TELLING STORIES THAT ENERGIZED SUPPORT FOR CONQUER CANCER.

54 rounds of chemo, 25 rounds of radiation, 4 surgeries, and 1 clinical trial. That’s the journey of the late Mark Crafts, a valiant cancer fighter and avid cyclist whose tenacity mirrored that of Conquer Cancer, the ASCO Foundation.

“Cancer Mountain” was featured at the Portland Film Festival and is just one of the campaigns I shaped for Conquer Cancer.

“The Breakthrough” campaign framed the parallel stories of Brittany Sullivan and the doctor who saved her life. My original storyboards are shown below the video.

“When” is a campaign that took me to Orlando, FL to meet Dr. Nathalie McKenzie where we captured an oncologist’s determination to fight cancer for herself and her patients.

The last year of campaigns made a measurable impact for Conquer Cancer:

• 100%+ lift in brand searches

• 61% lift in site traffic

• 25% increase in average gift

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Core Experience:
BRAND AWARENESS | NONPROFIT FUNDRAISING | DIGITAL MARKETING | VIDEO DEVELOPMENT

MAKING UNFORGETTABLE BRAND EXPERIENCES WITH DISNEY VISA.

The Disney Visa Card is more than a credit card. It’s also a window to all things Disney. I have had the fortune of overseeing all marketing creative to acquire new Cardmembers and all loyalty marketing communications for Disney Visa for 17 years.

What you see here is the latest brand refresh, which brought vibrant colors, playful stripes, and just the right Disney “bounce.” Print, out-of-home, digital, email, and website design covered much of the work to establish a new visual identity and reimagined brand voice.

A cross-channel acquisition campaign was half the charge. The entire Cardmember marketing program also needed an overhaul, including seasonal direct mail, email templates, and onboarding materials for Disney Visa’s 4 million Cardmembers.

A brand redesign of this magnitude is a lesson in consistency, while providing enough spontaneity to illustrate that endless stories await.

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Core experiences:
FINANCIAL | ENTERTAINMENT | CARDMEMBER RETENTION | CARDMEMBER ACQUISITION | COLLATERAL

USING GENERATIVE AI TO SECURE A CLEAN ENERGY FUTURE FOR BOULDER COUNTY.

How do you create a campaign that can inspire people to go electric without being paternalistic or judgmental? Show them what it’s like when you’re living electric. At the forefront of the gen AI movement, the campaign introduced a utopian world full of bears wearing sunglasses — each with their own personality and way to ditch fossil fuels.

The Boulder Bears were everywhere: on TV, on the radio, on the bus. They made people smile, interacted with the community, and taught them all the ways living electric can improve the health of our families and the environment around us.

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Core experience:
PUBLIC HEALTH | ELECTRIFICATION | CHANGE CAMPAIGNS | GENERATIVE AI

CREATING A CAMPAIGN FOR ORABRUSH THAT CAPTURED THE IMPACT OF A DIRTY TONGUE.

Orabrush came to my team to create a campaign that targeted a Millennial and Gen-Z audience and represented how the tongue cleaner can help prevent bad breath and improve oral care. All we needed was a leaf blower and a Phantom slo-mo camera to make something memorable and show the impact of a dirty tongue. See the “Making of…” video to take a peek at the fun.

This spot ran across social media, and I cut custom 10-second edits to run on Tinder. Clips from the video were also used as repeating GIFs to be used as additional social content. The campaign earned:

• 1.7 million views on Facebook

• Over 670,000 organic impressions

• Nearly 12,000 engagements on social media

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Core experience:
BRAND AWARENESS | ORAL CARE | SOCIAL MEDIA | VIDEO CONTENT

REBRANDING THE BRIDGEPORT PUBLIC LIBRARY WASN’T FOR THE BOOKS, IT WAS FOR THE CITY.

With goals to modernize the library system, programs, and facilities across 5 branches and a performance space, the Bridgeport Public Library needed a new brand identity to re-engage the community with its offerings. No longer a house for dusty books, the Bridgeport Public Library wanted to communicate the wifi, podcast facilities, seminars, concerts, and learning opportunities that are featured at the branches for every resident to experience.

I created a dynamic visual identity, which is composed of 3 lines that create the initials “BPL.” Those three lines also create all of the iconography and graphics that pair with bright photography and a colorful palette. The rebrand is slated to fully launch in Fall 2025.

Core experience:
BRAND DEVELOPMENT | VISUAL IDENTITY | LOGO DESIGN | COMMUNITY ACTIVATION

FINANCIAL PRODUCTS
CONSUMER/B2B
SALES COLLATERAL
ADVERTISING
BRANCH SIGNAGE
DIRECT MAIL

Leading a multi-year creative suite of communications, my team promoted a diverse set of products and services to Quorum members and partner organizations. This included branch signage and videos, direct mail, sales collateral, annual reports, and pitch books for new partner companies, which you can see at the bottom of this page featuring hand-painted illustrations I created.

GIVING DOCTORS A VOICE FOR BROWN & TOLAND PHYSICIANS.

With big-box corporate healthcare systems dominating the marketplace, Brown & Toland needed a campaign that displayed their personalized approach to care. I captured B&T doctors in the community with their patients’ personalities on full display. The campaign line: Care. Where You Are.

The campaign connected across touch points to build awareness for Brown & Toland; from TV, to digital, to social, to out-of-home. We also overhauled the Brown & Toland website to align with the campaign, accentuate the brand, and streamline the user experience.

The campaign proved effective:

•  Increased time on site (+24% year over year)

• Decreased cost per landing page visit (-13% year over year)

• Total site traffic increases (+31% year over year)

• Increase in ad clicks (+141% year over year)

Beyond the ad campaign, I worked with Brown & Toland to develop Physician Philosophy videos and educational Q&A content to recruit HCPs to the group, introduce new patients to their doctors, and establish B&T as leaders in each field of medicine. One such example (HIV Q&A with Dr. Cafaro) is featured below.

Core experiences:
HCP/DTC ADVERTISING | BRAND AWARENESS | TELEVISION | OUT-OF-HOME | DIGITAL MARKETING | WEBSITE DESIGN/DEVELOPMENT

USING VIRTUAL EVENTS, IN-PERSON EXPERIENCES, AND DIGITAL CHANNELS TO HELP PEOPLE WITH NEUROMUSCULAR DISEASES.

What do Kevin Hart, Charo, Hootie, and Sabrina the Teenage Witch all have in common? They all worked with us to bring attention to the Muscular Dystrophy Association (MDA), who used to be known for the Jerry Lewis Labor Day telethon that ran for 45 years and raised over $2 billion for the organization. I spearheaded creative for all of MDA's fundraising channels from 2018-2023. With each tentpole event or organizational milestone, we developed integrated campaigns that injected new energy into the program to acquire donors and motivate existing supporters to give again.

Two breakthrough campaigns: The Kevin Hart MDA Kids Telethon and the month-long fundraising celebration in September: MDA’s 30 Days of Strength, which kicked off with a stadium experience at a Philadelphia Phillies game on Labor Day weekend.

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Core experience:
NONPROFIT FUNDRAISING | SOCIAL VIDEO | EVENT MARKETING | PARTNERSHIPS | PEER-TO-PEER

SHAKING UP SAN FRANCISCO TO BREAK UP WITH GAS.

Promoting clean energy is a priority for the city of San Francisco and we were asked to create a campaign that motivates homeowners to ditch gas appliances and switch to electric.

The campaign was engineered to:

Raise awareness about the benefits of switching from gas to electric

Educate about the harmful effects of gas appliances on the environment and in the home

Gas is like a toxic relationship. We made illustrations of unpleasant fuming gas characters and the pointed message: Break Up with Gas. We brought the characters to life in EV charging stations and social media and had significant reach:

• 2.3M impressions

• 15.1K clicks across a combination of highly targeted prospects

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Core experience:
BEHAVIOR CHANGE | CLIMATE ACTION | PUBLIC HEALTH | GOVERNMENT | OUT-OF-HOME | DIGITAL/SOCIAL

INFECTIOUS DISEASES
PUBLIC HEALTH
BEHAVIOR CHANGE
GOVERNMENT
OUT-OF-HOME
DIGITAL/SOCIAL

At the height of COVID, the San Mateo County Health Department was inundated with resident complaints around the business closures and stay at home orders. Working with the county officials, congresspeople, and an equity team that represented the many communities that make up San Mateo’s multicultural population, I led our team to create two campaigns:

1. COVID Resiliency Campaign

2. COVID Vaccine Awareness & Education Campaign

The strategy: unite the county around a shared desire for a collective comeback. The Resiliency Campaign simplified complicated health orders and positioned the task as means to an end, instead of a “new normal.” Window clings in multiple languages adorned businesses and homes around San Mateo, out-of-home, print, television, and social media advertising amplified the message and the impact was palpable with messages of encouragement and hope across county social media accounts.

The Vaccine Awareness and Education campaign was aimed at creating a factual, yet accessible, case for getting the vaccine. Data showed that residents trusted their doctors and family members above anyone else, so we created a campaign that delivered the message through the lens of those trusted figures. By highlighting the “why’s,” we accomplished the “why not” and the campaign provided a boost in vaccination adoption in the county’s hard-to-reach communities.

HEALTHCARE
ONCOLOGY
BRAND AWARENESS
VIDEO DEVELOPMENT
CONFERENCE CONTENT

ECOG-ACRIN Cancer Research Group needed to amplify their work to encourage sustained support for their advancements in cancer care. The first video here is an impact video that was presented to donors and researchers at an annual conference and featured on their website to show off ECOG-ACRIN’s brand purpose on their homepage.

The second video was a partnership with their Cancer Research Advocacy Committee, where I was able to interview cancer survivors and how they are working with ECOG-ACRIN to make sure the patient voice is always loud and clear. The video was presented at the annual conference as a way to honor the work of patient advocates, their individualism, and how they represent a commitment to patient-centered research.

BEHAVIOR CHANGE
PUBLIC HEALTH
GOVERNMENT
OUT-OF-HOME
DIGITAL/SOCIAL

The New York City Health Department was looking for a creative campaign that could reach active cocaine and heroin users to warn them of the risks of fentanyl, which is being secretly cut into drug supplies around the country. To connect with drug users, the message could not be critical of the audience for using, but instead resolute in keeping them alive and protecting them from unintended consequences that come from the fentanyl crisis.

As with any campaign with a broad reach, it is important to consider how the message will land with the general public and priority audiences. This campaign’s lack of judgment towards drug users could lead people to label it as pro-drug use and not tackling the root cause of the dangers that users are facing. To combat that perception, the campaign had to be unapologetic in its goal to help drug users survive so that they can find a path to a healthier lifestyle in the future. This is why we frame this initiative as a “survival” campaign.

When it comes to changing behavior, it is key to create a campaign that makes a quick connection, allows the target audience to self-identify, and establishes a message with a high recall rate. Campaign slogans that are direct and punchy command attention, coax people to look closer, and have an ease of translation that is optimal for multicultural audiences. For the fentanyl survival campaign, I created a slogan that sheds stigma around drug use, but doesn’t shy away from the urgency to pay attention: If you get high, don’t die.

We used iconography and concise language to aid in communicating the safety measures, repeating this visual language in every communication.

The fentanyl survival campaign centers on real stories of drug users who had near-death experiences with fentanyl but were able to survive because of one (or more) of the safety measures. In this way, we dignify drug users by celebrating their survival and allowing their traumatic stories to express the seriousness of the fentanyl crisis and engage other users. The collection of stories is deemed the “Didn’t Die” series, emphasizing how likely death is the outcome of accidental fentanyl use.

The Decision (La Decisión) comic strip series was ubiquitous on the New York City subways and buses for much of the 1990s. The soap-style comic used storytelling as a means to deliver a message about the risks of contracting HIV during the AIDS epidemic. The individual survival stories of our subjects take a page from the Decision series and are presented as short comic strips that teach lessons on safer drug use. Subjects like drug use and overdose can be difficult to depict in public communications, but using illustration opens the door to showing difficult moments in a way that people will be captivated by and genuinely learn from.

PUBLIC HEALTH
CHANGE CAMPAIGN

The spread of monkeypox in the LGBTQ community became a serious concern for health officials in states across the U.S. In North Carolina, Black gay men were particularly hesitant to take the vaccine. Inspired by the words of Johnny Wilson, a health department worker in Mecklenburg, the campaign was born: You’re too beautiful for monkeypox.

Instead of creating ads that scared viewers with close-up images of body sores, my team’s campaign painted nude models with elaborate art, sourced from local artists, that celebrated passion and the human form — uplifting men to see their self worth and the value in protecting themselves from monkeypox.

HEALTHCARE
PHARMACEUTICALS
B2B
MICROSITE
EMAIL
DIRECT MAIL

Medco/Express Scripts was looking to reach pharmaceutical benefits managers (PBMs) at enterprise companies for consideration when open enrollment decisions were being made. The strategy: position Medco as a thought leader in the healthcare industry and personalize the marketing outreach. Every touch point included the recipient’s name, including personalized web addresses which jumped off the page with every call-to-action.

The strategy worked and engaged enough PBMs to generate new enrollments and more companies to follow the pharmaceutical innovations of Medco.

BRAND AWARENESS
FUNDRAISING
TELEVISION
RADIO
DIGITAL MARKETING

When I began working with Make-A-Wish, it was clear that the organization needed to change the perception that they provide dying wishes to kids with life-threatening illnesses. In reality, Make-A-Wish provides moments that have a real impact for kids who are fighting for their lives. The One Moment campaign was born.

After workshopping the messaging and building the concept, the television spot was developed and customized for all 62 local chapters as PSAs. The concept was extended to paid social, online display, native advertising, and radio spots, translating the campaign into Spanish and French to cover all North American markets. The campaign became a centerpiece of Make-A-Wish’s brand and was responsible for over two years of successful fundraising.

CREATIVE STRATEGY
B2B
SOCIAL MEDIA
DIGITAL MARKETING
VIDEO TESTING

The Risk & Insurance Management Society (RIMS) needed a digital campaign that would inspire risk professionals to join the association. As a pilot campaign, I identified potential value propositions that would be most likely to touch emotional triggers to get the audience to act. These two concepts represent the top two value propositions: the RIMS community that can act as a safety net for risk professionals who need help (“Risky Business”), and the career growth opportunities that a RIMS membership provides (“Build”).

BEHAVIOR CHANGE
PUBLIC AWARENESS
OUT-OF-HOME
SOCIAL MEDIA

We were tasked to create an outdoor and social campaign for City’s First Readers, an initiative of the New York City Council to promote early childhood literacy and close the “word gap” that exists between low-income and affluent families. The campaign not only motivated young parents in disadvantaged communities to read to their children, it also became an exercise for them to start right away as they waited for the bus or subway.

Read The City! launched with the playground scene that I illustrated shown here. Afterward, we worked closely with famed children’s book illustrators/authors Tomie DaPaola and Paul O. Zelinsky to create more scenes and turn Read The City! into a staple for low-income neighborhoods in NYC.

The campaign took approximately 6 weeks to launch from project kickoff and was in market for 4 weeks. The campaign proved effective at creating action and positively influencing the communities we reached:

• Over 15M locally distributed impressions

• 750% increase in Facebook following

BRAND REPOSITIONING
CAPITAL CAMPAIGN CREATIVE
HEALTHCARE

Cleveland Clinic began using the campaign titled The Power of Every One a few years ago, but found that their communications had lost the meaning of the phrase. I led my team to reinterpret The Power of Every One into a new campaign platform that positioned the medical center as a catalyst for new treatments that can save the lives of future generations. For each new advancement that Cleveland Clinic pioneers, countless people in the future are impacted.

DIGITAL MARKETING
FUNDRAISING
BRAND AWARENESS
ADVOCACY
EVENT PROMOTION
PEER-TO-PEER

What has driven the online advertising campaign I have helped spearhead for March of Dimes?

• Systematic testing
• Audience segmentation
• Data analytics

The digital campaign has balanced goals of brand awareness, revenue generation, event signups, advocacy, and education. Using video, testable themes and stories, timely events, umbrella campaigns, various KPIs, and diverse online tactics across programmatic, native, sponsorships, and social media, the performance-based campaign has made strides in continuing the mission for healthy moms and strong babies.

Promoting signups for March For Babies, we use targeting tactics to segment return walkers, team captains, and brand new participants. Every social channel has been used to their strengths, attracting new advocates, event attendees, podcast listeners, and donors.

BRAND AWARENESS
FUNDRAISING
DIGITAL ADVERTISING
TELEVISION PSAs

What’s unique about Médecins Sans Frontières (MSF) is that they work where crises converge. When a natural disaster strikes, often an epidemic will wreak havoc in the days following. When a conflict rages in a developing country, malnutrition can plague the people who are trying to survive through the struggle.

MSF is non-partisan, un-biased, and unwavering in their ability to operate in places where few others will go. This campaign that my team and I developed for them was featured in pre-roll video placements, social media, and as a TV PSA for over two years. It was also a successful fundraiser when we developed a digital ad series based on the campaign.

The That’s Where We Operate pre-roll video results were emblematic of the campaign's impact:

• 241% ROI for donor acquisition

• 33% interaction rate

BRAND DEVELOPMENT
FUNDRAISING
DIGITAL MARKETING
DIRECT MAIL

Habitat NYC came to my team to develop their brand positioning and take over their fundraising campaign. We created the I Am Able umbrella campaign and brand video. The results were off the charts in the first year and Habitat NYC was finally able to differentiate themselves from the international organization to drive growth from core supporters that were invested in their mission.

The I Am Able campaign gained traction the moment it hit the market across channels, including:

• Acquisition direct mail

• Renewal direct mail

• Online display retargeting

• Paid social

• Paid search

• Events and social media video

The campaign provided growth for Habitat NYC’s annual fundraising efforts:

• 235% increase in direct mail acquisition response rates

• $125 average donation

• Online advertising gained 10x conversions from previous year’s digital test

DTC
HEALTHCARE
TELEVISION
ONLINE

The availability of generic Omeprazole meant savings for consumers. This television campaign, filmed outside the famed Grove Pharmacy in Montclair, NJ, presented a clear value proposition for people across the U.S.

PUBLIC AWARENESS
GOVERNMENT
TELEVISION
OUT-OF-HOME
DIGITAL MARKETING

RIHousing needed an awareness campaign that could reach potential home buyers in Rhode Island who would benefit from their educational and financial assistance. The demographic is multilingual, and much of the target audience is interested in homeownership, but feel it is unattainable for their family.

Own Your Next Chapter is the umbrella campaign theme that spreads a message of empowerment and resilience. We reached Rhode Islanders through television, social media, online display, and out-of-home advertising. To extend the campaign and make it more informational about RIHousing’s offering, another video was launched to elevate the educational element of the outreach.

The Own Your Next Chapter campaign generated 2.3M impressions and 15.1K clicks to the RIHousing website:

OOH delivered over 1.16M impressions in English and Spanish, including 161.8K as added value

The campaign growth has led to a 29% lift in click-through rate and 71% improvement in cost per click.

BRAND DEVELOPMENT

Patient AirLift Services (PALS) was founded in 2010 to help provide free flights to people who need them most. As a volunteer pilot organization, PALS has provided more than 23,000 free flights for patients battling illnesses, veterans in need of supportive services, and victims of natural disasters.

The PALS brand was not reflecting the care, warmth, and mission of the organization and was not helping to support efforts to build a new base of donors. I worked with my team to build a new brand foundation using the tried-and-true Brand House method. The brand promise surfaced: Going above and beyond to lift people up.

The PALS visual identity needed modernizing, but it also had to reflect the new brand strategic foundation. I led my team to create a logo that differentiated PALS from other volunteer pilot organizations, as it focuses on the people PALS serves instead of solely using aviation iconography.

The logo icon builds a narrative around the PALS brand. The child represents PALS passengers, but the silhouette piques the curiosity of who the child is and what is their story. The badge shape is representative of a plane window with the shade up. The child holds a toy plane in the air with an upward gaze. The imagination of a brighter future and the hope of what a flight can bring fill the brand with optimism.

RETAIL BRAND DEVELOPMENT
VISUAL IDENTITY

Fundati means grounded in Latin. A burgeoning coffee shop in Lincoln, RI wanted a brand that captured the philosophy of balance that would represent the experience inside. The Fundati Coffee logo design is balanced. The letters are even, aligned, and symmetrical. The odd letter is the lowercase i, whose dot is balanced perfectly between the top of the T and the stem of the i.

A clean logo can require a partner to bring more personality to the brand. The elephant “stamp” was created to represent the brand mantra “grounded,” and also continue the theme of balance as she effortlessly holds a coffee mug on the end of her trunk.

EYECARE
CREATIVE DIRECTION
ART DIRECTION
STORYBOARD ILLUSTRATION

This series of Adlens spots was a real treat to create. We were launching Adlens in the U.S. and I started with good ole' hand-drawn storyboards to pitch the brand video and television spot concepts. This innovative eyewear can change the prescription by just turning dials on the temples. The 29 People commercial was my brain child when I thought about how funny the reactions would be when regular folks tried the Adlens adjustable focus glasses on for the first time.

I was able to take the 29 People spot to Monterrey, Mexico where I worked with a dynamite crew to replicate the spot outside the U.S. Casting and shooting in just two days was a whirlwind, but the people we met brought new meaning to the spot, as we realized the low price of the glasses had a real impact for people living in economic hardship, delivering eyesight to those who thought they may not see clearly again.

I was also responsible for the commercial for Adlens’ sunglasses called Sundials, and their brand video. In total my team created 5 original spots for Adlens in 6 months. 

BRAND DEVELOPMENT
NAMING
DESIGN CONSULTING

Working with a startup is exciting. Working with a new pet food company that is looking to change the industry and the health of dogs across the country is downright thrilling. I worked with Ollie from the ground floor, when we didn’t know what to call the burgeoning company. Using tried and true branding exercises I was able to define the personality, promise and mission of the company, as well as guide them to naming the startup: Ollie. I developed a brand voice document, taglines, ad concepts, messaging for the packaging and strategic guidance on the website information architecture.

TOY DESIGN
ILLUSTRATION

Long before I actually had a dog, I designed this line of dog toys. The collection consisted of rope and plush toys and were designed to be quirky, tuggable, and a little bit huggable. I hand drew each component of each toy in multiple dimensions, approved prototypes, and finally was able to watch my very own dog tear them to pieces.