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Heineken was facing two different kinds of headwinds. First, the younger 21+ crowd was choosing cocktails over beer for their nights out. Second, when they did choose beer, it was not Heineken. Heineken had an “image” problem — it’s a soccer beer. It’s their uncle’s beer.
Working with my Creative Director of Design, we concepted a new look and feel for Heineken at Image accounts — think exclusive clubs and hotspots. We created an entire branding campaign along with guidebook, style guide, and in-bar sales materials.
Dos Equis is the beer brand that has always been known to keep things interesting… and more recently, interesante. As brand stewards, we’re charged with creating bold and visually-impactful creative with clever copy or concepts with a wink — whether that’s traditional Mexican holidays like Dia de Los Muertos/Day of the Dead or Cinco de Mayo, or larger programs like College Football where we’re on the hunt for the Most Interesting FAN of college football.
Whether you’re walking into a hole in the wall bar, a trendy Manhattan hotspot or any place in between, the beer that’s gaining the fastest-traction with highly-sought after millennials is Tecate. And the reason why is an organically-created, social-media-captured phenomenon: dressing up their can with lime, salt and hot sauce.
This beer cocktail is intriguing enough to want to try for the first time - and great-tasting enough to order a second round… and encourage your buddies to do the same.
I have had the distinct pleasure of working on Subway throughout various points in my career. The highlight has been having my work appear in national publications like USA Today, Rolling Stone, Entertainment Weekly, US Weekly, People Magazine and TIME Magazine.
Currently, I am working on their email campaign (eCRM) to retain and attract new guests to Subway, both loyal rewards members and non-rewards, highlighting various deals, promotions, products, holidays, and more. I work with a team as a content creator, strategist and writer, developing detail-oriented campaigns and presentations in direct contact with the Subway client. In my past on Subway, I have also worked on consumer promotions, including their very successful Subway Scrabble launch and program, as well work on their in-store POS elements, social, digital, and print.
Flipping over the back of a cereal box to engage in some kind of fun, simple activity while you finish your favorite brand is a time-honored tradition. So how could we take this expected and beloved convention and do something that had never been done before — and support the premiere of the rebooted new Spider-Man movie?
We decided to use the then-groundbreaking technology of Augmented Reality and use that to bring the back of the cereal box and the new movie to life — literally. By using their phones, consumers could read a fun and interactive comic book panel and then get access to an unreleased exclusive clip to the new movie - all before the school bus arrived or it was time for their first morning meeting.
My responsibilities: concepting, copy development across all elements; new client onboarding post-win; frequent travel to Plano, TX to work with DPSG clients; retail expertise for mass market, grocery, dollar, and more.
Diet Dr Pepper is a brand that gets you. We know that you like to enjoy the full flavor of Dr Pepper 23 unique ingredients — and that you want to do that with zero calories. We know that you like to have a sweet treat to break up your 3pm meeting monotony and help get you through to the end of your work day.
So that’s why we developed a personality quiz, exclusive to Publix, to help our shoppers show them just how much we get them — who they are, what they care about, and what they want during their next snack break. The “It’s the Sweet One” Quiz asked a series of fun, silly, and kooky questions to get to the bottom of just how Classic, Mysterious or Life of the Party our consumer could be.
My responsibilities: concepting, copy development across all elements; live presentation in Miami at Bacardi HQ; new client onboarding post-win
THE PITCH: Pouring yourself a glass of beer or wine to relax at home is easy. But mixing yourself a cocktail? That can seem intimidating and something better left to the professionals when you’re out at a bar or restaurant. o how can we get more people to consider picking up Bacardi brands and Coca-Cola mixers during their next grocery shopping trip?
By De-Mix-Ifying the cocktail mixing process, of course. We’re going to take the guesswork out of slinging drinks and make the process of mixing and enjoying a cocktail as easy as 1-2-3.
Strongbow is the world’s leading cider brand, and the #4 cider brand in the US. As a brand, Strongbow already has a very compelling story. But we know that we can always do better. One million apple trees are managed for making this deliciously crisp-tasting apple cider. That’s why we created this playbook to arm the Heineken USA Sales Team with an even more dynamic selling story and strategy to get our brand in more bars and restaurants across the country.
From touting our natural credentials, our brand’s urban renewal charitable efforts and unique-developed cocktails curated exclusively for our brands by a team of expert mixologists, this playbook offers an easy-to-use and visually dynamic presentation of creative cider concoctions with a refreshing, award-winning taste.
Wine at dinner, wine at a formal occasion, wine to make a toast - it all makes sense. Wine at a football game? That might not be exactly what you expected. But that’s why the wine that defies your expectations about how good wine can taste for under $10 is turning convention on its kangaroo tail and make sure you include us at your next tailgate.
Or homegate. Or Christmas party. Or Yankee Swap. Or White Elephant exchange. Or any event that needs a little bit of the Funexpected.
What if you could instantly transform your look in the blink of an eye? What if you could discover that a subtle change like whitening and brightening your eyes could make a huge impact? And what if you could do that all with one little drop from a new beauty brand called Luminesse — all backed by the care and expertise from a trusted brand like Bausch & Lomb?
We developed these concepts to help support the launch of this small but revolutionary new product to communicate to woman that no matter the occasion where they wanted to shine a little brighter and feel a lot more confident, they could trust Luminesse to deliver.
SITA is a start-up womenswear brand that focuses on athleisure and business casual pieces. The SITA women is one who is as comfortable at barre class as she is at the bar with friends or in the boardroom at work. We needed to create a brand voice that spoke to that women in a way competitors weren’t. I helped craft launch content calendars for Facebook and Instagram, established the brand tone on all social channels, including captions, and developed hashtags to aid in SEO search.
Women love cosmetics - and L.O.V is a beauty brand that wants to deepen that connection. Already a hit in Europe, to support the launch of L.O.V in the US, we developed a robust e-commerce plan that began with Amazon search pages, crafting a specific American cultural translation for the brand and a hard-hitting SEO search optimization plan.
During the COVID-19 pandemic, there was a severe uptick in healthcare professionals experiencing mental health episodes as well as physical, emotional and “compassion” fatigue. We developed a social campaign with heart and humor to help them know we were an ally who also understood their very real struggles.
I also wrote white papers, B2B sales presentations decks, and corporate videos. For examples of my video work, please email me and I’d be happy to share.