CREATIVE DIRECTOR, COPYWRITER, BRAND BUILDER.✍️
HELLO!
I am an award-winning, business-growing, problem-solving creative who’s always on the hunt for new and innovative ways to tell brand stories.
With 15+ years of experience as a copywriter and creative director at both ad agencies and in-house, I’ve helped dozens of products connect with their audiences in unique and meaningful ways.
✅
CREATE IDEAS.
❌
NOT EXECUTIONS.
✅ CREATE IDEAS. ❌ NOT EXECUTIONS.
While at Stuffed Puffs, I built and led a small, nimble team that created everything from social to packaging to a mascot costume.
I created a brand strategy and comms plan that was filled with more color and swagger than any other product on the baking aisle.
Because at Stuffed Puffs, Life’s More Fun Filled.
As a startup, we didn’t have big budgets like Kraft or Hershey’s. But what we lacked in resources, we had speed and a willingness to “go there.”
We created content faster and with more edge than the other guys, with a focus on TikTok because that’s where risks were being taken on social. The strategy worked:
TikTok Video Views 📈 +7,911.84%
TikTok Likes 📈 +2,177.61%
TikTok Followers 📈 +22,989
CREATE, CRAFT, REPEAT.
As creative director on California Avocados, I helped the brand stretch its budget and make work that authentically celebrated what made this fruit so special.
We worked with 19+ artists to turn the CA in the center of the word AVOCADO into representations of what makes California so special.
Then my team and I turned those assets into social, OOH, digital, merch, and more. 🥑
YAHOO FANTASY FOOTBALL X TOYOTA COLLAB
At Saatchi & Saatchi, my team created the world’s first Hall of Fame dedicated to the “sport” of Fantasy Football inside Levi’s Stadium.
Featuring interactive displays, busts of the game’s actual inventors, memorabilia, and a meticulously researched history, this became a must-see experience for all visitors on game day.
FIND YOUR VOICE.
📢
I love developing a brand’s personality and tone like when I was the creative director and lead writer on Patrón Tequila.
IT TAKE 62 HANDS TO MAKE ONE BOTTLE.
We brought energy and enthusiasm to our craftmanship story.
SIMPLY PERFECT INGREDIENTS.
An authentic a cappella performance for tequila crafted with only natural ingredients.
THE WORLD’S MOST EXPENSIVE TEQUILA.
A collab between luxury crystal maker Lalique and Patrón appealed to ultra tequila snobs.
BIG IDEAS FOR CLIENTS OF ALL SIZES.
TWO LANE
I led the creation of the brand voice, look and feel to launch country superstar Luke Bryan’s craft beer..
APPLE
We revamped their entire hiring process and strategy with new job descriptions, subpages, and recruiting films for 10+ departments across the organization
This is the hero film.
DECKED
I created social (organic and paid) to launch this outdoors brand’s latest products.
Here’s a favorite. 🛻 💩
CREATIVITY SOLVES
BUSINESS PROBLEMS.
I love learning what makes people connect to the brands they love. It’s this approach that’s opened me up to some amazing opportunities.
CAREER HIGHLIGHTS
Helped Facebook launch its Marketplace feature
Crafted the Messin’ With Sasquatch campaign forJack Link’s
Launched Luke Bryan’s beer and seltzer brand
Concepted and produced 2 Super Bowl spots for Toyota
Got my motorcycle license with Harley-Davidson
Got listed on Urban Dictionary for Orbit gum
Took countless tours of avocado groves
Interviewed 100s of Apple employees
Toured the Highlands of Jalisco for Patrón twice
A CAREER OF CURIOSITY
WANT MORE?
This is just a sample of my work and how I think. If you’d like to see any other specific examples, please reach out.