How do you relaunch a legend? You lean into their legacy while evolving what made people love them in the first place.
I helped create a relaunch campaign strategy (“The Return of the Original”) for social and paid media along with helping rewrite key parts of their website for a modern audience.
As LGBTQ+ visibility continues to rise, giving quality services to historically underserved communities is becoming big business. FOLX focuses on giving transgender and gender nonconforming people the healthcare they deserve from clinicians who understand the lived experience of their patients.
FOLX came to my agency for a redesign and a launch campaign that would communicate clearly to their audience that while mainstream healthcare providers weren’t listening, they fully understood the specific needs of LGBTQ+ people. The tag line I created is elegant and to the point: “FOLX is for everybody and every body.”
See how it all comes together at FOLXHealth.com.
Corpus is a direct-to-consumer natural deodorant brand that actually works and smells great.
Nevertheless, they faced a challenge convincing consumers their formula was effective. That’s where creative came in, building a launch campaign that combined user testimonials, straightforward descriptions of the benefits, and sleek design.
Working with this client was great because, in addition to helping with the strategy and writing some launch copy, I got to write collateral and packaging copy.
Seriously, check out their site, see some more of my marketing copy, but above all buy yourself a natural deodorant that smells incredible. My personal fave is The Botanist.
I wrote video scripts, digital, social, and print for Champion Spark Plugs for over 8 years, with every year seeing a dramatic increase in engagement over the one preceding it.
A fun challenge was helping the brand gain more traction in areas it did not traditionally own much market share in; Industrial applications and small engines.
Yonex is one of the world’s leading manufacturers of tennis, golf, and badminton equipment. I wrote some launch campaigns for new shoes and racquets that included video scripts, concepting, social, paid media, and email.
I also wrote headlines in their catalog.
DRiV owns a portfolio of heritage automotive brands. For six years, I led social media and digital advertising across them.
As AI began reshaping the industry, I built systems from the ground up to generate compelling copy for more than 13 brands—dramatically increasing output and scaling content beyond what I thought possible.
I’m deeply interested in AI and in using my background as a writer to craft stronger, more effective prompts.
Below are two case studies for DRiV brands, MOOG and Rancho, created using these systems along with examples of successful output in the world.
The little red bottle we love.
My team was tasked with a full overhaul of TABASCO's three websites – consumer, foodservice, and industrial ingredients. We delivered a sleek consumer experience, here, and a streamlined foodservice/industrial page catering to B2B needs, here.
After concepting with UX, I wrote everything from headlines and mission statements to descriptions of industrial powdered pepper for use in spicy cheetos. I am still a bit sad that they didn't go for "hot damn!" as an 404 error state, but what can you do?
Chipotle is all about letting their ingredients do the talking. They hired me to help tell the story of their newest ingredient – Sofritas – in a fun, branded infographic.
