BFPLNY is an outdoor mall in the Financial District. I helped create some fun OOH campaigns that ran on the MTA’s digital screens, social media, and rideshare.
The concept highlighted the range of experiences the space offers, featuring tenants like Warby Parker, Cos Bar, and others, alongside seasonal programming.
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.
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.
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.
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.
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.
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.
Manhattan West is a multi-tenant outdoor mall in midtown. I wrote a few micro-campaigns highlighting how it complements the lifestyles of busy New Yorkers.
OOH
SOCIAL
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?
I like going fast.
So, when approached by MOOG, a chassis parts manufacturer, and NASCAR to create a branded, fantasy-racing game, I was excited. As a kid, I was always fascinated by the interactive racing games at state fairs and amusement parks, the ones where you shoot a water gun in a target and cause your race car or racehorse to move forward. While connecting the experience and the campaign that would support it, this childhood memory loomed large in the creative.
We ended up with a super cool, one-of-a-kind fantasy racing experience that let fans choose a different driver every week, with the winner getting a free ticket to a race of their choice the next season. Since fans had to keep coming back to choose the driver they thought would win, engagement for the game site increased and was dramatically in excess of what it would have been had fans been told to merely choose one driver at the start of the season
The result? Big engagement. Thousands of players.
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.
Lavanila is one of the biggest players in the growing natural deodorant market.
I storyboarded and scripted this short video for one of their newest products, an underarm charcoal mask that detoxifies sensitive skin and helps people new to naturals make the switch.
