VIASAT - video

Videos:

1) Imagine Residential Internet Campaign - :30 broadcast spot – CONCEPT | VIDEO DEVELOPMENT: WRITER, DIRECTOR

2) Corporate Brand Sizzle 2022 - Concept + Writer + Director

3) National Urban League + Viasat Partnership Announcement **1) Imagine Residential Internet Campaign - :30 broadcast spot –

CONCEPT | VIDEO DEVELOPMENT: WRITER, DIRECTOR

**(JUMP TO SCRIPTED SECTION @ :33 SECS to skip executive spiel)

4) Tactical Gateway Product + Theater simulation video 2022 - 1) Imagine Residential Internet Campaign - :30 broadcast spot –

CONCEPT | VIDEO DEVELOPMENT: WRITER, DIRECTOR

SUCCESS ACADEMIES

Brand + Advocacy Videos for New York’s largest charter school network.

Role: Lead Creative

CAMPAIGN CONCEPT & DEVELOPMENT | VIDEO DEVELOPMENT: STOPRYBOARDS, SCRIPTS, DIRECTION | SOCIAL MEDIA CAMPAIGN

(Videos 1 + 2) Concept: Get new teachers excited about a career at Success Academies by putting the charter school network’s greatest asset (kids) front and center and let them do the talking.

(Video 3) Concept: Remind existing teacher’s why they joined and what they’re fighting for.

(Videos 4+5) Concept: Get teacher candidates excited about working at SA by bringing the job description to life off the page and showing them a typical day-in-life of teachers at SA.

THE NEW YORK TIMES

The New York Times: Transforming into a Digital Content Powerhouse

Lead/Client: Brenda Natoli, Brand Director

CREATIVE STRATEGY | VERBAL IDENTITY

Challenge

Old-school newspaper to cutting-edge media titan. NYT needed a rebrand across all properties to break out of traditional syndication.

Engagement

Partnering with T-Brand Studio, I helped revamp The Times’ Licensing Group. Overhauled UX, new messaging – all aimed at non-traditional clients to showcase untapped value.

Transformation

Rewrote the narrative. Simplified user experience. Highlighted discovery. NYT’s first B2B move demanded a voice shift – balancing legacy with clear customer benefits.

Advocacy

The outcome? NYT expanded its reach, unlocking new business. The fresh digital experience and strategic messaging positioned them as a versatile content partner, building stronger, lasting relationships.

Key Results:

Enhanced user experience on the syndication site.

Clear mission and brand communication.

Integrated strategic voice across 100+ NYT properties.

Case studies illustrating the benefits of Times content.

#KIDSOVERPOLITICS

Omnichannel political advocacy campaign for Success Academies: the largest charter school network in New York City.

Role: Creative Lead

CAMPAIGN CONCEPT & DEVELOPMENT | VIDEO DEVELOPMENT: STORYBOARDS, SCRIPT, DIRECTION | SOCIAL CAMPAIGN | PRINT CAMPAIGN

Print campaign (NY Times, NY Post, NY Observer)

Environmental / experiential campaign assets and audience experience for a 4,000 person political rally

300+ Kids in Queens New York were caught in a game of political football between the mayor and this charter school network. Read background here (NY POST).

Over the course of a year, I worked with Success Academies to push back against Mayor DeBlasio, rally support from the New York community, and make the story of these Queens families’ public.

Role: Lead Creative

ECD: Noah Ross

AD: Christina Rodriguez

DIRECTV

Taking the Loyalty Leap: A Love Story

Role: ACD + Video Writer/Director

AUDIENCE STRATEGY | UX STRATEGY | CAMPAIGN DEVELOPMENT + EXECUTION | VIDEO DEVELOPMENT: SCRIPT, DIRECTION, PRODUCTION

Taking the Loyalty Leap: A Love Story

Challenge

Slash customer churn by learning more about DIRECTV’s customers and boosting engagement through exclusive, tailored sweepstakes – think VIP trips to the Super Bowl, Vegas, and more.

Engagement

We built a customer intelligence machine to understand, engage, and reward customers better.

Transformation

Internal: Using zero- and first-party data, we refined marketing strategies, spreading value throughout the organization.
External: Personalized offers and loyalty-based rewards positioned DIRECTV favorably in customers' minds.

Advocacy

By recognizing and rewarding loyalty, we created a sustainable platform for advocacy. The nascent PERKS program (90 days old) shows early promise.

Results

Membership Growth: Increased by 16.3% to 139,522.

Onboarding Success: 83.4% completion rate.

Email Opt-Ins: 85.7% opt-in rate.

Sweepstakes Success: Over 202,000 entries in the "Win DIRECTV For Life" sweepstakes.

A Virtuous Cycle

The more DIRECTV understands its customers, the more they feel appreciated. This deeper emotional connection leads to greater loyalty. PERKS transformed "TV that loves you back" from a slogan into an enterprise-wide philosophy, fostering sustainable advocacy.

AT&T + HONDA

GET OUT & STAY CONNECTED: CAMPAIGN

Role: Creative Director + Video Writer/Director

CONTENT CREATION | SOCIAL & INFLUENCER MARKETING | SPONSORSHIPS + PARTNERSHIPS | PROMOTIONS | SWEEPSTAKES

Fueling AT&T's In-Car Wi-Fi success with people-centric storytelling and experiential marketing.

Challenge

Boost awareness of AT&T's Connected Car program and increase trial activations and opt-ins.

Engagement

Influencer Campaign

Five influencers with 35MM followers showcased AT&T In-Car Wi-Fi in travel scenarios. A sweepstakes offered a 2023 Honda Passport Elite and trip of choice, creating engaging content.

Transformation

Shifting Perceptions

Our strategy transformed skepticism into excitement, fostering a community of brand advocates.

Results

26,392 sweepstakes entries

159,111 page visits

45% opt-in rate

560 clicks on the Free Trial Subscriptions Page

Victory Lap

We exceeded benchmarks, cementing AT&T's market leadership and driving lasting customer loyalty.

VIASAT - campaign

Campaign playbooks for major 2022 initiatives -

1) Corporate re-brand

2) Viasat 3 (new, big, super-fancy satellite) launch and media rollout.

Concepts + Campaigns + Ad copy (mostly print +digital executions)

SENSEI FARMS

Role: Creative Director

BRAND & VERBAL IDENTITY | EXPERIENCE DESIGN | CREATIVE DIRECTION | CONCEPT & CAMPAIGN | RETAIL STRATEGY

What If Freshness Wasn't a Regional or Seasonal Luxury?

Challenge

Sensei Farms, a rising star with top-tier produce, needed to convince retailers and boost purchase frequency. The twist? Hydroponics is a mystery to most shoppers.

Engagement

We crafted a premium in-store experience. Custom displays and creative messaging showcased the year-round, pesticide-free quality. Friendly brand ambassadors and sampling turned a dull farmers market vibe into a standout in-store encounter.

Transformation

Shoppers stayed, learned, and loved. Trials and repeat purchases surged. Retailer confidence skyrocketed, securing multiple in-store tests and establishing a market foothold for this exceptional brand.

HYUNDAI

Using Test-Track Research & Insights To Generate Broadcast Concepts and Scripts for Hyundai’s HTRAC Technology

- Concept & Ideation

- Scriptwriting

- Post-production

Role: Sr. Copywriter

CD: Ed Miller

ECD: Rego Marquiis

AMCI

AMCI REBRAND

ROLE: LEAD WRITER

BRAND I+ VERBAL IDENTITY | UX DEVELOPMENT

A Grassroots Brand Platform, Culture Code, and Identity System

Challenge

AMCI, four years post-Omnicom acquisition, stood on the edge of significant growth. They needed to define their brand, values, and purpose to unite their offerings and create a cohesive identity.

Engagement

Collaborating with CEO Kevin Killip, we kicked off with one-on-one leadership interviews and small group sessions with staff. This inclusive process built a strong company mission and core values.

Transformation

Defined a voice and messaging framework, creating a functional foundation for AMCI’s brand. Hired an Art Director to craft a visual identity system reflecting the new values. Developed a comprehensive style guide for all employees.

Advocacy

Launched a beautiful identity system and a refreshed website, positioning AMCI for growth. Employees felt a renewed sense of pride and ownership, deeply invested in the AMCI brand.

Results

AMCI emerged with a unified brand identity, ready for expansion, backed by engaged and enthusiastic employees.

MAZDA

The Mazda Power of 3 Tour

ROLE - Sr. Copywriter

CAMPAIGN + CONCEPT DEVELOPMENT | EXPERIENCE DESIGN

Engagement

Interactive in-vehicle experiences with custom stands and brand messaging focused on innovation and fun.

Transformation

Engaging environment, increased social media buzz, and higher brand engagement.

Advocacy

High conversion rates with attendees becoming brand advocates.

Results

Reach: 313,000 impressions.

Leads: 3,191 hand-raisers, 1,088 hot leads.

Engagement: 41% lead conversion.

Mazda3's profile soared, engaging consumers and strengthening market presence.

LINCOLN

Introducing a Storied Automotive Brand to a New Generation of Customers with Immersive Product Experiences and Targeted Digital Campaign

- Concept + Ideation

- Experience Design

- Content Strategy

- Digital Strategy

Role: Sr. Copywriter

ACD: Sara Moore

ECD: Rego Marquiis

TOYOTA

Taking Toyota’s Lineup To The People with Immersive Product Experiences and Integrated Digital Campaigns

- Concept & Ideation

- Experience Design

- Product Messaging

- Digital & Social Strategy

Role: Senior Copywriter

ACD: Sara Moore

ECD: Rego Marquiis

As AOR for Toyota, we produced the Toyota Drive Center + Action Lab. Essentially, a rotating brand activation designed to put drivers behind the wheel and deliver memorable product interactions. After researching product truths on the test-track, we would develop a user-centric drive experience to demonstrate features and capabilities to potential customers. For example, to demonstrate the 4-Runner’s ability to not lose traction when making a steep ascent, we built a mini-mountain with a nine degree pitch in the Chicago convention center and took attendees for a test-drive. Tying it all together was a targeted social campaign to invite customers by persona to test-drive the Toyota of their dreams. Then connect them with regional dealers, and ongoing deals for the exact make and model they had taken for a test drive.

BRANDED ONLINE

Brand + Content Strategy and Messaging for the World’s Largest Fashion Ecommerce Platform

-Brand Audit: Positioning, Architecture, Strategy

-Brand + Style Guides

-Content Strategy

-Copy: Print + Digital

-Stakeholder Interviews

-Ideation

Visit: brandedonline.com

Role: Brand Strategy + ACD

CD: Lenore Mason

Project:

For years, Branded Online has helped fashion brands evolve and meet the needs of the rapidly changing online retail marketplace. They function as an outsourced digital marketing and distribution division for companies, handling a comprehensive array of services to support online sales. Our goal was to create a strong point of differentiation that set the brand apart from the competition by conveying core competencies. In addition, we had to demystify the complexities of ecommerce to fashion brands who may, or, in most cases – may NOT know much about ecommerce at all. In short, our goals were to elevate Branded Online while conveying equally “tech know how” with a modern “fashion” appeal.

This was a complex project for a complex service. Our research demonstrated that the target audience was largely uninformed and wary of digital wizardry in an analog fashion world. We began with an immersive discovery process, interviewing senior leadership both at Branded Online and with several clients. We combined this with market research, learning that once adequately informed, brands became overwhelmingly receptive to partnering with Branded Online to streamline and modernize their operations. The trick was to wrap the brand in a visual and verbal language that they could recognize and respect: too fashion-y and it wouldn’t be taken seriously. Too techie, and it wouldn’t be understood.

We identified customer pain points and used them to map the user journey through the website, providing a business case rationale at every level of service. With this serving as the brand architecture, we integrated a voice and visual identity to follow suit. The branded online voice was sharp, knowledgeable and with just the right mix of pith and humor. Whereas the visual identity was clean, professional, and subtle. The right mix to communicate that Branded Online could fit in at FashionWeek, but wouldn’t be stealing the spotlight. With a Creative Strategy in place, I first produced brand, style, and voice guidelines. Next up, a range of marketing materials to be used across all channels – webcopy, brochures, and a DRM campaign.