Canadian Cancer Society: Brand Positioning

Screen shot 2013-03-30 at 11.05.34 AM

Realizing that people hate (or just ignore) brand standards that read like legal documents, we created something that would be helpful and heartening. Rather than a document policing the brand, this inspiring guideline became a story about L.I.F.E. — not cancer.

Role: copywriting, creative strategy

Lunchables

 lunchables-3 1-home
As part of the larger Project Potential campaign, “Keep the Smiles Coming” was a Lunchables “Now with Fruit” launch — as well as a collaboration with Feeding America to get more fresh fruit to kitchens, food pantries and shelters.

Anchored by OOH executions in New York, Los Angeles and Chicago, this was the biggest advertising and cause-related marketing campaign in its brand history, featuring: a  robust social media campaign encouraging people to upload ‘Fruit Smile’ photos to drive fruit donations; a Times Square takeover with 7 digital video billboards; 5 interactive digital storefronts with facial-recognition technology (enabling people to update and share ‘Fruit Smile’ photos); and a mobile tour with interactive fruit-themed games, and a photo booth.

Role: copywriting

Mattel: Barbie — Mini-Creative Deck

Mattel_1
Whenever I have a conversation with a potentially new client, I take notes from the very first conversation. And sometimes those notes turn into a mini-pitch. Giving clients a taste of how I think and work before giving them the real thinking and working gets everyone’s idea wheels turning. The sales pitch begins even before the sales pitch, folks.

Role: creative strategy, creative research, writing/editing

Pearle Vision: Social Media Posts

I was brought on to help to give Pearle Vision a fresh look and sound in social media. The creative strategy was so solid, they are still using it today.

Role: creative strategy, copwriting

PV-eyes-3
1.4K Views (259 Shares)
Did you know that an eye exam can detect early signs of diabetes? In support of World Diabetes Day, we’d like to remind everyone to get their eyes checked. Pass this post on to your loved ones and schedule an eye exam* today: http://bit.ly/1fWONLkPV_Eyes
2.6K Views
Have you ever thought about sunglasses as sunscreen for your eyes? Always wear sunglasses with 100% UV protection.

SheShreds.co: Creative Strategy

sheshreds_1
SheShreds.co provides apparel, gear, and inspiration to fashionable female athletes, while giving ladies insider access to top snow, wake, skate, and adventure brands. But most importantly, it fosters a community of women empowering women. Shred on, Sisters!

Role: creative strategy, writing/editing

Ritz: Interactive Ad

Slide6
Built on top of the original EuroRSCG “Open for Fun” campaign, we asked thousands of Americans to take our survey and tell us what they considered fun. Then I  leveraged the results into an in-banner gaming experience. The result? 4 times more interaction than any previous benchmarks!
http://awardsubmission.razorfishtc.com/Ritz/Ritz_Open/Media/160x600Rich/quizSample.html

Role: copywriting, creative lead

EGGO: Creative Direction


Eggo wanted a warm way to introduce new flavours online. What better way to give families a heads up than with ‘Warming’ labels. The client loved my concept so much, they extended the campaign to print and product packaging.

Role: copywriting, creative lead