In exchange for financial security, Billy creates insightful and memorable ideas for brands and causes.
Like this one,
where he went all health-activist-mode before the election for women’s reproductive rights…
Introducing ROE v. BROS, the game show where we find out how much men know about women’s bodies.
But feel like women ended up finding out about bro-brain instead. Uh oh.
ROE v. BROS
You miiiiight have noticed that half the voting population are bros and more than half the US govt is bros in ties making decisions on behalf of women.
To expose this hypocrisy, I cofounded ROE v. BROS, to inspire more women to vote, raise awareness about our shoddy sex education and make people giggle and gag along the way.
Launched entirely from scratch (no budget) just one week before Election Day 2022, ROE v BROS captured over 50M views on TikTok and Instagram in the days leading up to the election — and has since amassed more than 200M views, celebrity reposts and national attention. And we’re still going strong with brand partners such as August, Prime Video, Clue and more.
*SHORTY IMPACT WINNER x3
And here’s one that the lactose intolerant will tolerate…
It’s the milk that doesn’t mess with you
For years Lactaid had struggled to communicate what their milk really is. Or isn’t.
“The milk that doesn’t mess with you” - was an idea born out of figuring out a clear, but colloquial way to explain why Lactaid exists. Then we added a Jillian Bell level of comedic obnoxiousness and what some weirdos on the internet find to be quite an attractive cow.
But can Billy be serious?
Looks like actually yes, yes he can…
INEQUALITY YOU CAN’T IGNORE
Black women are 42% more likely to die of breast cancer than white women. Say WHAT?! And evidence shows it’s largely because of unconscious bias. So to open doctor’s eyes to their blind spots (that’s putting it nicely) we created a film and interactive experience initiated by ads placed around hospitals in the NYC area.
GOLD CANNES LION x1, Shortlist x2 // D&AD - Shortlist // LIA - Gold, Silver x2, Bronze // Clio Health - Gold, Silver, Bronze x2
Appeared In: Adweek, AdAge, AdForum, Little Black Book, Communication Arts and more.
On a similar serious note,
sometimes words can come together perfectly and make their own idea.
This film was inspired by doctors that were faced with
breaking the law
or the Hippocratic Oath.
Potentially making them…
HIPPOCRITES
Through its sharp imagery and focused pacing this short film exposes the catch-22 that doctors are facing in a post-Roe world.
Complete with an interactive educational website to give women tips as well as an interactive screening + art exhibit that helped bring it fully to life (coming soon).
*Shorty Impact Audience Honor in Awareness Campaign
Next up, see how Billy got to use his stupid advertising brain to help everyone chill the eff out.
432 Hz*
Research shows that 75-90% of all doctor's office visits are stress-related.
Since CVS’s mission is “helping people on their path to better health”, we created a radio spot scientifically designed to relieve stress.
Then we targeted the message to America’s most stressed cities at particularly stressful times. Are you stressed out yet reading the word “stress” every 3 words? Then please allow this button over here to the right to lower your heart rate back down to normal.
*Silver LIA
While we’re on this health kick,
there’s something you should probably know…
CVS CUSTOMERS ARE BETTER
CVS had a surprising new claim. Their customers were way better than other pharmacy’s customers at taking their prescriptions correctly. Which is, a totally rad stat, but… not the most visually entertaining thing to communicate. So we catered to the short attention span on social with a sliiiight misdirect of something that was entertaining, before slipping in our now unforgettable claim.
CVS CUSTOMERS ARE BETTER
CVS had a surprising new claim. Their customers were way better than other pharmacy’s customers at taking their prescriptions correctly. Which is, a totally rad stat, but… not the most visually entertaining thing to communicate. So we catered to the short attention span on social with a sliiiight misdirect of something that was entertaining, before slipping in our now unforgettable claim.
And you don’t have to be good at tongue to tongue maneuvering to…
Be Great at Health
CVS does lots of little things to help people take their medicine correctly. Like making their Rx labels clear as day. So we wanted to relate to our customers in a surprising way while reminding them, you don’t have to be great at a lot of stuff in life, but with CVS’ help, you can be great at health.
In order to keep existing as a respectable member of society, Billy also helped Lowe’s teach people to do DIY projects in :06
Tap-Thru How To*
We unlocked a hidden feature of Vine (when Vine was cool) that even they had yet to exploit. The secret was in the tap. With the simple tap of a finger, we found we could expand time. 6 seconds didn’t have to be 6 seconds. This allowed us to condense every step of a home improvement project – into one 6 second “Tap-Thru” video.
*Silver Cannes Lion, Bronze Lion, Silver Pencil, Bronze Clio
You know that feeling you get when you spike a bag of mulch into the ground with the Sports Center theme playing in your head?
Rituals
Rituals takes inspiration from our favorite athlete’s iconic mannerisms and makes them come alive in the March Madness that is – your backyard.
I know this sounds crazy, but Billy was also the voice of Wendy’s – when social media was the Wild West.
@GirlBehindSix
The first ever 140-Character Game Show was an unbranded Twitter promotion that took advantage of the popular #6 being temporarily removed from the menu for 2 weeks (while they got ready to introduce the NEW #6).
During that time we gave away a lot of prizes (the kind of stuff you WANT, but would rather not pay for) and along the way, hinted (via #SelfDestructingTweet) towards finding the 'tasty' missing #SIX out there in the real world.
We picked #SIX people who DM’d us a picture of the #6 missing off the Wendy's menu and put them on a virtual twitter stage to battle it out LIVE in a reality show elimination style tweet off. Last one standing won the Noah's Ark of Skymall (one of every prize).
*2012 AIC award for Best Restaurant Social Media Campaign
For Red Stripe, Billy helped remind people you don’t need a major celebration to say “Hooray Beer!”
Little Hoorays
Red Stripe was launching a new campaign celebrating life’s little victories. Like the feeling you get when you peel the plastic skin off a new electronic thing. Or when an art director accidentally writes a headline.
So we made a ton of “Little Hoorays” to give our own social media team, and the internet as a whole, a hub of quick video replies to help everyone celebrate their own little hoorays. Hooray long description being over.
Early on, these public service ads won Billy respectability and a coveted gold in the ADC Young Guns awards.
PETA - don’t block it out*
To be granted access into the teen brain you sometimes have to dig deep to peak their curiosity. By linking the mistreatment of chickens to things they’d rather not think about, we created a schema that reminds them that just because they don’t like it, doesn’t mean it doesn’t happen.
*2006 Young Guns Winner - GOLD
