Goals
The American Advertising Federation of Greater Rochester selected our team to create the 2023 ADDY Awards campaign. With ticket sales declining for five years, the goal was to build excitement around the show, increase participation, and drive attendance.
Process
We reimagined the ADDYs as a celebration of surviving the horrors of the creative industry. Drawing inspiration from classic horror films, the campaign humorously captured the real challenges creatives face—from impossible deadlines and budget cuts to imposter syndrome and endless feedback—while celebrating the resilience it takes to create great work.
Results
The campaign reignited excitement across Rochester's creative community. The show sold out for the first time in five years, posters became sought-after keepsakes, and the campaign was widely shared by local creatives and neighboring AAF clubs, sparking conversations about the realities of working in the industry.
Omnipod 5 is a tubeless automated insulin delivery system that helps people with diabetes simplify how they manage their glucose.
The Life Gets Bigger brand platform came to life through a lifestyle photoshoot designed to capture the confidence, freedom, and everyday moments made possible when diabetes takes up less mental space. The resulting library of still photography and b-roll became the foundation for a range of brand touchpoints, from brochures and collateral to social content and brand videos, allowing the campaign to flex across channels while maintaining a cohesive visual story.
For a London print industry trade show, Xerox needed a creative way to demonstrate the expanded color capabilities of its Beyond CMYK technology. I designed a series of collectible stamp graphics that celebrated iconic London landmarks while showcasing the vibrant specialty colors and print effects made possible by Xerox production presses. The result was a memorable conversation piece that highlighted the technology's ability to produce eye-catching, premium print applications beyond traditional CMYK.
Assignment:
Ace Valley needed to launch their new cannabis-infused sex gummies called Lust & Thrust.
Approach:
At the retail level, budtenders are extremely important in educating the cannabis customer. A play on the iconic Kama Sutra, decks of Canna Sutra cards were given to budtenders to help educate them and gain their favor when they were talking to their customers about cannabis options.
Results:
The product launch was a huge success – cannabis retail outlets sold out of all product within a week.
Good Health All Around
With a limited production budget, Highmark Wholecare needed a campaign that could be both flexible and instantly recognizable across a wide range of touchpoints. The Good Health All Around campaign centered on the idea that healthcare should care for your whole you—not just moments spent in a doctor's office. To bring that concept to life, we built a visual system around circular elements incorporated into every photograph, subtly reinforcing the idea of 360 degrees of care while creating a consistent thread across print, digital, out-of-home, and environmental applications. The result was a cohesive, approachable campaign that reflected Highmark Wholecare's holistic approach to Medicaid and proved that a simple, thoughtful creative system can have a powerful impact.
The Xerox Women's Alliance brings employees together each year to celebrate, connect, and champion women across the organization.
Action!
With the 2023 conference taking place in Toronto during the Toronto International Film Festival (TIFF), the creative drew inspiration from the world of film. Built around the idea of rewriting the script, the poster series challenged the roles women have historically been cast in and celebrated the freedom to write, direct, and star in our own stories. The campaign empowered attendees to leave behind outdated expectations and embrace a future defined on their own terms.
Roar
Following years of uncertainty, the 2022 Xerox Women's Alliance conference focused on moving forward with renewed confidence. We created ROAR, a campaign inspired by the idea that revival follows disruption. Through bold visuals and messaging, the work celebrated women who continue to push boundaries, challenge convention, and amplify their voices. The event identity became a rallying cry for resilience, ambition, and the power of being heard.
Here is a sample of some of the Spectrum DRTV spots I’ve gotten to work on. Duties include conceptual development, working with production companies to achieve a specific look and feel, working with editors and animators to tell the story the best possible way, and creating graphics and art cards during post production.
The proof is in the work. L’Oreal. Toys “R” Us. Kylie beauty. Macy’s is a place where industry giants and cutting edge brands come to play. We used this proof point to speak for itself in a video using a film-strip like banner showing off Macy’s catalog of brands and categories for an event celebrating Macy’s brand partnerships.
As Xerox's largest global Partner Summit since 2019, this event carried high expectations—and a significantly smaller budget. Centered around the theme Forward Together, the experience reinforced Xerox's commitment to helping partners navigate an evolving industry side by side. The visual system brought the idea of shared momentum to life through overlapping forms, bold directional graphics, and collaborative messaging that appeared across presentations, environmental signage, and event materials.
As part of the creative team, I designed the conference logo lockup and helped execute every touchpoint of the experience, from presentation decks to more than 70 pieces of environmental signage installed onsite. Working under tight deadlines and constant change, I also supported last-minute presentation updates and event production, helping ensure every detail came together seamlessly. The result was an experience that exceeded client expectations and proved that thoughtful creative and meticulous execution can make an even greater impact than budget alone.
I designed a series of conference logos for Xerox, each created to reflect the unique theme and goals of its event while staying true to the company's global brand. Serving as the foundation for each conference's visual identity, the logos were carried across presentations, environmental graphics, signage, and event materials to create a cohesive attendee experience.
AZPetVet believes exceptional pet care starts with exceptional care for veterinarians. Targeting veterinary students and mid-career vets, this employer brand campaign positioned AZPetVet as more than a workplace—it’s a community built on mentorship, growth, and collaboration. By highlighting real career support at every stage, the campaign showed that investing in people leads to better care for pets.
Small business owners think they always have to choose between getting the best services or getting the best price. So, we set out to show them that with Spectrum Business, they can have it all — by taking their internal debate, and making it reality.
This concept campaign for Deep Space reimagines the 10mg THC beverage category through a more mature lens. Instead of relying on psychedelic tropes, the creative focused on presence—celebrating the people, places, and moments that make everyday life meaningful. An elevated visual system and reflective messaging positioned Deep Space as a drink for those who find that the best experiences don't come from escaping reality, but from becoming more connected to it.
Series designed for internal communications.
Here’s a sample of some of my side projects!
