How many more episodes of rich women doing stupid things can America watch? Ok, stupid question. We wanted to create something different. More real. More beautiful. Less trashy. A show about a group of real friends from a real NYC neighborhood most people have never seen before. 

Back in 2011, three friends and I turned a "wouldn't it be cool if" into a real thing. We pitched it to networks from HBO to The CW. The show premiered on January 9, 2012 on MTV to rave reviews by the press. It is the first Latino focused, dual-language reality show to air on a major network, bringing a bilingual cast to a million homes each week. It ran for a full season of 12 1-hour episodes and built a loyal audience who still ask for more.

An OOH/transit campaign introduces the cast and a mobile app gives users a GPS guided walking tour of Washington Heights, narrated by fan favorite, Ludwin.

In 2002 I created a handbag out of an old skateboard. Word got around, and people wanted more.

I quickly realized I was building a brand. The line grew to include handbags, belt buckles and jewelry. Each piece is made by me, by hand, with love. The bags have gotten a lot of press, they are sold around the world and I even got to meet Tony Hawk's mom.

Boards 4 Bowls Program

In order to create these bags I relied heavily on the skate community to give up their used boards. To help return the favor I established the boards 4 bowls program. Money was donated for each board I received to help build public skateparks. The Tony Hawk Foundation was the charity partner.

Artist Series

An artist series was created by sending boards to a group of well-known street artists. They were asked to paint, carve, or collage on the boards and send them back. I then cut them up and created 2 bags from each artist. The bags were shown in LA & NY galleries and auctioned and over $10,000 was raised for Adaptive Action Sports. Skateboards were supplied by Stereo, Etnies and WESC were also a sponsors, and Vapors Magazine was the official media sponsor. Artists included Shepard Fairey, Barry McGee, Kinsey, Jason Lee, Chris Pastras and more.

Due to the success of this collection, I curated an artist series of belt buckles which also sold online to benefit Adaptive Action Sports.

Why is Citi sponsoring the Olympics? Simply because these athletes, just like business owners, parents, or retirees, are Americans who constantly try to make progress towards their larger goals. And Citi’s goal is supporting American progress, wherever people compete for something better.

Agency: Jeff Weston (ECD), Arturo Aranda (CD), David Bourla (CD), Everett Ching (AD), Tim Yuen (CW), Keiji Ando (AD), Derek Shevel (CW), Said Farad (AD) 

The classic challenge, "make our brand relevant and fresh but we have no money to really change the stores or anything".

We had to make Foot Locker appeal to a younger audience and sneaker heads. We created a series of ads that spoke directly to these connoisseurs and was more street and less celeb than Foot Locker has been in the past. 

Revamping the stores was out, so we decided to bring limited edition shoes to the streets in cargo container pop-up shops. Art and music are both part of the sneaker culture so a streaming music app which is powered by Pandora allows you to listen to music playlists based on your favorite sneaker.

When was the last time you thought about the Port Authority? Probably when you were stuck in traffic on the GWB and pissed. so we invite people to go ahead and BLAME THE PORT AUTHORITY.

There is no pulling the wool over they eyes of New Yorkers, so we come right out and admit the unavoidable fact that while we’re fixing the stuff that needs to be fixed, it's gonna suck. 

Signage in work zones will take the steam out of their anger, and direct them online for more info. The landing page will give New Yorkers exactly what they are looking for, a straight answer and a place to speak their minds. And a mobile app will help guide people through their weekly commutes.

With summer coming we encouraged people to love their shape in a way that only Crunch could.

Starbucks hated ads, but wanted ads. We tried to make ads that didn't feel like ads but fit into the coffee culture that starbucks was creating.

Classic American brand meets a classic American slacker. A marriage made in comedy heaven.

A small mobile company from Mississippi with some amazing service and even better stories. We also had to create product ads that showed customers they had the latest technology. Being able to use "Black Diamond" in a commercial was too good to pass up.

Digital is coming! Digital is coming! With sales of film plummeting, Polaroid wanted to inspire industry professionals to fall in love with film all over again. 

Volkswagen was a great way to start my career. A brand people wanted to love and a client who knew the best way to make that happen was to have fun.