The mission: Rebrand MSNBC and reposition them among the extremely competitive network news marketplace.  Our campaign and line, "Lean Forward," ran for 6 years and successfully kept MSNBC in the ratings battles.

The box and booklet were given to all employees on launch day.  All of the television commercials were shot and assembled by Spike Lee. My art director partner was Larry Olson.

After a year or so of running the campaign, we also created the theme/setting for MSNBC’s space at the 2012 Democratic National Convention—another landscape loaded with competitive noise.