Bose invented noise cancelling, but lately Apple & Sony won all the attention. Bose needed a way to separate itself from the competition and remind everyone that they are the King of Quiet.

So while competitors showed how headphones artificially transform the world around you, we showed how they transform you. Our campaign focused on real stories from real people, who authentically use music to elevate their passions to world-class levels, so that they can #RuleTheQuiet.

Creative lead from concept to completion for campaign which raised brand awareness by 35%, increased market share by 69%, and beat launch-year sales by 79%.

Collaborated with Billy Krolick (writer), Giovanni Messner (director), Minka Farthing-Kohl (DP) & Jussi Grznar (photographer).

Art directed the QuietComfort Earbuds 2 experience page from design layout to execution, working closely with UX & developers to create a captivating product story that performs well on all devices. It has instantly become Bose’s most dynamic webpage to date.

The concept involved planning a photo & video shoot exclusive to it, which featured Bose’s most inclusive & diverse cast.

Collaborated with Emma Bracy (writer), Tibor Nemeth (photographer/director) & Patrick Ruth (DP).

Goal was to connect a big cultural moment to promote the Soundbar 900. Vetted over 50 vendors/proposals, and selected & elevated a concept where the soundbar immerses you so much that it transforms your living room into the Game of Thrones world.

Creative directed video from concept to completion, achieving 81 million impressions, 21 million engaged views, outperforming engagement benchmarks by 45%.

Collaborated Motion Jelly (3D & edit) from New Zealand.

Goal was to come up with a retail demonstration featuring Bose Frames to not only get more people into the stores, but to drive social engagement. Our solution was to create a booth in which customers would take selfies with an equalizer reflected in the sunglasses, iconically portraying music sunglasses.

Booth’s footprint was restricted to 4x4 ft, but prominently featured at the store windows. We enticed customers with a chance to win a trip to their favorite music festival with these easy steps:

- Wear the sunglasses.
- Snap selfie with the equalizer reflected in the glasses.
- Share on social.

Booth was present in 30 stores across the US, running from January to April 2019. It became Bose’s most engaging retail campaign with thousands of selfies submitted on social (primarily Instagram), as well as via a microsite.

Collaborated with Billy Krolick (writer).

Winner of Ad Club's 2019 Hatch Merit Award.

Sunglasses with built-in speakers. It was a brand-new concept. But early tests showed there was a problem, no one wanted to wear tech on their head. So, we had two problems to solve, explain something no one understood, and make it not feel like a gadget. That’s why we created a campaign with people confidently looking at camera, and a bold headline telling you how these sunglasses are new and different, better in fact than any other pair.

Campaign creative lead from concept to completion. Shoot was planned & executed during the early months of Covid-19.

Collaborated with Billy Krolick (writer), Tina Lauring (art director), Julia Levins (writer), Giovanni Messner (director), Todd Banhazl (DP) & Jussi Grznar (photographer).

Sport sunglasses with sound was a concept made with elite athletes in mind. Those who take sport as serious as Bose takes sound. The campaign was about achieving your best. Taking your performance to the next level. And staying motivated while doing it.

Campaign results were astounding: social video impressions were 83% above target with 125 million impressions, learning that our shorter content (15 & 6 second videos) generated 81% of the videos; surpassed paid social impressions by 30% with 777 million global impressions; US target audience reach was 7% above target at 37%.

Campaign creative lead from concept to completion. Shoot was planned & executed during the early months of Covid-19.

Collaborated with Billy Krolick (writer), Tina Lauring (art director), Julia Levins (writer), Giovanni Messner (director), Todd Banhazl (DP) & Jussi Grznar (photographer).

Bose created an unprecedented concept: earbuds that don’t actually go in your ears. So instead of drowning out the world around you, we celebrated how this product lets the world in, while you work out.

Campaign creative lead from concept to completion. Shoot was planned & executed during Covid-19.

Collaborated with Billy Krolick (writer), Tina Lauring (art director), Julia Levins (writer), Giovanni Messner (director), Paul Meyers (DP) & Jussi Grznar (photographer).

Goal was to show how Bose’s research led to the best car audio system ever in the Cadillac CT6. Video was featured on the Bose automotive website, using new & existing footage.

Art directed campaign from concept to completion.

Collaborated with Billy Krolick (writer) & Windy Films (director, DP & editor).

Winner of Ad Club's 2016 Hatch Merit Award.

Art directed landing page, infographics & photography for the #LetsHearIt Super Bowl 51 campaign. Photography was posted on Bose.com, as well as Facebook, Twitter & Instagram.

Collaborated with Mike Frascolla (writer) & Ian Justice (photographer).

Entered 2017 Clio Awards.
Entered Ad Club's 2017 Hatch Awards.

Designed concept for the Bose gift lounge booth at the 2015 Latin Grammys. It was by far the biggest hit at the gifting lounge, located at the MGM Grand Hotel & Casino in Las Vegas. Also represented Bose as a bilingual brand ambassador by speaking to the artists about products in Spanish & English for 3 days leading up to the event.