The brief: Write the stop-drop-and-roll of peer support. My tagline, “ASK: Acknowledge, Support, Keep in Touch” became the basis of MTV’s mental health campaign across digital, TV, and experiential platforms.

I was responsible for the Disney Visa Cards brand voice across customer acquisition and retention channels. Campaign touchpoints included in-store advertising, in-park advertising, a full calendar of marketing emails, and direct mail collaborations with Disney Store. As part of a brand relaunch, I also established the UX and copywriting for disneydebit.com.

First Tennessee (now called First Horizon) is the 14th oldest bank in the United States. I wrote the copy for much of its “Take good care of your money” multimedia campaign, which included TV and radio spots, print ads, digital banners and microsites targeting consumer banking, business banking, and wealth management clients.

Everyone knows someone who’s been affected by cancer, but few have met a research oncologist. I was the Copywriter for these award-winning videos introducing viewers to cancer researchers around the world. The results: A 500% increase in donations (2017) a 148% increase in paid search donations (2019).

“Breakthrough”
2019 Muse Creative Awards Gold Winner: Video-Medical
2019 Muse Creative Awards Silver Winner: Video-Nonprofit
2019 Telly Awards Bronze Winner: Campaign-Regional TV

“Our Calling”
2017 Davey Awards Gold Winner: Online Film/Video

When I wrote direct mail and digital marketing for Peapod in 2013, most audiences were unfamiliar or even skeptical of an online grocery delivery service. Some impactful numbers, a little wordplay, and a free delivery offer helped change their minds and start a cultural shift.

Integrative Therapeutics formulates nutritional supplements for distribution by clinical practitioners. I developed the new brand voice as part of a brand redesign that launched with a series of B2B print ads.

I wrote copy for Wisconsin Lottery across print, radio, and OOH placements, including these ads which appeared in the Milwaukee Brewers’ game-day programs.

I wrote copy for Yamaha Outboards across print, digital, retail, radio, and experiential media. Featured here is my work for the debut of Yamaha’s Helm Master digital boat control system at the 2013 Miami International Boat Show, which includes copy for an interactive kiosk, web content, and a catalog spread.

Rocky Myers faces the death penalty in Alabama, despite deeply flawed proceedings in his trial. I concepted, wrote, and helped produce this hyperlocal campaign, which ran in Montgomery to precisely target Governor Kay Ivey.

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Habitat for Humanity New York City builds and preserves decent, affordable housing in all five boroughs. I wrote direct mail, email and paid social appeals reaching thousands of New Yorkers. Results include: A 235% increase in acquisition DM response rates.

Reading Is Fundamental is the nation’s leading voice for children’s literacy. I wrote direct mail, email and paid social appeals for the iconic brand’s national marketing program.

Collaborating with a diverse team of strategists and creaives, I was the Senior Copywriter for FREE/WAY. This campaign, funded by the Ford Foundation’s Future of Work(ers) initiative, is designed to empower and connect rideshare drivers in the fight for better pay, benefits, and protections.

Collaboration with a diverse team of strategists and creatives, I was the Senior Copywriter for this narrative change campaign, funded by Open Society Foundations. Informed by subject matter experts, the campaign aims to shift public perception of reparations from “unthinkable” to “popular policy” by leveraging the problematic history of “reparations” paid to D.C. enslavers as legal precedent.