It's not every day that hospital ads make you want to get up and dance, and 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 put the consumer at the story's center with relatable moments and a catchy song.

When it comes to whiter teeth, sometimes we need a little reality checkup—even up in the air. This spot launched at the 2024 Emmy Awards.

Shoot 70 social videos in three days on a 90K budget?
No problem. With a lean and nimble team, I briefed our director and camera crew, scouted locations, chose and approved wardrobe and props, directed talent, and still managed to have a real good time in Bulgaria. Here's a sampling.

The ads performed so well that the clients increased the media spend.

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. 

When Kevin Hart added Underwear Investor to his expansive resume, his first capsule collection with Tommy John sold out fast.

The second time around, we wanted to bring out his softer side with a collection that featured grey camo prints and metallic rose gold waistbands. Not only did we show off his softer side through each scenario, but we also collaborated with Hart himself.

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. 

Straight, gapped, or overlapped, Oral-B knows that all teeth are perfect as long as they’re perfectly clean.

My partner and I helped launch the brand's refresh into the world with a TV spot made for the German market. I worked closely with the German team to ensure that the language would translate and that it would appeal to their consumers.

We also launched an e-comm video featuring Oral-B’s latest innovation, Smart Bristles, to ensure you always have a perfect clean.

A powerful clean doesn’t have to be complicated. With the sleek customization of the Clic system now with a battery-powered handle, you’ll get a superior clean that’s 50% better than before. No bulky brush, no power cord, no complication. The ease of a powerful clean is now right in your hands. 

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.  

The path forward after a lung cancer diagnosis is daunting and overwhelming for patients and caregivers. No one should navigate this alone. That’s why we partnered with the Lung Ambition Alliance to create an informative and empathetic film to help empower the viewer. We wanted to emphasize the importance of working with a healthcare team and motivate patients to ask for biomarker testing to get a complete diagnosis to help create a comprehensive treatment plan.

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. I created and wrote the radio campaign, leading the entire production from casting to launch.

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 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.

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. 

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.

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.

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.