At Grey, Nick was part of a new leadership team which, immediately upon arrival in 2007, won the E*Trade account. He helped create, produce and direct the initial campaign, culminating in the first two “Baby” ads that aired during the 2008 Super Bowl. The spots topped critic and viewer lists for best commercial of the game, won multiple awards for best commercial of the year, and have since been viewed online by an audience of millions. The 2009 work led various polls for best commercials of Super Bowl XLIII, and the 2010 ads cemented the infant's place in advertising history.
Nick oversaw every level of creative production at Grey, from “tentpole” work on billion-dollar brands like Pantene to award-winning, micro-budgeted social media projects. Recent major highlights include campaigns for Canon, Captain Morgan, Febreze, NFL, Ketel One, TJ Maxx, and DirecTV.
His concept and execution to market the novel, “13 Reasons Why”, for Penguin Books, drove the book to #3 on the NY Times bestseller list, and to a Silver Lion at Cannes in 2009. In 2010, he received four Lions, including Bronze for the NFL, and Gold in Branded Content for the groundbreaking, community-generated narrative film, “Beyond The Still”, for Canon. The movie premiered at the 2011 Sundance Film Festival, where Nick was onsite to help create and launch Lance Weiler's transmedia project “Pandemic 1.0”.
Nick's brand work has also won at the Addys, Effies, and One Show.
He is especially proud of his key role in building up Grey's in-house production capabilities, the success of which contributed directly to bottom-line growth and was described by Fast Company as one of the “most effective moves” to “explain how Grey won a startling 17 out of 19 new business pitches in 2009” when the agency was honored as one of 2010's World's 50 Most Innovative Companies.
Beyond the branded world, Nick's creative work helped win Super Bowl 48 for NY/NJ. He also wrote, directed and produced “The Shovel,” starring Academy Award-nominee David Strathairn, which won Best Narrative Short at the Tribeca Film Festival, hit #1 in downloaded films on iTunes, and was selected to launch YouTube's “The Screening Room. He executive-produced the award-winning feature documentary, “High Score”, and his screenplays for two of Steve Hamilton's best-selling thrillers have been optioned for development as a major cable series.