As CD/Writer, I helped craft a humorous new brand personality as Nexium 24HR sustained its lead over longtime category leader Prilosec as the #1 frequent heartburn brand in America. This spot, “Consequences,” was featured in the pre-game during Super Bowl LI.
TV - Consequences
Social Campaign - Protect Yourself From Your Holiday Self
This award-winning campaign pokes fun at the fact that we all tend to overdo it during the holidays. A website quiz helped participants identify their “Holiday Selves” via individual shorts while a long-form film brought the idea to life musically.
Song - You Become Someone Else for the Holidays
Cannes Gold Lion Winner Using arresting images from acclaimed photographer Lauren Greenfield, this print campaign was inspired by actual questions from beinggirl.com, a website created by P&G's Tampax and Always to help teen girls make sense of the changes they go through during adolescence. In just four months, this campaign increased web traffic by an astounding 80%.
Tracfone Social Content
My prolific social efforts for Tracfone Brands drove significant reach, increased engagement and helped exceed yearly sales goals only eight months into 2018.
Ad Council - Americans For The Arts
In the face of arts programs being eclipsed by STEM courses, the "Feed Your Kids the Arts" campaign was designed to persuade parents that the arts can help students in every facet of their education. The Gold Addy-winning "Brahms' Breakfast" TV spot, in particular, was beloved by school music classes and spawned numerous YouTube parodies.
TV - Brahms' Breakfast
TV - Vincent
TV - Brooding
McDONALD'S BREAKFAST DREAM TRANSLATOR
Ever wonder what your dreams really mean? McDonald's has finally solved the riddle, with this interactive Facebook Canvas that scientifically links any and every dream you might have to your nocturnal cravings for a fresh, hot McDonald's Breakfast. Who knew?
Users click on the post to activate the experience.
First, choose from one of four common dream subjects. Then answer some extremely scientific questions and our sophisticated algorithm will correctly interpret what’s really in your subconscious. This space-age technology then directs you to the nearest McDonald’s - or you can start over and translate another dream.
Let’s translate a few more dreams, shall we?
RONALD McDONALD TV CAMPAIGN
This campaign joyfully brings Ronald McDonald to life - interacting with real people - showcasing him in a way that hasn't been seen before or since.
RONALD McDONALD TV - BAGPIPES
RONALD McDONALD TV - DRUMMER
As Creative Director on Tampax, I played an integral role in the successful product launches of Tampax Compak, Tampax Pearl and Tampax Radiant, winning two Effies along the way. The integrated campaign "Outsmart Mother Nature" infused a level of humor and irreverence not seen before in the category.
Olympics Print - Gymnastics
Olympics Print - Tennis
Olympics Print - Swimming
Out of Home
"Outsmart Mother Nature" Integrated Campaign
Online Film - Serena vs. Mother Nature
TV - Vending Machine
TV - Standoff
TV - Cheer
TV - Splash
Online Film - Katie
Online Film - Jessie
Online Film - Jihan
TV - Compakmania
Chef Boyardee TV - Tin Man
LifeChoice TV - Vending Machine
Popsicle-Tarts Promotion - PR
To help build relevance and increase usage occasions, the "Popsicle-Tarts" promotion suggested a cool new way for teens to try Pop-Tarts.
The program involved unique packaging, DIY kits and even dry ice to keep everything nice and frozen.
Garnering nearly 310 million impressions, earned media included a taste-test video on Refinery29 and a Brit + Co Facebook Live event plus posts/tweets from other outlets including PopSugar, Elle.com, Teen.com, Gurl.com and Spoon University.
Brit + Co Facebook Live Event
Rice Krispies Treats4Toys Holiday Display
78LB - Leo Burnett's 78th Anniversary
As creative director on Secret, I oversaw both the brand work and Secret Mean Stinks, a popular and successful anti-bullying campaign for teen girls.
Mean Stinks Film - It's On Us
Secret Clinical Strength - Christie
Activation - Biggest. Assembly. Ever. "The Takeover"
Secret Outlast TV - Counselor
Secret Outlast TV - Photographer
No Cheese Left Behind
This long-form piece goes behind-the-scenes into how Cheez-It separates the mature cheese from the immature — and it’s not always pretty.
TV - Zingz and Thingz
During my tenure on the brand, the Chicagoland Chevy Dealers were perennially the brand's best-performing region in the United States.
TV - DMV
TV - Down to Earth
TV - Card Trick
TV - Alaska
TV - Mr. Beef
TV - Ferrara Pan
TV - Lava Lamp
TV - Maurice Lenell
To introduce the Norelco D-finer, this D&AD, One Show and ANDY-winning campaign pays homage to urban barbershop art.
Out of Home
Out of Home
Out of Home
This campaign highlights the gentle digestibility of Kellogg's Rice Krispies in an unexpected way.
TV - Baby Bump
TV - Eddie
TV - Tweezers
TV - Doghouse
"Altoids Live" was a nimble digital campaign that paired brand messaging with relevant, real-time editorial content.