Google Home
The client requested improvements to the site in order to boost conversions of specific products along with increasing clickthroughs to product pages. As the content strategy lead, the team and I poured over analytics then devised a plan that incorporated best practices, reduced redundancies, streamlined the narrative, added relevant copy and CTAs, and identified areas to A/B test.
Partner Portal
The client required a site redesign of their partner portal. They asked for an experience that would market their services to potential partners, educate them on the lucrative benefits that come with being a Google Partner, and encourage them to join their team.
Science Journal
Google required a site redesign to drive downloads of their Science Journal mobile app that turns mobile phones into educational tools students can use to measure results of scientific experiments. The website needed to encourage teachers to utilize the app with their students, while also encouraging developers to expand the capabilities of the app.
Racial Equity Experience
Google need a guided learning portal for their thousands of employees to help educate and create an environment and culture that is inclusive and open. We used a combination of data, personal and relevant stories, real-world situations and unique perspectives all woven into a simple, intuitive UI to achieve our goal.
Reimagined and rebuilt an animated web experience to invoke an emotional and informed connection to the issues we face as a result of soil degradation.
Led a cross functional team to design and build an SEC-compliant crowd investment portal for entertainment properties. Included is a small sample of project screens, gamification integration and sign-up/investment flow.
Cristiano Amon, CEO of Qualcomm requested a future-forward mobile interactive experience to support his keynote speech at SXSW 2025 on the capabilities of agentic AI. He and his team sought to demonstrate how agents may help you in both everyday and more project-based scenarios. Instead of having to navigate a multi-app-centric experience, you will be able to engage with your on-device agent within a human-centric flow that enables natural, interactive conversations with your Agent and it, in turn, does the heavy lifting in the background.
Supervised a team of copywriters, content strategists and UX/UI specialists assigned to the cross-functional Apple team working on Apple.com.
Spearheaded numerous emails, paid social ads, banners, print, event invites, dealership collateral, trial subscription ads and flows, videos, OOH, direct mail, et al. A small sample is presented.
Dark Souls is one of, if not the single hardest video game to win. You will die along the way, and must win the game to live again. Bandai/Namco asked us to build a digital experience that would appeal to the hardcore gamers, attract casual gamers, and keep them engaged for months leading up to the game launch.
We achieved this by devising an overall goal for each user: amass as much soul energy as you can, as measured by the user’s personal soul meter housed in their personal profile. They gained soul energy by: liking, commenting and posting on social platforms; solving intense glyph puzzles; earning chances to spin the wheel of life and death; finding hidden eggs based on game inspired riddles; and working in concert with other members of the community, through social media interactions, to solve poster puzzles—all for cool, limited edition prizes.
Results:
Traffic
2.25M Page Views
5 Mins. Avg Time on Site
Social
Facebook fans from 7k to 59k
+7k comments
54k likes of posts or assets
300k glyph game players
269 new signups due to affiliate referrals
Cisco requested a digital video that would speak to the simplicity of their security solutions, and highlight the key benefits in an impactful, B2C tone.
The production company knew the feel they were going for, but required a clever script that would evoke memorable imagery and symbolism that aligned with the features and benefits of Cisco’s offering.
Role: ACD-Copy
The client asked us to research and develop the baseline offering, value proposition, features, benefits, operational foundation and strategic approach for their newly established startup studio. This is a small sample of the far larger deliverable.
Acted as the content strategy and copy lead for the website and mobile application rebrand and rebuilds.
The client requested a mobile platform to support it’s over 50,000 square feet of unique, curated immersive experiences created by world-renowned artists, along with a concept store and café, year-round events, and more.
They asked that the mobile app provide a small taste of the experiences a visitor would discover when they attended the facility.
I served as the lead UX content strategist and copywriter.
Reinvented and rebuilt the connected devices application to create a more intuitive UI experience. Released during CES.
Users coming into their own in today’s media-rich environment have built up insatiable appetites for content. There is so much competition for our attention, and so many places to consume content, we’ve become spoiled. We’ve created a world of instant gratification.
As such, Yahoo was looking for new ways for visitors to interact with content. Additionally, they requested a high level of personalization and social engagement. We chose to create user experiences that leverage people’s tendency to define themselves, and bond with others, based on the content they consume every day.
Lexus wanted a site redesign to help boost operational efficiencies, offer more customer engagement points, bolster their brand equity and trust potential, and connect to customers in ways that would mesh with their digital lives.
The site was designed to mine customer issues and sentiment, and provide opportunities for direct conversations.
Ultimately, the site needed to encourage people to consider a Lexus that may not have in the past, while also telling the larger Lexus brand story. Overall, it needed to make the ownership experience more social, richer and add value to ownership.
We developed an online vehicle purchase flow that began with the discover phase and ended with product delivery.
Adjusted and managed content hierarchy, flows, CTAs and visual assets throughout the entire site based on brand attributes as they pertain to new products, and prioritized features and benefits. Also inventoried, streamlined and updated all out-of-date pages.
Bell Helmets wanted a fresh redesign that appealed to its hardcore users, yet attracted new, casual riders to the brand. They required that consumers have the ability to easily and quickly segment themselves between cycling and powersports, while also enjoying a seamless brand experience.
We chose to offer inspirational messaging that aligned with products and sponsored professional athletes. We also bubbled up more relevant product content, along with news and branded content, higher up in the site hierarchy.
TikTok had a challenge: How do they attract older users to the platform? We were tasked with coming up with a simple concept that communicated to users that regardless of their age, there is something on the site that will appeal to them.
We came up with a concept that would speak to everyone based on interests.
We also created a sticker pack that features popular vernacular used in multiple decades, and made them available to everyone to incite usage across generations.
The NFL required an attitude shift--a motivational rally cry.
The Golden State Warriors asked for a muni stop OOH takeover to drive home the emotions fans can expect at a live game.
Major League Soccer wanted an arresting, emotionally charged display ad to kick off the regular season.
From a brand perspective, we were charged with the task of concepting and executing a series of social assets designed to help fans figure out how to receive refund and credit in the face of canceled and postponed events in an engaging, authentic manner
We created a simple, visually striking display ad to coincide with the start of March Madness.
In anticipation of the NHL playoffs, we were tasked with creating a series of display ads for the NHL and NBA.
The VP of Brand requested an email campaign to accentuate the live experience.
Concepted, researched and wrote branded content for blogs, newsletters and industry reports to establish StartEngine as the preeminent authority on crowdinvesting for startup financing. Presented are samples extracted from two projects.
Disney requested a redesign of their Disney Digital Books website and additional digital assets to promote the offering to its fans.
Role: ACD
Our goal was to create a teaser site that was extensible, encouraged social interaction, drove presales, and appealed to hardcore fighting game fans.
The characters provide a strong base for the Mortal Kombat franchise. As a result, this concept was designed to honor these legendary fighters. The more a fighter was the subject of discussion, the more exclusive content and insights were revealed on said character. Only the most active fans received branded motion comics and other awesome character-centric prizes.
The goal was to produce an aspirational broadcast spot designed to communicate a high-level brand message to the segment of the population over 50.
Role: Writer, Director
Designed a content-centric home page designed to give users easier and more immediate access to rich, relevant content further down the content funnel. The site was able to learn user content patterns, and as such, shifted over time adding significant personalization to the experience.
Also created numerous brand, promotional and product videos to utilize throughout their digital network.
Bandai/Namco asked me to brand, name, concept and write a 17-issue limited Marvel comic book series to attract and engage fans prior to the launch of their upcoming 2 v. 2 fighting game.
THQ desired to create an ecosystem that would seamlessly connect their social platforms, individual game sites, main corporate site, and third party sites. So, we developed an immersive content strategy visualization and site design that would allow for users to interact with the THQ brand through all digital touchpoints—interlocked by engaging and unique content. We developed an example persona journey to illustrate how the strategy might incite the cross-pollination of games and content. Next, we designed pages with community-controlled hero panels that enable users to influence which content is most prominently displayed.
Bloom Energy requested an anthem video to play at the opening of national corporate, investor, and sales events to inspire and rally the public around their ground-breaking technology.
Rila needed to show users how fast and easy it is to list properties, browse properties and contact agents. So we created digital video assets while building the company’s Instagram and Facebook presence.
Role: Creative Director, Copywriter, Content & Creative Strategist
When we were looking to illustrate what it takes to reach the pinnacle of a sport, we decided to create a spot based on a saying I heard while playing basketball and football growing up. When you were unstoppable on the field or court, you would declare, “It’s automatic.”
However, it takes countless hours of rigorous training to reach a level where one’s moves and decisions become automatic. This is why we chose to shoot a broadcast spot featuring former boxing World Champion Amir Khan, and his legendary trainer, Freddie Roach.
Role: Writer, Director
The Nissan brand is known for thoughtful, innovative, aesthetic designs. So, when Nissan requested a memorable, creative concept that would garner significant earned media impressions, we suggested a union between the carmaker and Marc Ecko—a forward-thinking fashion icon. The overall goal of the project was to present a natural brand integration that would resonate with both audiences on an emotional and cultural level. To accomplish this, Marc Ecko customized a Nissan Pathfinder and Nissan Armada that were unveiled at a VIP fashion event held at New York’s Splashlight Studios.
I was asked to concept an ad to commemorate Military Appreciation Month (May). Professional athletes train for sports entertainment, whereas the men and women of our armed forces train for life and death situations—with zero accolades and little pay.
United Way requested a simple story, told MOS (without dialogue), that would demonstrate how a simple gracious act can change numerous lives for the better. The video was utilized in digital and social media, events, email campaigns and in alignment with PR communications.
Bandai/Namco asked for rich media assets and skins to create an engaging, immersive online ad campaign. We needed to drive pre-sales and generate buzz around the primary differentiating weapon in the game—gravity.
The target audience consisted of shooter, action game, and casual action fans looking for something more innovative than the typical shooter video game.
Role: Creative Director, Director
Produced a comedy broadcast spot for Doritos.
Role: Writer, Director
Created a traditional campaign to communicate fun and excitement for the new Altima, while infusing the staple Nissan brand drivers: style and performance.
We developed a campaign concept designed to resonate with the more mature, established Nissan audience.
Created immersive lifestyle hero panels designed to encourage users to imagine and develop their own personal stories around the various phone models. In order to retain audience engagement, new stories were told every month and for each observed holiday.
Re-branded and redesigned the entire MLG user experience by aligning with competitive gaming’s evolution into a professional sport. We achieved this by presenting MLG as a professional sports league hub that provides the most up-to-date information on professional gaming, while also allowing users to set up matches, form teams, track stats and watch high profile matches.
Created a Nissan broadcast spot and print execution that highlighted the key differentiating features and benefits of the automaker’s two flagship SUVs.
Representatives from the camp of UFC Heavyweight Fabricio Werdum approached us to create a sizzle/short film documentary covering the historic defeat of the undefeated, unbeatable heavyweight champion for over a decade, Fedor Emelianenko. The goal was to use the short to pitch UFC President Dana White on a feature-length documentary project. We had a few days to grab and assemble footage extracted from a myriad of sources in preparation for a series of meetings.
