There is a rich history and craftsmanship behind wine-making that parallels that of the pursuit of excellence behind every Mercedes-Benz vehicle. As part of the #Photopass series for the 2017 Mercedes S-Class Cabriolet, Napa Valley's Palmaz vineyard was chosen to represent this correlation through a series of beautiful imagery.
The resulting character-driven story focuses on the history, innovation and art that intersects these two fields and highlights this meticulously sculpted Mercedes-Benz vehicle.
Roles: Senior Copywriter, Video Editor through Razorfish
Message Envy believes in improving your overall wellness with routine massages and facials. This message is especially tricky to get across during the holiday season.
Through social campaigns, activations and posts, #12DaysofWellness was promoted as a healthy and playful way to remember to focus on personal wellbeing during the busy holiday season.
Who better to promote such a message than the busiest December man there is, Old St. Nick himself. In a series of videos, GIFs and static posts, we showed the world how Santa stays healthy and stress-free as he prepares for his big night out.
Role: Video Editor through Roar
As part of AT&T's "Stories from the Network" campaign, a timely 360 video experience was launched featuring race car driver, Ben Albano. Ben's racing story was featured in a recent hero spot, so an immersive 360 video where the viewer becomes part of this driving experience was a natural extension choice to push on social media.
Role: Senior Copywriter through Organic
T Brand Studio is the content division of the New York Times. These are two examples of paid-post projects I contributed to:
"The Ultimate Shopping Guide" - A fold-out spread in the weekend edition under the Shop New York special section.
"Mothers of Invention" - Ongoing series. This particular article highlighted Sarah Evans, the founder of Well Aware.
Role: Senior Copywriter
To add an element of storytelling to the Mercedes-Benz USA #Photopass series, we set out to tell a story featuring Kelly Lund and his furry kindred spirit, Loki. The close relationship between the two fuels their desire to cover new ground and see new places. A moment of their adventurous lives was captured in short film and accompanying 360° journey.
As a result, the video received over 19MM views, 70,000 new social follows and drove 1.2MM visitors to the GLS product page.
Role: Video Editor through Razorfish
Madison's Browne Fellowship is a non-profit organization created by advertising professionals with the mission of redefining diversity and establishing a new culture that unites creative communities.
They asked us to promote their 2nd anniversary "Don't Generalize My Generation" event at Deutsch Inc, Creative Week 2013 in New York, revolving around the discussion of the Millennial Generation.
We partnered with local comedians, Shane and Dave to produce a video for the "Search for Millennials" campaign, which was accompanied with posts that took over their social media account and successfully sold out the event.
Roles: Concept, Copywriter, Producer
Remember Push Pop!? Take a trip down nostalgia lane in this TVC for Candymania's new Jumbo Push Pop. The idea revolves around the "undercover" candy's ability to get his buddy out of boring situations.
Roles: Concept, Senior Copywriter through Uproar @ DDB
Blink Fitness, part of the Equinox family, is a clean and friendly gym at an affordable price.
By highlighting these positive benefits throughout the campaign, Blink saw an increase in gym memberships, but more importantly, it kept members happy and healthy.
Roles: Concepts, Senior Copywriter
How do you make oatmeal fun? By showing all the exciting new combinations you can make with it! From banner ads to landing pages, Quaker has proved that they're more than just plain oats.
Role: Senior Copywriter through Organic
smart car USA is the economically savvy choice for urban drivers, however, they needed help reaching the younger demographic within big cities.
When smart asked us to promote their 2016 Road Show, we hand picked the most influential Snapchatters and Instagrammers across the country to highlight some of their favorite hidden gems in their own respective cities. These spots were chosen specifically as places akin to smart's nimble sensibility. We used the hashtag #citysmartguide as a way for curious city adventurers to find these locations.
Leading up to the events, we pushed out updates on social media and smart's website, as well as launching smart's Snapchat account. As an added incentive, we asked followers to submit their own local spots using our #citysmartguide tag for a chance to be featured on our page.
The Road Show itself had huge turnouts across the country, we sold a ton of cars to our target market, and our social impressions hit an all-time high.
Roles: Concept, Senior Copywriter through Razorfish
Teq is an innovative technology and professional development service company, specializing in the field of Education.
Though innovative learning through technology is a key component in Teq's philosophy, understanding the concerns of teachers is primary before technology is even introduced. This initiated the "Unique" campaign
Roles: Concept, Copywriter for Teq
One Brooklyn Bridge Park hosts luxury condos in Brooklyn Heights, overlooking the East River. As these condos are on the higher-end, a chic approach suited best for promoting its unique style and location.
Role: Copywriter through Warehouse Agency
Live action projects that I've either shot, directed, edited, produced, or all of the above.