A festive P.S.A from Small Army

Meet the Team

Jeff FreedmanFounder & CEO

Jeff Freedman
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Jeff entered the world of advertising in 1990, helping clients like Lotus Development Corporation and Hyatt Hotels best spend their multimillion dollar media budgets. In the flood of media, audience and market data that came with those decisions, Jeff recognized opportunities for change. In 1996, he started the interactive division of Boston-based agency CGN to help national brands leverage this ‘new thing called The Web’ as a marketing channel. In 2002, with the support of his loving wife, he and Mike Connell started Small Army to take the lead in a transforming advertising industry. In 2007, following the birth of his two beautiful children (Josh and Julia), and the tragic loss of his business partner to cancer, new life perspectives caused him to start Small Army for a Cause (a 501c3) as a way to give back. Today, Jeff continues to provide perspective and insight to lead Small Army, its clients, his family and the community through never-ending change.

Sam PitinoExecutive Creative Director

Sam Pitino
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Sam Pitino, atop a flaming steed, glared down at the lush New England landscape and knew his design era had begun. As the sun set and the wolves howled, he shred his way into the world from high atop this snow covered mountain, charging headlong into the frigid Boston air. As the earth cracked and lava flowed around him, his first quest was to make a world filled with proper, more impressive signage. At 17 years old he started his own sign-painting business out of his mother’s garage, painting signs and trucks for local businesses, and this satisfied him for some time. The smooth, fluid brush strokes reminded him of his first battles as a young lad with many a great beast. Songs have been written of these deeds and sung from land to far away land, but need not be told here, for that is a bio for another website altogether.

His second quest began when sign painting was no longer enough. Moving into creative roles at Plainspoke, Catapult Thinking, Eymer Design and finally Small Army, he had found his new calling. Whipping the masses into shape as Creative Director quenched his design bloodlust and his creative soul. Yet, as he aged, his internal rock clock began to tick louder and louder, his subconscious desire to shred began to take over his thoughts. The immaturity and skylarkings of youth no longer holding him back, he took up his first guitar, satisfying the urge for a time, but then the drums called to him, and once his desires were splayed out before him, he began on a musical trek that, to this day, still has him in its’ black, leathery, clawed grasp. This third quest was to be life-long. Now living this duel life, as Executive Creative Director of both Small Army and Shredding he marches on. The lava has cooled, and his steed no longer carries a flame, but Sam Pitino still does…to rock.

Allison ReillyEVP, Relationship Management and Strategy

Allison Reilly
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Small agencies, medium agencies, big agencies—Allison Reilly has been there. Project management, relationship cultivation, new business development, advertising research, marketing development, copywriting—Allison is known for wearing many hats.

For Allison, her life story is about three ingredients: Change. Challenge. Growth. She is never comfortable when life gets too easy. Whatever you throw at her, she’ll find a way to figure it out, give it her all, and keep a focused attitude. Her career began working on clients such as John Hancock, AT&T, and Dana-Farber Cancer Institute. Later, she was a partner in an advertising business fostering accounts such as the Anti-Defamation League and the Boston Convention Exhibition and Convention Center. Throughout her career, she has found that no matter what the client or industry, she is happiest when she is learning and being challenged – an attitude that is integral in helping carve out the most effective strategies and messaging for some of Small Army’s most notable accounts, such as GE.

With many Tuckerman’s Ravine ski trips, hikes up several of the 4,000+ foot mountains in New England, two Boston Marathons under her belt (one while pregnant), a long marriage to her college sweetheart, and four kids, Allison knows how to make sure her story stays interesting.

Jeanette BaroneJunior Relationship Manager

Jeanette Barone
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Skert Skert.

Ashley BlaisDirector of Media Strategy

Ashley Blais
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Ashley is our Director of Media Strategy. Ashley loves hats. She also loves media buying and planning. And website design. And running. And her dog. But mostly hats. She wears hats on her head, and sometimes even her hats wear hats. Hatters gonna hat.

Brandon BrownAssociate Creative Director

Brandon Brown
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I’ve worked at Small Army for 8 years.

Drew CapozziProject Manager

Drew Capozzi
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In 1888, Andrew “Drew” Capozzi was born. He was raised in Nahant, Massachusetts where, at a very young age, he developed a strong affinity for squirrels upon learning they are the only species that can run down a tree. Today, Drew can spotted at his desk at Small Army storing food in his cheeks and burying items under stacks of creative briefs and timelines. We don’t question it. He Project Manages just fine.

Paul DomeVP, Production

Paul Dome
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Paul Dome is a Chicago-born account guy now living among Red Sox nation. He prides himself on being a Cubs fan no matter how poorly they play, and a Bears fan no matter how dated the Super Bowl Shuffle is.

Paul began his career in marketing as a 22-year-old single guy managing a daily email recipe program. From there, it was an upward trajectory. He worked at Circle.com, now EuroRSCG 4D, on digital initiatives for many brands under the Campbell’s Soup umbrella. He then moved to Arnold Worldwide on Royal Caribbean and ESPN, managing campaigns for both digital and traditional channels. Paul then had a brief stint on the “client side” at Bose Corporation, managing retail marketing programs.

Outside of work, Paul is an improv comedy actor and can be seen performing around the Boston area. Paul’s most inspirational quote comes from Wayne Gretzky: “You miss 100 percent of the shots you don’t take”.

Kelsey DomholtProject Manager

Kelsey Domholt
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Kelsey Domholt is a born and raised Minnesota girl. Growing up, she spent her time playing sports, building snowmen (and snowwomen – she was raised in a very non-discriminatory household), boating on one of the 10,000+ lakes, and eating boxes and boxes of Gushers.

The Norwegian half of her is sweet and empathetic, but don’t let that “Minnesota nice” fool you. She is often overpowered by her other wild half, brought on by the loud, rambunctious, demonstrative members of her family.

Kelsey moved to Boston in August of 2017 with nothing but her boyfriend and the clothes on her back (and their entire apartment packed in a U-Haul truck). With a degree in Family Social Science, her true passions are in philanthropy – so while she continues to build her skills in project management, she loves to volunteer at local shelters on the weekends.

Outside of work, Kelsey spends her time running, invading the personal space of puppy owners, singing karaoke, drinking wine, seeking out the best vegetarian restaurants, and having random thoughts.

Martha EchanAdministrative Coordinator

Martha Echan
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Martha Echan (pronounced EEE-SHahhn, ’cause no one gets it right the first time) is from a little town in upstate New York.

She enjoys going to the Cape, reading, binge watching Netflix, being outdoors, rabbits and Bunny Yoga (but only the bunny part.) You can learn more about her and her bunnies when her Discovery Channel series, Hare Metal airs in late 2018. Hare Metal is a docudrama about her trained rabbits, whom perform daredevil acts to heavy metal music. Tour dates are coming soon.

Bianca GarciaVP, Media Services

Bianca Garcia
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11 THINGS YOU DIDN’T KNOW ABOUT BIANCA (A must-read!!!!!)

If you know media, you know Bianca. But do you know all this????? Probably not! Well, buckle your digital seatbelts. We’ve got the inside scoop for you.

  1. Bianca leads our Paid Media Department
  2. She’s responsible for media strategy, planning and buying, and partner relationships
  3. She’s worked at some pretty big agencies on some pretty big brands
  4. She likes lists
  5. She grew up in the Philippines and co-founded BOSFilipinos
  6. She knows sign language
  7. She’s a food blogger and influencer
  8. She was once a cast member on a Canadian TV show
  9. She’s always thinking about dessert and bakes us delicious treats
  10. We have no idea how she does it all.
  11. Liked what you read?

 

Like and subscribe for more fun stories like this, and a TON of spam!!!!!!

Briana GomesMedia Coordinator

Briana Gomes
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Xander HayesEditor/Production Assistant

Xander Hayes
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Xander “the Lil’ Fundamental” Hayes (IF THAT IS HIS REAL NAME) was moved to Boston under protective custody circa 2010. After years of holding his previous position as the Low Post Priest of the Funk Folk – a vegan hippie cult/minor league basketball team from the mountains of North Carolina – he was forced to flee when they learned he was using non-organic dye for his various tie dye ventures. Oh yea, and that basketball… wasn’t made of pleather. Bummer, man.

Since then he’s been hiding out in various video editing suites, recording studios, and other rooms that coincidentally don’t have windows. He periodically ventures out into public, looking for some delicious tacos, or a dope local hip-hop show.

Elaine HeilemannRelationship Director

Elaine Heilemann
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In 1993, struggling paleobotanist Elaine Heilemann was invited by a wealthy industrialist to his private island to perform research for his bioengineering company.

Joined by other experts in their own fields–and some random children–she embarked on an adventure like no other. Shortly after arriving to the island a tropical storm took out the islands power. Meanwhile, a rogue employee attempting to steal company tech, shut off all the security measures allowing the companies research to be released. This research consisted of very exotic, very blood thirsty dinosaurs, which posed a great threat to Eliane and the island staff.

Many people lost their lives that day and Eliane, hunted by several velociraptors, barely escaped with her fellow colleagues. In a dues ex machina like no other, a tyrannosaurus appeared from nowhere to battle the two velociraptors before they could strike, thus saving everyone.

Because of the events of this island excursion, Elaine changed careers and moved to Boston. A book and big budget movie was made about her experiences on the island.

Meghan IngramProduction Director

Meghan Ingram
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This is Meghan. This is Meghan. She likes dogs. She likes dogs. And parrots. And parrots.

Meghan is really good at managing production. Production. And also at running marathons. Marathons. We like Meghan. We like Meghan. And apparently so do parrots. Parrots.

Lisa JohnsonRelationship Supervisor

Lisa Johnson
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I’ve been “ADVERTAINING” myself with advertising since the 3rd grade. When my parents were reading the Sunday paper, I was tearing out the ads, looking to see what new products were out and how companies were positioning them. Fast forward to my college years, when I thought I wanted to be a designer. I took some design classes and my ADD kicked in while I was trying to grab part of an image with the magnetic lasso. I soon realized designing wasn’t for me, but I knew advertising was.

Over 8 years later I’ve been managing teams to TIGHT DEADLINES in FAST-PACED environments, leading multiple INTEGRATED advertising campaigns from strategic development through production. I’ve worked on a wide range of accounts including, but not limited to: the American Legacy Foundation (Truth account), Center for Disease Control and Prevention (CDC), Fresenius Medical Care, Reebok, Covidien and Siemens Healthcare.

When I’m not managing accounts for Small Army I’m playing marketing buzzword bingo, making bets, focusing on self-improvement and enjoying the outdoors.

Let’s make a GAME PLAN and think OUTSIDE THE BOX together.

PING me to say hi.

Marketing buzzwords achieved in this bio=7

Brianna LonerganRelationship Supervisor

Brianna Lonergan
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Work hard. Work harder, dammit. (That’s how the saying goes, right?) Organized chaos, endless cups of black coffee, and constant multitasking define Bri’s ideal ten-hour workday. With a little more PowerPoint involved than Mad Men lets on, the world of advertising suits her character perfectly, and Small Army’s dedication to unique storytelling and collaborative relationships parallels her own.

Bri has worked with a range of Clients in the industrial technology, healthcare, education, luxury real estate, and software industries to name a few—supporting brand strategy development, simplified messaging, and integrated campaigns. Her passion for discovery in all aspects of life is translated both in her work and personal interests—like traveling, live music, good beer and old-time hockey.

With a positive attitude and a little Irish wit, she’s always up for taking on a challenge. Bri is confident that the best chapters of her own story have yet to be written, but she’s certainly happy with the intro.

Kelly LyonsRelationship Manager

Kelly Lyons
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A native New Yorker, Kelly’s family told her she could go to Boston on one condition: that she never, ever become a Red Sox fan. Well….let’s just say she stayed in Boston for a reason. Today, you can find her living the ideal Boston lifestyle: spending weekends along the esplanade, strolling the Commons, checking out the latest breweries, and relationship managing at Small Army. The only bit of New York that remains today is her extensive blazer collection. No, really. She has one in every color. It’s fine, though. Welcome to Boston.

Lindsay MillerStudio Designer

Lindsay Miller
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Lindsay comes from the blustery and beautiful(?) town of Syracuse, NY. Graduating in 2015 with a degree in marketing from Emerson College, she worked as a designer for a baby gear company and furniture company before landing at Small Army. She can give you all of the advice on how to buy a sofa or a stroller as someone who has never purchased either. When she’s not working she enjoys rowing, baking, darkroom photography and buying too many houseplants. She also has a knitting company because you’re never too young to become a grandma. One day she hopes to name a Crayola crayon color.

Melanie MoserRelationship Supervisor

Melanie Moser
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Melanie, AKA Mel, is a Southern California native who moved to the East Coast (Connecticut), where she singlehandedly started the “pogs” trend. After attending UMass Amherst, where she worked on a research grant studying television’s effects on children, Melanie graduated with a degree in Psychology and a passion for people, data, research, and media.

After moving back to LA, she found her “destiny” working in Account Services at a mid-size agency. Here she was mentored by the best, learned everything she could about advertising, media, and relationship management. She’s continued her career in advertising, working for brands such as Red Bull, Staples, Trojan, and Cox Communications.

She is enjoying her peeps, clients, and work at Small Army, where she often brings her dog Ellie, noted as one of the cutest dogs in the world.

Doug MurphySenior Copywriter

Doug Murphy
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Doug Murphy is a senior copywriter, but he likes to think of himself as a professional wordsmith because it sounds much cooler, like a blacksmith but for language, forming sentences in the fiery forge of his mind then hammering them into shape with the keyboard of his mighty MacBook. (Pretty sweet, right?)

Among the copy Doug has smelted: Scripts, headlines, taglines, brand names, billboards, digital ads, web content, and tweets in the voice of a sassy cow mascot.

When Doug isn’t writing (or coming up with elaborate metaphors to describe his writing), he’s hanging with his wife and son, checking out a cool café or brewery, or watching the Red Sox.

Jonelle MurphyProducer

Jonelle Murphy
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Jonelle loves to make things. Commercials, music videos, photoshoots, you name it. No request is too bizarre (she’s found everything from obscure locations, antique cars, baby animals, swing dancers…all at the drop of a hat). She has worked on quite the variety of music videos and commercials during her LA years, and has been producing badass content in Boston ever since.

She has swung both ways on the production company and agency sides. She’s basically the logistics queen with a soft spot for creative projects. She currently holds down the fort in Southern NH with her two kids, pups, and husband.

Brendan O'BrienAssociate Creative Director

Brendan O'Brien
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Brendan grew up on the salty shores of Cape Cod, always dreaming of what lay beyond the treacherous mainland bridge. Early one morning, a mysterious fishing vessel known as the Pequod II sailed into port with a crew of surly fishermen, led by their fearless captain known as Ahab. Enchanted by their tall tales of the open ocean, Brendan joined the uncharted expedition in search of a ship-destroying sea monster. Early one morning, without notice, the Pequod II and her crew were nearly swallowed whole by a vengeful white whale. Brendan regained consciousness a few days later, floating on a piece of driftwood in the southern Atlantic. The epic saga was detailed in a book deal that went south due to a “striking” resemblance to Melville’s 1851 novel.

Unable to tell his own story of that fateful expedition, Brendan was determined to help others tell theirs. After finishing school, he became a freelance writer and content director, following his work from Hawaii to Central America alongside media agencies, filmmakers, and journalists. He landed back in Boston circa 2010, where he began working on brands like IBM, Puma, Timberland, and Fidelity.

Today, when he’s not writing from the sunny Back Bay offices at Small Army, he can be found at one of New England’s many surf breaks, still scanning the horizon for that fabled white whale.

Jill PachecoJunior Art Director

Jill Pacheco
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Jill has a lot of cats and they all play a vital role in her personal war against winged creatures.

You see, when Jill was in college at MassArt she encountered a terrifying evil that haunted her to her core. This encounter set her down a path of which she cannot and will not change course.

Walking from her last class of the day Jill felt a coldness emanating from a nearby pond. Her pace quickened as she spotted the goose scowling atop a gnarly, moss covered rock. The bird’s dead black eyes locked with hers, instantly, she felt the evil in its heart. Jill tried to run, but the area was blanketed with putrid beast droppings, making her movements futile.

Now a honking horror, snapping at her legs. She cried out, “Why did I wear this denim skirt? Of all days, why today?” Then she met the beast face to face. Eye to eye with pure unfiltered hatred. She blinked hard and tried her best to be brave as demonic wings moved the air around her. Desperately, she called for her cats. “Where are you my pretties! Save me!” she sobbed. She felt the darkness coming to devour her.

But darkness would not consume Jill that day. Like a warm sunbeam on the living room floor of her soul, her cats had found her. The goose was slayed. From that day on she made a verbal contract with her felines. She’d always care for the them and their kin and also she’d never be caught without the proper amount of denim again.

Casandra ParkhurstRelationship Manager

Casandra Parkhurst
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Meet CaSandra. Like John Travolta and Samuel L. Jackson in Pulp Fiction, she likes herself a damn good cup of coffee—but she’d never understand that reference because she doesn’t like movies. Don’t worry, though. We forgive her because she excels in many other ways! She began college at BU as a biomedical engineer and finished with a business degree and a law concentration. She then went to work in real estate for a bit, all before coming here to work with us. She can cook, she can bake, she can run, she can kayak, and she can manage client relationships with great skill, too. Quentin Tarantino’s action-filled take on her exciting story comes to theaters this June. Which is a shame because she’ll never watch it.

Ivy PepinJunior Copywriter

Ivy Pepin
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The last time Ivy stopped to smell the roses, she leaned over too far and found herself in a thorny predicament. Ever since, she’s sworn off roses and moved on to more welcoming forms of fragrant life.

At risk of sounding on the nose, she joined the Army because of the candy jars she passed on her way into the interview.* Now, when she’s not nose-to-the-grindstone in a Google doc, she’s sticking her nose in a book, nosing around a garden somewhere, or sniffing out questionable and likely cursed items at various flea markets. Find her crouching on a street somewhere attempting to bump noses with a cat who just isn’t having it.

*Also because of the incredible team and dream job and daily laughs and yada yada. But that’s all an added bonus.

Magic "Matty" SassoSenior Art Director

Magic
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A master of storytelling and digital illusion, Matt is a Class S Digital Conjurer, ranking in the top ten of the Adobe World rankings. Publishing online, embedded video, text animation in after effects, child’s play to a man of his caliber. There are tales he accidentally created Adobe XD while working a late night on a freelance project. The conjuror code dictates such programs must be handed over to the Adobe community, and Matt kept true to this tradition, for dishonoring the code is a immediate revocation of your Adobe license and banishment from all digital arts. His skills are many, but don’t dare call them tricks. For to say his skills fall in with the ordinary user is doing him a great disservice, even just one tale of his use of Indesign tables can cast a shadow on your entire career. Your knowledge is merely a blip in the universe of his vast, all-encompassing digital omnipresence. You can see his show weekdays at Small Army, between about 10am till 6.

Robert SchnepsAccount Coordinator

Robert Schneps
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Sarah SoucyMedia Planner

Sarah Soucy
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Wishing she was actually at the “Miracle on Ice” in 1980, Sarah is one of Small Army’s biggest sports fans. From hockey to football, odds are she watched the game last night. She can even quote the entire Herb Brooks speech if you asked her to (but please don’t). On top of thriving from the thrill of a good old underdog story, Sarah also lives for the fast paced agency atmosphere and working with clients across verticals to help them solve their problems.

As Media Planner at Small Army, she brings in-depth experience from media strategy to execution. She has worked on a variety of local, regional and national campaigns incorporating channels such as TV, radio, OOH, paid social, programmatic and more. Her strategic approach has translated to successful campaigns for companies within healthcare, education, retail, manufacturing, etc.

Matt St. PierreSenior Art Director

Matt St. Pierre
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Having spent his formative years growing up in Sandwich, MA Matt cultivated a relationship with ham and other thinly sliced meats that is central to his core values. Daily, Matt will trek to the nearest market basket and acquire the finest cut of cured meats, Boar’s Head Black Forest Ham to be precise. This daily treat is what fuels his creative mojo and powers his every thought.

A machine may balance his sugar levels, but his thirst for salty paper thin sustenance, can only be remedied with one thing: Point two-five pounds of sliced swine, neatly folded betwixt two slices of the fluffiest squares of Wonder bread, and gently brushed with an olive oil based mayonnaise.

One man, one ham sandwich, and one project at a time is his motto.

Amy StaleyVP, Operations

Amy Staley
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Amy has a very “colorful” background, but most recently she spent over 13 years as the Operations Manager for CA-based Mad Dogg Athletics, Inc. (MDA), the inventors of Spinning®. With MDA, Amy worked closely with the executive team to develop and manage global marketing efforts; hire and manage a growing staff; participate in the development and coordination of global education material; manage trademark protection and policing; and take out the trash. She even helped open offices in the Netherlands, Italy and Switzerland as the company experienced global expansion. Every day was different—an environment that she loves—as they introduced the products to new customers and emerging markets.

At Small Army, Amy keeps another fast-moving ship above water and heading in the right direction. From finance and human resources, to vendor management and information technology, Amy has her hands involved in everything that keeps the agency moving forward.

In her spare time, Amy loves spending time with her gem of a husband and two terrific kids. She keeps her sanity by running as the sun rises.

Papee ThirawatSenior Art Director

Papee Thirawat
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Meet Papee “Arm” Thirawat, a mild-mannered Boston who has to move from his native Thailand to New England with his obese cat, Admiral Snuggles. Arm fits in well with the Boston crowd and finds close friends at his new school. Sadly, dog-loving punks from the Cobra Kai karate school want to make Arm and Admiral Snuggles miserable. No longer could he enjoy cooking delicious Thai dishes and playing Wii with the Admiral.

Thankfully, a Japanese handyman named Keusuke Miyagi comes to their aid. Arm asks Mr. Miyagi to teach him karate, but Miyagi seems more interested in painting fences, waxing cars and rubbing behind Admiral Snuggles’ ear. Arm, Miyagi and the Admiral develop a great relationship and vow to teach the Cobra Kai a lesson at the Masshole Martial Arts Tournament. Brushing off illegal moves and deploying a perfect Crane kick, Arm wins the tournament! Afterward the gang celebrates with ice cream and soda pop, much to Admiral Snuggles pleasure. Meow.