WORK
SuperMansion
Sony Crackle
Fresh Prince of Bel-Air
Westbrook
Yo Holmes, Smell Ya Later!
Associate Creative Director
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Raised IG followers from 70k to almost 700k in just 6 months
We took the Fresh Prince platform and evolved it beyond more than a fan hub for a classic show. We built a portal to 90's culture that hit both the nostalgia we wanted during a pandemic and the social awareness we needed during a time of deep turmoil, with a voice and vibe that brought it all together.
SuperMansion
Sony Crackle
Google Pixel 4
Shine a Light
Associate Creative Director
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235M+ impressions and 4.3M engagements
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Over 180 pieces of content generated and campaign generated 2.1x ROI
To celebrate the release of the Google Pixel 4, Google launched an influencer campaign using the background of global cities to highlight the Pixel 4 camera and other capabilities.
Influencers lit up the world from the Latin Grammys to Tokyo and led to one of the most successful Google Pixel influencer campaigns to date.
SuperMansion
Sony Crackle
Lunar New Year
BMW
Bring Prosperity Full Circle
Lead Copywriter/Concept Ideation
Lunar New Year is one of the most important days in the Asian-American calendar. To mark the occasion, BMW created a campaign to support regional and dealer initiatives during the holiday.
A toolkit that included key visuals, digital banners, social, radio, and email assets was created in Traditional and Simplified Chinese, Korean and English to address dealer needs. The campaign inspired a national initiative with NYTimes in partnership with entertainer, Jeannie Mai.
SuperMansion
Sony Crackle
DAVE
FXX
Awkward.
Lead Copywriter/Concept Ideation
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Social campaign generated over 15MM Earned Impressions, 2MM+ Engagements, and 7MM+ Video Views
We developed a uniquely brash yet heartfelt social persona that captured all the talent and neuroses of 20-something Dave. We turned the show’s poignant humor into engaging creative, playing to sound-off mobile users with text bubbles that captured the witty dialogue and recreating the 1-2 punch of quick hit jokes in static posts. Finally, we found fun ways to connect with fans during live broadcast, while strategizing messaging for later viewing on Hulu.
SuperMansion
Sony Crackle
Sony Crackle Brand
Sony
Making It Crackle
Lead Copywriter/Lead Concept Ideation
Building the Crackle brand let us play with a library of both classic and original titles. Every month we created a calendar full of community building pieces, from conversation starting minimalist movie posters to an IG story that immersed fans in the Further from Insidious. Oh, and convincing the Sony team we should live stream Andy Samberg falling down a mountain in Hot Rod for 30 minutes straight was one of the greatest moments of my life.
Rob Riggle's Ski Master
Academy
Sony Crackle
SuperMansion
Sony
Stop Motion Mayhem
Lead Copywriter/Lead Concept Ideation
It's hard saving the world. Bad guys want you dead, the government hates you, and your roommate's always stealing your burrito. With memes, original (dirty) jokes, and real world settings, we made Stoopid Buddy's hilarious show feel real, raw, and really, really ridiculous.
El Torito, Pink Taco & More
Real Mex Restaurants
El Torito, Pink Taco & More
Real Mex Restaurants
Rob Riggle's Ski Master
Academy
Sony
Ahoy, a-holes!
Lead Copywriter/Lead Concept Ideation
Just like Mr. Riggle himself, this campaign was loud, fun, and very, uh... confident. This campaign included one of the highlights of my life: getting to direct social videos starring one of the greatest comedic casts out there. It was a blast bringing this show's weird world to life on social.
The Ranch, Season 2
Netflix
Unbreakable Kimmy Schmidt
Netflix
No Debbie Downers Allowed!
Lead Copywriter/Concept Ideation
Unbreakable Kimmy Schmidt was a rare pleasure: a chance to bring unbridled positivity during a dark time online with the #AltBright movement. The UKS team and I had a blast making the internet a better, funnier, Kimmier place.
El Torito, Pink Taco & More
Real Mex Restaurants
I don't mean to be cheesy, but...
Lead Copywriter/Concept Ideation/Pitch
I led brainstorms, created concepts, and wrote copy for all six of Real Mex's restaurant chains. Creating the voice and tone for all of these brands was a huge highlight of my career. Along the way I helped turn #TacoTuesday into an art form, wrote 5,731 lines of copy about nachos, and ate 3.5 gallons of guac.
The Ranch, Season 2
Netflix
Home on the Range
Lead Copywriter/Concept Ideation
Working on Netflix's The Ranch was a helluva pleasure. I got to craft copy and concepts that had a distinct voice full of piss n' vinegar and help enhance the fan experience with original jokes and content. Bottoms up!
Born In China
Disney Home Entertainment
Monkeyin' Around
Lead Copywriter/Concept Ideation/Pitch
Disney needed fun, friendly social pieces that put their adorable animals forward and followed it up with positive messaging. We inspired kids to explore the world, discover amazing new animals, and do a little good while they're at it.
Dragon's Prophet
Sony Online Entertainment
#SUPERMETAL
Lead Copywriter/Concept Ideation/Pitch
When SOE was looking for a disruptive touch for their new MMO Dragon's Prophet, I created and pitched the Super Metal campaign. They loved it. The concept soon went beyond broadcast and became their campaign across banner ads, social channels, even t-shirts at E3. #SUPERMETAL was a rallying cry for MMO players and the songs I wrote with Cinderella drummer Fred Coury currently have more than 3.4 million views on Youtube.
SpruKits
Bandai
What makes a hero? You do.
Lead Copywriter/Concept Ideation/Pitch
This line, written as a creative lead on the winning SpruKits pitch, became the creative platform and tagline for the entire SpruKits campaign. I worked with the Ayzenberg Group's fantastic animation and original content departments to write a visually innovative TV spot and fun stop motion short films, "Spru Stories".
Matchbox
Mattel
Mission Completed
Lead Copywriter
For two years I had the distinct pleasure of acting as lead copywriter for Mattel's Matchbox brand. Whether it was internationally broadcast TV spots or product copy, I never tired of inspiring boys to dream big and quest for adventure.
One of many highlights from this campaign was the Big Boots Yeti catcher TV spot, which saw me write for an animated yeti and win a Telly Award.
Injustice
Warner Bros.
Injustice
Warner Bros.
The Battle Arena
Copywriter
I was a member of the award winning team that created and executed the Injustice Battle Arena for the game "Injustice: Gods Among Us". My chief responsibilities involved scripting the weekly videos chronicling the fight. They garnered tons of views and illicted huge debate among fans.
I also had the opportunity to conduct on-camera interviews with some big names, including Kevin Conroy, the voice of Batman. Yeah, it was a little hard not to freak out, but I kept it together.
Planetside 2
Sony Online Entertainment
Take No Prisoners
Lead Copywriter/Concept Ideation
I began my work with Planetside 2 by scripting a series of recruitment videos, each a call to arms for the game's three warring factions. The spots captured the specific attitude of each side and proved popular amongst the game's hardcore fanbase, collectively racking up over 2 million views.
I then stayed with the brand, concepting immersive digital experiences, new tags and key art, and helping to generate the extremely popular #NeverHaveIEver social campaign.