whoever tells tHE better story wins & whoever asks the best questions can invent the future

I work with businesses to elevate and strengthen their brand through strategic creative marketing.

I write and develop brand story and strategic omni-channel creative & content. I direct teams, resources, budgets, and projects across ideation and execution to performance, and implement systems to scale growth.

From experience on both brand and agency sides, in arts & entertainment, and in media & marketing, I’ve led brand development, elevated storytelling, orchestrated teams, actualized goals, and had some fun along the way.

Below are a few of my favorite challenges. ↓

Challenge: “Characterize” a Brand’s DNA

This is one of 12 pieces I wrote for denim brand Hudson Jeans to personify their brand’s character traits of irreverence, independence, and believing in yourself. This work was produced to demonstrate how to create and scale brand narrative in relevant ways.

Role: creative strategist, writer, director, producer

BRANDING / NARRATIVE / VIDEO

Challenge: Elevate brand’s marketing channels & start a video program

Audited marketing efforts across all channels: email, web, social and paid media, then created go-forward plans for increased organic & paid performance, including development of a strategic organic content plan [S.O.C.], better open and conversion rates for email & SMS campaigns, and the brand’s first internal video program. Additionally, optimized email and social campaigns for higher conversion, and implemented efficiencies in the workflows to decrease time on task at scale. Advised on agency management, PR, and partnership marketing opportunities, shoot planning, hiring, and introduced scorecard reporting & analytics plan.

Role: marketing, creative, & ad strategy

web / EMAIL / organic social / paid social

website Optimization - brand guidelines + UX/UI

email + social: optimized for best practices, better performance & conversion + brand guidelines

[click or tap thumbnail to view video content below]

Challenge: evolve a start up's brand image & make video ads that convert

Wrote & produced strategic organic and paid content that very clearly showcased the value proposition of “GARDYN” technology to consumers while also positioning the brand as innovative and thoughtful. Also worked with team to developed influencer program, community content, website & PDP pages.

Role: strategist, copy & concept, creative director & producer

creative direction / BRANDING / VIDEO / ads

elevated brand imagery & updated style sheets for web, social & email content

Challenge: Distinguish retail “Wellness” Services from traditional “Healthcare” Services

Drawing upon the practical health benefits of the “RESTORE” hyper-wellness services, I incorporated more aspirational aesthetics, humanized the copy, and added visual structure to make the services attractive and understandable to customers across retail, event, and digital placements, and also to investors in the company.

Role: concepts, copy & creative direction

social / communications / event / retail

Challenge: Rebrand to Boost Revenue

By changing the conversation from “mattresses” to something everyone truly cares about— SLEEP, this ‘Sleep Better’ campaign and re-brand resulted in YOY sales up 20%.

Role: creative director: copy & design; writer, director, producer: TV/Broadcast & social

Results: +20% YOY sales +87% website sales. +230% organic impressions and clicks. 100+ live chats/mo.

RE-BRAND / STRATEGY / CAMPAIGN

new branding & content dispersed through all channels: social, TV/Broadcast/radio, in-store, billboard, website, paid/display

Challenge: communicate the ARTISAN quality & value of a tableware brand without using the words “hand made”

By taking a storytelling and editorial approach through words & pictures, and creating an overall style guide, we repurposed the client’s archive of existing photo and video assets, and furthered the BEATRIZ BALL name as an authority and leader in their domain of luxury tableware.

Role: creative director: copy & design, content

Results: 10-20% YOY e-comm revenue increases. 250%+ ROI on digital marketing. $40 AOV increase.

BRANDING / COPY / SOCIAL

Challenge: make “BEHIND THE SCENES” CONTENT engaging while activating the product

Pivoting away from “behind the scenes” style video, I directed models to interact with the camera directly and the clothing in dynamic ways, and we shot for the viewer. We converted “photo" shoots to “hybrid” shoots to capture both photography & video assets for omni channel use, and created vertical cuts for mobile-first consumption on social, as well as e-comm product and landing pages. [Featured brands: Bella Dahl, Zobha, Marika]

Role: video director, editor, consultant

CONTENT DEVELOPMENT / SHOOT PLAN / VIDEO

Challenge: share a company’s culture, authentically

By capturing the energy of a brand’s culture in more candid and innovative ways, we were able to create video content that feels truthful, inspiring and not-so “corporate.” [Featured brands: Hudson Jeans, Dogeared Jewelry & Gifts]

Role: director, producer, interviewer, editor

BRAND / CULTURE / VIDEO

Challenge: help a new brand define itself & an established one in search of itself

By creating a brand book to act as a “bible” for an organization internally, it can better communicate its message, story, visual standards, and values externally to its customers and business partners. [Featured brands: QuiverGrip, Beatriz Ball]

Role: creative director: copy & design

BRANDING / COPY / CREATIVE DIRECTION

[1. Tableware company, Beatriz Ball] [2. Start up surf gear, Quiver Grip]

Challenge: help define an indie artist’s image & make her first music video

From album artwork to studio production to photography and even choreography, all creative resources and experience were deployed to make this indie-artist’s debut look like a star— and all on a micro-indie budget.

Role: Creative Director

creative direction / photography / music video

DVD ART + PROMO MATERIAL + key title art

[one offs]

Every now and then you just wanna nail it with a great image, video or copy, that can really help sell someone’s story, message or product. My role has evolved over the years from photographer, videographer, designer, filmmaker, editor, art director, producer and director. My function in each of these examples was as lead creative of design, copy or production.