Role: Copy Lead
Company: Sensible Weather

Overview:
At Sensible Weather, a climate risk technology company, I led the development of a brand voice that transformed complex climate data into relatable, customer-centric narratives. Our flagship product, the Weather Guarantee™, offers proactive reimbursements for travelers when inclement weather threatens their plans, eliminating the need for claims or cancellations.

My Contributions:

Brand Voice Development: Crafted a cohesive and approachable brand voice that resonated across all platforms, ensuring consistency from marketing materials to user communications.

Content Strategy: Developed comprehensive content strategies that educated consumers about the benefits of the Weather Guarantee™, enhancing user engagement and trust.

Cross-Functional Collaboration: Worked closely with product, design, and marketing teams to ensure that all content aligned with the company's mission and effectively communicated the value proposition.

Impact:
Through strategic storytelling and clear communication, I contributed to Sensible Weather's recognition as one of Fast Company's Most Innovative Companies in the World. Our efforts led to increased customer satisfaction and a stronger market presence in the travel and hospitality industry.

Created with:

Head of Product: Kayla Colaizzi

Client: Nair (Church & Dwight)
Campaign: Summer Digital Content + Influencer

Overview:
There’s a certain feeling that comes right after using Nair — smooth, confident, unstoppable. You feel like you again. That became the emotional core of this campaign: the idea that silky, hair-free skin isn’t just a beauty outcome — it’s a personal reset button.

The Challenge:
Originally pitched as a classic “Hot Girl Summer” influencer campaign — all sunshine, legs, and living your best life — the pandemic had other plans. With lockdowns in full force, we had to pivot. Multiple times.

My Role & Solutions:
Working across strategy and copy, I helped reimagine the campaign narrative to meet the cultural moment — shifting from external expression to internal empowerment. Whether users were stuck indoors experimenting with self-care, shedding their “quarantine fur,” or just embracing summer in their own way, the message became universal: this isn’t about anyone else — it’s about doing it for you.

Execution:
We created a flexible content framework that evolved with the times, allowing influencers and creatives to express what confidence looked like in their lives. The result: scroll-stopping content that celebrated individuality and made space for a range of voices, all tied together with Nair’s signature boldness.

Outcome:
The campaign successfully turned a legacy product into a modern ritual — one that didn’t just promise smooth skin, but a smoother state of mind. It resonated with users navigating a strange, unpredictable world by anchoring them in one small but powerful truth: when you feel good in your own skin, everything else gets easier.

Key Takeaway:
This wasn’t just about beauty — it was about agency. And about finding ways to adapt a playful, confident brand voice to a moment that required sensitivity, empathy, and emotional intelligence.

Created with:

Executive Creative Director: Jamie Perruquet

Art Director: Este Serrano

OxiClean White Revive: “Bring It On” — Wear White Fearlessly

Client: OxiClean (Church & Dwight)
Role: Associate Creative Director — Copy

Overview:
There’s a quiet anxiety that comes with wearing white — especially for parents, pizza lovers, and anyone not living inside a detergent commercial. The “Bring It On” campaign reframed OxiClean White Revive as more than a laundry additive — it became a badge of fearless living. We told people to go ahead and wear white to birthday parties, date nights, messy dinners, and boardroom showdowns — because this time, they were backed by science (and stain-fighting power).

My Role & Solutions:
As ACD–Copy, I helped lead campaign development from initial insight through execution — building out scripts, voice, social activations, and extensions. I leaned into the confidence that comes with being freshly washed and worry-free, turning everyday messes into moments of boldness.

From scripting the hero spot and :06 cutdowns to creating a fully-integrated Instagram takeover and editorial calendar, I developed copy that invited people to live a little — and then let OxiClean handle the aftermath.

Execution Highlights:

Hero spot: A white-clad protagonist takes on pizza grease, frosted fingers, and make-or-break moments — ending with the confident mantra: “Bring it on.”

Social campaign: 20+ paid/organic posts across IG, Facebook, and Pinterest — each tapping into real-life scenarios like Girls’ Night, Date Night, and chaotic kid parties.

Interactive story content: Polls, emoji engagement, and utility-driven “stain-fographics” turned White Revive into a product people didn’t just see — they used, shared, and tagged.

Voice development: Infused a tone that was practical but playful — equal parts confidence and real-life relatability.

Outcome:
“Bring It On” brought OxiClean’s benefits to life in a world full of everyday messes. The campaign helped reposition White Revive not just as a stain solution, but as a confidence product — one that lets you #WearWhiteFearlessly, no matter what life throws at you.

Key Takeaway:
A little laundry confidence goes a long way — and when you connect product truths with human truths, even bleach alternatives can feel bold.

Created with:

Executive Creative Director: Jamie Perruquet

Art Director: Brooks Hess

Client: OxiClean (Church & Dwight)

Overview:
As the world emerged from the peak of the pandemic, OxiClean set out to redefine what “clean” really means — beyond what meets the eye. The brand wanted to reinforce its authority in deep cleaning while speaking to a culture still hypersensitive to hygiene.

Project Scope & Objectives:
I contributed copy and strategic voice work to the “Clean Clean” campaign — a fresh, forward-looking effort to position OxiClean as the go-to for invisible cleanliness. The aim: speak to a post-2020 audience whose idea of “clean” had fundamentally shifted.

Challenge & Creative Constraints:
Even as restrictions eased, we still had to shoot remotely — collaborating via Zoom and navigating production logistics in a hybrid world. Key decisions, like whether on-screen talent should wear masks, became moments of strategy: how do we reflect current reality without alienating audiences or dating the content?

My Role & Solutions:
I helped refine the campaign voice to thread the needle between clever and reassuring. The core idea — “cleaning the clean you can’t see” — drove the copy across digital, video, and social. I worked closely with producers and strategists to ensure every line supported this nuanced take on cleanliness, while still delivering on OxiClean’s bold, trustworthy tone.

Outcome:
The campaign successfully updated the brand’s voice for a new era. “Clean Clean” hit the cultural moment — a little cheeky, totally relatable, and grounded in trust. It reminded people that when it comes to clean, what you don’t see matters.

Key Takeaway:
This work highlighted the importance of emotional intelligence in brand storytelling — especially when everyday concepts (like “clean”) take on new meaning. It also reinforced how to stay collaborative and creative, even in remote production environments.

Created with:

Executive Creative Director: Jamie Perruquet

Art Director: Brooks Hess

Client: Vitafusion (Church & Dwight)

Overview:
2020 was a shared experience of stress, stillness, and… questionable life choices. From impulsive bangs to endless snack breaks, we all coped in our own ways. Vitafusion wanted to meet that moment — not with guilt, but with a wink — and offer a reset.

Project Scope & Objectives:
The “Undo 2020” campaign was all about levity, relatability, and hope. I was brought in to help shape the campaign voice and copy across digital and video, grounding it in humor while positioning Vitafusion’s vitamins as the lighthearted solution to a heavy year.

Creative Insight:
The truth was: we’d all been left to our own devices for too long — literally. From box dye fails to comfort eating marathons, the toll of time spent alone became a shared cultural joke. Rather than avoid it, we leaned in.

My Role & Solutions:
I helped craft copy that made fun of the year without making fun of people. Lines that nodded to our collective chaos but ultimately turned the focus forward. Vitafusion wasn’t here to shame — it was here to say: “Whatever happened in 2020, we’ve got your back (and your B12).”

Outcome:
The campaign was a hit for its timely humor and optimistic tone, driving both brand relevance and relatability. It reminded people that getting back on track doesn’t have to be a solemn affair — and that wellness can start with a gummy and a laugh.

Key Takeaway:
“Undo 2020” was a masterclass in tone: striking the balance between funny and empathetic, timely and timeless. It also underscored the importance of cultural fluency in crafting campaigns that truly resonate.

Created with:

Executive Creative Director: Jamie Perruquet

Art Director: Brooks Hess

Overview:
Let’s be honest: the best part of vacation? Vacation sex. But in 2020, with travel grounded by the pandemic, we knew people weren’t jetting off to tropical resorts — and that didn’t mean the intimacy had to stop. If anything, couples needed a spark more than ever.

Project Scope & Objectives:
In a proactive pitch to Trojan, we proposed reframing vacation intimacy for the reality of lockdown. Enter: Staycation Sex — a playful, modern twist on what it means to escape. We aimed to bring that same sense of spontaneity, connection, and fun right into people’s homes.

My Role & Solutions:
I helped concept and write the campaign, bringing a bold, flirtatious tone to life while keeping things grounded in real-life insight: couples still wanted to feel the magic, even if the setting was their own bedroom. Copy leaned into escapism, pleasure, and humor — with Trojan as the ultimate companion for keeping things hot at home.

Creative Hook:
Vacation sex became staycation sex — and Trojan made sure it didn’t just feel like a backup plan, but an invitation to get creative and connect, no passport required.

Outcome:
The idea resonated for its timing, tone, and cultural awareness. It gave Trojan a way to stay relevant during a weird, tough year — and reminded people that romance doesn’t have to go on hold when travel plans do.

Key Takeaway:
This project was all about pivoting quickly with cultural fluency and brand consistency. It showed how even the most playful ideas can offer genuine value — especially when they speak directly to what people are really going through.

The campaign resulted in

39.7MM Impressions

Over 8.5K Entries

and became an internal benchmark for ECRM across all of Church & Dwight brands.

Created with:

Executive Creative Director: Jamie Perruquet

Art Director: Brooks Hess

Client: Northwell Health

Overview:
When war broke out in Ukraine, hospitals became battlegrounds — overwhelmed, under-resourced, and directly targeted. New York’s largest health system, Northwell, refused to stand by. Instead, they launched a humanitarian response that spanned oceans, politics, and platforms.

Project Scope & Objectives:
Under the banner of Northwell’s Raise Health platform, we helped tell the story of a historic mobilization — from barges carrying critical medical supplies to real-time telehealth consultations connecting New York doctors with those on the front lines in Ukraine.

My Role & Solutions:
I contributed to the campaign narrative, ensuring the tone honored the gravity of the crisis while spotlighting Northwell’s courage and compassion. Working closely with creative, strategy, and production teams, I helped shape the story into a multi-platform effort that elevated healthcare advocacy to global citizenship.

Creative Execution:
We partnered with acclaimed filmmaker Rafael Lewandowski to create a short documentary capturing the raw, human side of this crisis. Through the eyes of patients, families, and fearless medical professionals, the film revealed not just the war on the ground — but the invisible war for care, dignity, and survival.

Outcome:
“Two Wars” brought a rarely seen side of global conflict to public view — not through politics, but through patients. It strengthened Northwell’s position as not only a leader in healthcare, but a voice for humanitarian action. The campaign deepened trust, broadened awareness, and aligned with Northwell’s mission to raise health for all.

Key Takeaway:
This was more than a campaign — it was a call to conscience. And it proved the power of healthcare storytelling when it’s rooted in truth, urgency, and unwavering empathy.

Created with Josh Greenspan (ECD, )James Rogala (GCD), Brooks Hess (ACD) and Venessa Merrin (EP)

Client: SlingTV
Agency Win: Secured in a fast-turn pitch against the incumbent AOR

Overview:
In a world where people can customize everything from playlists to pizza toppings, traditional TV still expected viewers to settle. Enter “Get Picky” — a national, multi-market campaign that challenged that norm and celebrated SlingTV’s fully customizable viewing experience.

The Insight:
Today’s consumers are used to getting exactly what they want, how they want it — so why should TV be any different? That truth became the heart of our campaign: a rallying cry for picky people everywhere.

My Role & Solutions:
I helped concept and write across touchpoints, shaping a campaign that was sharp, culturally fluent, and unapologetically fun. To embody our picky ethos, we enlisted none other than Danny Trejo — the Machete himself — bringing his unexpected charm to everything from social teasers to :30 spots.

Execution:
We launched “Get Picky” as a true transmedia effort:

Broadcast & OTT spots featuring Trejo’s signature edge and dry humor

Social & digital content tailored to general and Hispanic markets

Print & OOH executions that extended the voice in bold, irreverent ways

Multilingual messaging that respected cultural nuance without watering down the campaign’s tone

Outcome:
Despite a compressed pitch schedule and fierce competition, our team secured the win — then delivered a national campaign that resonated across demographics and platforms. “Get Picky” positioned SlingTV as not just another streaming option, but the one that gets its audience.

Key Takeaway:
This campaign proved that being “picky” isn’t a flaw — it’s a standard. And when you build a campaign on a sharp cultural insight, backed by a fearless tone and smart casting, you cut through the noise — fast.

 Press: Creativity, AgencySpy

Created with:

Chief Creative Officer: Nick Childs

Executive Creative Director: Josh Greenspan

Executive Creative Director: Roberto Alcazar

Associate Creative Director:  Sarah Dennis-Browne 

Art Director: Brooks Hess

Client: California Lottery

Overview:
The California Lottery isn’t just about lucky numbers — it’s about real impact. With over $1 billion contributed annually to public schools, they wanted to shift perception from games to gratitude. The ask? Don’t sell tickets — tell a story that celebrates the people shaping California’s future.

The Insight:
While the Lottery’s contribution may be modest per district, it fuels something much bigger: inspiration. That spark so many of us first felt because of a great teacher. So we launched a year-long campaign to shine a spotlight where it truly belonged — on the educators who change lives.

My Role & Solutions:
I helped concept and script content for the #ThankATeacher campaign, which centered on a powerful documentary film series. We sent three celebrity influencers — including musicians, actors, and athletes — back to the California public schools where their journeys began, to thank the teachers who helped shape them.

Execution:

Documentary-style video series capturing surprise reunions and emotional tributes

Social-first storytelling that amplified the campaign’s reach and shareability

Influencer activations that connected wide audiences to deeply personal stories

Hashtag campaign (#ThankATeacher) that gave everyone a reason — and a way — to join in

Outcome:
The campaign sparked genuine engagement and celebration, becoming one of California Lottery’s most humanizing initiatives to date. It was also recognized by Facebook Business Success Stories page, praised for its emotional depth, strong performance, and audience resonance.

Key Takeaway:
“Back to the Start” proved that brand storytelling doesn’t need to be transactional to be impactful. Sometimes, the best campaigns are the ones that pause to say thank you — and remind people of the role community plays in every success story

Press: Pitchfork, People, People, HuffPo, Fox Sports

Created with:

Chief Creative Officer: Nick Childs

Executive Creative Director: Josh Greenspan

Associate Creative Director:  Sarah Dennis-Browne 

Art Director: Brooks Hess

Producer: Jeremy Mack

Client: Ram Trucks
Model Featured: Power Wagon
Focus Feature: 12,000 lb. factory-installed winch

Overview:
When you’re working with the most capable truck in the Ram lineup, it’s tempting to show off everything — the suspension, the torque, the towing. But instead, we zoomed in on just one thing: the winch. And made it the star of a hilariously deadpan campaign that was anything but your typical truck ad.

The Idea:
Forget hay bales and slow-mo rock dumps — this was about practical absurdity. We created the Winch It Brothers, two off-kilter characters whose only solution to any problem is, well, “winch it.” The result? A series of entertaining product demos wrapped in comedy and charm.

My Role & Solutions:
I helped concept and write the series — shaping a tone that celebrated function without taking itself too seriously. From scripting video content to crafting the world’s longest and weirdest phone tree, I leaned into the idea that usefulness and personality don’t have to be mutually exclusive.

Execution Highlights:

Video series of “product demos” that made the winch the hero — over and over again

Phone number Easter egg: Viewers who called were met with an absurdly long phone tree full of jokes, detours, and a few hidden surprises

Interactive rewards: Lucky (and patient) callers could score limited-edition Winch It Brothers swag

Outcome:
The campaign cut through the noise of typical truck ads by doing the exact opposite: focusing small, and getting weird. Viewers engaged not just with the videos, but with the phone number — spending literal minutes inside an interactive brand joke.

Key Takeaway:
“Winch It Brothers” proved you don’t need a montage of mud and muscle to sell capability. Just a single killer feature, a sharp creative POV, and the willingness to let things get a little weird.

Created with:

Chief Creative Officer: Nick Childs

Executive Creative Director: Josh Greenspan

Associate Creative Director:  Sarah Dennis-Browne 

Art Director: Brooks Hess

Client: Lysol (RB)
Product: Lysol with Hydrogen Peroxide

Overview:
For years, bleach was the default — harsh, abrasive, and full of fumes, but tolerated in the name of “clean.” With Lysol with Hydrogen Peroxide, we saw an opportunity to reframe the narrative. This wasn’t just about switching products — it was about breaking up with something toxic.

The Insight:
Moms (and countless others) have been in a one-sided relationship with bleach. They’ve accepted the headaches, the stained clothes, the smell — because they thought they had to. But now? There’s a cleaner alternative, literally.

My Role & Solutions:
I helped develop the campaign concept and write across multiple platforms, building a tone that felt both empowering and relatable. We leaned into the breakup metaphor — complete with longing looks, soulful music, and a cleaner that finally treats you right.

Execution:

Hero video spot featuring a bleach breakup scene set to “Must Have Been Love”

Social cutdowns and static posts that turned product features into relationship red flags

In-store and digital messaging that positioned Lysol with Hydrogen Peroxide as the gentler, smarter choice

Outcome:
The campaign resonated with audiences who were ready for a change — and it helped Lysol differentiate in a crowded, chemically aggressive category. “Break Up with Bleach” didn’t just sell features — it sold emotional relief.

Key Takeaway:
This campaign showed the power of turning a product truth into a universal emotional insight. And that sometimes, the best reason to switch isn’t science — it’s self-respect.

Created with:

CD: Kate McCagg

Art Director: Brooks Hess

Client: Dettol (RB)
Product: Dettol Anti-Bacterial Laundry Cleanser

Overview:
The laundry cycle is something we repeat without thinking. Load. Wash. Dry. Fold. Repeat. But what if that cycle wasn’t actually doing what we thought? Dettol saw an opportunity to expose a hidden hygiene gap — and position their product as the fix.

The Insight:
Washing with detergent alone doesn’t kill the bacteria that builds up on our clothes, especially at lower temperatures. So while the cycle keeps spinning, it doesn’t actually stop the spread of germs — it recycles them.

My Role & Solutions:
I helped shape the campaign messaging and concept around this broken cycle — using it as both a literal and symbolic visual. The solution? Stop the cycle. With just one capful of Dettol Anti-Bacterial Laundry Cleanser, the cycle becomes whole — actually clean.

Execution:

Hero video and print highlighting the invisible bacteria left behind by regular detergent

Social content and statics showing how Dettol breaks the pattern

Packaging and in-store messaging reinforcing Dettol as a necessary laundry addition, not a luxury

Outcome:
The campaign successfully reframed an everyday task through a hygiene-first lens, raising awareness of unseen risks and elevating Dettol from a “nice-to-have” to a health essential.

Key Takeaway:
“Stop the Cycle” turned a simple wash habit into a moment of behavioral change — showing that great hygiene advertising doesn’t just inform, it disrupts the routine in all the right ways.

Created with:

Art Director: Brooks Hess

CD: Kate McCagg