Colgate's Oral Care Center offers robust content about everything from dental visits and tooth sensitivity to Tooth Fairy tips and more.
Role
To drive users to this destination, I spearheaded, concepted, wrote and developed this humorous unscripted web series asking kids basic questions about their teeth.
Stella Artois wanted to build on their "Give Beautifully" campaign for the holiday season. In addition to general brand awareness, they partnered with John Legend to create a custom song called "Under the Stars."
We promoted the launch of that song as well as a special tentpole event that featured interactive stars, a Stella Artois tasting and a private performance by John across their social media channels via organic and paid media.
Role
Wrote copy and supervised junior writers on the holiday content for Facebook, Twitter, Instagram and Pinterest. I also helped Stella Artois launch their first e-newsletter series that promoted the holiday campaign as well as a custom gift guide for Gilt.
NIVEA Men's audience are males 18-34 who care about their skin... to a point. What will get their attention? Sports. Pop culture. Humor. And of course, sex. Since the latter isn't really part of their brand, we opted for the first three.
Role
I collaborated on a social media editorial calendar and wrote fun and engaging Facebook posts and tweets to leverage conversations during the Oscars and March Madness.
I also created a series of posts and tweets to highlight the drudgery of mornings and promote NIVEA Men’s new energizing face scrub.
Colgate Total needed a major redesign of their site to reflect their more health-focused brand initiatives and to be more mobile-friendly.
Role
Rehauled, concepted, managed content and wrote copy for Colgate’s flagship brand, Colgate Total, to be a responsive site
Based on the popular backpage pop culture roundup, The Approval Matrix, in New York Magazine, SundanceTV created this fun and provocative half-hour talk show.
Role
Hired by SundanceTV to live tweet and help promote their new show, “The Approval Matrix,” hosted by comedian Neal Brennan
Colgate Optic White is a whitening toothpaste that extends beyond oral care to a beauty brand. The brand wasn't the only thing that needed a makeover. We also needed to create a responsive site to be relevant and easily accessible on any device.
Role
Concepted, managed and oversaw all content and wrote copy that incorporated a more editorial and beauty-focused tone for the new Colgate Optic White responsive site
Sundance TV offers unique and ground-breaking shows and movies. To help get the word out on social media about their programming, I talked to cast members from various shows and movies to get the behind-the-scenes story.
Role
Wrote a series of “6 Questions” pieces, secured talent and interviewed Ben Schwartz about his lead role in the Sundance Film Festival Short "I'm a Mitzvah" and stars from "Orange is the New Black” to promote Sundance TV’s “Behind the Story” show.
Raisinets had not done any type of advertising since the 1980s. To help launch their new flavors and give them a fun and engaging digital footprint, we created a new website and a series of animated webisodes.
Role
Collaborated on the concept, developed the Raisinets characters' backstories and wrote scripts for these animated webisodes, which secured the business to make Ogilvy Raisinets' Digital AOR
Lip Butter
Macarons and NIVEA Lip Butter conveniently have the same shape and size, so we celebrated that with this fun game on National Macaron Day.
Coconut Body Wash
To introduce NIVEA Coconut Body Wash, we created a fun video to show some unconventional ways to open a coconut.
Valentine's Day
Most Valentine's Day messages are about couples, but what about those people who are single? We created this post to not leave that audience in the dust.
NIVEA Original Tin
We wanted to speak to the heritage of the brand with a #TBT post that was fun and relevant.
Role
Concepted and wrote all posts and tweets
Emanate PR is a fun, digital and PR shop who wanted to send a holiday card to clients that would showcase their social media savvy and sense of humor.
Role
Christmas fell on a Thursday, so I came up with and wrote this unique #TBT holiday card for Emanate PR to show off some of their social capabilities in a fun, engaging and shareable way.
Vera Wang created a special affordable line for Kohl's under the brand name, Simply Simply Vera Wang. After the success of the first collection, she released her spring collection.
Role
Created a new website to support the launch of Vera Wang's spring collection for Kohl's that showcased the clothing and accessories in a fun and whimsical way
Bertolli branched out from their well-known tomato sauces and olive oils to introduce a line of Mediterranean Style Frozen Dinners. They announced this new product during an episode of Top Chef that they sponsored and that featured their celebrity chef, Rocco DiSpirito.
Role
To coincide with Bertolli's sponsorship of a Top Chef episode, we created a full digital campaign that leveraged Top Chef judge, Bertolli spokesman and Celebrity Chef, Rocco DiSpirito. I was involved with concepting, creating and managing the content, working closely with Rocco on the blog and the scripts for the webisodes as well as writing and developing the online advertising and Web copy for Bravo's site.
Elements
Top Chef Integration
Webisodes
Microsite
Sweepstakes
Email Campaign
Rocco's Blog
Banner Ads
When the Nikon D40 camera launched, it stood in a league of its own. To help demonstrate what a powerful prosumer camera it is, we wanted to empower amateurs to take high-quality, professional-grade pictures. The team created a 360 campaign that began with giving Nikon D40 cameras to 200 residents of Georgetown, South Carolina.
Their work was showcased in an on- and offline gallery, their reactions were captured in a TV spot, and their individual experiences were documented through behind-the-scenes documentary-style videos. We also created an online advertising campaign and a microsite to support the program.
Role
Wrote copy for the microsite and banner ads and wrote scripts for and collaborated with an editor on the video profiles
Awards
The campaign garnered a Cannes Lion, a Gold in The ONE Show and honoree status for a Clio.
Nutrimom (a Danone company) just launched a new and unique personal nutritional program for moms and moms-to-be.
Role
To encourage users to sign up for this service, I wrote three promotional videos that highlight the service's features with warm and relevant imagery and a kind, inviting and relatable voice.
To help launch Citi's two new loyalty programs - Extra Cash from Citi and CitiDeal Spotter - we came up with an online advertising and email campaign.
Role
Wrote banner ads, email campaigns and landing pages to encourage users to sign up for these new services
The focus of the original Colgate Kids website was games. As part of the site redesign, we not only made it responsive, but we highlighted the oral care videos, articles and kid-oriented products featuring fun and well-known characters.
Role
Concepted, wrote copy and managed and oversaw content for the site redesign to make it more playful, educational and appealing to both parents and kids alike
MetLife offers their corporate clients (HR departments) a series of 4-week retirement planning workshops. Attendance has been low, so they charged us with creating a series of posters that would help boost the numbers.
Role
The current posters featured stock photography from common office environments and informational copy. By leveraging the well-known Peanuts characters and personalities, we breathed new life into the overall messaging and look and feel making the posters more engaging and relevant.
Anheuser-Busch InBev wanted to position their high-end business unit as a real player in the craft and high-end beer category.
Role
We developed different creative territories, and I wrote brand names and stories that supported the division's mission and helped inform the logo design.
In Good Co. Story
We get you. We understand what you’ve put in to get you this far. Your dedication to your business. Your steep knowledge of the beer-making process. Your unwavering commitment to quality. Your insatiable appetite for new industry trends. Your never-ending quest to experiment with new flavors, ingredients and techniques to make innovative beers that are uniquely you.
We’ve got mad respect for what you do, and so do our partners. Because they’re just like you. They’re experts. They’re craftsmen. They’re inventors. And their love of beer runs just as deep.
And at the end of the day, isn’t that what matters most? Enjoying the beer with others. With comrades. With friends. With people who get you. If any of that resonates with you, then trust us, you’ll be in good company.
The Harmonious Order Story
Craft beer and jazz music. Both works of art. Both created in similar ways. First, you study the greats. In our case we looked to the monks – the early beer pioneers. Then, you absorb the fundamentals. And finally, you bear in mind what you’ve learned and explore your own style.
Once you’ve put in the time to learn, experiment, hone your voice, master your craft and develop the emotional depth needed, only then can you be considered a true great.
We are a collective of brewers whose backgrounds, creativity, curiosity, passion, technique and influences converge to create something special. Something no one has tasted before. Sure each of us is a little quirky, offbeat and seemingly off-key, but when we band together, it’s like a symphony for the beer lover’s soul.
We are the harmonious monks. We belong to The Harmonious Order.
Philips Sonicare For Kids wanted to introduce their new power toothbrush and connected app designed to make brushing fun for kids in a fun and engaging way. The team came up with the concept and brought me in to help execute the idea.
Role
I created a series of fun questions for kids on various oral care topics, weighed in on the casting, interviewed the kids on-camera, improvised more questions at the shoot and collaborated with the Executive Producer.
During cold and flu season, people go to extremes to avoid getting sick. Lysol offers various products to help combat germs, prevent sickness and give people peace of mind.
Role
Helped cast, write and edit these videos where we lampoon the various types of germaphobes. From the person who makes a great escape (the Houdini) to the woman who ditches plans at the hint of someone else's cough (the Defriender), these are some of the alter egos we explore.
To help support the launch of Nikon's D3 camera, we armed professional photographers with this powerful camera. Through the Nikon Pro Challenge, we put them in extreme situations to prove that the image quality and performance of this camera exceeds expectations.
Role
Wrote copy for the microsite, developed the script based on existing footage and collaborated with the editor on Sandro's video.
