I'm a shoe fanatic, so it was a pleasure to work on one of my favorite shoe shopping destinations. In this campaign, we helped Zappos persuade commitment-phobic Gen-Zers they could uncover flea-market hip from an Internet retailer without losing their street cred.

In this series for MTV, we journey inside the life of pro skater Josh Zickert and his eclectic friends as they skate, rap, paint and deejay in downtown NYC. Skatelife was featured at MTV’s Global Affiliates Conference as content that excelled in expressing the brand’s persona and vision.

I love helping brands like Society6 find their voice by redirecting their inner compass. This online artistic marketplace was the perfect platform for design-conscious Millennials and Gen-Zers, but lacked the cohesive branding to turn it into an e-commerce powerhouse. In this collaboration with Kelton Research, I created brand guidelines to help them showcase their artists and tap into a voracious new hoard of consumers.

Hefty's market research revealed that female consumers expect garbage bags to be super strong, extra reliable, and great smelling. Pretty much exactly what we want in a husband.

For almost 50 years, Literacy Action has been helping Georgia recognize the importance of reading and writing for everyone in Atlanta. This campaign helped the program secure a partnership with Atlanta public schools and Georgia Tech, create a 200% increase in student admissions and receive $1.5M in donations in a single year.

Attention shoppers! Everyone who grew up in the South (like me) remembers Kmart’s Blue Light Special. But it was time to relaunch it as fabulous, not frantic. So this campaign infused the brand with the Hollywood glam of director Matthew Ralston paired with an original score I co-wrote with country music legends, Wynonna & Naomi Judd. 

Beverly Center’s iconic location is a cultural anchor of one of the most artistic and diverse communities in the world. But even at the epicenter of LA, it had become an outdated behemoth. Working closely with consumer research, designers and architects, I helped hone a new vision for the dormant destination. Together, we created a brand that is the perfect backdrop to quintessential LA, providing curated amenities, entertainment and experiences to satisfy the most discerning locals.

Ranked by Fast Company as the world's most innovative education company, Babbel is the leading language-learning tool in Europe. But entering the U.S. market wasn’t easy. So in collaboration with Kelton Global, I created Babbel’s brand vision for a competitive and very nuanced U.S. market and implemented their fresh new voice across multiple platforms.

For over a century, it's been the best thing since, well, sliced bread. What parents didn't know was that Wonder Bread also provides more calcium than they could possibly expect from this sandwich superhero.

Even industry innovators have to work to stay top of mind in today’s "Netflix-and-chill" culture. As part of a complete brand overhaul that sparked the “Imax Films to the Fullest” campaign, we incorporated qualitative research findings with cultural trends to carve out a new direction for IMAX via a revised branding framework. IMAX went on to sign its first-ever virtual reality content deal with Warner Bros. and build 166 new theaters in a year, ensuring its relevance for today's audience.  

Burger Kings tweens division needed more than just "bigger kid" meals. They needed humor and messaging that fit their unique and exploding demographic. Cue the driving horse.