Olay (2006)
A great idea is only great if you can actually make it. Imagine building a see-through swimming pool onto a truck platform so that people can see the magic of synchronized swimming like never before for Olay & the Canadian Olympic Synchronized Swim Team. This campaign launched in 2006. In 2022, the Adidas Liquid Billboard won the Grand Prix at Cannes.
Axe (2006 - 2011)
As Executive Creative Director on the Axe launch in the US and onward, Max led creative campaigns that defined great experiential work with some off-the-wall and iconoclastic creativity that won innumerable awards.
Orbitz (2009)
Max was the creative leader behind one of the first-ever brand contests on Twitter. Orbitz Fill The Plane won an Effie Award, a Reggie and a Promo for the best game, contest and sweepstakes category. Harnessing text messaging for mass movements and experiential augmentation was at the heart of the idea.
American Express (2010)
Max was fortunate to have worked on the groundbreaking Small Business Saturday launch for American Express. THis multi-award-winning work continues to this day, contributing over $163 billion to small businesses.
Jose Cuervo (2010)
Max led a global team for multi-city, multi-million-dollar experiential gameshow and concert tour for Jose Cuervo where “new” technologies in live video streaming (JustinTV), hashtags and SMS buzz-building — along with live Facebook voting — were cleverly used to create a sensory extravaganza on a scale the brand had never attempted, with concerts by Drake, Pharrell Williams, Flo Rida, Lupe Fiasco and more.
Missio (2013)
Max was in charge of the team that built an app for the Pope. Yes, “the” Pope. And then convinced Liam Neeson to narrate the video.
TiVo (2015-2017)
As both the founder and CCO of his agency, Max was able to establish a trusting and collaborative partnership with TiVo’s CMO that allowed for some weird, zany, kooky, arresting work that put the brand back in culture. An experiential stunt was Adweek’s “Ad of the Week” that wasn’t an ad at all.
Fund For Armenian Relief (2015)
Max created and produced a documentary that was shot in Armenia which helped reinvigorate a 100-year-old non-profit and change lives for the better.
Beam Suntory (2016-2019)
Max led Cruzan Rum’s transformation from product-focused to purpose-focused and helped an entire island rebound after a hurricane, raising millions of dollars with a foundation we created and proving purpose marketing works. He also hooked people up to EEG machines for Hornito’s and brought whiskey to beer festivals.
All In Challenge (2016-2019)
The ALL IN Campus Democracy Challenge empowers colleges and universities to achieve excellence in nonpartisan student democratic engagement. Max led the creative team from inception, giving the campaign its insight, voice, visual identity and activation strategy. So far, the work has registered 9.8 million students to vote in our elections.
The Experientialists (2020)
Max began writing a ‘zine in the midst of the pandemic to guide experiential marketers and agencies with new thinking and perspective. That ‘zine grew to 12 issues, close to 1M downloads and 450+ pages of insights on design, technology and advertising in the experience economy.
The Expers (2021)
The Expers is a web3-powered collective of experts working in the Experience Economy that creates content and solutions to drive it into the future.
