GQ x Grey GOOSE
”10 Things” with klay thompson

Executive Producer

Grey Goose was looking to expand to a new audience in order to drive holiday sales – and looking to do it fast, because it was already mid-October. OMD brought me in make something happen.

With the need for such a tight turnaround, there would not be time for fully original content: we needed to seamlessly integrate Grey Goose into an existing production. We zeroed in on two Condé Nast series, GQ’s “10 Things”, and quickly negotiated a partnership. The original talent targets were music-based, but when multiple casting choices declined due to the condensed timeline I proposed a shift to the NBA, knowing that Klay would be available while he rehabbed a torn ACL. The gambit worked. We kept that going by bringing in DeAndre Jordan for Bon Apetit’s “Back to Back Chef”

The tricky part, as is always the case with integrations in existing IP, was balancing brand and content. I made sure everything ran smoothly on set and through post-production.