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.
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
Highmark Wholecare is a new kind of healthcare provider, bringing a new approach to the entire industry. Moving beyond just healthcare as people know it, our Wholecare Medicaid encompasses your whole you. Because life is all around you. Your care should be too.
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 The campaign empowered attendees to leave behind outdated expectations and embrace a future defined on their own terms.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.
Series designed for internal communications.
TV & Digital
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.
Here’s a sample of some of my side projects!
Deep Space is for people comfortable with living in the moment.
People who enjoy the journey every bit as much as they enjoy the destination.
They appreciate who they are, who they’re with, and where they’ve come from.
It’s not mystical, or magical, just more grown up and centered.
A dose of perspective that reminds us what matters most is often right in front of us - here and now.
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 shifts the conversation from diabetes management to life's possibilities—showing that when diabetes takes up less mental space, there's more room to focus on what matters most. As part of the campaign, I helped bring that story to life across a range of touchpoints, including a lifestyle photoshoot featuring still photography and b-roll, social content, brand videos, and redesigned brochures and collateral. Together, the work created a cohesive brand experience centered on confidence, freedom, and living bigger.
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.
