At SimplyBe. Agency—the leading agency in authentic personal branding—I helped build brands from the ground up and revamp established brands to gain great recognition, relevance, and revenue — routinely working with c-suite executives, corporate directors and managers, attorneys, non-profit executives, leaders in finance and tech, creatives, entrepreneurs, and more.

I led a team of account strategists who combined the best of strategic content, PR, cutting edge social media strategies, visual branding and digital marketing. Our trademarked methodologies and team of branding experts helped clients achieve meaningful presence, connection, and success within their specific industry.

My Role:
Director of Client Experience

2020 was the year without birthday parties. With the lack of merriment during this pandemic year, we encouraged fans to celebrate birthday’s past and present in the comfort of their “birthday suit” - a limited-edition Chips Ahoy! McFlurry-themed blazer and shorts. ​The unisex birthday suit was perfectly suited for these not-so-normal times, made from the same lounge-in, comfort-material you’d find in your favorite sweats or track suit.

My Role:
Creative Direction
Copywriting

To raise awareness for the NEW :ratio PROTEIN dairy snack I helped develop the first-ever Dairy Dumbbell spoon – a 2.5lb weighted spoon representing the 25G of protein packed into each serving of :ratio PROTEIN – and created a limited-edition giveaway to distribute these spoons to consumers. This unexpected visual got people talking and added joy and humor to the conversation around our new product.

My Role:
Concept
Execution
Copy
Art Direction

Spring 2021

For Happy Meal’s 40th, we brought back iconic toys for a limited time with the Surprise Happy Meal—a limited-edition Happy Meal featuring the greatest toys from the last four decades.

Surprise Happy Meal toys sold out in 4 days of restaurant availability. And with 780 media placements in 50 different countries, a 309% increase in Happy Meal conversation on global social media and a 95% increase in Google searches for Happy Meal.

My Role:
Execution
Consumer Engagement

June 2019

The National Senior Games is an Olympic-style sporting event that brings nearly 14,000 qualified athletes from across the country to compete.

In its seventh year sponsoring the Games, Humana celebrated the athletes in a new way that showcased not only their competitive spirit but shifted the perception of senior athletes – at the Games, and beyond. We enlisted professional sports photographer, Tim Tadder, to capture heroic images of the athletes and drive a message that age does not define athletic ability or skill.

The project scored 1,215 media placements which generated 1.3 billion media impressions, which just goes to show that winning never gets old.

My Role:
Creative Ideation & Execution

June 2019

To create some buzz around Lipton’s new wellness teas, we introduced Lipton Holiday Reali-Teas — seven different repackaged wellness tea blends to help with the holiday season woes. Each tea name and description poked fun and got real about the stress we all face during the holidays.

Consumers could order their own limited-edition Holiday Reali-Tea on Lipton.com on a first-come first-served basis.

My Role:
Concept
Copy

Creative Partner:
Elise Graham, design

Winter 2018

McDonald’s is on a journey toward sustainably sourcing 100% of its coffee by 2020. To tell their sourcing story, we replicated a South American coffee farm in downtown Chicago: the McCafé Sustainable Coffee Journey. From interacting with coffee farmers to enjoying a complimentary McCafé beverage under towering coffee trees, consumers were given a firsthand look at the source of their daily brew and experienced how McDonald’s is helping protect it from climate change. 

My role:
Concept
Execution
Creative Direction
Copy

Winter 2018

Every 2 seconds, McDonald’s is mentioned online... and not all of that chatter is positive.

So, in October of 2014, we launched the McDonald’s Brand Newsroom. A team of creatives, social strategists and community managers to conduct daily real-time outreach to influencers, celebrities, media and more.

On a daily basis, we enhance McDonald’s reputation and relevance by positively inserting the brand into cultural moments and conversations.

My role:
Creative Director

October 2014 - June 2020

Tasked with spreading news about McDonald’s freshly prepared breakfast, we created a song as memorable and classic as the Egg McMuffin.

With the help of Hall of Fame jingle writer, Roger Greenaway — the man behind Coca Cola’s 1971 advertising sensation, “I’d Like to Buy the World a Coke” — we created a hokey yet iconic tune to feed consumers affinity for McDonald’s All Day Breakfast. 

My role:
Concept
Copy

Creative partner:
Design + Art Direction: Tom Glass Jr.

Spring 2018

To amplify Humana’s message that it’s never too late to start a healthy activity, we told the story of Larry Macon — a man who started running at age 52, and just shy of turning 80 years young, was about to complete his 2,000th marathon.

My role:
Concept
Art Direction
Production

December 2017

To prove Flonase Allergy Relief works, we sent the Eh Bee Family on a cross-country road trip through the most allergy-ridden towns in America.

Country music star Kellie Pickler guided the family on their journey from New York City to Austin, Texas, and challenged them to allergy-inducing activities along the way.

My role:
Concept
Copy (script, social)
Art Direction
Production

Spring 2016

McDonald’s was ready to announce to the world that All Day Breakfast was coming. And since it was something people had been asking for forever, we decided to do something different. We took the news straight to the people.

My role:
Execution
Copy

Spring / Fall 2016

Developed a new web presence for Teva Pharmaceutical's unbranded migraine campaign, More To Migraine. Work included a new website, refreshed social strategy and digital content production.

My role:
Concept
UX
Copy
Art Direction

Creative partner:
Design + Art Direction: Elise Graham

If you’ve ever drank from a glass, chances are you’ve had your lips on Libbey. But after being in business for over 200 years, Libbey had become a tired, sleepy brand. Among consumers they were almost irrelevant.

So, to target a new younger market, I helped introduce a new younger Libbey. With a new, more provocative relevant voice.

My role:
Concept
Copy

Creative partner:
Design + Art Direction: Elise Graham

2014 — 2016