My creative partner Larry Goldstein and I were instrumental in bringing the Rolex business from
JWT London to the New York office.


Together, we created a global campaign celebrating achievement, with some the world's greatest names in sport, culture, and exploration for one of the greatest brands in the world.

Along with broadcast and digital work, the real accomplishment was to create over 200 individual print ads in the first year.

Fashion based work on the sub brand Rolesor led to a shift in focus. For the first time, women with strength, confidence and power were celebrated, and at the center of the Rolex brand with 8 page inserts in leading fashion magazines worlwide.

Leading fashion photographers Ellen Von Unwerth, Mikael Jansson and Russel James were selected to give the campaigns their individual perspectives.

Carefully selected paper gave a unique look and feel that set the inserts apart from anything else between the pages of the global editions of Vogue, Marie Claire, Elle, W Magazine, Vanity Fair and Harper’s. The inserts were printed in Milan by NAVA.

We broke new ground for the company outside of advertising, with the Gregory Colbert, Ashes and Snow installation at the Nomadic Museum in New York.

The concept of an “Oasis of Calm” came from Colbert’s imagery and  together with Shigeru Ban they developed the unique structure using 150 shipping containers, a membrane roof and paper columns.

The exhibition traveled on to LA, Tokyo and Mexico City, ultimately attracting over 10 million visitors across 3 continents. The Museum won the Gold Medal from the Industrial Design Excellence Awards.