I've been a Creative Director / writer for 20 years. I help my clients become category leaders by crafting branding platforms and developing campaigns that differentiate them from their competition and emotionally resonate with their target audience. Most recently I've been working on social impact initiatives from corporate brands to grassroots startups. Issue areas I've worked in include sustainable food systems, apparel production, access to quality education, health equity, trans rights, you…
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California Dept of Public Health: Exposing Tobacco Industry's Flavors Tacticsery
- Copywriting, campaign concept, award winning work
This campaign exposed the tobacco industry's deceptive marketing tactics to addict youth. We photographed real tobacco products, designed to look kids' favorite flavors, and used the copy to tell the truth.
Director of Story
Apr 2021 - May 2023
I led the agency as a director of narrative from strategic multi-year positioning platforms to more tactical and immediate campaign creation. Projects include Merck for Mothers video creation to illustrate the company's work in combatting maternal mortality around the world. Launched Tyson Foods' first-ever communication strategy and execution of their carbon reduction process. Reinvigorated life into the Save the Music brand, creating a multi-channel campaign development plan and anthem video featuring Jon Batiste's Grammy-award winning single. The film won industry recognition from the Gail Awards and is used to increase donations at in person and online events.
- Won anthem awards, and a Gail Award. Grew the team two-fold.
Feb 2017 - Apr 2021
Led the concepting and development of award-winning campaigns for the California Department of Public Health's anti-tobacco unit. Increased public awareness of vaping, lifting the veil on the tobacco industry's deceptive marketing tactics.
- Our work led to such an uptick in public awareness that after five years of campaign production, flavored tobacco actually made it onto the California state ballot and voters decided to outlaw it statewide.
Mar 2012 - May 2016
Led client work for Nordstrom, Jim Beam, and Alaska Airlines .
- After a grueling 4-month pitch process, I helped win the Alaska Airlines account, constituting the agency's biggest piece of business.
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