After a summer of working the night shift at the Playboy Mansion while he was in college, Craig set his sights on a slightly different career.
During his more than 20 years in the business, his career as a creative director, art director and designer has taken him from Los Angeles to New York working for agencies large and small.
Early on, as an art director at Ogilvy & Mather, he produced campaigns for American Express, AT&T, Hershey’s Kisses and Jaguar. As a Group Creative Director at Deutsch, he developed work for clients such as Old Navy, Tommy Hilfiger, Snapple, Foot Locker and Tanqueray. While part of that creative team, they set an agency record for winning 13 pitches in a row and helping to grow a small New York agency into a large, nationally recognized one.
In addition to his creative chops, Craig is dedicated to creating teams and structures that use insights to make a difference for clients. At McCann Erickson NY, he co-created TAG Ideation (now known as agency 215)—an innovative agency model focused on youth marketing. Through McCann and TAG, he produced successful work for Rolling Rock, Bass Ale and Labatt Blue. It was via TAG that Xbox was launched, a launch heralded as the most successful in the category’s history.
Craig also led the creative team that pitched and won the fully integrated U.S. Army account. The well-known “Army Strong” campaign was developed under his leadership. In his time as an Executive Creative Director at McCann, he also led creative for clients such as Nestle (regional spring waters Arrowhead, Poland Spring), Dentyne, Coca-Cola, Kohl’s, MasterCard and USA Today. Along the way his work has won numerous accolades, including Cannes Lions finalists spots, Clios, ADDYs, Effies and more.
He currently lives in Brooklyn raising his two sons and his dog, Cash. In his free time, he can be found moving paint around until it resembles something in his head.