgical tool that allows doctors to perform minimally invasive surgery for major operations. The result for patients is less pain, less scarring, and overall faster recovery. Someone very close to me underwent one of the specific surgeries this technology is supposed to benefit. I wish we had known about the daVinci system before.
Copy reads: Less pain, less scarring, happier patients.
Introducing the daVinci Surgical System state of the art robotic technology that provides
a better alternative to traditional open surgery.
Learn more at davincisurgery.com

Copy of a radio script for the Burger King Whopper. My teacher at MAS liked the script, and happened to work on the Latin Market BK business at Bromley Communication. What a coincidence. After translating the script into Español, the spot wound up being produced.