As CD/Writer, I helped craft a humorous new brand personality as Nexium 24HR overtook longtime category leader Prilosec as the #1 frequent heartburn brand in America.
TV - Consequences
Holiday Campaign - Protect Yourself From Your Holiday Self
This Addy-winning digital campaign pokes fun at the fact that we all tend to spoil ourselves, stress-out and otherwise overdo it during the holidays. A website quiz helped participants identify their “Holiday Selves” via 10 individual shorts while a long-form film brought the characters to musical life with a parody of "(There's No Place Like) Home for the Holidays."
Song - You Become Someone Else for the Holidays
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
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
Using arresting images from acclaimed photographer Lauren Greenfield, this Cannes Gold Lion-winning print 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 percent to an average of 500,000 visitors per month.
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
Activation - Biggest. Assembly. Ever. "The Takeover"
Secret Clinical Strength - Christie
Secret Outlast TV - Counselor
Secret Outlast TV - Photographer
Chef Boyardee TV - Tin Man
LifeChoice TV - Vending Machine
During my tenure as CD/Writer on Tampax, I played an integral role in the successful product launches of Tampax Compak, Tampax Pearl and Tampax Radiant. Along the way, I helped develop the Effie-winning integrated campaign "Outsmart Mother Nature," infusing a level of humor and irreverence not seen before in the category.
"Outsmart Mother Nature" Integrated Campaign
Out of Home
Online Film - Serena vs. Mother Nature
Olympics Print - Gymnastics
Olympics Print - Tennis
Olympics Print - Swimming
TV - Standoff
TV - Cheer
TV - Splash
Online Film - Katie
Online Film - Jessie
Online Film - Jihan
TV - Vending Machine
TV - Compakmania
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
To introduce the Norelco D-Finer, this multi-award-winning campaign paid 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 - Tweezers
TV - Baby Bump
TV - Eddie
TV - Doghouse
"Altoids Live" was a nimble digital campaign that paired brand messaging with relevant, real-time editorial content.