I’ve helped grow some of the
world’s largest B2C 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 screens and everywhere in between.

Advertisement for an 8 oz can of Pepsi soda with colorful bubbles and the slogan 'Have a wee taste - of mighty refreshment.' and the tagline 'It's gonna be big.'
A Pepsi can with colorful bubbles around it, advertising an 8 oz. size and the slogan 'It's gonna be big.' with the text 'How 'bout a little Pepsi?' at the top.
An advertisement for the new 8 oz. Pepsi can featuring colorful bubbles and quoting playful phrases like 'Pipsqueak,' 'Half-pint,' 'Pocket Pepsi,' 'Pee-wee,' and 'Short stuff.' The bottom text says, 'Don't worry. It's gonna be big.'

Pepsi Mini Launch

Challenge:

Launch Pepsi’s new Mini can in a category crowded with big-budget brand battles.

Idea:

We turned the size into the story — positioning Pepsi Mini as the endearing, “small but mighty” underdog.

Results:

A breakout creative approach boosted engagement and gave the Mini can a memorable place in the lineup.

Interstate All Battery Centers

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.

A silhouette of a person riding a dirt bike against a sunset sky with clouds, featuring the Interstate All Battery Center logo and the slogans 'Your Interstate of Mind,' 'Free-wheeling,' and 'Long-lasting batteries power the fun.'
A man standing in front of neatly trimmed green bushes and hedges with winding pathways. The man is holding hedge trimming tools and wearing a white shirt and jeans. Text on the image reads: 'Your Interstate of Mind,' 'Unstoppable,' and 'More power. More possibilities.' A logo for Interstate All Battery Center is at the top left.
A night scene with a starry sky, a person using a flashlight, a green tent, and a body of water. Text overlay: 'Your Interstate of Mind, Freedom. The power to do anything, anywhere.'
A young boy hugging a female Red Cross worker. The background shows a blurred city scene, and the image highlights the American Red Cross logo and the words 'Your Interstate of Mind' with 'Caring' in green and 'American Red Cross Disaster Responder' written below.
A young girl in a yellow dress with a daisy headband kneels next to a large brown Newfoundland dog inside a home, with a spray bottle of Stainmaster cleaner in the foreground.

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.

A young girl in a colorful raincoat and pink rain boots stepping on a muddy puddle, with muddy splashes around her. An advertisement for Stainmaster cleaning spray with the slogan 'Master the Joy of less cleaning, more 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.

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.

Three colorful advertisements for baby products. The first is yellow, promoting more than the babies drool with a picture of a baby wearing a knit hat. The second is red, advertising a baby store experience with a picture of a surprised baby. The third is purple, advertising stylish baby diapers with a picture of a baby showing her diaper under a tutu.

Oh Baby

Challenge:


Build a retail baby brand with personality in a category overflowing with soft pastels and clichés.

Idea:

We developed a fresh, modern brand identity and voice rooted in wit, warmth and a little attitude — reflecting the real world of new parents.

Results:

A memorable retail brand with a voice people actually wanted to read.

Supporting Work

A curated selection of additional CPG, shopper, retail and omnichannel creative.

A woman wearing large black sunglasses and a white tank top is shown in profile, decorated with a large, green, beaded earring. There is text that reads 'Show off your inner beauty.' and a box of Green Giant sweet peas is also visible in the bottom left corner with additional promotional text.
A bottle of Pepsi soft drink in front of a background featuring cowhide textured material, with text reading 'The Cowboys Brand' and a Cowboys star logo, as well as the NFL logo in the top right corner.
A parody image featuring George Washington with a powdered wig, alongside a Mountain Dew bottle, and the phrase "Refresh the Revolution" in stylized text.
Top-down view of a luxury yacht moving through the ocean, accompanied by an advertisement for Interstate Batteries emphasizing long-lasting marine batteries.
A bottle of FUZE Tea Black Tea Lemon is surrounded by green leaves, lemon slices, and two small dogs jumping to catch tennis balls, with a vintage bicycle in the background. The lower part of the image has the text "FUZE WHAT YOU LOVE ABOUT LIFE" and the FUZE tea logo.
A motocross rider in neon green and white gear riding on a dirt track, with large dust clouds behind him. Text on the image reads, 'Like you, our batteries were born to run,' alongside an Interstate All Battery Center logo.
A green-tinted image of tall glass skyscrapers looking up towards the sky with the words 'Long Live Business Power' at the top, and icons representing education, electrical/industrial, fire and security, medical, and public safety at the bottom. The logo of Interstate All Battery Center is also present, with the slogan 'Outrageously Dependable' and a message to ask about a commercial account.
Person riding an ATV through a dirt trail in a forest, kicking up dust, with the text "Long Live" and a logo for Interstate All Battery Center.
A graphic of a male lacrosse player in a helmet and athletic gear, holding a lacrosse stick. The background is black with a fading effect. Overlaid text reads: "You are a sponge for knowledge soaked in sweat. Now mop up the competition." Additional text mentions "the know-how to think faster, move quicker, shoot better," and the website 3dlacrosse.com.
Inside a modern AT&T retail store with various mobile phones and accessories on display, digital screens, and promotional signage.
Green background with radial lines, Interstate All Battery Center logo at the top, and white text that reads, "From powering key fobs to big yard jobs."