As Content Lead, I worked with a team at Google writing for Primer. This mobile app has quick, simple lessons, grouped in curated sets. The audience is startups and small businesses.

The lessons are focused on the user, showing, not telling you how to do things. They work like flashcards to make complicated topics simple and easy to learn in 3-5 minutes. Experts were interviewed for their advice.

These fun, engaging interactions help you learn by doing.

As Creative Director, I worked with Intersection to help launch LinkNYC with Google Sidewalk Labs. The idea was to replace 7,500 aging payphones with the largest and fastest public WiFi network in the world.

We knew it wasn't enough to say "connect" echoing the message of every telecom company out there. LinkNYC kiosks connected NYC free and faster.

This smart city initiative helped bridge the digital divide across five boroughs. The sleek units offer giga-watt WiFi, phone, video calls, tablets to access city services, and even phone charging, all free to users, supported by digital ads.

Messages first appeared on LinkNYC’s social using NYC icons to create excitement for the launch. 

Winner of Ad Age & Creativity A-List Innovation Products to Watch, April 2017.

Since its launch, Link had expanded to other cities as well as to the UK as “InLinks, ”replacing the iconic red phone boxes.

1906 is one of the fastest-growing edibles and a major challenger in the wellness space. I work directly with them to create and write integrated marketing initiatives, including social, blog posts, video content, event promotions, and other messaging for all channels.

IQ is a personal concierge for all. Uniqlo's smart new chatbot is a new fun way to shop via Facebook Messenger. Tell IQ what you're looking for and like shopping with your best friend who knows your taste, the perfect options are served up.

I worked with Inamoto & Co. to help create IQ's personality and voice. It became an on-demand predictive conversation, shifting from an anonymous mass transaction. It was Uniqlo's new channel to build customer relationships by communicating with customers, informed by data.

IQ, my digital concierge, now knows I like anything with stripes.

To promote the new adidas Originals End to End collection, adidas dropped a subway car in one of the busiest corners in downtown NYC. Seven of the world's best graffiti artists were invited to leave their mark, painting the entire car in a day. The event was a huge success, reaching far beyond the core urban target. It generated over 50 million consumer impressions globally, helping to reinforce adidas' urban heritage. 

My role as Creative Director on this project was coming up with the idea for this stunt and bringing it to life.

This print and outdoor series was the second phase of the successful "Keep Climbing" campaign for Delta Airlines created with W+K/NY.

It’s the details that make the difference. Cunard wanted a brand re-fresh, so rather than just saying they were different, this first marketing effort demonstrates the one-of-a-kind experiences to be discovered onboard. The campaign continued the second year, promoting QM2 (Queen Mary II) by demonstrating another brand truth, that feeling of anticipation when you’re about to take “the cruise” of a lifetime. QM2 was positioned to deliver on that experience.

This global brand re-launch shifted the perception of a stuffy cognac with a new look and voice. 360 included an online film and tasting events at popular bars with branded collectibles to increase engagement.

This global campaign created for Salvatore Ferragamo was based on the history of the brand and its love affair with cinema. In each “scene”, the protagonist turns away from the camera, a nod to the brand priding itself on being less showy and more "discreet" than other luxury brands. Photography by Glen Luchford.

This campaign is a tribute to every body part, especially the ones we take for granted, like the lowly elbow. It’s a reminder of how the right balance of vitamins and nutrition keeps our whole system working. Each section of this “Manual for the Human Body" works as a separate communication piece.

This re-launch of Noxzema, created with W+K/NY, doesn't quite fit into the "beauty" category, and that was the goal. The look and tone make it stand out from all of its competitors with a strong message: Noxzema cleans so deeply, it clears the skin and the slate.

Brands like Absolut get more attention for what they do than what they say. This film was the perfect example of that, connecting with consumers globally using a beloved film genre.  

Mulit, the most popular hairdresser in Bombay, has it all: looks, charm, solid moves, and a hairstyle that spread like wildfire. But that wasn't always the case. When the beautiful Nita visited his hair salon, she stole his heart and changed his life forever. 

I wrote the script for this “Bollywood” film, brought to life by the director, Ivan Zacharias.

This is a collection of more beauty brands I’ve worked with.

I've always believed raising the bar in these categories is important. First, you need to be insightful to connect. And secondly, inspiring to empower. My role in these projects included everything from rebranding to writing.

This new brand campaign for Kmart inspired customers to re-think what’s most important in life: family, friends & of course, a little bit of savings always helps.

This simple brand message encouraged one simple action: to smile when you have a Coke in your hand.

A partnership with Nascar included this animated film that ran in cinemas. A pull-out comic book was placed in Sports Illustrated. 

Everyone loves chocolate, especially when it's filled with gooey, creamy butterscotch. I created this campaign with TBWA/Chiat NY to launch Chocfuls, a new candy from Cadbury. The line "Things are better filled." reminds you that chocolate is good, but chocolate with butterscotch is even way better. 

"The powdery egg sack from which evil hatches." Who would ever dare let me write a line like that? Schifflein & Somerset, that's who. To launch Loch Dhu, their new dark and VERY strong whiskey, we staged a "protest" starting in Chicago. Wild postings were plastered everywhere, messaging ran in consumer pubs, and "The Voices of Concern" made themselves heard. Even distributors were in on the act with targeted messaging. In our crazy world of today, this kind of messaging feels all too relevant.

I wrote all the seasonal copy for Keds and helped launch these new styles for the Summer season. This simple canvas shoe is loved by those who want to express themselves with either perfectly new or well-worn kicks. So when this Gap collaboration came up,  I proposed this interactive wall, an invitation to "express yourself" in the Gap + Keds concept store. Those who love the brand, and there are many, had fun adding their "+" to the mix.