Uncomplicated Advice
Branding & Identity
Freelance Project for Bass Outdoor via Origin Outside

G.H. Bass Footwear came to Origin asking if they’d be interested in developing a brand that makes the outdoors more accessible and relatable to a diverse audience. Hired on as a freelancer, I developed Bass Outdoor’s brand tone, voice, and overall identity, specifically on social. To do this, we turned to the brand’s mission to lower barriers of entry, while also considering the insight that many people perceive the outdoors — and outdoor apparel brands — as intimidating and complicated. This brought us to the essence that would become Bass Outdoor: No-nonsense footwear, apparel, and accessories to get you outside.

In order to emulate this to consumers, we created several tentpole Instagram campaigns to communicate our voice and mission. One of the most successful was our Uncomplicated Advice series, which provided advice to make the outdoors less stressful for our target market of Urban Outdoor Enthusiasts, while also showcasing our no-nonsense identity.

Contribution: Copywriter, Community Manager

Make Voting Easy Again
Print & Social Campaign
Freelance Project for AdHouse

In 2020, Millennials and Gen-Z will comprise 40% of all American voters. As young voters, a majority of which are also first-time voters, they face unique obstacles to voting resulting in turnout that is historically 20 to 30 points below older voters. Aside from the challenges posed by voter suppression efforts — including issues surrounding the COVID-19 pandemic and the challenges facing USPS — young and first time voters find that both understanding how to register to vote and casting a ballot can be complicated.

Rock the Vote is a nonprofit dedicated to building the political power of young people by revolutionizing the way we use pop culture, music, art, and technology to engage young people in politics. Now more than ever, Rock the Vote is committed to helping young voters navigate the obstacles designed to keep them from making their voices heard. Let’s make voting easy again.

Contribution: Copywriter, Art Director

Freaky Tuesday
Social Campaign
360i

Inspired by the popular early 2000’s movie Freaky Friday, OREO and Dunkin’ swapped Twitter accounts for a day in a first-of-its-kind brand collaboration, coined “Freaky Tuesday.” The brands spent the day attempting to switch back, finally doing so when they combine forces to announce new OREO products at Dunkin’ shops.

Read about it in AdAge.

Awards:

2019 Cannes Lions - Shortlist Social & Influencer

2019 Art Director’s Club - Merit Interactive Single Twitter. Interactive Craft in Online/Mobile Content Strategy

2019 Webby Award - Honoree Best Use of Social Media

2019 One Show - Shortlist Integrated Co-Promotions, Innovation in Social Media, Social Engagement – Community Building, Social Post Campaign

2019 New York Festivals - Finalist Best Use of Partnerships

2019 D&AD Awards - Shortlist Digital Marketing Use of Social Media

Contribution: Community Manager

Unapologetically Fresh
Print Campaign
360i

Kroger’s groceries are truthfully fresher than competitors and they’re not afraid to be unapologetically honest about it. This bold print campaign brings out Kroger’s freshness - in both their products and in their demeanor.

Contribution: Copywriter, Art Director

True That
Social Campaign
360i

Bubbles. Alcohol. 1g of Sugar. Hard seltzer is straight to the point, and so are we.

Contribution: Copywriter, Community Manager

Social Moments
360i

A compilation of evergreen, reactive, and responsive tweets I’ve written for OREO always-on content.

Make Your Mix Contest
Social Campaign
360i

To drive awareness of Coca-Cola Freestyle’s 100+ beverage combinations and encourage fans to utilize the mix-ability of them all, we launched the #MakeYourMixContest, giving one lucky consumer the chance to have their unique mix featured on Coca-Cola Freestyle machines nation-wide. Using our cola-bot social TOV, we replied to brands and consumers with robo-love throughout the campaign.

Contribution: Copywriter, Community Manager

Comfort is Confidence
Print & Commercial Campaign
Completed during Spring 2017 advertising class

Women aren’t the only ones who can benefit from the extreme comfort Lululemon provides.

Statistically speaking, men aren’t as comfortable as women when it comes to talking about confidence and mental health. Lululemon is out to prove that men can get the same every-day confidence women do in comfort clothes. Let’s redefine masculinity as finding confidence in being comfortable within your own skin, no matter what you’re doing.

This UK-based campaign looks to tap into the men’s athleisure market, centering on the thesis that the apparel brand needs to rely on more than just “Fit Moms” and practicing yoga.

Contribution: Copywriting, Creative Ideation, Strategy

Energy Drink Mailer
Packaging, Graphic Design, and Copywriting Project
Completed during Summer 2017 internship as the Creative Intern at Datto, Inc.

TASK

Fire-up and re-ingage partner sales in second half of 2017. Create a product label for a tangible product, along with a postcard, to be sent to the sales teams of low-performing partners from Q1 & Q2.

IDEA

Create an “Energy Drink Mailer”, comprised of custom-designed Monster energy drinks and a double-sided postcard. Give the sales team energy to boost sales in the second half of the year.

EXECUTION

Fuel your sales team for a MONSTER quarter.

Contribution: Creative Ideation, Copywriting, Design, Art Direction