more and more and
more and more and
Any type of creative, advertising-y work you can imagine—I have done it. From integrated campaigns to one-off projects to social, video, websites, emails, banner ads, experiences, print, OOO, branding, naming, concepting, dreaming, screaming, for B2B, B2C, CPG, H2H, across verticals like luxury, wellness, fitness, baby food, strollers, vitamins, beauty, and so, so many more.
In recent years I’ve spearheaded all that work, including leading large productions through each step of the process. Regardless of my specific role, I’ve brought big ideas, insight, critical thinking, and leadership to every project.
Here is a gif of my dog exemplifying the type of deep relaxation that is unattainable when you’ve chosen creative direction as your profession. You’ll need it before you scroll to see an overwhelming yet very select selection of things; enjoy.
WhistlePig Rye Whiskey x Mimi Cheng’s Year of the Pig
The takeaway from this was that I got to eat dumplings and write fortunes for fortune cookies, setting the bar pretty high for future coolness of work. Anyway, WhistlePig Rye Whiskey wanted to break into new markets by making waves in the press with a branded event. It also happened to be the Year of the Pig. We combined the two and facilitated a partnership with Mimi Cheng’s, complete with custom whiskey-infused dumplings and cocktails. The event, held in NYC’s East Village, was a hit despite the blizzard that happened the same night. Paco Padilla, the team and I designed all custom everything—from the backdrop for the event space to the dumpling cart to stickers and pins.
Face the Future
First a big live event, then an interactive digital event, and finally a webinar, the format of the project may have changed, but the concept didn’t. To celebrate the launch of Artistry Labs’ Retexturizing System, we concepted, scripted, produced, rehearsed, directed, filmed, and edited a 45-minute session whose look and feel complemented the futuristic aesthetic of the products. The company’s scientists and sales reps were our talent, and divulged all the juicy deets about how to improve skin’s texture so it looks eight years younger in just four weeks. I creative directed the event, spearheaded pre and post production, and finessed more transitions than I care to remember.
Strollers but make them sound like luxury cars
Our campaign for Bugaboo highlighted engineering and features designed to benefit the whole family. The videos we created for the Donkey, Fox, and Bee (pictured to the right) got the point across in a lighthearted, straightforward tone with a surprise twist at the end, revealed in the narration.
I wrote scripts, attempted to fold up many strollers one-handed, and contributed to the art direction of the spots for the campaign.
Give ’em the deets
A global brand came to us to spice up a social initiative they were developing called How To’s, Hacks, and Demos that were videos portraying… exactly those things.
After delivering some concepts that lended some pizazz to the campaign, we landed on Amway FTW, featuring a fun, 90’s nostalgia-inducing chatbox theme and a color coding system to easily categorize each Reel.
I creative directed the campaign and led the production, which was concurrent with the Artistry Skin Nutrition social campaign.
Think you need icky chemicals to soothe your throat?
Think again! Zarbee’s Naturals’ simply-made range of adult cough products use effective ingredients like honey to tackle that tickle. To get the message across, we created this hero video, and some shorter cutdowns, all of which lived on social.
I wrote scripts, contributed to art direction, and stopped by the set when the videos were shot.
Pay to play
Paid social doesn’t have to be pushy about discounts and offers. It can be fun, engaging, and interactive while still offering something. I concepted, wrote, art directed, and cried over the production process for all these assets. Examples from an assortment of brands all around, that are probably already irrelevant based on how quickly the landscape changes 🤷♀️
COMMAND P
Creating something tangible never gets old. The coloring book for Lycored featured in this slideshow is one of my favorite print pieces to this day. The sales brochures, a sampling of the 1000s I’ve done during my career, went through 200 rounds but they look great so maybe it was worth it.
Open sesame
Everyone loves presents and experiences. Custom boxes put the two together, for the ultimate surprise and delight. Madwell’s 2016 (IYKYK) holiday gift alluded to the uncertain nature of the future with an occult-inspired theme, with a reminder that choosing to look on the bright side is always an option—and sometimes the only one. I concepted, wrote everything with words in or on this box, rolled calendars, tied tags on whiskey bottles, and taped shipping boxes until my hands bled.
Minuscule yet mighty
I talked about banner ads on this site too much to not include them. Always a delicate balancing act between art, copy, a CTA, and legibility, the only way to get good at them is to practice. By doing at least a billion of them. In all different sizes for different browsers and sites.