Lead writer on multiple lines of business. Concepted fully integrated and award-winning through-the-line creative. Developed new brand identities and campaigns across business units and products, including print ads, videos, trade shows, digital, brand stories, messaging playbooks, and digital content. Stewarded the brand, managed daily creative workflow and ran point between creative and account. Worked closely with global clients, partner agencies, and vendors.
In 2020, the United States faced a healthcare emergency. COVID-19 was killing Black Americans at twice the rate of white Americans. Yet, despite Cigna’s free COVID care, Black customers did not trust the healthcare system. The Pastor Alliance helped break through to people historically hesitant to get vaccinated. By the end of our month-long campaign, we had exceeded our goal. With +5.8 million people reached, and with the majority of our target customers contacting Cigna, we saw a ten-fold increase in engagement, from 5% to 55%.
Cannes Shortlist 2021
Brand concepting and creative expressions.
Lead writer on multiple lines of business. Concepted fully integrated and award-winning through-the-line creative. Developed new brand identities and campaigns across business units and products, including print ads, videos, trade shows, digital, brand stories, messaging playbooks, and digital content. Stewarded the brand, managed daily creative workflow and ran point between creative and account. Worked closely with global clients, partner agencies, and vendors.
Oversaw digital campaign launch for Urban Decay's most anticipated product launch of the year: Naked Wild West Eyeshadow Palette. Collaborated with several teams, including the client's developers, to ensure proper brand alignment across platforms and channels. The product sold out within weeks of the launch.
Lead digital writer on ADT's new brand launch, in partnership with the client's marketing, technology and development teams. Wrote campaign experience pages — bringing to life original anthemic messaging, an interactive configurator, media, social and DM. Worked as an on-site embed to support launch week and conducted workshops for client partners.
Develop compelling campaigns that drive millions of dollars in fundraising — supporting continued innovation at the world's most renowned cancer research hospital.
Developed and deployed the new Honeywell brand across multiple lines of business. Worked closely with global clients on concepting, writing and developing fully integrated campaigns and toolkits, including print ads, websites, videos, media, social, brand stories, messaging playbooks, and digital content.
ADT, Belkin, Cigna, Coca-Cola, Crystal Cruises, Enfamil, ExxonMobil, General Motors, Hewlett-Packard, High Fashion Home, Honeywell, LA Weekly, Linksys, L'Oréal, Lysol, Memorial Sloan Kettering, Reckitt Benckiser Group, Rolling Stones, Sanofi, Sport Chalet, Sysco, the Home Depot, Urban Decay, Warner Brothers — and You
