How do you make Samsung more relatable to gen z while quietly selling them smartphones? Make a content series where creators share their tricks of the trade using only a Samsung device.
As the creative lead for this series, I was responsible for episode ideas (which are always born from Gen Z search data), selecting and briefing influencers, iterating on their work, and managing the teams who create the accompanying social campaigns and articles.
This is just one example of a Master It episode, created to coincide with Halloween. Others can be found here.
We partner with influencers to create short-form video tutorials, each episode with a different concept. Concepts are inspired by search and social insights, in this case, a high interest in street photography and spooky Halloween content.
Editorial articles showcase the content in more detail, while also driving traffic to samsung.com and nudging the audience into the shopping funnel via subtle product mentions. (Read the live article here)
With so many brands trying to stand out during the Olympics, Citi needed to set itself apart. We helped them do just that by creating an integrated campaign with a cause-marketing twist. I led all the copy and content development for a massive multichannel campaign that included an “interactive storybook” site, OLV, digital media, social, print, TV and out of home.
I led the copy for all touch points, developing the campaign messaging framework and sponsorship narrative, interviewing the athletes and telling their stories through copy, video, audio and archival photos.
Some stuff we won: Gold Midas, FWA Site of the Day, Silver NY ADDY, Awwwards Honorable Mention
When Samsung needed a new way to reach millennials and gen z (without relying on media $$), we created a branded content platform that’s 100% informed by search and social data. As the Creative Director, I helped win the business, then envision the platform from the ground up. I defined the editorial mission, tone and voice, helped establish ways of working, led article brainstorming sessions (data is our fire-starter), managed the creative teams and partnered with content strategy and design to keep the content on point.
When David Yurman was launching their second Aluminum collection, they needed help wrapping it in a story and getting the word out to millennials. The trick was to launch an affordable, approachable classic — but make it luxe.
I grounded the entire launch in a story of David Yurman’s design heritage and color theory throughout history. The result was a successful campaign with a 30% increase in sales from previous year.
Fact: I never ate at Red Lobster until I visited the Times Square location in the name of research for this project (yes, the biscuits are quite good).
We were tasked with transforming their outdated site into a responsive, modern, mouthwatering experience. I led all copy and content, including selling the client on a more playful tone of voice and articulating the company’s sustainability story for the first time.
Visual Design: Patrick Bradley
I love a good human truth (thank you, strategists!). To promote WSJ Expat, a new section of The Wall Street Journal for people who move overseas, this campaign zeroed-in on the undeniable truths that expats feel in their new country.
I helped land the concept and wrote all of the copy.
David Yurman needed a new platform to highlight their often overlooked engagement collection. After thorough research, including expert interviews and product analysis, I created a cohesive story that focuses on what makes their diamonds different from competitors’ rocks (we’re looking at you, Tiffany).
Red Lobster needed a new way to reward its biggest fans and gain new ones. We responded by creating this loyalty program from scratch, including branding, app design and program logistics.
Visual Design: Patrick Bradley
David Yurman gave us free reign to find the best way to present this new collection. After a thorough exploration of angles, we landed on a story that combines the company's rich design legacy and their reputation as the originators of stacking jewelry.
When Pepto-Bismol switched to a more irreverent tone of voice, their website had to follow suit. I helped articulate this new voice and reimagined all copy on their site.
