I’ve helped grow some of the
world’s biggest brands.
Pepsi, Goody, Stainmaster, Home Depot. From CPG and retail giants to
the boutique down the street, I translate insights into creative that
connects and compels — in the aisle, on screens and everywhere in between.
Pepsi Mini Launch
Challenge: Drive awareness of the new 8-oz can, reframing “small” as fun and refreshing.
Solution: We leaned into the underdog role, humanizing the can as the charming little option with a big personality.
Oh Baby
Challenge: Set an upscale boutique apart from traditional retail baby stores.
Strategy: Lean into a sophisticated voice and look.
Solution: A not-so-babyish color palette paired with cheeky headlines create a memorable brand experience.
Interstate All Battery Centers
Challenge: Consumers think “car batteries” when they hear “Interstate.” The 250-store retail sub-brand needed a way to connect with diverse buyer personas.
Strategy: Leverage the insight that people don’t care about batteries—but they do care about the passions they power: motorcycles, garden tools, adventure gear.
Solution: Transform into the fuel for experiences people love.
Advertising in fashion publications
Pepsi/Cowboys partnership: out-of-home
Mountain Dew out-of-home and digital plays on Virginia’s heritage
Interstate Batteries product poster
Fuze tea activation
Proven Performance
The Charge Through Fall campaign doubled CTRs over the previous agency’s performance—just one example of how I consistently deliver breakthrough work with measurable results.
3dLacross
Challenge: 3dLacrosse needed to differentiate the brand in a crowded youth sports market and drive home the power of its training approach.
Strategy: Fuse high-energy visuals with messaging that resonated with athletes and parents alike.
Solution: Marry 3D motion-blur graphics with gritty headlines that tapped into the competitive spirit.
Omnichannel/Promotional Kits
The “Long Live” campaign reached consumers across all touch points — from earned, owned and paid media to 18-element point-of-purchase kits.
AT&T Store Design
Challenge: Provide shoppers with a store experience that helped them learn how to fully utilize their devices.
Strategy: Apply learnings from how shoppers take in environmental information to create zoned messaging.
Solution: The concept Design Your Best You: AT&T’s palette of possibilities, connected products and services to shopper device needs and life experiences.
Stainmaster Product Launch
Assignment: Develop a retail activation plan to build awareness and drive trial of the Stainmaster® line of carpet stain removal products.
Challenge: Stand out in a crowded category of well-established brands.
Insights: Women will spend 1.5 years of their lives cleaning their home, and moms want a place that welcomes all its inhabitants—even those with muddy paws and small hands that spill drinks.
Strategy: Demonstrate how Stainmaster helps families stop the stain cycle and start living.
Creative Solution:
Don’t Clean Your Carpet. Master It.
Just as soon as you get one stain up, another mess or spill puts you back in the wash bucket.
Now, you can power out tough stains and keep them out – your cleaning days are over.
With Stainmaster’s breakthrough technology, your carpet stains from future fiascos so you can take that bucket off your bucket list.
Retail Activation: The Stain Master Challenge
Messy drink spills demonstrate Stainmaster’s clean-and-protect power in action. On social, followers shared spills and rescue shots for discounts and rewards.
Send me your briefs (the work kind, please)
Fill out the form at right or give me a call at 770-887-5504. I’d love to hear from you!