As Creative Director and Copy Lead for the UnitedHealthcare brand voice and tone, I led the enterprise effort to infuse simplicity and, more importantly, humanity into health care messaging. As the lead brand steward of voice and tone, I partnered with cross-functional teams and the lines of business to ensure that brand was communicated consistently and unmistakably in every touchpoint. Through video, digital, print, OOH, social, digital, experiential and more, the power of achieving healthier comes through in each and every touchpoint. Whether the topic was health care, health insurance, Medicaid or Medicare, the goal was for individuals from all walks of life to feel appreciated by this Fortune 5 brand.

2023 and 2022 Winners of GDUSA and Marcom Awards for excellence in in-house and health care creative. Kudos to my amazing team.

As Creative Director and Copy Lead for the UnitedHealthcare voice and tone, it was an honor to tell the moving stories of members and employees. And to showcase a brand that cares deeply about both. Here are a few videos that highlight the award-winning work that I created, developed and led. Kudos to my talented team and the production crews who helped make these inspiring human stories come alive.

Best Buy had a goal. To make the complexity of technology simple. So they created a service to do just that called Simplicity. The plan was to have "Ambassadors" work one-on-one with clients to ease all of the frustrations technology caused and instead create an "oasis of simplicity" where devices actually enhanced life. This integrated campaign included print ads, website, emails, direct mail and brand voice and visual guidance.

As Creative Director and Lead Copywriter, my team and I partnered closely with Taiyo International to uniquely communicate their innovative health and wellness ingredients to major manufacturers. Our campaigns for Suntheanine and SunFiber were game changers in the B2B space. Never before had their scientific products looked or sounded so captivating. Through compelling storytelling and epic imagery, these successful campaigns stopped audiences in their tracks, exceeding all marketing objectives and sales expectations.

Citibank: At Fallon, it was humbling to be asked to contribute to the celebrated, award-winning "Live Richly" campaign. I wrote these outdoor posters to help promote the "Music in the Subways" series in New York City. 

U.S. Bank: This campaign of newspaper ads brought heart and soul to the world of consumer banking.

As the Creative Director/Copywriter of the Purina global brand, my team at Fallon and I developed a successful corporate campaign to highlight their lead role in pet health. We also created a state-of-the-art multimedia pet health experience now on permanent display at parent company Nestle world headquarters in Vevey, Switzerland.

Purina Beneful is all about the special one-on-one relationship between a dog and her owner. As Associate Creative Director and lead Copywriter for Purina at Fallon, I wrote these successful national TV campaign spots for this innovative brand. Yet, while Beneful was seeing off-the-charts growth and popularity in the U.S., the Latin American market proved to be a harder sell. In order to stand out in this crowded and chaotic region, my talented team and I created an entirely new creative platform. With this "Happy owner, healthy dog" imagery and tone, we got the attention of indulgent dog owners, enabling Beneful to take its rightful place in this important emerging marketplace.

At Fallon, writing for the legendary Lee Jeans account was a career highlight. The challenge — how do you demonstrate the many stain-stopping wonders of nanotechnology with a pair of khakis? The solution — cue the mother-in-law.

This national TV spot was awarded Top Ad of the Week in AdAge Creativity

SuperValu was looking to reintroduce their premium private label brand, Culinary Circle, with a reinvigorated creative strategy. Now, anyone could create wonderfully delicious and flavorful meals without possessing any culinary skill. With hundreds of appetizing products in the portfolio, this eye-catching campaign brought new attention to the brand, not to mention an exponential increase in sales.

This award-inning long-running campaign includes in-store signage, brand videos, delivery trucks, a lifestyle magazine, website and social media.

Another career highlight: Driving down the highway and seeing the semi truck featuring my work. So satisfying.

In Latin America, Purina Pro Plan Dog Food represents the epitome of super premium quality. Always known as a highly nutritious, vet-endorsed brand, this innovative advertising campaign elevated Pro Plan's place in pet owners hearts and minds with a new creative strategy that incorporated an emotional tone and museum-quality photography. 

Connecting with the consumer in ways that disrupt the status quo is paramount in retail and in food. What was once considered B2C and B2B messaging is now, quite simply, B2H - business to human.

Serving as lead copywriter and in partnership with my talented creative teams, I served as the creative leader and Copywriter on a wide variety of communications. Here are just a few of the greatest hits.

Who says fiber can't be fun? Featuring a unique blend of prebiotic fiber and probiotics, this aspirational e-commerce brand was born. From naming and packaging to campaign development that started with an e-commerce site then expanded into social media, videos and print ads, Regular Girl is now a force to be reckoned with. You go girl!

Talk about odd couples. The Fatburger franchise and Jennie-O Turkey partnered to promote their delicious turkey burger, a new fast food fan favorite. The result? These concepts for unexpectedly fun in-store signage. They even sponsored a triathlon -- how's that for a tasty twist.

Dodge Caravan, the major player in minivans, had a great idea. Since busy families didn't have the time to shop for a new minivan, Dodge would bring Caravans to families -- at the zoo. With a stand-out direct mail piece and wild on-site signage, this award-winning promotion exceeded attendance expectations and resulted in millions of dollars in minivan sales.

Wild Harvest is the organic and free-from private label brand from Supervalu, It was a portfolio of cross-category, affordable products that were not getting the attention of young families. With the creation of the "Eat Free. Go Wild." campaign, we changed the entire look and tone, creating  a celebration of families, fun and organic foods. Shoppers rediscovered this on-trend brand and numerous products have since been added to the portfolio, even a pet food line. Most importantly, sales skyrocketed. This award-winning integrated campaign included everything from in-store signage, video and print ads to a branded website and social media.

Purina Dog Chow is Purina's flagship brand in Latin America. As Lead Copywriter and then Associate Creative Director for this brand, sales more than doubled in this important emerging market. I led the creative direction through several "Incredible" campaigns. Then played an instrumental role in shifting to the current strategic creative platform that champions dogs as beloved members of the family.