About Me
I am a senior marketing and creative strategist with 12+ years experience in integrated marketing communications, branding, creative execution, campaign development, and leading multi-disciplinary teams.
I combine critical strategic thinking with the tactical skills to implement effective brand marketing campaigns that get peoples’ attention and motivate them to take action.
Selected Works
Public Service Announcement
Fatsmack was a public health campaign encouraging Boston youth to reconsider how many sugary beverages they consume. The messaging and tone were developed with input by a youth advisory council who also participated in the video and photo shoots.
I was the creative director and project manager for this $100,000 campaign that ran on television, radio, digital ads, billboards, bus sides, subways, and bus stations. We also built a campaign website.
Get Out The Vote
My explicit goal for this Get Out The Vote (GOTV) ad was not to look like a political ad and to get stuck in people’s heads. I wrote and produced this spot, hiring a composer and singers to make the jingle.
I gave creative direction to the animators and challenged them to use this video as an opportunity to develop their 3D animation skills.
Advocacy
After the Supreme Court overturned Roe v. Wade conservative states immediately began passing abortion restrictions. This ad for Planned Parenthood was crafted to create a sense of urgency and define the stakes for activists and decision makers, explaining why it was important to pass the Women’s Health Protection Act.
I wrote and directed this ad, placing special emphasis on the sound design.
Positive Election Persuasion
Our target audience for this 2020 election ad was undecided and independent women. We conducted extensive focus groups to identify pro-immigrant, unifying messaging that would inoculate voters from Donald Trump’s xenophobic rhetoric.
I wrote the script, produced, and provided creative direction for this spot.
Negative Election Persuasion
How do you stick out when you target audience has been bombarded with tens of millions of dollars worth of ads? When TV stations are not accepting political ads because they don’t have enough air time to show them all?
I decided to do something a little different: commission a composer and opera singers to make a short song about Montana gubernatorial candidate Greg Gianforte’s proposed sales tax.