Etsy
While I was a senior writer at Etsy, I led copy for paid social ads, retail TV spots, experiential activations, editorial pieces, podcast/audio ads, and US and UK out-of-home campaigns. I also helped shape the verbal identity and the sonic branding. Most recently, I established the brand’s holiday positioning line “Gifts that Say I Get You.” I also worked on the “Keep Commerce Human” campaign, which was both an ode to Etsy sellers and a rallying cry to reclaim the brand’s reputation as the true marketplace for small shops in a world of brands beholden to mass production.
Click to read more and see some of the social videos I helped create.
Etsy Holiday Paid Social (US)
John Legend x Etsy Collaboration
“Keep Commerce Human” Campaign
“Gift Mode” Product Launch Announcement
2024 Holiday Campaign
Goodbye, Spike. Hello, Paramount.
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This was an expletive-filled, brotastic, explosive ride. In early 2018, it came time to say goodbye to Spike (the machismo man channel) and hello to Paramount Network. But before we launched, we needed to send off Spike like a legend and make Paramount Network famous at the same time. So we personified Spike—the man, the badass, the ex-Viacom employee. And we had him go through the 5 stages of grief after Paramount Network fired him. While we stirred up shit as Spike, we introduced Paramount Network’s personality to the world. Click the links below to see more.
eBay Creator Campaign.
Welcome to this how-to on changing the image of a brand. Let’s get started.
We’re talking eBay. You know, the place where you snag all your vintage jeans and find all those rare trading cards you’ll turn into a side hustle business. No doubt, eBay is a special brand with a rich history. But due to the changing E-Commerce landscape, it’s lost ground with Gen Z buyers and sellers. Fun fact about misperceptions: negative perception often comes from consumer opinions about a poor product experience. Luckily, we knew how to bring out the bright side of the internet and share stories that shifted perception. Here’s the solution: eBay’s Gen-Z Misperceptions Campaign. We created deeper connections and shifted misperceptions through storytelling featuring real eBay buyers and sellers. We showcased users, who are creators in their own right, and illustrated how eBay is trustworthy, easy to use, has a relevant inventory, and is able to fuel passions across every niche.
So how do you change the minds of the youth, shift misperceptions surrounding eBay, and increase positive sentiment among Gen-Z consumers? Follow these simple steps:
Step 1 / Launch a TikTok, Instagram and Facebook campaign starring real, relatable Gen-Z eBay users telling real, compelling and relevant stories in the US, Canada and Australia.
Step 2 / Create a spot-on, memorable creative platform like “Where Everything is Worth A Lot More”, which embodies how eBay is a brand that understands how it’s not about price, but instead about people and their passions.
Step 3 / Partner with the right niche micro and nano influencers. Here are some of our favorites: Alex, a Home Decor and Vintage Enthusiast from NYC, who shared off his incredible collection of kitchenware he’s collected from eBay. Joel, a Coin Collector from Australia, who shared tips on how he finds rare, and special coins from around the world. And Mariah, who shared a vintage haul of her favorite eBay finds for her sustainable fall wardrobe collection.
So did the Gen Z audience buy in? Big time. We boosted positive sentiment to 81%. That’s 30 points above eBay’s benchmark of 51%. We also increased relevancy rate across consumer comments to 73%, a nothing-to-sniff-at 13 points above the 60% benchmark. Let’s keep with the northern trend and head up to Canada where Instagram views jumped 340% and Facebook went up 30%. It was a massive global effort. In total, we posted 15 videos on eBay-owned channels (+ 9 re-shares on creator channels) across US, CA and AU. eBay is back on the map and in the hearts of passionate buyers & sellers everywhere.
The Flow State Challenge.
Under Armour tasked me and the team at We Are Social New York to develop a social campaign supporting their biggest run release of 2021, the Flow Velociti Wind. The only catch: due to surging COVID-19 cases, the global shoot would need to be fully remote and self-shot by a dozen UA runners on four continents. Easy, right?
Under Armour tasked me and the team at We Are Social New York to develop a social campaign supporting their biggest run release of 2021, the Flow Velociti Wind. The only catch: due to surging COVID-19 cases, the global shoot would need to be fully remote and self-shot by a dozen UA runners on four continents. Easy, right?
So we got right to work. We launched the Flow State Challenge on Under Armour’s running app MapMyRun, to runners an opportunity to enter their Flow State, with 3 winners who logged 30 miles in 30 days rewarded with a trip to take their dream run around the world. To kick off the challenge, we produced a remote launch video that saw 12 elite runners from around the world come together to push the running community to participate in the challenge and unlock their Flow State. In addition to the video, we also launched an Instagram AR filter for runners to create content with, to bring to life the moment on your run when you step through that threshold and enter into another place—a place where you’re lighter, focused, and faster—your Flow State.
Under Armour’s All Out Mile.
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Runners can get caught up looking ahead to some big distance or speed milestone. But before they achieve their best, they need to take a step back and start with the basics. They need to put in the training hours at the gym and on the streets. Because elite runners know not to overlook 1 number. 1 marker. 1 distance alone that will make everyone a better, faster runner. The mile.
That beautiful piece of prose was the setup for the social campaign I helped develop for Under Armour’s All Out Mile—a worldwide running competition that takes place every year on Global Running Day. Our challenge was to raise awareness for the competition and generate runner interest with teaser content and helpful training videos to get runners ready for the big day. We also created running mantra videos starring Under Armour athletes who shared their personal mantras that help them train and compete at their best.
GoodHands – “A Good Clean with a Clean Conscience”.
Refillable tablets, reusable bottles, and laundry detergent sheets on a mission to end single-use plastic in the cleaning industry, all while making the world a better place. What started as an American-made soap and sanitizer business to spread good health and employ members of our community during the pandemic has turned into a chance to do more. A chance to create products that make a difference for the environment. A chance to give back to our community by donating a portion of the proceeds to a good cause. A chance to be a good, positive influence in the cleaning industry. Is saving the planet a lofty goal? Yep, it sure is! But you know what? We’re still going to do everything we possibly can to make it happen.
What I did:
Shorty Awards Ceremony (2020)
Picture this… it’s April 2020 and the world has been shut down for about a month. The Shorty Awards gives our agency a call and asks us to help them concept, script, and produce a completely remote ceremony. Oh, and did I mention this had never been done before, and there was still no host or many confirmed presenters, and the show was scheduled for next month? Yeah. Without taking a beat or a breath (because we didn’t have much time to do so) the creative team and I got to work on brainstorming a concept for the 12th Annual Shorty Awards. After we sold our idea (“Meta: Celebrating the best of the internet on the internet”), we got right to scripting, and before we could blink it was May which meant it was show time. This was a huge team effort, a big moment for the agency, and a major milestone for the awards.
See the fully remote ceremony right HERE.
Taco Bae
Taco Bae (aka “Tacos Before Anything Else”) is a family-owned taco spot on Long Island. I was asked to help create their verbal identity. And I accepted… because I love tacos. And so do they! Taco Bae wanted their voice and messaging to be playful, tongue-in-cheek, and a little salacious. So we leaned into that space hard with an emphasis on obsession, messiness, sauciness, and genuine love for all things tacos. I wrote their launch social messaging as well as their brand manifesto, which lives on their site and on every menu in-store.
LEGO “Hereos of NY”
For the premiere of Spider-Man: Homecoming, I helped create a social campaign to promote the film and two new Spider-Man LEGO sets. Our original narrative starred LEGO Marvel Peter Parker (rising social influencer) and his #HeroesofNY series, which gave fans a behind-the-scenes look at the life of superheroes and a hero photographer. In the end, the campaign got 30MM+ impressions and 1.6MM engagements. Not bad for a remake of a reboot for a spin-off of a prequel.
“Live Who You Are”.
Hey, do you want to spend the summer in the Hamptons shooting million-dollar homes? Of course you do. And so did we. That’s why we set out to film and produce Corcoran’s east-end campaign to convince Manhattanites to escape the bustle of the city and buy a second home out in the Hamptons. Where tranquility and nature are in large supply. *Note: We did not receive discounts on any down payments for Hamptons homes for doing the shoot. Yes, we asked.