I love bringing light and humor to social topics that are hard to talk about. Whether I’m crafting brand tone of voice 0r developing effective, conceptual campaign work, my favorite projects aim to de-stigmatize and normalize the things we’re embarrassed about, ashamed of, or scared to face.
As a creative director and writer for the below brands, I’ve made weight loss less daunting, added levity and approachability to student loan debt, took the shame out of sexual and mental health, turned prenups from a red flag to a symbol of empowerment, and demystified GLP-1 medications.
Visual and verbal rebrand
Global mid-funnel & direct TVC
Content tone-of-voice overhaul
Brand, mid-funnel and direct TV
Social-first stunts
Branded member events
Member-targeted creative
TV for Ro’s Body Program
(GLP-1 medication):
Direction
Creative direction
Copywriting
Launch of Hers vertical
Launch of Hims & Hers mental health and skincare
Creative development for product launches
OOH for Hims
An early stage start-up
making prenups accessible
Creative direction
Investor messaging
Content