Throughout the course of Diageo’s 2017 fiscal year, we were tasked with bringing Crown Royal’s brand purpose of “Live Generously and Life Will Treat You Royally” to life on social. In addition to accomplishing this in our monthly content, we executed on-site activations at some of the nation's biggest events such as New Orleans Mardi Gras and the Indianapolis 500 with generosity at the core of our story.
Over the course of two weekends at the 2017 Indianapolis 500, I was the lead creative on-site to help capture content and oversee post production for two separate Facebook and Instagram videos. I was responsible for ensuring the content captured fit within the scripts I had written prior to the event and assisted our production team with on-camera testimonial interviews where friends and family of military members were given a chance to honor their loved ones during Armed Forces Weekend. To show our appreciation for their generosity, we surprised them with seat upgrades and other unforgettable Indy 500 experiences. After meeting the Rankel’s, a family who lost one son in the line of duty, Crown Royal wanted to thank them by making their race weekend a chance to celebrate their son's memory.
Crown Royal's strong ties to the military along with a compelling, emotional story helped garner high levels of engagement on Facebook and led our clients to call this "the most powerful content we've generated to date."
In a similar fashion, we celebrated those who live generously during Mardi Gras by collecting beads and donating them to the ARC of Greater New Orleans—an organization that recycles beads to resell them the following year, creating jobs for the community in the process. In addition to creating real-time content, I wrote the script and oversaw the post-production of the video asset that went live on Facebook and Instagram just two days after the event.
One small action today can make a big impact tomorrow. This was the inspiration behind the Made For a Better Tomorrow initiative from Nestlé Waters (now BlueTriton Brands).
To bring this to life for their portfolio of six regional spring water brands (Poland Spring, Deer Park, Zephyrhills, Ice Mountain, Ozarka, and Arrowhead), our team created six versions of a 30-second animated video — one for each brand. In addition to inspiring viewers to pledge to recycle their plastic water bottles, the video described Nestlé’s One-for-One Promise where for each pledge, Nestlé would donate a bottle of water to a local community in need.
I was responsible for forming the video concept as well as the script. We then partnered with an animation studio to complete my creative vision and let the emotion of our message truly shine.
Our hero video then drove consumers to each brand’s corresponding landing page, where they could take the pledge to recycle their bottle, learn more about the community impact, and discover Nestlé’s MadeBetter® commitment.
In terms of the landing pages, my main duty was to write the wireframe copy for all six websites — including headlines, body copy, and call to action buttons.
It was truly an honor being a part of the team to bring such a powerful and important initiative to consumers that will create a better future for everyone.
When tasked by Lo Loestrin Fe to amplify their Are You in the Lo? direct-to-consumer campaign empowering women to be proactive and research their pregnany prevention options, we were not expecting to have to execute it during the peak of a global pandemic.
After securing the women to be featured in this video series, including Riverdale actress Madelaine Petsch, Lifestyle Blogger Brooke Miccio, and two “everyday” Lo Loestrin Fe patients, I was the lead Copywriter and Script Supervisor over the course of four - completely remote - video shoots.
Conducting video shoots over Zoom certainly came with its set of unique challenges, being sure to not sacrifice quality of the final content and meeting all client and legal requirements along the way. Taking all of this into account, we were still able to launch this campaign during the brand’s most important time of year, back-to-school season.
The hard work paid off, as our influencer content drastically outperformed industry benchmarks when it comes to Engagement Rate of in-feed content (Brooke Miccio 29%) and Retention Rate for IG Stories (Madelaine Petsch 85%). Additionally, Lo Lo’s Instagram channel enjoyed a 33% increase in followers, and media coverage amassed over 1.32 billion impressions with 40+ pieces of top-tier coverage.
When briefed with launching Tiffany & Co.’s new Paper Flowers Collection to a new audience, we used the iconic Tiffany Blue to turn New York City into Blue York for an experience unlike any other.
After developing the overarching creative concept, I worked closely with our internal PR, partnerships, and events teams to bring this idea to life.
Collectively, we achieved this by implementing splashes of color to New York City streets. A five-mile pathway to the 5th Avenue flagship was created by “painting” subway stations, MetroCards, coffee carts, cabs, and bodegas Tiffany Blue, all leading to the transformed store complete with a vast digital clock showcasing hours of interactive content.
The highlight was an exclusive VIP launch event inside the flagship store. Attendees included influencers such as Kendall Jenner, Elle Fanning, and A$AP Ferg — who performed to cap off the night.
This activation proved how a strong idea can be scaled simultaneously across mediums such as experiential, PR, and social/digital and position Tiffany & Co. as a next-generation jewelry store.
As the first spirits sponsor of the NFL, Crown Royal came to us entering the 2017 season and tasked us with finding a way to capitalize on this partnership while also encouraging whisky enthusiasts to mix up delicious cocktails on game day. What resulted was our #CrownYourCity campaign.
Each week, we featured the NFL's biggest rivalry matchup and created a series of social videos that celebrated both teams participating in the game—one targeted to each city. Fans then commented to vote for the recipe that should take the Cocktail Crown. As the one responsible for writing the video scripts, I enjoyed bringing the friendly banter between cities to life as well as channeling the passion that all football fans have for their city. Not only would our videos be posted across Facebook, Instagram, and Twitter, but we also created a Pinterest board where we highlighted all cocktail recipes and had a bank of expression GIFs from our talent—some of which were hired actors, while others were influencers such as entrepreneur and diehard New York Jets fan Gary Vaynerchuk or Pittsburgh Steelers Hall of Famer Jerome Bettis.
In addition to writing scripts, my responsibilities included working with the talent and production team to make copy adjustments on-set and aiding our art team to ensure our branding and recipe shots not only met, but exceeded client expectations.
As both a football and cocktail enthusiast, this was the recipe for a great project to be a part of along with my team.
Rooted in the proverb “seeing is believing,” This Is Pain was born — an unbranded pharma campaign launched with a public exhibition to shine a light on the stories of eight individuals living with chronic pain, including actress and singer Kristin Chenoweth.
After developing the brand, we worked with body painter Trina Merry to create visual interpretations of each patient’s personal experiences with chronic pain. The final artworks were displayed in an exhibition at The World Trade Center Oculus and leveraged on organic and paid social channels.
The exhibition generated traffic to the This Is Pain website where visitors submitted their own chronic pain stories, creating momentum to propel the wider movement forward.
The live experience was supported with a paid media strategy across social that delivered 123.1M impressions and 3,805 opt-ins.
To continue building momentum, we launched a media partnership with the New York Times that resulted in 152,249 page visits. Several of these visits generated additional chronic pain testimonials, which we then leveraged for ongoing organic and paid social media assets.
During my time on MasterCard, I was able to work with my team to bring many Priceless Surprises to life. Whether it was reuniting friends and family members over the holidays, raging at Electric Zoo music festival, or enjoying a week full of red carpet moments and concerts at the 2016 GRAMMYs, we delivered these surprises at a variety of events and captured them to create fun, engaging, and emotional social content in the form of Facebook videos. We were also the first financial services brand to run paid ads as well as organic stories on Snapchat during the EZoo campaign.
I was responsible for all script writing leading up to each of these events, while also being on-site for the entire GRAMMYs week where scripts and casting were determined on-the-ground.
Peroni Nastro Azzurro tasked us with fulfilling their brand purpose of “bringing style to the world of beer” through premium, engaging content that encourages more domestic drinkers to enjoy a refreshing taste of Italy during their next drinking occasion.
Working closely with fellow partners agencies, we secured assets to feature on Peroni’s social channels along with developing a tone of voice that was inclusive, confident, and effortless.
My responsibilities included developing the brand’s social media strategy as well as handle all copywriting efforts — everything from monthly content calendars to messaging at brand activations across the country (i.e. Food & Wine Classic in Aspen).
I was part of a team that joined a global TVC shoot in London to launch Captain Morgan’s “Like The Captain” campaign. After working with our team to concept over 100 pieces of social content, we sold in an extra day of shooting on set with the cast and crew. We captured a series of short videos that showcased the Captain’s ingenious wit along with a library of “expressions” that have been used in responses to our social followers and relevant cultural moments.
Welcome to the Black Forest, a magical place filled with natural, juicy people who love natural, juicy gummies!
I had some fun bringing this truly unique fictional world to life — whether it was introducing Instagram followers to characters like the Juice Queen or describing how villagers would harvest gummies from the branches of the Gummy Tree (yes, the gummies literally grow on trees in the Black Forest!). A rich territory such as this allowed my imagination to run wild and generate some excitement around this delicious, new product.
However, the real fun was when our team decided to bring the Black Forest Gummy Harvest to New York City by building a Gummy Tree on the 14th street High Line. Over the 1.5-day activation, the Gummy Tree rained down juicy gummies as we passed out 11,000+ free samples to the curious - and entertained - passersby so they could get a taste for themselves.
In addition to creating all content leading up to the event to generate awareness and foot traffic, I was on-site to capture real-time Instagram Stories along with additional assets to promote the Gummy Tree’s NYC debut.
Our clients were thrilled to see our plan come to life, the engagement from the 8,000+ guests on-site, and the 521M+ earned media impressions. So Juicy, Ja!
I worked alongside my Art Director to concept a series of recipe videos for Captain Morgan to use for paid media ads and social platforms such as Facebook, Instagram, and YouTube. Whereas most clients would be satisfied with simply a beautiful cocktail video with appetite appeal, Captain Morgan tasked us with finding ways to include a “Captain’s twist” and bring an irreverent sense of humor to each piece of content—be it through a swimming garnish or a pineapple donning fresh sunglasses. This provided a fun and unique challenge as we came up with each video execution.
We were working away producing great content for our Captain Morgan client, and “Then Things Got Loco.” This series of energetic GIFs and short videos to launch the new LocoNut allowed us to put on sunglasses, Chubbies bathing suits, and get to work on some seriously fun content with a slight spin on our already humorous voice on social. We also utilized animated white lines within the imagery to really bring the “Loco” to life.
To help with the launch of this lighter side of indulging with Baileys, we created a refreshing new look that represented a healthier lifestyle for the dairy and gluten-free almondmilk liqueur. In addition to hitting on these key product differentiators in copy (e.g. gluten free, dairy free), we used current food/beverage trends and social insights to inform our concepts and help create content that resonated with our audience on Facebook, Instagram, and Pinterest.
Messaging for this new product toed the line between a punchy, cheeky sense of humor while also being informative and educating our audience on the benefits of choosing Almande.
MasterCard supported small business owners by providing helpful information and tips along with the many benefits of their MasterCard Business Card. We also surprised an online business owner by giving him his very own storefront in the Lower East Side during the busy holiday season—further showing the lengths MasterCard will go to to benefit their cardholders.
