CAMPAIGN CONCEPT / COPY / VIDEO SCRIPT / WEBSITE / PRINT

Challenge: Create a campaign for P&G's Children's Safe Drinking Water that is both relevant and relatable to P&G consumers. 

Solve: No matter who we are or where we live, we all need CLEAN everyday essentials to live healthy lives. Whether that's clean clothes, clean teeth, a clean home, or clean water. We all need THE POWER OF CLEAN. 

CONCEPT

CAMPAIGN

COPY

VIDEO SCRIPT

WEBSITE

PRINT

The Campaign is still going strong today

WANNA READ THE SMALLER PRINT? (Of course, you do.)

Google Doc (includes fun animation)

Full New Enrollment Page

Full Bathroom Checklist

CREATIVE DIRECTION

COPY DIRECTION

COPY EDITING

COACHING & MENTORING

Catherine Jordan-La Rosa, Senior Copywriter

Kara LaReau, Senior Copy Manager

Mimi Rose Hammer, Copywriter

Darryl Dieudonne, Copywriter

Matthew O’Conner, Copywriter

COMMUNICATIONS STRATEGY / TOV CREATIVE DEVELOPMENT & DIRECTION / DEVELOPMENT OF VOICE GUIDE / WRITER

View PDF here

CONCEPT / VIDEO SCRIPT / PRODUCTION

There are no bad hugs during the holidays for the family who uses Downy.

This fun and quirky online video generated lots of buzz and connected Downy to younger consumers.

BRAND IDENTITY / PERSONA DEVELOPMENT / COMMUNICATIONS STRATEGY

View PDF here

CONCEPT / COPY / PRODUCTION

Silver Winner Digital Excellence, W3 Awards 2015

Created the Proctor & Gamble campaign for its partnership with the Ad Council campaign “Love Has No Labels.” We kept the spirit of the umbrella campaign while relating it to P&G products and customers.

Working with a shoestring budget, we got scrappy and recruited real people via our brand social channels.

ALTERNATIVE CAMPAIGN FOR “LOVE HAS NO LABELS”

CONCEPT / COPY / CREATIVE DIRECTION

I rarely use the word “I” when referring to professional projects. However, in this case, I’ll make an exception.

This alternative concept was my passion project. I came up with the concept. I received no support for pursuing this concept. I told my boss I was doing it anyway (all the clients can do is say No, right?). I hunted down the vintage P&G ads. And I harassed a designer until he agreed to help me transform the original ads into 21st-century ads that embrace diversity, equity, inclusion, and…of course, that Love Has No Labels.

CONCEPT / BRAND VOICE / CREATIVE DIRECTION / COPY / PRODUCTION

Collaborated with Global President, CEO, President, CCO, Account Partners, and Art Directors to build agency Tone of Voice, global communications; and employee materials.

RESEARCH / COPY / OPTIMIZED FOR SEO

Share-worthy Social

CONCEPT / COPYWRITING / CONTENT STRATEGY / VIDEO SCRIPT

Research, concept, and creative development of new, insight-driven social identity for FEBREZE to create share-worthy FACEBOOK posts that were 20X more effective than TV spots in the newsfeed.

CONCEPT / SCRIPT / STORYBOARDING / CO-DIRECTION

Social Campaign

CONCEPT / VIDEO SCRIPT

Challenge: How do you convince complacent consumers that the laundry process wreaks damage on their clothes? And, how do you show them that Downy protects clothes from stretching, fading, and fuzz?

Solve: We put a GoPro in a washing machine.

This online pre-roll video was so successful that it became the new TV spot for this billion-dollar brand. 

STRATEGY / CREATIVE DIRECTION / TOV / COPY / CONTENT CALENDAR

This sleekly designed newsletter keeps Oral-B relevant and top-of-mind for the notoriously fickle electric toothbrush consumer. 

Collaborated with a cross-functional team to Pitch and Win Oral-B eCRM. Managed the content calendar. Wrote, and led client ideation sessions.

It’s not every day that something you’ve written is featured in Ad Age.

That’s why I’ll always have a soft spot for this little social post.

CONTENT STRATEGY / COPY

Designed and written for mobile-first. These newsletters are a perfect balance of style tips and product content.