It's not every day that hospital ads make you want to get up and dance. It's also not every day that hospital ads launch on the Super Bowl. But they did. That's because NYU Langone Health does things a little differently. They don't use fear or jargon to tell stories. Instead, they use catchy songs and relatable moments.
We all know comedian-Kevin Hart. But do you know Tommy John-investor-underwear designer-Kevin Hart?
Now you do. Tommy John partnered with Kevin Hart to launch his Rose Gold Capsule Collection with a robust campaign along with it. Not only did we bring out his softer side through each scenario, we got to collaborate with Hart himself.
When it comes to whiter teeth, sometimes we need a little reality checkup—even up in the air.
Kids will do anything to avoid brushing their teeth. And brushing for 2 minutes? Unheard of. Crest Kids Advanced Color-Changing toothpaste changes all that. It changes from blue to pink, so kids brush longer and have fun doing it.
In 2018, I was hired to expand the Tommy John brand with an all-new women’s line launch (after ten years as a popular men’s underwear retailer). I built a refreshing tone of voice which elevated the existing ballsy humor, greatly diversifying all content. From there, I created copy across all channels (site, emails, radio, social, in-store, and paid). The result? 6 months of projected inventory selling out in 6 weeks following the campaign release.
After six years in the making, Tommy John launched the first-ever Stay-Tucked Dress Shirt. After hours of research with my art director, we discovered that men have been up to all sorts of tricks to keep their shirts tucked in.
As a problem-solution brand, we proved that men no longer have to go to great lengths to get a good tuck.
When Express was looking for a rebrand, we launched the campaign, Your Life, Your Dress Code, starring Karlie Kloss. We created a TV spot for Spring 2017, celebrating the individual and encouraging people to own their personal style. It reminded everyone of that as it ran in the heart of Times Square.
Mr. Brown is the most remarkable man you’ve probably never heard of. He has dedicated his life to helping others by collecting and sending textbooks to children in Africa. But he needed a little help.
To continue the successful UPS: Wishes Delivered campaign, we not only helped Mr. Brown, we were there to witness his reaction and film it. As a result, millions of people know a little bit about this hero too.
In Spring 2017, we launched Aetna's first integrated campaign in four years, You Don't Join Us. We Join You. By positioning Aetna as a health brand, not a healthcare company, we showed how their success can only be measured by other people's success.
Families grow. First dates are scary. Life is constantly changing and surprising us. Thankfully, IKEA equips us with organizational solutions that make everything a little bit easier.
Aetna had a problem. They were facing negative backlash on their social channels. In order to turn the conversation into a positive, more productive one, we found prominent influencers to do the talking for them. By focusing on the topic of mindfulness, a subject these busy, successful people take to heart, they showed us how they do the impossible: take a moment.
And by taking a moment, Aetna achieved the impossible: they changed the conversation.
When it comes to escaping with your favorite shows, you now have options to enjoy them anywhere. Or do you....?
As the global voice of the TRESemmé digital business, I created social media campaigns to inspire our audience with the latest hairstyles and the products to create them. These campaigns were then translated into various languages and used across all global markets.
Forget counting sheep. Bedtime Tales is dedicated to tucking you in with some eye candy, sweet nothings, and helpful insomnia information.
Here, users get a customizable experience where they can choose their own sexy storyteller, dress him up, and select an original bedtime story for him to read.
Go to the site.
*Please ask for username and password
Who doesn’t love Oreo?
Sometimes I have the honor of writing artists' statements to showcase their new work. I interview them and craft
a story to appeal to a broad audience. Kinda like advertising...
My words have been seen at Art Basel Miami, other various global art fairs, and here.