I’ve helped grow some of the
world’s largest brands
Pepsi, Goody, Stainmaster, Home Depot. From CPG and retail giants to
the boutique down the street, I translate insights into creative that
compels — in the aisle, on social media and everywhere in between.
Making Small a Strategic Advantage
Challenge:
Launch Pepsi’s new Mini can in a category dominated by big budgets and louder voices.
Idea:
We flipped size from a limitation into the idea—positioning Pepsi Mini as the “small but mighty” underdog with outsized personality.
Results:
The distinctive creative broke through category noise, boosted engagement, and gave Pepsi Mini a clear, memorable role in the brand lineup.
When Functional Products Become Emotional Brands
Challenge:
Consumers think “car batteries” when they hear “Interstate.” The 250-store chain needed to shift perception as the go-to for all power needs.
Insights:
People don’t care about batteries—they care about the passions batteries power: motorcycles, garden tools, adventure gear.
Strategy:
Build emotional connections with key audiences like outdoor enthusiasts, gardeners and motorsports fans.
Solution:
Transform battery functionality into the fuel for experiences people love.
Stainmaster: Breaking the Stain Cycle
Assignment:
Develop a retail activation plan to build awareness and drive trial of the Stainmaster® carpet stain removal line.
Challenge:
Break through a crowded category dominated by entrenched brands.
Insight:
Women spend nearly 1.5 years of their lives cleaning—and moms want homes that welcome real life, from muddy paws to spilled drinks.
Strategy:
Show how Stainmaster helps families stop managing messes and start enjoying their homes.
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.
Stainmaster’s breakthrough technology saves your carpet stains from future fiascos so you can take that bucket off your bucket list.
Retail Activation: The Stain Master Challenge
Live demonstrations of Stainmaster’s clean-and-protect power in action. On social, followers shared before and after rescue pics for discounts and rewards.
Oh Baby: A Brand With a Point of View
Challenge:
Build a retail baby brand with personality in a category saturated with pastels, platitudes, and predictable clichés.
Idea:
Create a modern brand identity and voice rooted in wit, warmth, and a little attitude—reflecting the humor, honesty, and reality of new parenthood.
Results:
A distinctive retail brand with a voice parents actually engaged with—and remembered.
Supporting Work
A curated selection of additional CPG, shopper, retail and omnichannel creative.
