Alex Shulhafer

Challenge:
Gun safety messaging often alienates gun owners, creating a divide rather than fostering responsible ownership. The goal was to raise awareness about the risks of gun misuse without vilifying gun owners.

Solution:
We played into the primary reason gun owners have firearms—to protect. Then, we turned that role on its head by asking, “Are you prepared for misuse?” This thought-provoking question reframed protection as responsibility, prompting gun owners to consider the unintended consequences of unsafe storage. By taking an empathetic approach and presenting real-life scenarios, the campaign sparked self-reflection and responsible gun ownership conversations without judgment.

AWARDS

Gold: Strategy & Engagement PSA - 2023 Shorty Impact Awards

People's Choice: Original Content Short Form Video - 2023 Shorty Impact Awards

Gold: Campaign - Non-Profit  - 2024 Webby Anthem Awards

Silver: National Awareness Campaign - 2024 Webby Anthem Awards

Silver: Film Craft Direction - 2024 New York Festivals 

Gold: Philanthropic or Purpose Driven Campaign - 2024 MM+M Awards

Directed by Aaron & Winston Tao

Creatives: Will Engebretson, Rafael Vilela

Producer: Mark Olsen

Challenge:
Champion needed to redefine its brand narrative to resonate with a new generation of consumers who value authenticity and personal expression.

Solution:
We spotlighted real stories of everyday champions—an artist, a skateboarder, and a dancer—who embody the spirit of perseverance. By celebrating those who dare to chase their dreams, Champion reclaimed its identity as the brand for authentic self-expression and ambition.

Creatives: Emanuel Vinkler, Jay Zschunke

Group Creative Directors: Piper Hickman, Alex Shulhafer.

Weigh yourself by what matters.

Challenge:
Lean Cuisine was seen as an outdated “diet” brand with declining sales. The challenge was to modernize its image and reconnect with women in an authentic, meaningful way.

Solution:
#WeighThis invited women to weigh themselves by what matters most—like accomplishments and relationships—instead of numbers on a scale. This powerful, culture-shifting campaign transformed Lean Cuisine’s brand perception and sparked a national conversation about self-worth and health.

What began as a one-time pivot became a campaign so successful that Lean Cuisine not only turned their sales around, they actually ran out of product. #WeighThis reached over 270mm people, drove a 428% increase in brand conversation and a 33% increase in brand perception.

This first film is what happened when we invited women to weight themselves by the things that really matter. Even I still get tingles. Directed by Nanette Burstein, the film was seen over 6 million times in the first week. 

The reaction to the #WeighThis film was overwhelming. As a follow up, artist Annica Lydenberg painted women's responses from Twitter, Facebook, YouTube and a series of influencer posts on scales and we put them on display at Grand Central Station. Film by Jay Buim. 

For the final act of the campaign, we gave women the power to change the "diet" conversations in their lives with the #WeighThis Diet Filter. The Google Chrome version filtered the word "diet" wherever it appeared, while a small batch of prototype television filters literally muted the word "diet" whenever it appeared on television. Through our social campaign and influencer program, We helped women change the diet conversation for good, filtering the word "diet" over 3mm times and putting it towards a donation to Girls Leadership.

PRESS
Creativity
Ad Age
Wall Street Journal
CNet
Well and Good

AWARDS
2016 Cannes Cyber Lions Shortlist 
2016 The ARF David Ogilvy Awards -  Grand Prix Winner
2016 The ARF David Ogilvy Awards  - Gold - Best Use of Social Media

Challenge:
To launch the biographical series “Genius” about Albert Einstein, National Geographic needed to generate buzz and engagement, particularly among audiences unfamiliar with Einstein beyond his scientific achievements.

Solution:
We reintroduced Einstein as “the man behind the mind” using immersive experiences like a conversational AI chatbot on Facebook Messenger and on-site activations at the March for Science. These innovative digital touchpoints humanized Einstein, making him relatable and sparking curiosity about his life.

Three days before the premiere, thousands of scientists and supporters marched on Washington, and Genius was there. We brought shelter, electricity and WiFi to help them recharge and amplifi their messages, and over a third of March For Science attendees engaged with the show.

The eve of the premiere, we launched a conversational chatbot on Facebook Messenger so fans could talk to virtual Einstein about his life as a scientist, a lover and a rebel—with plenty of hidden surprises. Every week the bot would re-engage with fans, setting up what was going to happen in the next episode— doubling benchmarks for user engagement. 

PRESS:

CREATIVITY
Chat with Einstein on Facebook Messenger in Nat Geo's latest 'Genius' Marketing Stunt

THE DRUM
National Geographic leverages Einstein Messenger chatbot in Genius promo

THE INQUIRER
Get in touch with Albert Einstein in NatGeo’s “Genius” chatbot

THE TECHNEWS
Bored? Let’s chat with Albert Einstein via Facebook Messenger

THE NEXT WEB
Einstein chatbot shows Facebook Messenger’s potential as an educational tool

MENTALFLOSS 
You Can Chat With Albert Einstein’s Facebook Bot Alter-Ego

LIVE SCIENCE 
Genius Bot: Chat with 'Einstein' Via Facebook Messenger

MSN  
You Can Chat With Albert Einstein’s Facebook Bot Alter-Ego

BUSINESS PUNK (Germany)  
Real Talk: Talk to Albert Einstein About the Universe Through Facebook Messengers


Copywriters: Eleni Georgeou, Erika Yost 
Art Directors: Casey Espinoza, Caitlin Harsh
Group Creative Directors: Daniel Bremmer, Alex Shulhafer

DeLonghi came to us for their first U.S.-based product launch in the companies history.

DeLonghi  TrueBrew is revolutionary drip coffee maker brew fresh coffee from whole beans with the touch of a button. We launched the campaign with TVC using the DeLonghi brand ambassador Brad Pitt. Brad introduced the machine in TV, social and OOH in key markets. This was complimented by product focused social and digital OOH meant to beautifully showcase the unique abilities of this product.

Challenge:
Hanes needed to connect with a younger audience to promote its X-Temp and FreshIQ boxers and undershirts, products designed for maximum comfort and confidence.

Solution:
We created an interactive, choose-your-own-adventure in experience starring Michael Jordan, using Facebook Canvas technology. This mobile-first approach challenged users to decide what MJ would do to see if they were chill enough to chill MJ, blending humor, nostalgia, and innovation to engage a new generation of Hanes fans.

Get your phone out and try the experience for yourself here. (Facebook Canvas only works on mobile devices, clicking on a desktop isn't going to do much for you.)

At the end of the experience, users were invited to enter a sweepstakes to win a chance to chill with Michael Jordan himself.

Press: Creativity, USA Today.

Group Creative Directors: Alex Shulhafer, Daniel Bremmer. CCO: Pierre Lipton. Creatives: Amy Werblin, Melissa Stammer. VP Innovation, Creative Technologist: Layne Harris. Director: Ari Merkin.

Challenge:
Suicide is the second leading cause of death among young people, and firearms are used in over half of all suicides. However, discussions about safe gun storage often fail to address this critical aspect of gun safety. The challenge was to create a campaign that resonated emotionally and raised awareness about the link between unsecured firearms and youth suicide.

Solution:
We launched the “No Extra Life” campaign, drawing a powerful parallel between video game lives and real life to reach parents and gun owners where it matters most—at home. By leveraging the emotional weight of gaming nostalgia and asking viewers to consider the irreversible consequences of unsafe storage, the campaign effectively highlighted that in real life, there are no extra lives. This strategic storytelling approach reframed the conversation around gun safety as a critical measure for suicide prevention, prompting parents to rethink how they store firearms.

Directed by Zoic and Photographed by Antonio De Lucci
Created with Jenny Nicholson, Jade Song, Chase Condrone, Tyler Wriston, Robert George

Challenge:
In a climate of distrust towards financial institutions, Flagstar needed to launch their brand with a message that would resonate and build credibility with new customers.

Solution:
We positioned Flagstar as a trusted partner focused on helping customers achieve their dreams. With the tagline “Let’s Align The Stars,” the campaign showcased relatable, real-life moments through two distinct spots, each featuring multiple interwoven stories. The campaign was supported by OOH, social, and digital touchpoints, driving home the message that Flagstar is there every step of the way.

Challenge:
Opioid addiction is surrounded by stigma and misunderstanding, making it difficult to foster open conversations about treatment and recovery. Sublocade needed to change this narrative and encourage people to seek help.

Solution:
We launched “Recovery Rewritten,” featuring authentic patient stories that humanized addiction and highlighted long-term recovery. Through compelling storytelling across social, digital, and TV, we aimed to reduce stigma and inspire hope, positioning Sublocade as a trusted ally in the journey to recovery.

The more we talk about recovery, the more we can rewrite its future. And with the right support, more people can find their way to recovery. These videos are the full long form stories.

Copywriter: Jamie Robinson

Art Director: Janela Mendl

Creative Directors: Lev Sloujitel, Jordan Melaragno

ECDs: Piper Hickman, Alex Shulhafer

Challenge:
Firearm restraining orders (FROs), also known as “extreme risk laws,” are effective tools for preventing firearm suicides and shootings. However, public awareness of these laws is low, and many people don’t understand how they work. The challenge was to educate Illinois residents about FROs in a way that was impactful and approachable.

Solution:
We partnered with AdCouncil, Brady, and the Illinois Department of Public Health to launch the “Pause to Heal” campaign. By highlighting how FROs allow families to “hit pause” on potentially deadly situations, the campaign emphasized the importance of securing time for healing. Using clear messaging and empathetic storytelling, we effectively educated the public about how to use FROs to save lives.

Directed by Si & Ad

Creative Directors: Jennifer Macfarlane, Will Chambliss, Executive Creative Directors: Piper Hickman, Alex Shulhafer
Executive Producer: Mark Olsen

Challenge:
Military members face significant mental health challenges during deployment and post-deployment, yet stigma and lack of accessible resources often prevent them from seeking help. National Geographic wanted to raise awareness and provide real support inspired by the veterans portrayed in The Long Road Home.

Solution:
We developed Bravo Tango Brain Training, the first-ever voice-powered application designed to address veterans' mental health. Accessible for free on all smartphones and Google Home via Google Assistant, it provides guided mental health exercises and fosters conversations about veteran well-being, breaking down barriers to support.

PRESS
Ad Age
USA Today
BusinessWire
Psychology Today
Bustle
Mashable

AWARDS
2018 Webby Award –  People’s Voice: Mobile Sites - Best Use Of Machine Learning 
2018 Gold Clio - Television/Streaming: Social Good

Creatives: Alyssa Paulker, Kate Sheehan

Group Creative Directors: Piper Hickman, Alex Shulhafer

Challenge:
Enterprise is known for weekday car rentals by business travelers, but they wanted to expand their audience by inspiring leisure travel. The challenge was to position Enterprise as the go-to brand for more meaningful, purpose-driven travel experiences.

Solution:
We created Pursuits with Enterprise, a digital travel magazine that told compelling stories about why people travel. Each story launched with a film and was supported by rich content about the people, places, and causes featured. This approach connected emotionally with travelers, inspiring them to explore more—and rent a car along the way.

Made with: Peter Wood, Amy Werblin, Melissa Stammer, Emanuel Vinkler, Jay Zschunke

Challenge:
Grocery shopping is filled with relatable moments, but customers don’t always think of Stop & Shop as the go-to solution for life’s everyday needs. The challenge was to build a stronger emotional connection with customers by highlighting how Stop & Shop fits seamlessly into their lives.

Solution:
We launched Meet You in the Moment, a campaign that used humorous insights about grocery shopping and life. Each spot started with a branded motion graphic to highlight the moment, creating a consistent and recognizable system that tied weekly promotions to brand advertising. This approach illustrated that Stop & Shop has whatever their customers need, no matter the moment.

Creatives: Alexis Reid, Kevin Li, Haley Finch, Michael Mendoza

Executive Creative Directors: Piper Hickman, Alex Shulhafer

Challenge:
Sherwin-Williams wanted to move beyond their longstanding “chips” brand campaign, which focused on color inspiration, and instead highlight the fun and excitement of bringing color into customers' lives. The challenge was to change the perception of painting from stressful to enjoyable.

Solution:
We reimagined the painting journey by focusing on confidence at every step: Find It, Try It, Paint It, and Love It. By showcasing Sherwin-Williams' tools and resources, we made the process approachable and fun, inspiring customers to embrace color confidently.

Made with: Jade Norwood, Kathryn Moffitt, Jenny Nicholson

Challenge:
Target wanted to position itself as the ultimate destination for Halloween enthusiasts but needed a fresh approach beyond showcasing its product offerings. The challenge was to engage Halloween fanatics in a way that was fun, relevant, and social.

Solution:
We created Treatster, the world’s first social network dedicated exclusively to Trick-Or-Treaters. This mobile web experience allowed users to find the best trick-or-treating spots by nominating houses and voting for favorites. By leveraging user-generated content and a seamless mobile experience, Target became a central hub for Halloween excitement.

Treatster was a mobile web experience that helped Trick-Or-Treaters find the sweetest houses in their neighborhood. Bigger pumpkins meant spookier decorations, cooler costumes, and of course the best candy. Users could nominate a house by dropping a pin on the map, and vote for their favorites by giving a green monster thumbs up. And since we developed the experience as a mobile site, anyone could participate without having to download an app.

PS: This was created before the Nextdoor app launched a similar experience.

Made with Daniel Bremmer, Megan Skelly, Pierre Lipton. Art Director: Kaleigh McBride. Copywriter: Marissa Cuconato. Creative Technologists: Layne Harris, Fitz Maro
Hardware and software design by Tomorrow Lab

Challenge:
Oreo wanted an origin story for their limited-edition flavors that was more magical than a typical flavor lab. The goal was to create intrigue and excitement around new releases while maintaining Oreo’s playful brand voice.

Solution:
We created the Wonder Vault, a whimsical place where new Oreo flavors are dreamed up and kept until their grand debut. Launching with films for Cinnamon Bun and Red Velvet, we expanded the magic with a 360º video experience for the Filled Cupcake flavor, allowing fans to explore the Wonder Vault world.

Copywriter: Marissa Cuconato 
Art Director: Kaleigh McBride
Associate Creative Directors: Alex Augustinos, Declan Byrnes-Enoch
Creative Directors: Daniel Bremmer, Alex Shulhafer
Group Creative Director: Jeff Anderson
CCO: Pierre Lipton
Animation: Gentleman Scholar

Challenge:
7-Eleven wanted to introduce the 7NOW delivery app to the fast-paced New York City market and prove that it could satisfy nearly every need, exactly when and where New Yorkers needed it.

Solution:
We launched a targeted activation campaign by distributing 7NOW kits with curated snacks and essentials in custom tote bags at strategic city hotspots. By meeting New Yorkers in relatable moments of need, we showed the convenience of 7NOW. The campaign was amplified with digital OOH, streaming radio, social, and website integrations, creating a buzzworthy, on-demand experience.

Beyond the activation, we spread the word about 7NOW via digital OOH, streaming radio, website and social. At each activation point combining media and creative to show New Yorkers 7Now can deliver them what they need when they need it.

Copywriter: Robert George
Art Director: Lance Morales
Designers: Kat Choi, Ryan Kalus
Group Creative Directors: Piper Hickman, Alex Shulhafer

Challenge:
Poland Spring wanted to relaunch its sparkling water line by emphasizing its all-natural ingredients, standing apart from other carbonated drinks that rely on artificial gimmicks and over-the-top advertising.

Solution:
We created Refreshingly Real, a 360 campaign that humorously pushed back against typical beverage advertising clichés, like slow-motion models. Using a mix of traditional media, social platforms, and YouTube, we leveraged each medium’s strengths to authentically tell the story of what’s refreshingly real about Poland Spring Sparkling.

Copywriter: Kelly Mahon 
Art Director: Alexis Rabilloud
Creative Directors: Derekh Froude, Rachel Dolinsky
Group Creative Directors: Piper Hickman, Alex Shulhafer

Challenge:
Kool-Aid wanted to reconnect with a new generation of parents who grew up loving the brand but now seek healthier, more meaningful options for their kids. The challenge was to modernize Kool-Aid’s image while staying true to its playful, nostalgic roots.

Solution:
We launched Smile It’s Kool-Aid, reintroducing the Kool-Aid Man as a relatable character navigating the modern world—just like the consumers we wanted to reach. By showing him embracing today’s trends and humor, we bridged nostalgia with contemporary relevance. Through vibrant visuals, catchy music, and a social-first strategy, we revitalized Kool-Aid as a brand parents are happy to serve their kids.

PRESS: AdWeek, NY Daily News, USA Today, Forbes, NBC News, NPR, Huffington Post

Challenge:
Starbucks wanted to break through the typical holiday marketing noise with a message that resonated on a deeper, more emotional level worldwide.

Solution:
We created The Love Project, a global event where musicians in 156 countries performed "All You Need Is Love" simultaneously on December 7, 2009. The song was chosen not only for its message of unity but also for its historical significance—The Beatles first performed it in 1967 during the world’s first global satellite broadcast. By tying this cultural moment to a live, global event on StarbucksLoveProject.com, the campaign celebrated love and togetherness across borders.

On the website, users were invited to sing the song or create a Love drawing with each submission generating a donation to the Global Fund.

Additionally, a music video was created from the live event and posted online to further generate contributions.

The Love project helped generate enough money to buy more than seven million days of medicine for people living with HIV in Africa.

The event set a new Guinness World Records™ record for "Most Nations in an Online Sing-along."

The music video topped the Top 20 Viral Videos and has had more than 1.6 million YouTube views.

The average time spent on the site on December 7th was 5 minutes, 49 seconds. Total site visits are over a million. More than 19,000 Love drawings were submitted, and people from 99 countries submitted videos.

Challenge:
AMP Energy needed to launch its latest drink in a way that stood out in the increasingly crowded energy drink market, where products were blending into a sea of sameness. The challenge was to differentiate AMP by connecting with young consumers in a fun and relatable way.

Solution:
We created Walk of No Shame, a musical anthem that humorously transformed the “walk of shame” into a Walk of No Shame. By celebrating the morning-after experience with unapologetic confidence, the campaign used catchy music, playful storytelling, and relatable humor to resonate with young adults. This bold, irreverent approach helped AMP Energy break through the clutter and position itself as the fun, relatable choice for bouncing back.

This video was recognized by Archive Mag, Ad Week, Cannes Film Festival, LIA, The Addys and AICP. My partner Alexis Reid and I created the concept, music and lyrics for this spot.

Cooling Off is Different on the Mountain. Celebrating a group of BMX bikers coming together to make a new way to cool off in the summer time.

Concept Development, Art Direction
At BBDO
For Mountain Dew
Written with Daniel Bremmer
Directed by Sam Bayer

Starbucks wanted to tell the story of their coffee to the world. So we created an honest print and outdoor campaign to tell everyone that it's not just coffee, it's Starbucks. The design was inspired by the large burlap coffee bags that come from farms all over the world.

This was the biggest print and outdoor campaign produced by BBDO for Starbucks. In order to execute this project I designed and executed over 50 different executions in more than 150 different executions, across magazines, wild postings, bus shelters, and billboards. Below are just a few samples.After the Starbucks coffee campaign proved to be a success we extended the campaign to several train stations and billboards in major cities. Each of these locations allowed to us to use the space in a unique way that would draw in people as they passed.

An integrated campaign recycling old Sony ads to encourage people to recycle their old electronics.

AT&T has the nation's fastest 3G network. But, speed means more than bandwidth and downloads. To communicate this, we highlighted the impact a single moment can have on our lives.

Yoplait wanted to let its fans know that their voices are being heard. As a brand, Yoplait wanted not only to make a product that people loved but also enlist their fans to help make it even better. We created a series of animations to run on TV and online that showed these fans when they talk, Yoplait listens.

When it comes to getting what they want, kids are just as clever as their parents.

Starbucks' new VIA flavored coffee is instant. Or is it?

To launch Starbucks VIA Instant Coffee we wanted to show all the work, time and craft that goes into getting coffee in an instant.

Concept Development, Art Direction
Written with Casey Rand
Directed by Raymond Bark

This spot asks Americans to care enough to vote on Election Day and if you do Starbucks will give you a free coffee. This was the first spot BBDO created for Starbucks and it aired only once on SNL, the Saturday before the election.