I was the writer for a Petcurean campaign featuring display ads and bumper videos promoting a special line of dog food formulated for dogs with digestive woes, skin issues, and picky personalities. To bring the brand to life, we held a casting call and selected pups whose quirks could shine on screen. The playful creative approach not only highlighted the product’s health benefits but also celebrated the joy and individuality of dogs themselves.
As the digital AOR for Target grocery, our goal was to cement #TargetRun as part of moms’ daily routines. We created a suite of Pinterest-ready posters — from celebrating small, everyday triumphs to offering wellness-inspired encouragement when moms needed it most.
As lead creative director, producer, and writer, I helped launch a TV-spot style video for Microsoft Lists, a new app designed to streamline collaboration for remote teams in disparate disciplines like HR, Finance, Marketing, and Distribution. To make the value of Lists more engaging, I personified each worker as a toy, turning abstract workflows into playful, relatable storytelling. This creative lens brought levity to complex processes while underscoring the app’s role in boosting efficiency across teams.
Holiday marketing is a noisy space, especially in retail. At REI, we leaned into customer insights and data to uncover a simple truth: the best gift we could give was less shopping stress and more time outdoors. So we stripped away the clutter and created a radically straightforward holiday season.
I wrote three sizzle videos for Microsoft’s B2B audience, each aimed at helping organizations of every size use SaaS tools to boost productivity and efficiency. Partnering with production teams, I translated technical functionality into engaging, accessible storytelling that highlighted ease of use and broad applicability. The result was a suite of videos that made complex features clear, compelling, and actionable for business decision-makers.
As Senior Manager, Copy Director at Blurb, I oversaw creative development for global campaigns, from product launches to retention series. Beyond writing, I guided cross-functional teams, onboarded agencies, and mentored writers to ensure alignment with our One Voice initiative.
I partnered closely with UX and design to shape the user journey and write all copy for Target Grocery’s #TargetRun campaign. We built a suite of landing pages that not only showcased grocery deals but also integrated engaging extras like a themed Target Radio Spotify station, social polls, and quizzes, bringing the #TargetRun experience to life online.
When REI launched its Force of Nature campaign, I was tapped to lead copywriting for the site and email program. The initiative celebrated women breaking boundaries in the outdoors and featured monthly storytelling spotlights. Within the campaign, I also drove the copy direction for Outessa—a weeklong women’s event—ensuring every touchpoint, from social posts to swag, aligned with the campaign’s empowering voice.
For five years I directed copy for Savers, bringing fresh voice to a brand with big impact. In this campaign, we overhauled the website, launched a 360 campaign, and re-energized internal communications—showing Savers not just as a thrift store, but as a community champion and recycler at scale.
As Creative Director for The Feral Cat Project, I developed a series of humorous campaigns across OOH, radio, and direct mail to promote their annual gala. From “cuteness overload” to “terrifying cat math,” the work struck a playful chord that resonated with the community. The campaigns were wildly successful, contributing to a 30% increase in spays and neuters.
As creative lead for Woodland Park Zoo’s Maasai exhibit, I directed both the naming and the ad campaign. My process included research and first-hand interviews with Maasai warriors, which inspired me to feature them as guides and radio talent for the launch. The result was an authentic, story-driven campaign that not only brought the exhibit to life but also earned a Mercury Award nomination.
As part of an RFP, I developed this spec campaign for Wyoming Tourism—work that ultimately won us the account. The long-copy ads proved that Wyoming wasn’t just a great state worthy of your vacation days, but a reform school for the service industry. Copy is practically illegible at this size (Thanks Squarespace), so allow me to write out one below.
[Copy for the trail ad]
About 25 miles outside of Lander lies some of the best mountain biking around. It hasn’t made the cover of any magazines, but it’s made the front pages of many photo albums. It’s there that you can find things not normally seen on world-class trails, like complete solitude. And if you ask around, we can recommend a dozen other trails just like it. And maybe even a few places to use your brakes.
I creative directed and wrote a series of OOH ads for the Colorado Rockies built around the idea that ‘a lot can happen in nine innings.’ The campaign showcased playful scenarios from the ballpark to capture the attention of the broadest target possible: everyone. The boards brought the unpredictability and energy of baseball to life in a way that resonated beyond die-hard fans.
PRINT, IN-STORE
Our first assignment with Savers (Value Village) was to resolve a brand challenge: how to tell a two-sided story of being a for-profit that also powered nonprofit support. I developed the tagline Good All Around and built an integrated campaign spanning print, in-store, radio, and direct mail. The campaign highlighted how donations became nonprofit funding, unsold goods aided communities abroad, waste was diverted from landfills, and jobs were created. The results proved that Savers’ impact was, quite literally, good all around.
For the launch of the Brooks Transcend, I worked hand-in-hand with a motion graphic designer to craft a parallax web and mobile experience. The storytelling leaned into the idea that the shoe was so light and cush, running in them felt like being on the moon—a theme carried through site, email, and retailer comms.
I led the concept and copy for The Boys & Girls Club annual report, overseeing a freelance illustrator to ensure the visuals amplified the story. The board’s response was so positive they commissioned a companion series of posters for chapter clubrooms, which I also directed, extending the report’s impact to inspire kids directly.
Adolph Coors’ pioneering spirit, along with his discovery of Rocky Mountain water, shaped one of the West’s most iconic beers. These playful yet historically driven radio spots honored this heritage while underscoring Coors’ unique selling proposition.
Most people don't think of Wyoming when they consider taking a family vacation. What's there to do there? There's no mall, no amusement park, no zoo. And that's exactly what makes it so ideal not to mention unforgettable.
One of my most meaningful projects: the Make-A-Wish annual report and gala. I interviewed four kids with life-threatening illnesses and helped direct their photo shoot, shaping a piece that spotlighted not their conditions, but their personalities, passions, and spirit. The report became a centerpiece at the organization’s annual gala, helping raise tens of thousands of dollars.
As AOR lead writer for Vail, I crafted a direct mail piece designed to shift perceptions of the brand beyond winter sports. Using a scratch-off mechanic, a snowboarder image revealed a kayaker beneath, symbolizing Vail’s vibrant summer offerings. In addition to copy, I developed the names for all featured packages. The campaign proved highly effective, driving awareness that Vail is a year-round destination.
To broaden the audience for the Vail International Dance Festival, we set out to attract more men and couples. Our solution was to frame ballet through the lens of sports, highlighting the athleticism and intensity of the dancers. The campaign spanned TV, print, and event signage, positioning dance as a spectacle of strength and skill.
As voice lead for the REI x Brooks Running collaboration, I developed copy for a custom landing page that highlighted the limited-edition collection. Drawing inspiration from national parks, the campaign tapped into Americana pride while adding a fresh, modern twist.
We set out to make Contour the go-to brand for thrill seekers who want to hold onto every moment. I led copy for a series of print and digital ads that tapped into the mindset of the hardcore adventurer, challenging them to not just capture the edge but to live further out on it.
The classic milkman was our muse for this web overhaul. The tone shifted into one that was as conversational and approachable as the milkman himself. Door hangers, porch boxes and event signage all provided great canvasses for us to become a neighborhood staple and friend.
As part of a branding and naming project, I helped my (Japanese) husband relaunch his website with a URL that was as memorable as it was available. The solution gave him a strong, distinctive brand identity online and provided potential clients with something they wouldn’t forget.
I created the tagline Good All Around for Savers (Value Village), a thrift chain with a powerful story to tell. Their donations fueled local nonprofits, unsold items supported communities abroad, millions of goods were kept out of landfills, and countless people gained jobs and affordable finds. The tagline captured this full-circle impact and anchored the brand’s integrated campaign.
To introduce a new line of salon products, I helped concept and write a printed catalogue that combined striking photography with original songwriting. I took on the role of lyricist, crafting lines that matched the attitude conveyed in the visuals. The result was a catalogue that blurred the line between product marketing and cultural expression, satisfying both the target demographic and the client.
