THE ALL BLACKS AND AIG
What links the best sports team in the world and the best insurance company? A belief that adherence to a certain set of values "insures" success.
The "Insure Success" concept was meant to increase awareness of AIG as one of the world's leading insurance companies and a major player at the Rugby World Cup. Not to mention, go beyond the client ask for a few banners and a print ad.
This major multi channel campaign included:
- 8 pages of print in the Financial Times Rugby World Cup Special Report
- Numerous rich media banners focused on shared values and relevant insurance products
- Win, loss and day of match online banners
- Win and loss cover wraps for the New York Times
- Social content
AIG’s Rugby World Cup campaign would ultimately win Best In Show Runner Up at the Gramercy Institute Strategy Awards and take Best Strategy: Global and Multi-Country for the insurance category.
AIG
Creative developed under the “Bring on tomorrow” umbrella and for the AIG Fenway Hurling Classic.
Boston Children's Hospital
As a writer on Boston Children’s Hospital, I contributed to referring physician, Middle East, Community of Care and consumer focused campaigns under the “Until every child is well” umbrella.
Carrabba’s Italian Grill
Carrabba’s is a restaurant committed to making authentic Italian at an affordable price point. Hence, our creative is a balance of brand storytelling and hard-hitting retail energy.
I have contributed TV, in-store materials, OOH, print, digital banners, emails and interactive experiences to our Italy campaign.
Tim Smith’s Climax Moonshine
The main ingredients in Climax Moonshine are authenticity and defiance, which I captured in our tagline, point of sale, and digital.
HATCH
Love Your Hood
There are so many milks out there, and not many reasons to buy one over another. Hood isn’t the cheapest, it isn’t organic, and it hasn’t had much new news since the LightBlock Bottle. So pitching Hood was all about offering up a new reason to buy from and connect with the brand.
Typical New Englanders, we thought of Hood as a national brand. But it’s really, for the most part, regional. It’s from where we’re from! So we leaned into that insight, creating a platform that’s all about local flavor and the idea that home is where the Hood is.
I love a tough brief, but ending poverty? Helping people to understand it’s possible was the ask for Oxfam America’s first-ever brand campaign.
Inspired by Oxfam’s belief that poverty is not inevitable, but an injustice perpetuated by the actions and inactions of mankind, Join the 100% is a call to action for a positive unification of society and an invitation to everyone–rich and poor–to join Oxfam in fighting for a world where 100% of humanity enjoys the same basic rights.
At a time when our country feels more divided than ever, we chose to highlight what unites us and emphasize what’s possible when we stand together, share responsibility and focus on our common humanity. Because 100% of people deserve equal rights, need access to clean water, food, shelter, an education and the ability to earn a living wage. Even now, when we can’t all seem to agree on anything, we can agree on that.
MEET OONA
How do you launch a milk-alternative favored by baristas and cool kids into the fridges of families with kid kids?
Meet Oona. A small but mighty super-grain who hails from Planet Oat. She’s here to share and to introduce all the people of our planet to the goodness of Planet Oat Oatmilk. In an adorably approachable way.
Hard-working, easy-growing, naturally sweet and environmentally conscious, Oona walks, talks, wins hearts and stops thumbs. And has the power to turn a product into a brand.
Stride Rite was struggling to reach millennial moms with a broad brand identity and clinical perception. So our team set out to revitalize the 95-year-old brand with a campaign geared towards the constantly connected, socially savvy modern parent.
We positioned Stride Rite as the brand for moms by moms in the language they speak and trust, inspired by real life moments and social media.
Our team created in store and internal brand conference materials.
For almost seven years, I was part of a small team working on the largest franchise on the world. This is just a taste of the creative I developed for the brand over that time.
We’ve got this.
It wasn’t just our internal rallying cry as we went head to head with big agencies for the Terminix digital business, it was where we wanted to take the Terminix business.
From entomology to everyday. From scare tactics to smart solutions. And from swat-team-style exterminators to partners in home protection.
How? With a site experience that was fresher and friendlier. Visuals that were simpler and more solutions-oriented. A more casual, we’re-in-this-together voice. Technology that was smarter, more sensitive, and more proactive. And a social strategy that understood social.
There is perhaps no tougher audience than middle schoolers. It’s almost impossible to get them to do anything, so when UL challenged us to get them excited about STEM, we knew we’d have to blow away video-gaming, tech-obsessed, easily distracted young tweens. Literally.
Inspired by UL’s Testing Labs – where scientists burn, blow-up, and crush middle-school-cool products like batteries and hoverboards – XplorLabs lets students be the scientists. Every element of this open-access educational platform from interactive videos, to hands-on classroom activities was engineered not just to engage young students, but to align with Next Generation Science Standards.
UL XplorLabs was recognized as a Webby Finalist and earned a gold OMMA, silver Communicator, gold AVA digital award and a shiny Hatch bowl.
Welch’s is a cooperative of 900 farmer families. They grow the grapes. They own the company. And we got them to throw open the barn doors and show the world that Welch’s isn’t a big brand, it’s a family business.
No scripts, no sets, no marketing speak. 4 weeks on the road, 13 interviews, 20+ hours of footage, 2 states, 4 generations of farmers and 1+ rash per agency employee later, we developed a national, cross-channel brand campaign spanning TV, a new website, preroll, display, radio, social and in-store.
We turned real stories into real results for the brand:
· Overcame a 12% decline in 100% purple grape juice sales year over year
· 2+ million store visits tracked through digital
· Defined two new successful opportunistic audiences through dynamic social creative
· Increased purchase intent by 54%
· Increased site sessions by 60%
And started a rallying cry for consumers and cooperative members alike: Support small. Pick purple.
HATCH
Assorted creative for causes I care about.
Circle of Hope
Circle of Hope is a non-profit organization that makes a profound difference for people in need. Likewise, we wanted to make a profound impact with this Valentine’s Day poster series for one of their clients: a battered women’s shelter. We think we did, and the judges agreed.
HATCH
Women’s Leadership Forum
It was my pleasure to work on a sponsorship ad for the Ad Club Women's Leadership Forum. And also to present this to my CDs.
Victim Rights Law Center
This poster series ran during Sexual Assault Awareness Month to inspire lawyers to provide pro bono services to the Victim Rights Law Center, the first law center in the country dedicated to representing survivors of sexual assault.
Wellesley College
Collateral for Summer@Wellesley
Women’s Media
A good writer makes a good reader.
Non-Union
