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My journey in advertising started when I wrote the word "love" inside of a peace sign
and saw that the shape of a person was formed. Then I saw that I could add a racket and a ball and it formed a tennis player. Then one day, playing with a golf club at a store, I noticed that there could be another athlete forming the peace sign. That night I started seeing how other athletes could also form the peace sign, and that's how it turned into a campaign.

My journey in advertising started when I wrote the word "love" inside of a peace sign
using the inner part of the peace sign as the "L,"and saw that the shape of a person was formed. Then I saw that I could add a racket and a ball and it formed a tennis player. Then one day, playing with a golf club at a store, I noticed that there could be another athlete forming the peace sign. That night I started seeing how other athletes could also form the peace sign, and that's how it turned into a campaign.

My journey in advertising started when I used the inside/inner part of the peace sign to write the word "love."

and saw that the shape of a person was formed. Then I saw that I could add a racket and a ball and it formed a tennis player. Then one day, playing with a golf club at a store, I noticed that there could be another athlete forming the peace sign. That night I started seeing how other athletes could also form the peace sign, and that's how it turned into a campaign.

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This is what the peace signs looked like back when I was trying
to pitch them to Nike and Wieden+Kennedy

This was a test in one of their stores unfortunately it didn't get the results I hoped for.

Apple "You Are Capable" Spec Campaign  around 2011

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Collaboration with Robin Ruth (a global souvenir brand) in New York

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Apple "You Are Capable" Spec Campaign

Before I turned the athletes forming the peace sign into an Olympics campaign there was The Seek Peace Project. In a few words the idea was for the UN to license the athletes forming the peace sign to the Olympics and their partners so that the revenue generated would go towards one of their causes, in this case the Millennium Development Goals.
It was created, written, and designed by me.

Way before I turned the athletes forming the peace sign in to the campaign you saw on the video there was The Seek Peace Project.
It was created, written, and designed by me.

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This is the second spec ad I ever made

Working on getting the trademark for Peace Begins with You

Working on getting the trademark for Peace Begins with You

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