Campaign
In 2016, mental health was barely a whisper, rarely acknowledged, let alone embraced. Still, we found the courage to speak, even if it was to clear our throats.
But conversation without truth or understanding is just noise.
This spoken word piece offers a raw, unfiltered glimpse into that silence, brought to life by a modern-day prophet who gives voice to what many feel but cannot express.
Role
Author of execution. Writer of campaign, storyboard, & cinematography concept.
Team
Art Director, Chris Whitehead
Songwriter, Kendrick Lamar
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Cannes Lion [Integrated Campaign]
Cannes Lion [Film Craft]
Cannes Lion [Healthcare Category]
Cannes Lion [Creative Concept]
Clios [Radio]
PRESS:
Goal
“Make science make sense”
What is ARMRA?
ARMRA isn’t an organization, it’s an organism.
Colostrum is the first nutrient mammals receive. It’s biological intelligence so potent and so effective, it replaces every supplement you’ll ever need.
Role
Alongside a visionary founder and a decorated scientist, respectively, I brought to life a brand language from ground zero, that merged researched science into an audacious and irreverent verbal DNA. This lead to a fully comprehensive and rock solid brand identity that spanned everything from brand guideline creation, photo shoot themes, content strategy, social assets and captions, to product launch campaigns, flavor experimentation, packaging, email, and paid ads.
Here’s a taste of how it came to life.
From flipping pancakes to flipping burgers to flipping logos to social media flipping out.
Role
Senior Copywriter
Team
Art Director, Chris Whitehead
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Cannes Lions (Mobile & PR)
D&AD (PR / Product Launch, Earned Media / Large Business)
The One Show
(Social Engagement / Stunts & Activations, Single Social Post, Events & Experiential, Integrated PR Campaign)
Clios (Social Post)
SABRE Awards N. Am. (Reputation Management)
ARF David Ogilvy(Grand, Gold, Silver)
Ad Age Tiny But Mighty Award (Campaign)
Effie Awards (Carpe Diem & Restaurants)
Calling attention to the growing crisis of food deserts and nutrition inequality: the most dangerous label never seen.
Role
Senior Copywriter
Team
Art Director, Phil Wood
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D&AD Awards (Spatial Design / Creative Use of Budget, Media / Press & Outdoor, Media / Direct)
D&AD Shortlists (Press & Outdoor [Poster Campaigns, Tactical Poster Adverts], Impact / Local Solution)
Clio Health (Consumer Brand Health Initiative)
ADC Awards (Advertising for Good)
Caples Awards (Ambient / Guerrilla / OOH)
Power of Purpose (USA) (PSA category)
One Show (Craft / Printing)
Cannes Lions (4× Shortlists)
At Ritual, I led the brand’s voice and tonal identity across every touchpoint imaginable. Though this doesn’t nearly visualize the full scope of the impact of creating our language, they are some ways that the copy showed up.
Experiences include:
Collateral
Product Launches
Retail Narrative
Language Design
Campaign Concepts
Taglines
Manifestos
Brand Identity
Social
Stunts
“Capsule” Collection
Campaign
The console that controls you.
Role
Writer, concept & script
Team
Art Director, Haas Carter, Ingrid Sibley
Director, Brenden Savi
2014 Center Ring Award
Campaign
It’s not only that you arrive. It’s how you arrive.
Team
Art Director, Dan Rosenberg
2015 Atlanta Addy Award
2014 Center Ring Award
Campaign
Dyson has all the bells and whistles but hardly makes a sound. These pay homage to the classic Porsche print ads of the 90s.
Role
Writer
Team
Art Director, Paul Domingo
2014 Center Ring Award
