Endnotes:

1. A holiday promo that combines the swagger of the Built Ford Proud campaign and strategic data to inform consumer decision-making. Agency: GTB
2. Won the New Yorker cartoon caption contest on my first and only try.
3. Strategic product narratives for the Reasons Why campaign express Ford innovation as a heartwarming experience. The first was shot in LA and later became the top-performing hero spot, boosting mid-sized SUV sales across North America. Followed by a post-produced winter spot that captures drivers’ trust in their AWD Ford SUV. It centers on how the driving experience feels across all winter conditions, highlighting the KPIs and RTBs.  Agency: GTB
4. The Power of Smooth for Gillette Venus ran during the Paris Olympics. We made the brand the Official Razor of Team USA and created a gold razor for shoppers. The limited edition razor was launched in-store simultaneously with the campaign, highlighting the competitive edge of using Venus to shave time off in the pool. Making smooth-skin performance the focus rather than beauty and sensation. Agency: Grey
5. The Kroger Rewards Reel is a customer retention campaign for Kroger’s savviest shoppers who love more ways to earn the most points. I wrote the CRM communication and adapted it for digital channels. This innovative approach strengthened brand loyalty and increased sales while extending the visual identity of the Fresh for Everyone brand overhaul without the Kroji characters, which are off-limits. Agency: Heinrich
6. We established a memorable, aspirational brand identity across all tiers by extending the Tier 1 campaign. The results of this continuity campaign strategically improved loyalty and propelled the desert region to the nation’s sales leader. We crafted bilingual TVCs featuring desert-focused vehicles, our demographics, and flora and fauna. As well as running footage and B-roll for post-production. Our skeleton crew shot and assembled it all for less than $400,000. The following year, we expanded the TVCs, updated the entire product library (selling part of it back to the brand), and ran a digital campaign for under $1 million. Lastly, when Ford became the official automotive sponsor of the NFL, we leveraged the partnership for the region with a campaign for Cardinals fans called Best in the Nest. Agency: GTB
7. An aircraft safety-inspired video for the Nike SNKRS XPRESS, a Toronto streetcar transformed into a one-of-a-kind shopping destination during the 65th NBA All-Star Weekend (and later ran in Chicago, Los Angeles, and New York). Agency: Legwork Studio
8. Humana introduces home care services to members in an ownable, dynamic brand narrative. It was their first animated story, created using illustrated elements rather than stock footage. Agency: Heinrich Marketing