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
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.
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
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
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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/1fWONLk
Have you ever thought about sunglasses as sunscreen for your eyes? Always wear sunglasses with 100% UV protection.
the ALLELES design and manufacture prosthetic covers as fashionable accessories for lower limb amputees. Through art and technology, they’ve transformed something that’s typically mechanical into something mechani-chic. And it’s an honor to help craft their brand story.
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
The audience gets a whimsical preview of the themes and scenes available through the Portable North Pole, when they personalize a Santa video greeting card for their loved ones. What a thrill to be able to share secrets from Santa’s Village for all to enjoy!
Role: copywriting, scriptwriting, creative lead
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!
Role: copywriting, creative lead
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
The sweetest chip on TV. The chunkiest bachelor on MySpace. And now, your most irresistible viewing companion on ABC & NBC dotcom full episode players