THE GENTLEMEN - "A new class of criminal."

I led the US & Canada campaign for Guy Ritchie’s very first series. We worked closely with the UK team on global strategy and creative, and then adapted our own custom creative in market.

Roles: Client (UCAN Campaign Lead), Conceptor (ABC’s), Writer (NBA TV :60)

Results: #4 Series of 2024, Renewed for S2, 3x GEMA Awards, 1x Golden Trailer Award

THE UCAN APPROACH -“GENTLEMEN-LY RULES.”

While the idea of gentlemanly etiquette is pretty ingrained in UK culture, on our side of the pond, Guy’s original film of the same name had failed to break through. We took a different approach to copy, keeping the cheeky edge while subtly educating US & Canadian consumers on the subversive code our Gentlemen live by.

NBA :60 TV

I wrote and recorded this custom NBA-themed :60 with my favorite bad guy thespian of all time, Giancarlo Esposito.

Contextual OOH

We placed Gentlemen-ly rules in contextual OOH from Atlantic Avenue in Boston to Zankou Chicken in LA.

Med Men Bankruptcy

In the middle of collaborating on a Gentlemen-ly strain of weed, our partners went out of business. So, instead, we offered our services next door to their shuttered flagship store.

Global Social Assets

I also collaborated closely on global paid social assets with team UK. Inspired by my word on FUBAR, ABC’s won big at the GEMAs and Golden Trailer Awards.

Agency Partners: Make It Social (AV), Midnight Oil (Print Adapts)

Netflix Partners: Aaron Lynch & Michelle Owusu (Team UK)