Non-Profit & Lifestyle
Covenant House
For their 50th Anniversary, Covenant House wanted to create a campaign that honored their legacy and work. First I did brand strategy work to capture our creative vision. Then I built a voice that felt uplifting and inspiring, placed the youth first, yet kept the gravity of their mission front and center.
Designer: Alex Enterline
Agency: AKA NYC
The YMCA of Greater New York
New York's YMCA came to us to create a variety of material, from development brochures to pandemic video content. As the Creative Director, my task was to reintroduce the Y's incredible scope of programming and services, all within the brand's friendly, neighborhood voice.
Empire Outlets
Empire Outlets, the only outlet in New York City, came to us for a launch campaign. The challenge was that they're located on Staten Island. We had to strategically appeal to a diverse audience of New Yorkers and tourists to inform them of the outlet and its location.
My solution to was to position the outlet as where "all of New York is going," along with showing images of the outlet's eclectic offerings.
Designer: Robert Postotnik
Agency: AKA NYC
Culinary
One of the exciting things about writing ads at Martha Stewart was diving into a delicious variety of culinary products across their digital and print publications. I tapped into my inner happy homemaker to come up with tips and tricks for the busy kitchen, all while tying partner products to the Martha Stewart brand. Below are examples across print and digital.
Home
Also at Martha Stewart, I wrote enough homecare tips to inspire even the most reluctant among us. It was all about finding clever uses for our partner brands.
Beauty
An excellent challenge is writing about topics outside my realm of knowledge or comfort. Any good writer should be able to master multiple voices. A good example is this series of beauty-related advertorials I wrote for Martha Stewart's family of magazines.
