Every two years McDonald's holds their Worldwide Convention. A weeklong event hosting celebrity speakers, entertainers and over 20,000 franchise owner/operators from around the globe. Directed by Tim Godsall, this film kicked off the 21st initiative and aired during the 82nd Academy Awards.

Director Spike Lee and hundreds of New York City school children helped us create this integrated campaign commemorating the 10th anniversary of 9/11 by paying tribute to New York City firefighters. Overnight, the film became the #3 worldwide trending topic on Twitter and the campaign was featured in Creativity, Shoot, Adweek, Adage, The Wall Street Journal, The New York Times and various other publications around the country.

"Thanks" (narrated by Spike Lee)

The film, documentary and director's interviews with the children and New York firefighters were posted on multiple social media platforms.

The children's recording of Jay-Z and Alicia Keys' song Empire State of Mind was made available through iTunes and Amazon mp3, where it's been downloaded more than 500,000 times. All proceeds go to the National Fallen Firefighters Foundation.

Tag: The longer lasting gum.

The McRib comes out once in a blue moon, to the joy of a cult following. To capitalize on this, we gave fans a way to include friends in their love of this barbecued behemoth.

With this simple Facebook app...

followers could copy friends' photographs,...

use face recognition software to slather them in BBQ sauce...

and then repost those photos for all to see.

Craftsman Snow Throwers:


street lamp

After convincing Southwest dealerships to combine their efforts and budgets under the Valley Toyota Dealers Association, we created an integrated campaign including television, website, banners, social, outdoor, radio, print, point of sale and event advertising. In fact, it's still going strong today.

Tag: It's all in how you frame it.

Director Henry Alex Rubin teamed with us to create this integrated campaign about a burger that's confident in it's own beefy cheesiness. After its release, Quarter Pounder with Cheese saw a 5.8% increase in sales, reversing a two-year decline and resulting in the highest boost ever in the forty-year lifetime of the product.

I originally wrote this spot for television, but the client preferred it as radio. Hey, that works too.

♫ McD's_QPC_Radio.mp3

Rich Media offered up "lessons in confidence" via QPC, while driving traffic to the campaign's Facebook page.

Tag: Above and beyond