I was part of the creative team that created a campaign called 'Real Food. Real People.' for Hardee's, the nation's the third-largest burger chain. Reporting directly to Rick Boyko at Ogilvy & Mather/NY, I w
as responsible for designing such things as in-store displays, billboards, print ads and tv spots. We filmed folks at franchises all across the country enjoying their meals and telling their stories.
At one time, I handled the work for Soccer Madness owned by Sam Zighelboim. It was one of the nation's largest direct mail catalogs of soccer apparel and equip
ment based in Fort Lauderdale, Florida. We designed ads, brochures, apparel graphics, bus graphics, and even created brands such as Balistica – which became one of his more popular. The company was later sold to Star Struck / ProTeam and the very popular company no longer exists in its original form. One of my Soccer Madness logos was honored in the Communication Arts Design Annual, a juried competition that receives some 26,000 entrants each year.
When I was at Ogilvy & Mather - New York, I worked with Ray Johnson and Marsha Murray on the American Express 'Charge Against Hunger' campaign. The 
program in which American Express donated three cents from every transaction to fight hunger. The tv spots featured Bill Shore, founder and executive director of Share Our Strength (SOS), and aired on NBC, ABC, CBS and FOX networks raising $21 million. The campaign has been recognized as a leading example of effective cause-related marketing by industry and opinion leaders including the Harvard Business Review and BusinessWeek.
Most bank advertising is instantly forgettable, so when asked to do a newspaper campaign for checking accounts, I wanted to do something that would stick out and be noticed.
When American City Business Journals was headquartered in Kansas City, my company proposed a national billboard campaign in which individual markets could snipe in their individual paper's masthead into an outdoor campaign. Although the corporate marketing director Bob Silvy loved the creative very much, his budget for the year had already been spent. Nonetheless, the creative is still for sale and while some publishing companies are having a tough go at it lately, I hope to have these ACBJ boards lovingly posted in your city someday soon. • Copywriting credit goes to Jim Houck.
When you get an assignment for fresh squeezed orange juice, you know you're in Florida. Such was the case at the BS&P when we we're asked to do some tv commercials for Florida Gold Premium Select. Our first thought was to avoid the breakfast table drink n' smile clichés that you see in most cereal and juice ads. Next was the limited budget, which meant not using a high-priced director and a bunch of actors. So, we came up with an idea to do an affordable tabletop shoot with title cards. Our tongue-n-cheek execution was called 'Lick The Screen' and it was shot in Brooklyn with director Dominick Rossetti. We ended up cutting up some 70 different oranges to get the perfect slice shot. The music was done by Zen Music/NYC and the voice-over talent was the smooth and sexy voice of ex-NFL Films great, Earl Mann.
Our client needed to identify the reason why their branded flowers (a type of distribution that goes directly to the florist) are superior to the flowers hand-picked at the wholesaler. So we arrived at an 'untouchable quality' strategy and used the headline, "How many people handle your flowe
rs before you do?" The spread ad ran in flower trade publications and had a record number on inquiries for the company. The ad was featured in the 'Exhibit' section of Communication Arts magazine and won a National Addy award.
While at S/A, I completed a 6-minute video for St. Regis Resort & Residences, Bal Harbour. Phillip Ruesch's team at Canvas Films shot and edited the video starring Alicia Cervera Lamadrid showing Bal Harbour, Florida's premier address for couture living. We used several locations thr
oughout the city – including some time at the world-renowned Bal Harbour Shops.
Tri Rail runs commuter trains in South Florida serving West Palm Beach, Fort Lauderdale and the Miami area. The organization hired the BS&P agency to stimulate ridership with an advertising campaign.
I was an instructor at the Miami Ad School the first 6 years it was open. It was an exciting time full of extremely talented students. Most of my students now have great careers at the top agencies around the country including – Bobby Ap
pleby at Fallon, Lynn Sarnow-Born at CP+B, and Miguel Caballero at DDB.
My company was one of twenty featured in a chapter of Rockport Publishing's New Design Miami: The Edge of Graphic Design. The hardcover book captures the vibrant work and international flavor of the city's top creative firms. Eight pages of our work is displayed including advertising, logos, brochures, posters, illustration, title sequences and custom-designed typefaces.
One of the original re-inventors of South Beach, Tony Goldman asked the TS&P agency to help their company (Goldman Properties) revitalize their logo and collateral materials for The Park Central Hotel. Having feel in love with the art deco beauty that is South Beach myself, this was a dream assign
ment – especially since The Park Central is one of the Art Deco Preservation League's more noted buildings on Ocean Drive.
While at the BS&P agency, the owner was close personal friends with the 'Queen of Mean' herself, Leona Helmsley and took on the Helmsley Hotels account right after he
r release from prison. So, we decided to turn this almost surreal moment in time into something that would help us by using her persona in the ad campaign. I guess this is what you call making lemonade out of lemons.
My company competed against several Miami agencies to win the Nickelodeon Latin American account. Our first trade campaign targeted cable executives in Argentina and consisted of print and direct mail. One print execution featured actual Nickelodeon executives wearing masks from characters of their #1 show The Rugrats in a conference room and read, "Successful cable operators connect with kids, do you?"
My first job in New York was at an agency owned by a couple ex-MTV creators named Fred Seibert and Alan Goodman. We handled all the advertising for MTV
Networks, Inc. including; VH1, Nickelodeon, Nick At Nite, and even introduced Comedy Central. The creatives were Noel Frankel, Tom Godici, Norm Magnusson, Bill Horvath, Bill Burnett and myself. I couldn't have asked for a hipper place and a nicer group of people. On most days, we'd have anyone from John Leguizamo, Drew Carey, Paulie Shore, The B-52s, Harry Connick, Jr. 
to Sting in our offices.
