Basics

My name is Adan, but some people call me Adam (still correcting them). In my early days I was a hired design gun making ideas more beautiful. It didn’t take me long to realize I had plenty of ideas of my own.  But today, even as a creative leader, I have never lost my love for design . 

Official pitch:  Award-winning Creative Director of holistic, 360 ad campaigns, responsible for bringing brands to life at every level of the customer experience. As a strategic thinker, I developed unique program ideas, ultimately launching them under my creative supervision.

CrEating a Social movement from a Moment:

When American Express set out to support Main Street merchants during hard economic times, they had no idea the impact Small Business Saturday would eventually have. Today, it is a day of celebration marking the year-round Shop Small movement.  Small Business Saturday’s tremendous success is a reflection of its’ evolution.  For 6 years, I helped lead the creative development and execution of Shop Small and Small Business Saturday advertising.

SHOW YOUR LOVE

Show your Love for Small Business is created and adopted as the evergreen platform for SBS. We created an original content series featuring the Muppets, getting a record breaking 85 million social media engagements and 95 million shoppers spending $16.2 billion at small businesses nationwide.

it's better together

A promotion our customers promoted:
IT’s TWOday. GEt 2X the Rewards. 

Everyday is Twoday, when you get 2x the rewards.  And so went the overlay promotion to Small Business Saturday, with American Express showing support for Shop Small throughout the entire holiday season.  Building off the shopping together insight for SBS, we created Shopping Small with Shaq, pairing Shaq with the most unlikely people in the most unlikely situations.    The entertaining shopping in 2s original content was shared at unprecedented rates by our customers, making Twoday a most successful, self-seeding holiday promotion. 

US OPEN

In a series of social video vignettes, fans around the world can watch Venus Williams get ready for the final Grand Slam of the year. In this series, Tennis fans get a quick glimpse at the everyday rituals of a bona fide champion. The clips share how Venus Williams prepares for the US Open Like A Pro – from picking out the perfect match outfit to sharpening up her footwork.

CHANGING PERCEPTIONS:
MAKING A CARD EVEN MORE ACCEPTABLE.

Leading the strategic solution as well as the creative, Give Our Schools Extra Credit was the answer to card suppression due to the higher rate American Charges merchants to accept the card.  We created a program that took part of the merchant fee and gave it back to the community in support of after school programs, positioning it as the card of choice for both merchants and Cardmembers.

Bringing Kendrick Lamar to the world and brooklyn

American Express brought Kendrick Lamar to New York City, in order to play an intimate set at Brooklyn’s Music Hall of Williamsburg. The secret show was announced only on the day but with the help of Shantell Martin, was revealed with a series of mysterious Brooklyn inspired content pieces, created in order to increase anticipation for the show. We gave the world a front row ticket, by sharing the once in a lifetime opportunity with a mass audience on Facebook Live.

VANS Foot The Bill case study

Univision case study

Spanish gets you more

against the sun case study

A quick glimpse

WORK

DigitasLbi (Nov 2010 - Feb 2017)

Title: VP, Group Creative Director
Clients: American Express OPEN, American Express Small Business Saturday, TIAA, Comcast
Creative lead supervising a staff of 25 designers, copywriters, and art directors to concept and execute major campaigns for:
    •American Express Small Business Saturday (2012-2016, AdAge named SBS one of the top 10 campaigns of the last 100 years).
    •American Express Delta.  360 campaign launching My Card Can campaign.
     •American Express OPEN card acquisition and retention.  Led mail, digital and social efforts for Green, Gold and Platinum cards. 

Draft FCB (Feb 2010 - Nov 2010) 

Title: Creative Director
Clients: Office of National Drug Control Policy (ONDCP)
Led development and execution of national ABOVE THE INFLUENCE anti-drug campaign.

Deep Focus (Aug 2009 - Dec 2009)

Title: Creative Director
Clients: HBO, MicroSoft
Lead the creative strategy, concepting and execution
across multiple clients

Agency.com/TBWA  (Nov 2006 - Aug 2009)

Title: ACD/art
Clients: Snickers, Skittles, Combos, M&M, British Airways
    •Lead creative helping to win Snickers and Skittles pitches.
    •Established Snicker and Skittles voice in digital space.
    •Lead creative in unified online/offline TEAM MARS   (Agency.com/TBWA)