With smartwater at her side, Jennifer Aniston takes on everyday moments of ambition with a thirst for success in ads promoting the brand’s new sparkling and still products.
Concepting, scripting, and on-site direction for WW’s Global Launch of its new brand purpose. I was the sole writer for the 90-minute presentation, crafting the complete run-of-show, including speeches for 19 different international brand ambassadors, 5 videos, and a finale featuring Oprah live on stage. (Hit play and skip the legalese; the show gets going around 1:29.)
Identity & copy for the invitation to Planned Parenthood’s annual Spring Gala event.
JANE GOODALL FOUNDATION
Brand positioning and rebranding work for the foundation’s 40th-anniversary celebration.
ORIGINAL CHILDREN'S BOOK
Concepted and created for an NYC real-estate company to give to prospective families considering its newest property, Madison Square West.
B2B FOR EBAY
A B2B video introducing and outlining the features and benefits of eBay’s new fashion platform to vendors and internal partners.
#VOTEPERIOD FOR DOWNTOWN FOR DEMOCRACY
My passionate plea to women voters to #voteperiod in advance of the 2018 mid-terms, produced by Downtown for Democracy.
BRAND STORYTELLING FOR FABLER
Which came first, the copy or the film? (A classic chicken-and-egg problem.) I reverse-engineered the narrative for this video by post-production house Fabler for its partnership with fragrance-house Givaudan — writing to picture for seamless storytelling.
BARBIE'S IMAGE MAKEOVER
Helping Mattel embrace blonde ambition with a P.R. campaign leading up to the New York Toy Show.
SAKS FIFTH AVENUE
Christmas Magalog concept: a vintage ‘50s Christmas with a modern attitude and brand-consciousness.
Seasonal campaigns and collateral targeted to Millennial consumers — from summer programming to holiday celebrating, wedding planning to brand partnership content and video assets.