THE PROBLEM: The Affordable Care Act upended healthcare in a big way. Healthcare companies scrambled to navigate the uncertain time, while needing to connect authentically with millions of disillusioned customers.

THE INSIGHT: Nothing’s more valuable to us than our health.

THE IDEA: Healthy Is Everything.

MY ROLE: I wrote the biz-winning brand platform and created the work below with AD partner, Rowan Frazier working directly under ECD, David Korchin & CCO, Steve Simpson.

THE BRIEF: GET HBCU Black Gen Z students TO lean into their narratives in order to connect BY reimagining the world around them.

THE INSIGHT: Inside the campus yard, HBCU students feel they can truly be themselves. Outside the yard’s a different story.

THE IDEA: “The World Is My Yard,” an IRL + digital experience we helped create and brand that expands the notion of the yard, providing HBCU students exclusive career prep resources, scholarships, alumni connections, and mentorship on the +one app.

MY ROLE: Co-managed two teams, wrote line and manifesto as CD/writer, reported directly to CCO, Khari Streeter alongside AD/CD partner, Everett Ching

THE PROBLEM: Canadians had grown weary of “At our bank it’s all about you…” when successful wealth management is most often achieved by a healthy mix of self-reliance coupled with supportive guidance from knowledgable pros.

THE INSIGHT: With the right heads, two heads are better than one.

THE IDEA: Wealth Begins With We

MY ROLE: I developed the strategy with strategy director, Ciaran Rogers, wrote the biz-winning brand platforms and created the work below with Senior AD partner, Ceci Bogardus under ECD, Jon Goldberg.

THE PROBLEM: While New Balance had a loyal following who appreciated their unique, more inclusive design approach, the brand’s values were somewhat anti-advertising, and were being outspent 20 to 1 by competitors.

THE INSIGHT: Actions speak louder than words.

THE IDEA: Say nothing. Give everything.

MY ROLE: I wrote the biz-winning anthem spot below and helped create the work that follows with ACD partner, Bill Graham under ECD, Jon Goldberg.

THE PROBLEM: While Otterbox was incredibly successful at fulfilling its brand promise of making products ready for whatever life throws at you, their name was often unassociated with their product OR their brand promise.

THE INSIGHT: Dropping your phone sends a rush of panicked-filled adrenaline through us, instigating a sense of impending doom, maybe even pee.

THE IDEA: Relax. It’s an Otterbox.

MY ROLE: I helped develop the strategy with CSO, Jonah Bloom, wrote the biz-winning anthem spot below and helped create the work that follows with ACD partner, Bill Graham.

THE PROBLEM: The mattress category is filled with competitors talking about foam, buttons, coils, hot sides, cool side, with no real distinction between many brands for the target which skews 70% female.

THE INSIGHT: In a world dominated by $Billion IG beauty brands the truth is, the best way to look and feel beautiful is still a good night’s sleep.

THE IDEA: Sleep beautiful. (meant to leverage the benefit of sleep; beauty, while reinforcing the brands’ namesake)

MY ROLE: I wrote the biz-winning brand platform below and helped create the work that follows with Senior AD partner, Ceci Bogardus, working directly under CCO, Izzy DeBellis.

THE PROBLEM: With over 33% market share, AWS is the undisputed leader in the cloud category, but not many had ever heard of them. And while our target knew the brand, they didn’t realize the entire universe, including their competitors are running on AWS.

THE INSIGHT: AWS enables life as we know it.

THE IDEA: AWS IS HOW (the world is powered all around us.)

MY ROLE: Worked as a “new biz liaison” directly with client, Jason Ing, GM of Global Marketing, AWS, wrote the biz-winning brand platform below that helped bring the business to Amazon XCM/D1, (beating out external agencies like Chiat/Day & WongDoody) as well as wrote/creative directed the following work with AD partner, Kaleigh McBride, which launched the campaign.

THE PROBLEM: Gen Z/Millennials couldn’t tell the difference between Red Robin, Chili’s, Applebees and many others within the casual dining category.

THE INSIGHT: As Gen Z loves burgers almost as much as they love sharing pics of them loving burgers, we’ll present Red Robin as the obvious burger-pic-snappin’ HQ.

THE IDEA: Let’s Burger

MY ROLE: I helped develop the strategy with CSO, Jonah Bloom, co-wrote the biz-winning brand video with CD, Deb Maltzman, co-edited and voice-acted in the OLV videos below, and helped create the work that follows with ACD partner, Ceci Bogardus, under CCO, Izzy DeBellis. 

CAVEAT: The client required us to sign off all work using their existing line “Red Robin, Yum.”

THE PROBLEM: Many job boards show shiny, happy, hired people when the reality is it takes a lot of hard work to find a job, or the right candidate.

THE INSIGHT: (to HR & candidates) Success is the result of hard work.

IDEA: Here’s To Grit.

MY ROLE: Developed the strategy with CSO Jonah Bloom, wrote and co-edited the business-winning brand platform below with editor Vic Barczyk under CCOs Dan Kelleher and Jonathan Mackler, and created the following campaign work with ACD partner Bill Graham, directly under ECDs Marc Hartman and Michele Kunken..