Strategist & Writer

Trojan dominated the category with 76% market share, but its leadership had made the brand cautious. As edgier challengers like Sir Richard's and Durex started to chip away at relevance, Trojan needed a way to defend its lead and get back into the cultural conversation.

The category had one playbook: use innuendo, bravado, and sex imagery to cover the awkwardness associated with the product. But by working around it, not through it, they never actually talked to the person holding the product.

Disarm the category by replacing euphemism with straightforward honesty.

We built a spot around Lil Dicky, a comedian whose entire voice is built on saying the unembarrassed thing, and let him talk directly to consumers with the candor the category had been avoiding.

Diageo's vodka portfolio was in decline as big brands lost market share to Tito's Handmade Vodka. Their response was to introduce an all-American Tito's fighter, American Anthem Vodka. Our challenge was to launch it.

Flag-waving from a big brand is exactly the kind of symbolic patriotism people have learned to distrust. Shared purpose only feels real when people can be a part of it.

Turn patriotism from a message into a behavior by making every bottle a small act of service.

A social-first launch built around a $1-per-bottle military donation program, extended through charity partnerships, organic content, and a six-week paid push.

Skincare consumers increasingly equate efficacy with science and clinical proof, leaving natural brands perceived as less effective. Weleda needed to signal proven performance without losing its natural roots.

Nature is not the opposite of science. It is the source of the efficacy science validates.

Position Weleda as The Power of Nature's Science — the brand where natural origin and scientific credibility aren't opposites but the same claim.

The Field Labs campaign brought the strategy to life through nature-inspired fractals and lab-coded visual cues, creating a world where botanicals felt both naturally rooted and scientifically validated.

Swisher wanted to break beyond cigars with Hempire, a 100% hemp rolling paper. We were tasked with creating a bold lifestyle brand that took share in both established and emerging markets.

Rolling isn't just functional, it's a personal signature. A ritual people use to stake out who they are inside a group. As cannabis goes mainstream, that edge is getting eaten away.

Make Hempire the brand that protects and celebrates the individuality at the heart of rolling culture.

"Reasons to Roll" brought the strategy to life through a social media campaign, influencer partnerships and immersive, culture-driven events, building relevance, participation, and a distinct cultural presence.

A state study found that Darien, Connecticut — one of the wealthiest towns in America — had one of the highest rates of underage drinking in the country. Parents were looking the other way or believed that a supervised parties at home were the responsible choice.

Especially in affluent communities, consequences always feel like something that happens to someone else, somewhere else. Not here. Not our kids.

Bring the problem home to make the problem real.

We hijacked 06820 — a beloved marker of Darien identity — and turned the town's pride against its blind spot. Real local imagery and hard data across mail, social, posters, and a campaign site turned civic pride into civic responsibility.

Efficiently create content that communicates a wide range of messages to be run during promotional periods, non-promotional periods, and tailored towards specific markets.

Position the Google Nest Thermostat as the ultimate mix of intelligence and simplicity. Make it adaptable so various messaging priorities can be swapped in and out for relevant periods and placements.

Delivered versatile content tailored for diverse audiences and placements. Messaging highlighted seasonal benefits, such as energy savings during peak heating or cooling months, and promoted savings during promotional periods. Targeted ads were crafted to resonate with specific markets.