Fight CVD "Small Town Radio" Campaign

Shot during the pandemic in Australia, our New York team and I managed the production remotely. We were lucky enough to work with Australian director Bruce Hunt of "Matrix" fame. He gave our story about heart disease death during the pandemic the gravitas to stand out as the number one killer.

The Brief

Rebrand Rite Aid and launch the new brand as a health and wellness destination where we provide the support you need to radiate total health and wellness.

Cement our pharmacist’s knowledge and expertise in both traditional and alternative therapies.

Create a stir in the category and deposition the competition.

Create distinctive brand imagery, world/setting.

The Brief

Make Zicam® a meaningful and breakthrough brand with badge value for our audience.

We think there are two provocative reframes to make Zicam breakthrough:

First, we need to reframe how people think about treating a cold. The focus now is largely on alleviating cold symptoms. Zicam is the go-to brand to shorten a cold.

Secondly, position cold shortening as your most empowering first response.

We also want to reframe the Zicam user and feature them as smart, with it and proactive cold-fighters. They know their bodies; they know when a cold is coming on, and they know what to do.

ReThink Campaign

Opioid addiction is a disease often misunderstood. The science behind it is hidden by stigma. As a result, people continue to be treated like weak addicts instead of struggling with a disease. When the actual biology of OUD is understood, the reason recovery is so difficult to start and sustain is revealed, and compassion can begin.

This can be a turning point in the epidemic.

Medically assisted treatment or MAT is now widely recognized and recommended by the FDA as an effective approach for treating OUD, and yet only 20% are being treated with MAT.

It is critical that the public be educated about MAT and the possibilities it presents for millions trapped by addiction.

Now is the time to rethink treatment. Rethink recovery. Rethink opioid addiction.

The Brief

MuscleTech is old-school:
“your dad’s supplement brand” for a bodybuilder physique.

Connect with a new generation of fitness-minded men by abandoning the bodybuilder stereotype and embodying the emotional resonance of working out.

Working out is about more than just hulk & bulk; it’s about transformation, potential, and power to be all you can be.

#ShowOffYourStrong

Chase Sapphire Fine Dining and Events

While working at Roar over the summer, I did a series of fine dining posts, and an events page for Chase Sapphire Preferred members. In addition, I sold thru a lifestyle magazine for VIP and preferred members as an alternate way to encourage travel and dining with their Sapphire cards.

All of these projects included coming up with event ideas as well as imagery and copy.

When Wunderman hired my partner, me, and a UX designer to build an app from the ground up, I hadn’t realized at the time how unique this opportunity was. Most apps are designed by teams with far more experience than we had.

As with most apps, staying power is a goal, so we as a team looked for incentives to keep the app even after quitting smoking was achieved.

Knowing that money saved can not only be an incentive but an ongoing reminder quitting smoking is quite an accomplishment. We developed modules that had ongoing accounting of this. For example, modules that told you how much money you were saving of how much more life you were regaining gave users a reason to keep the app.

MyQuit Page Content

To go along with the new MyQuit app, GSK asked us to come up with tips to help people have more success quitting smoking. Creating good content can be expensive, so to maximize the use, we proposed having some of this content live in the app to help support smokers along their quitting journey.

One of my first projects as a Jr Designer at Goodby was working on the Got Milk account. My role included formating the original ideas into various formats, namely outdoors. It was a fantastic experience going on press runs and seeing the work larger than life on billboards everywhere.

#FridgeWorthy

Robyn Sands (my writing partner) and I were asked to come up with a social campaign for PediaSure and also a social user journey/ecosystem.

We developed a cool concept entitled #fridgeworthy, which was launched as sponsored content on the Cafe Mom blog site. The concept was centered around the idea that putting good nutrition like PediaSure in your child’s diet can help them to do well and have more fridge-worthy moments.

The campaign also included a banner campaign promoting a contest to win a new refrigerator that linked to a contest landing page.

At Wunderman, I was assigned to work on an SEO Pitch for the Flonase business. The task was to create an SEO Campaign that had high-quality content that would lead to a higher organic ranking.

Good content comes down to one trait, quality. By working directly with journalists, contributors and columnists, we came up with content that would be highly shareable and of interest to allergy sufferers as well as the general population.

One example could be an article on a blog about the impact of allergies on the workforce. Another could be to develop a Flonase and CitiBike cooperative concept promoting clean air through biking instead of driving.

We also did some subscribed content with the Weather Channel that would geolocate not only the hero image but any relevant allergy information on a pop-out dashboard.

The pitch was a success, and I’m happy to report that Wunderman was awarded the business.

Over the summer, my partner Robyn and I were tasked at Publicis Kaplan Thaler to concept and design a website, social campaign, and broadcast spot for Ensure.

We created several scripts, one of which was made into this spot for Ensure’s new product: Heart Health. Of the many scripts, presented our script was selected by the client to go into production.

While at Publicis, I was tasked with designing and developing a site that would help navigate Ensure’s extensive product line for consumers.

Each product line had a different strategy as well as different business goals.

This project required a complete redesign, which included a product finder as well as a detailed style guide. We established the format with a one-page look with traditional navigation.

Below the hero carousel, we designed touts that could be changed and updated with fresh information that would become shareable content.

The content matrix developed for the product finder helped consumers find the products they already knew and some that they did not.

Next, we developed a social campaign for Ensure’s first venture into social with the launch of their Facebook page. We set a month’s worth of posts with four categories: Travel and Adventure, Nutrition Facts, Exercise, and the History of Ensure.

Lastly, we were asked to write scripts and develop TV storyboards for Ensure’s new product: Heart Health. The spots were set to air during the kick-off of the football season, so we went with variations on meeting a new teammate. Our script was selected by the client for this project.

Take Life In

Over the summer, my partner Robyn and I were tasked at Publicis Kaplan Thaler to concept and design a website, social campaign, and broadcast spot for Ensure.

We created several scripts, one of which was made into this spot for Ensure’s new product: Heart Health. Of the many scripts, presented our script was selected by the client to go into production.

At Adrenaline, a Havas partner agency, I was tasked with writing new scripts for an existing GasX campaign. My partner and I wrote many new scenarios, of which six were chosen and produced. Below are four of my favorites in this humorous campaign.

West of Dirty is an Contemporary Art and Street Art blog that myself and my husband produce. The content is curated by us in the pursuit of promoting new and established artists.

Program Founder

OpArt is a collaborative outreach program I created with the Newburyport Art Association and Opportunity Works.

My goal was to create an environment for disabled adults to create artwork under the aid of professional artists aids and to show the art in a gallery. With the mentorship from Creativity Explored in SF, OpArt was born and continues to thrive today.

The following are projects that I worked on as a creative team member at Goodby Silverstein & Partners and an independent Art Director for various agencies.

Clients include Bell Helmets, Unilever, Porche, Izuzu, Etrade, City of San Francisco, Discover Card and Barnes & Noble, Wall Street Journal, Nike, Trinchero Winery, Newburyport Art Association, Unum Group.