No breadcrumbs allowed.

Hello,

I'm Mike. I tell stories... usually with words—but sometimes with music, sometimes photos, and sometimes with film (that's what's peeking through back there). But first things first. YOu're here to see the—

 

Work.

So, let's just get right to it.

The Wall Street Journal.

Good Things Come to Those Who Don't Wait

The WSJ wanted to reinvigorate America's ambitious class to move forward with their aspirations. While some might see politics and world events as uncertainties to wait on, we recognized that true ambition doesn't follow from the rules set forth by others. It shines brightest in times of uncertainty, and works to have a say in the rules others wait to abide by. True ambition doesn't wait for the dust to settle. It gets involved in settling it.

The Face of Real News

In 2016, American journalism and news media had taken a massive hit to its credibility. With the increasingly divisive effects of partisan reporting and the sudden explosion of deliberately fake news, an institution devoted to making business and politics transparent to the public had itself become opaque.

But anyone who has to tell others to trust them never comes away looking very untrustworthy. We knew we had to do more. We had to show proof, and that could only be found in the stories of our journalists, stories that demonstrated the dedication, integrity, and principles they bring to every story they report.

I also wrote the music for this series.

 

Kraft Macaroni & Cheese

The Test Noodles

Kraft Macaroni & Cheese is so obviously easy to make, it only takes three steps. But there is one detail that doesn't have a clear answer. Exactly how long should you cook your noodles? Everyone has a different preference, so it's impossible to give the exact timing, which is why anyone who's ever cooked macaroni noodles knows that you have to try a couple straight out of the pot to test if the rest are done.

But that means in every box of Kraft Macaroni & Cheese, there are a few proud, brave, and selfless noodles that will never see the cheesy goodness that awaits their box brethren. These are the selfless pioneers of noodles, testing the boundaries of doneness so we can enjoy the perfect bowl of mac & cheese. We thought it was time to recognize the bravery and sacrifice of these noble noodles.

We launched a campaign asking fans to take and share photos of their Test Noodles whenever they made Kraft Macaroni & Cheese using the hashtag #TestNoodle.

We then used those crowd sourced photos to turn every single box of Kraft Macaroni & Cheese into a memorial for those thousands of selfless noodles. Using an augmented reality app, we virtually repackaged each box with its own randomly sourced photo from the growing submissions.

Every supermarket aisle that carried Kraft Macaroni & Cheese became its own Wall of Noodles Memorial, celebrating the many Test Noodles that gave everything to ensure we could enjoy Kraft Macaroni & Cheese exactly how we like it. Shoppers lucky enough to find their own Test Noodle would get to take that box home for free.

Reebok

ZQUICK: Race the City

Reebok wanted to launch a newly developed sneaker inspired by and designed for functional workouts that would appeal to the growing audience of Crossfit members. So we decided to show the sneakers being used in the most real-world relay race we could think of.

 

Green Giant

Your Secret Side Dish

Frozen and preserved vegetables are often seen as the bland choice of an older generation. Green Giant needed to connect with younger consumers in a way that shifted their brand away from boring. We tapped into the simple truth that the most boring meals are actually ones without any sides. People need side dishes to introduce some variety to their plates, and frozen vegetables are the perfect quick and easy choice.

So we created Your Secret Side Dish, a shareable yet easily concealed phone number connected to a modified chat bot that let users virtually cheat on their main courses with some yummy veggies on the side. We programmed it to send naughty veggie selfies, suggest sensual recipes, arrange veggie hookups at local retailers, and occasionally promote new product offerings—but most importantly it made people see Green Giant vegetables as an exciting way to satisfy their wandering palates.

or text (507) 944-2687

We promoted our secret phone number across various dating platforms, including the most infamous of them all, Ashley Madison.

 

Duckback

Life Is Happier Outdoors

Ever notice how you never see scenes of people losing their temper or sobbing uncontrollably on a beautiful deck? That's because a beautiful deck has a way of making any situation a bit more satisfying.

 

New York Lottery

Pay Me!

It's not quite enough to quit your day job, but certainly enough to let you live like you're holding down two jobs.

Hoegaarden

The Vow of Delicacy

The recipe for Hoegaarden's wheat beer dates back to Belgian monks in the middle ages. Must've been quite a beer to command that kind of legacy.

The Good Shepherd

Nothing goes better with Hoegaarden than good company, but it's not always that easy to bring everyone together, especially not after you've already tossed back a few glasses. The Good Shepherd app uses Facebook integration and GPS-location tracking to create a temporary mobile network of your drinking buddies so you can keep track of where everyone is. It makes getting everyone together a lot easier--and helps you keep track of that one friend who always goes a little overboard and wanders off by themselves.

Dust-Off

We Blow Harder

"Anything worth doing is worth overdoing." — Mick Jagger, lifelong compressed air enthusiast

Still scrolling? You must be looking for something beyond client work. Fantastic. Let's get stupid.

 

Chef's Tray Table

I love food. I love cooking. In a lot of ways, I see the restaurant business as being a perfect metaphor for advertising. Ask me about it sometime. However, I also get that people who are way too into cooking come off a bit...eccentric. Having grown up on shitty packaged meals, I decided it was time to shine a 3-Michelin star spotlight on the foods that the majority of not-so-privileged Americans are satisfied with eating.

Estd.

Street photography is a great way to experience the city you live in. Street videography is a great way to do it if you want to spend a considerable deal more time for the same experience. In this ongoing project, I intend to go around and shoot establishing shots of urban neighborhoods as defined by the real estate business. It's partly an execise in familiarizing myself with the city and partly to familiarize myself with my Sony a6500 camera.

This project also goes by the code name "VICEY B-roll"

Designs

I might be a copywriter, but I do love me some design.
Here's some things I've done.

Still want more?
I guess you can check out this page of my scattered thoughts.

Anything beyond that and it'll probably be easier to just get in touch with me directly.

 
 

Work Experience

The&Partnership — Copywriter
Digitas LBi, NY — Freelance Copywriter
Deutsch, NY — Copywriter
DDB, NY — Freelance Copywriter
DDB, NY — Intern Copywriter
CP+B, Boulder — Intern Copywriter

 

 

Contact

linmn.0819@gmail.com
908.240.7548