Stand up to the bedwetting stigma by having an honest conversation about bedwetting to help parents of kids with ADHD & Autism not feel alone. And double ROI in the process.

1 in 6 kids experience bedwetting, and it’s even more common in neurodivergent kids. Yet parents are ashamed to talk about it, so they aren’t telling each other what works. We set out to normalize the conversation around bedwetting, to make it easier for parents to see a solution in Goodnites. 

So we created a campaign around their tagline "Awesome Days Start With Goodnites" to show parents what an awesome day for their family could look like without all of the shame and frustration that is wrapped up in wet sheets. Because the line is backwards, I had the idea to show an awesome day in reverse – starting with the awesome day and rewinding back to the night before to show it was Goodnites that helped. And we only cast Autistic actors with their real parents to show that authentic bond and create an emotionally-safe experience on set. And it worked!

This campaign was the best performing for the year, nearly doubling their ROI, and receiving zero negative sentiment.

RESULTS:
+$3.26 ROI

~100K monthly traffic to ecomm product pages

+124K directly attributed to sales lift per month

Agency: M Booth Health
Production Co: Greencard

Hire Ken Jeong as Cottonelle’s first Assvertiser to normalize the down there care conversation. Get millions of people talking.

We all have down there needs, but no one wants to talk about it. So we hired doctor turned comedian, Ken Jeong, to kickstart the sometimes-uncomfortable conversation about down there needs, and help everyone get the Cottonelle down there care they deserve.

He took to social to encourage people to go public with their down there needs for the chance to win $10K and join him in spreading the word about down there care.

Then we turned Ken, the four winning Assvertisers, and influencer partners’ butts into walking billboards with a pair of custom Cottonelle joggers designed with our signature ripples and a logo across the rear to help them assvertise Cottonelle to the world.

RESULTS:
125.5M+ earned media impressions
80 earned media placements
5.4M+ social media impressions
Exceeded KPI’s across all channels

Agency: M Booth Health
Production: Art Class

Lisa Ann Walter “knows a guy” who can get teachers the school supplies they need…and it’s BIC.

More than 90% of teachers spend hundreds of dollars out of their own pockets on school supplies each year. So BIC teamed up with TV’s favorite teacher, Lisa Ann Walter, to get teachers the school supplies they need.

The BIC Back-to-School Supply Closet popped up in NYC stocked to the brim with over 15,000+ pens, pencils, and more to give away for free. Upon showing their school ID to our hall monitor, Lisa Ann Walter, teachers were granted access to a supply closet—through a speakeasy-esque bookshelf door—to fill BIC-branded backpacks with all of the free pens, pencils, markers, highlighters, and white out they needed to start the school year…without spending a dime of their own money. 

Beyond  free supplies, attendees were invited to write and design postcards to their favorite teachers, record their messages in a video booth, and send them off at our 6ft mailbox wall. On their way out, attendees could make an additional donation to our philanthropic partner, Kids In Need Foundation’s Supply-a-Teacher program. Those who couldn’t make it in person, could donate at BIC’s custom landing page.  

Results:

We opened with a line around the block. In less than 3 hours, we had 350+ teachers fill their bags in the secret supply closet. And it got people talking. We landed 63 key media placements and countless social engagements, garnering over 1B+ impressions for BIC during the important back-to-school shopping season.

What do you do when you want a snack, but don’t want to lose your seat in front of the TV during the Big Game? Enter the Heluva Good! Sideline Snacker: a remote-controlled dip ottoman that delivers the dip and snacks to you, so you never have to leave the couch.

To keep Heluva Good! Dip top-of-mind during the biggest dipping occasion of the year, we created this one-of-a-kind snacking gadget, launched it with a David Attenborough-inspired nature documentary that observed football fans in their natural habitat, and gave it away stocked to the brim with dips and snacks just in time for the big game.

Agency: M Booth
Production Co: Cutter Entertainment

After years of declining sales, it was time for Clean & Clear to stop splashing models’ faces with water and start getting real– aka speaking to a new generation of teens, the kind that keeps it real, the ever elusive Gen Z.

And, these incredible teens had a lot to say. So, we gave them the mic to just be their loudest, clearest, most authentic selves. Be Loud. Be Clear. Be YOU.

A video series featuring real teens who were all authentically themselves. A bold new look/feel, brand voice, and POV. Countless social content. Snapchat filters and lenses. Product shoots. A campaign targeted at moms. You name it, we did it for Clean & Clear. And, then we did it again for the back-to-school season. And, again to launch Clean & Clear’s first innovation in years – Lemon.

The result?
- Business goals, crushed ✅
- 2019 James E. Burke Marketing Award
- Regained relevance with Gen Z (and their moms)
- Most successful product launch in Clean & Clear history (Clean & Clear Lemon line)

If Johnnie Walker was seen by twenty-somethings as a stodgy scotch for their grandpa, and guided tastings were the answer for changing their perception, how could we scale this mentorship program in a way that spoke to a younger generation?

By speaking to them, literally, in the form of a Facebook Messenger chatbot and Amazon Alexa skill.

I partnered with a UX Director on the voice interface design and flow, basically defining and scripting what the bots would say at every turn through label selection and purchase, guided tastings, recipes and trivia, in a signature brand of “bot humor” to ensure the bots were anything but stodgy.

In the first 5 months post-launch, we had 7,000 daily unique users on Facebook and 4,000 on Alexa with a 5-star user rating, and almost all positive reviews minus that guy who said “Three Bean Salad?”

Get out your monocle and see for yourself:

Facebook

Alexa

In 2017, Almay underwent a total brand transformation to become a more inclusive brand that celebrates individuality and self-expression. To generate awareness and build excitement around the new Almay, we teased the new Reveal the True You campaign in a social-first way with the help of multi-faceted influencers – Nikia Phoenix, Nadia Aboulhosn, Chachi Gonzales and Wendy Nguyen “revealing” their true selves.

For launch, we created a docu-style hero video and social content, where the influencers talked about their unique features and how makeup helps them express who they are in front of Almay’s signature “A.” We also wiped their Instagram clean and started fresh with a 9-photo connecting grid that formed the “A” and featured influencers and models revealing their true selves.

In addition to the brand launch, we launched Almay’s first product innovation in years – Mega Volume Mascara – through a social groundswell. We surprised hundreds of micro-influencers with the product and had them all post about it on launch day. We then took their content and turned it into our social launch campaign, sharing authentic reactions, tips and tricks from real women with our audience

My role: creative lead, concept and copy 

Closed captioning. A feature that was designed to aid the hard-of-hearing ended up making watching TV better for everyone. Whether you’re parents watching late night TV without waking up the kids, fanatical about foreign films, or just need to answer the age-old question- “wait, what did they just say?” you’ve likely used subtitles to improve your entertainment experience.

This is the best way to sum up Comcast’s philosophy on inclusive design. They’ve been paving the way for accessibility, yet no one knew about it. So, we set out to show the world that when you start with inclusive design, you make a better experience for everyone, and show off their amazing tech in the process.

We created an anthem spot featuring real Comcast customers and employees who use the technology in different ways, as well as mini documentaries that dive deeper into each of their stories and how Comcast’s tech makes their lives better.

My role: concept, scripts/treatment/copy, pre-production

To support Johnson’s brand transformation to “Choose Gentle,” we were tasked with bringing it to life in digitally. In addition to a massive web refresh and social content, we also revamped their most popular and informative how-to videos to provide an even gentler, more relatable experience. Most importantly, we featured REAL parents and their adorable babies.

At the career fair, most companies only talk about themselves. But what if a company were to actually talk TO students and listen to what they actually want in a career?

To prove to students that J&J does so much more than make baby shampoo, they did just that.

First, we had to find out what students were looking for. So, we showed up on campus under the guise of a documentary to have an honest conversation with students about what they were looking for in a career. Then, we let the J&J employees who were living the students’ “wants” speak for themselves. And, we created nine “video conversations” highlighting the core tenets students were looking for that they could find at J&J to be released in paid social.

The paid social drove to an on-campus event where students were invited to have an in-person conversation with real J&J employees (not just the recruiters).

The event, which was once a simple Powerpoint presentation and Q&A, became an interactive conversation at every turn– whether students were learning about the company through a trivia game, taking a Buzzfeed-style Career Finder Quiz or speed networking with J&J employees in their field.

The result? We changed the game for recruitment. After increased event turnout and job applications, and an overwhelmingly positive response from students, we scaled the program for MBA students and Canada, and will be back again for Fall 2019. J&J even won a NACE Award for Recruiting Excellence.

In 1916, Keds launched the world’s first sneaker brand.

To celebrate their rich 94-year history in a way that was relevant to today’s consumer, we launched TheOriginalSneaker.com- a dynamic, rich multimedia experience that merged iconic moments from pop culture with consumer engagement.

The site refreshed everyday for a year, and featured a flipping tile interface that served up daily and decade facts, vintage ads, daily looks, user generated designs, a featured sneaker, and clips of Keds at SXSW. This allowed us to tell the story of the brand over the last 94 years, while allowing for a new story everyday.

I was in charge of researching and writing every.single.one of the aforementioned facts, and I have the Google docs to prove it.

AWARDS
OMMA Award
Webby Honoree
FWA Site of the Day

PRESS

PSFK

Communication Arts

Best Ads on TV

The Playtex woman is a real woman. And, real women have real bra problems. In fact, 70% of women are wearing the wrong bra size! So, we set out to solve women’s bra problems once and for all with the Playtex Bra Makeover Series- mini webisodes that follow 10 women as they go from bra problem to bra perfect with the help of style expert, Alison Deyette.

After a wildly successful and award-winning first season, we came back for a second season with 8 women and their bosom buddies on a quest to find the perfect fit.

RESULTS
10,000+ Total Makeover Entries
25,000,000+ YouTube views
100,000,000+ Total Media Impressions

To celebrate the partnership between Keds and the Whitney Museum of Art, we created a fully integrated, digital and experiential campaign that highlighted creativity in all of its many forms- from world-renowned artists to art students to everyday consumers.

We took over six windows at Bloomingdale’s NYC flagship location and created an interactive stage that highlighted all components of the KedsxWhitney partnership and celebrated the American creative spirit. 

The Keds windows showcased the limited edition product series by famed artist Jenny Holzer (sold exclusively at Bloomingdale’s) and spotlighted the musical performers at the WhitneyLive concert series.

Extending the creative spirit, a contest was held to award 3 Master of Fine Arts students the opportunity to collaborate live in the Keds windows for two weeks. The resulting Works on Canvas program winners were selected by an expert panel from Keds, Whitney Museum, and Bloomingdale’s and in turn transformed over 20 pieces of “blank canvas” to express their creative possibilities.

To raise awareness and engage passersby, a 6-foot multi-video panel was erected detailing the rich Keds brand history, celebrating the last century of culture, and inspiring our target for today and tomorrow. Also, two interactive touchscreen-based customization centers allowed consumers to show off their individual style by designing their own custom Keds sneakers right in the window. Plus they had the option to save their design to continue and purchase at home. This touchscreen brought the Design Tool technology we created for the Keds brand to a whole new level of consumer experience.

The program was documented daily through an online blog that featured photos, a live stream of the Works on Canvas art installation, artist interviews, chronicles of all WhitneyLive band performances, gallery of saved custom Keds, and limited edition product series information. The partnership was further extended into social media via Facebook, Twitter, and Foursquare.

Results 
2,500+ interactions at the touchscreen customization centers
500+ custom sneaker designs
7,700+ unique visitors to KedsWhitney Blog 
15,000+ pageviews

There's more to the US Open than just tennis. But how do you convince jaded young New Yorkers that the US Open isn't for old, rich white people; it's for fashion, food, celebrity and entertainment-lovers of all kinds? You let it speak for itself. 

2 ideas. 3 weeks to execute. 582 tickets sold. $16,505 in increased revenue. Countless impressions. 

#FlavorOftheOpen

From August 11th-13th we packed the US Open experience into a food truck and hit the streets of New York City to give New Yorkers a taste of why nothing beats being here. Fans stopped by to sample a different menu each day, get an exclusive ticket promo code, pose for pictures and more! To encourage social sharing, the first 200 people to check-in, tweet or post photos using the hashtag received free t-shirts. 

#OPENFOR 

If the food truck wasn't enough to convince people, we invited bloggers from different categories to attend the Open to cover the food, fashion, entertainment, family fun and celebrity-sightings their audiences would care about.  

Overall, the US Open says these were the most successful promotions they've done to date, and they'll definitely be back in 2015. 

State Farm is all about helping people get to a better state. So, in 2013, we launched the Neighborhood Assist Facebook app.

Good neighbors from the US and Canada submitted 3,000 causes for a shot at one of forty $25,000 grants. Then fans everywhere voted to decide which 40 causes would get the cash to make a difference in their neighborhood.

In 2013, I headed up the social and CRM programs which were directly related to surges in program engagement. In 2014, I’m the copy lead. I developed voice and tone across app, social and CRM and am now overseeing all creative efforts.

2013 RESULTS:
754,000 interactions on State Farm’s Facebook page alone
3,000 submissions in17 days.
Reached the submission cap 5 days early
3.4 million votes.
68,000 shares
50% of site visitors shared Neighborhood Assist with their friends.

Check out 2014’s State Farm Neighborhood Assist program in action right now at http://www.facebook.com/StateFarm

Socks are the #1 requested item at homeless shelters. So, we empowered Facebook fans to help Hanes donate 500,000 pairs of socks to the Salvation Army in December 2010 just by clicking the “Donate” button on a Facebook Tab.

This initiative catapulted Hanes onto AllFacebook.com’s list of “The Most Explosive Facebook Pages” and generated 298,618 new fans, thousands of comments and likes, and over 1 billion impressions in just one week.

AWARDS

2010 IAC Award