Secured the pitch win and together with Matt Ferrin led the US creative (including experiential and all paid/organic social) for Wild Turkey for three years. Our impact led to the agency acquiring further Campari brands Longbranch Bourbon, Espolon, Aperol, and Grand Marnier.

Our hard-hitting national campaign set misconceptions straight about the iconic bourbon. Its authenticity led to the refreshed creative being picked up by several global markets. We created 101 Bold Nights – an experiential-based music platform for the brand that helped it connect to its consumers through culture, now in its third successful year. We managed all socials and helped steer the multi-disciplined US Inter-Agency Team. Highlights = being trusted to refresh the brand, writing scripts for the ever-chill Matthew McConaughey, and sipping bourbon with the team.

During the pandemic, Walgreens wanted to let their communities know they remained open and rigorously sanitized. Working with a remote team scattered across the US, this campaign included a complex partially-remote shoot in the middle of the night and a bespoke tagline that reassured Americans Walgreens was ‘everyone’s place for healthy and safe.’

Digital rewards catalogs, CRM emails, websites, apps, print ads, and a bespoke project all about how to handle your money woes… it was a busy year on the amazing Citibank team.

*This start-up is now closed.

Co-founder & Creative Director of Framafoto – the creative custom framing app. Many late nights were spent pouring over UX and UI designs, prototypes, branding, merchandise, supply chain etc. Designed for stylish home-makers and creative professionals, our mission was to inspire people to hang more happiness in their homes.

Skills? Brand Strategist and Creative Director, Copywriter, Art Director, Producer, Digital Strategist, Social Media Manager… and many random others. Hey, it was a start-up.

An Effie award winning and hugely successful activation on a tight budget that not only generated high awareness for the new adipower Predator but inspired young football players everywhere to own the game.

We created football scouts of a new kind—the Predator Scout—famous professional players who turned up unannounced at local football clubs across the Netherlands to reward skillful amateur players with the boots they deserved to play on.

Working alongside the founders and design team, I helped create and launch the footwear brand Oncept – delivering their brand and creative strategy, creative direction, launch tactics, and social content.

To fans, the UEFA Champions League Final is the Holy Grail of football matches, so for adidas's global football promotion we just asked the obvious... what would you do (for tickets)? 

Running across 26 countries and in multiple languages, the promotion site housed a bespoke edit suite where fans could create their own short film expressing what they would do. Going ‘all in’ with their imagination truly paid off for the winning fans.

Friskies wanted owners to know that cats actually are a big part of recipe development and approval. As the US lead team, we came up with the whimsical Friskies Taste Kitchen.

The new direction and campaign tagline ‘For Cats, By Cats’ scored off the charts with owners, even during testing, due to leveraging that unique insight – a stand-out in the category at the time.

After the Friskies Taste Kitchen, came the Friskies Playhouse – for inventing awesome treats with cats.

An experiential launch event gave consumers the chance to play with the new Pull ‘n Play treat alongside adoptable kittens in a mobile Playhouse. Personalized PR sent the new treat addressed to actual cats, which caused a furry frenzy on Twitter (now X).

This never-seen-before direction for Friskies also scored never-seen-before launch results.

Formerly CaregiversDirect, Tandem Careplanning set out to redefine the industry with a more modern and insight-driven approach.

This launch campaign—targeted at adult children who often arrange elder care—took familiar attitudes and challenges parents face with children and playfully flipped them, in acknowledgement of how these challenges often arise in everyday situations with elder care as well. A resonating approach that positioned Tandem Careplanning as knowledgeable and contemporary experts.

Sometimes there can be a bit of a fuss when it's time for the little ones to take their medicine. But kids respond well to a little playfulness, and apparently, so do parents.

There's a moment, when you begin any journey in life, that the possibilities and excitement of what lies ahead envelop you. This campaign entitled 'Embark' captured that essence and motivated the journey-taker in us all to just grab their (very stylish) luggage and get going.

The bitter reality is most football fans don’t get to go to the UEFA Champions League Final. This didn’t sit well with key sponsor Heineken since they believed in bringing people together. So we created the next best thing—the Heineken Star Final to bring global fans together. A three-day experiential event held in an exotic location where the big game was screened live for 300 winning fans from over 30 countries. (Btw - this was before live-streaming on personal devices was a thing.)

The initiative was supported by TV breakbumpers, country-specific materials, a global online promotion to select winners, and post-game content generated from the event. And, it was a big hit with the fans… cheers to that.

It’s 2011 and pan-European brand WE Fashion rivals Zara for fast-fashion and faultless style. The collections were cycling in and out every six weeks and our campaigns had to keep pace across all their channels including TV, digital, and in-store.

Proud to say our team became one of the first brands in the world to lead a campaign with street-style photography, after inspiring talks with the pioneer Scott Schuman, aka The Sartorialist.

When Glenmorangie told us they go beyond even their usual lengths to achieve the rich flavor in The Lasanta, we knew that was the story right there. We turned that insight into a pitch-winning idea for off-premise.

Cat owners love to help out other kitties, so we capitalized on this insight by creating a campaign for Friskies Bacon founded in purpose-driven sharing. And then we found Bacon the cat (who truly exists) to front it.

The idea included personalized social responses, a can countdown and experiential elements such as a SXSW campaign stand and ‘Bacon’s Bus’ where Bacon the cat went on the campaign trail to key markets donating cans to shelters.

SAUCESATIONS

Cats freakin’ love Friskies SauceSations, so we figured rather than say that, we’d just show it.

GRILLERS

Grillin’ always smells delicious. We took this simple fact and showed it from the cat’s perspective – now owners understood the deliciousness of Friskies Grillers.

Research showed that when customers visited Ethan Allen they were surprised by the selection and often found something they had been dreaming of. So, to get people in store and online we literally challenged them with a provocative ‘see what you think’ campaign.

For dog owners, being ingredient-aware wasn’t a thing a few years back. With years of experience in creating wholesome, healthy meals for dogs, Purina ONE had no qualms when we proposed “Why don’t you lead the way and challenge consumers to stop and read the label?”