Peacock
Peacock’s first ever brand campaign: a celebration of
how and why we watch TV.
Wins
Launched Peacock’s first ever 360 brand campaign, including TVC, organic social and influencer creative. This was its first campaign to be produced entirely in-house.
Role
Creative Director + Copywriter
Year
2024-2025
Noom: Rebrand
A robust visual and verbal
rebrand for Noom.
Wins
Launched new design system and tone of voice resulting in 46% higher conversion than benchmarks, and co-led implementation across all brand and growth creative work. This included overseeing a 400,000-word rewrite of Noom’s program.
Role
Creative Director + Copywriter
Year
2021-2022
Noom: Break the Cycle
A brand campaign for Noom
that shows weight loss
is psychological.
Wins
Changed perceptions that Noom is just another calorie-counting app by creatively portraying its unique psychological approach to weight
loss. Conversion increased by 53% compared to baseline.
Role
Creative Director + Copywriter
Year
2021-2022
Noom: Getting Personal
Proving Noom works for real people across the world.
Wins
Created a repeatable and ownable testimonial framework that proves Noom works for real people across the US, UK and Australia. Conversion increased by 21% compared to baseline.
Role
Creative Director + Copywriter
Year
2020-2022
SoFi: Get Your Money Right
Showing millennials all the ways SoFi helps you Get Your Money Right.
Wins
With a $750 million media budget, we created a massive campaign that launched SoFi’s new tagline and explained their suite of products to millennials. This combination of upper, middle and lower funnel creative increased aided awareness by 10x and familiarity by 8x.
Role
Creative Director + Copywriter
Year
2019
StubHub: Be There
Giving America reasons to believe in StubHub’s greatness.
Wins
Launched StubHub’s first US nationwide brand campaign in 5 years, consisting of 20 pre-roll spots that delivered 35% above ROAS
goals in the first 6 weeks and drove 11x YoY brand investment.
Role
Creative Director + Copywriter
Year
2019
Shift
A no-nonsense campaign that
took Shift public.
Wins
Launched a brand campaign for Shift that informed the public of what they should already know: used cars are a smarter choice than new. We brought smartass Martin Starr along for the ride.
Role
Copywriter
Year
2020
Hims & Hers
Creative direction for Hims &
Hers hair, ED, skincare and
mental health products.
Wins
Creative development for dozens of product launches and multiple new Hims & Hers verticals, including skincare and mental health.
And, my very own Hims campaign for erectile dysfunction and hair loss medication (awww).
Role
Creative Director + Copywriter
Year
2019-2020
Amazon Prime Video
Serving up 1958 New York to fans of “The Marvelous Mrs. Maisel.”
Wins
Creative development and copywriting for Prime Video’s most successful buzz marketing campaign in the history of the studio.
Role
Copywriter
Year
2018
Target: Back to School
A campaign written, directed
and styled entirely by kids.
Wins
Partnered with 826LA and Adolescent Content to empower kids to create an entire ad campaign by themselves (with a little help from Team Target).
Role
Copywriter
Year
2016
Espolón Tequila
¡Vámonos, Amigos!
Introducing Espolón Tequila.
Wins
Launched the Espolón Tequila brand nationally with a memorable, bone-themed campaign I will love forever.
Role
Copywriter
Year
2013
California Lottery Scratchers
Bringing out the fun in California
Lottery Scratchers tickets.
Wins
Launching two new Scratchers tickets statewide, and taking a 750 pound hog on a walk.
Role
Copywriter
Year
2015
ZICO Coconut Water
Meet ZICO, purveyor of
potassium and Oomph.
Wins
Launched the first national campaign for ZICO since being acquired by Coca-Cola—with a heavy serving of something called Oomph.
Role
Copywriter
Year
2013
MINI Cooper
MINI Cooper in all its
cheeky glory.
Wins
Contributed dozens of headlines for MINI—
mostly regional ads for the beefy, all-wheel drive, four-door Countryman.
Role
Copywriter
Year
2011-2014
El Pollo Loco
Showing all the ways El Pollo Loco is “Crazy You Can Taste.”
Wins
The biggest win was probably just the fact that a script I wrote featured an overweight man named Terry wearing in a shrimp suit.
Role
Copywriter
Year
2011
Kia Optima
Launching the Kia Optima with a little help from Blake Griffin.
Wins
Fed Blake Griffin insane things to say and asked him to hump a pony head attached to a stick. Is there any win bigger than that? (He said no.) (But he almost said yes.)
Role
Copywriter
Year
2015
