Role: Writer, Strategist

I created positioning and wrote for TV One’s rebrand campaign. The channel airs a healthy mix of original content and much loved syndicated shows that bring on the nostalgia. RE:PRESENT was about celebrating black culture of the past and present in a fun and highly sharable way.

In addition to the hero spot, I wrote several memes promoting their shows as an alternate approach to the 10 second on air promo. The meme spots went live on air, and also became a hit through social.

Pa-rum-pa-pum-pum, bitch.

Thrillist threw a virtual holiday drag brunch with some of our favorite queens to spread holiday cheer, support our sponsor Orbitz’s LGBTQIA+-centric brand, and drive donations to TransLiifeline.

We tapped Ru Paul’s Drag Race alum Manila Luzon and Monet XChange along with our home grown queen Ritzy Bitz to throw the perfect holiday bash, roasting 2020, toasting with astrological cocktails, and of course, hitting the high note with a surprise lip synch to bring it all home. The show aired live on a Snnday afternoon for full brunch effect.

My role? concept, motion and graphics package, promotion and set designs all from yours truly and my design staff at Thrillist.

Watch the whole show here.

2020 was a weird year for production. But that did not stop Thrillist from developing an amazing mid-form show lionizing two pandemic staples: fast food and wine. Wine and Cheeseburger celebrates the juxtaposition of high and low culture while teaching the audience the basics of winetasting thanks to host Harley Morenstein and his possible love interest, sommelier Lara.

The set design, graphic package, and promotional narrative were all created specifically to heighten this juxtaposition. Think retro fonts with slick and elegant builds. A vintage glamour shot series of fast foods made the social media rounds, and decorated the set. Most importantly, the set’s elaborate aesthetic was inspired by the golden years of fast food restaurants, the late 70s and early 80s, lovingly elevated by modern Scandinavian design. It featured a custom vinyl booth, lit with a glamorous 1970’s Italian chandelier, and most notably a custom soda fountain wine dispenser. Produced completely remotely, we managed to work hand in hand with a team on the ground in Canada for a show that has viewers wondering will they or won’t they…get drunk and eat Dominos?

Thanks to the shows success, we were invited to stage a live episode at OutsideLands Festival in 2021. Harley and Lara took to the Gastro stage for an event that allowed the audience to purchase the wines and food and play along. Check out a few photos from this memorial live show!

Who doesn’t dream of having their ads ignored and possibly vandalized by millions of New Yorkers? I’m just kidding. This may be the most meaningful campaign I have ever worked on, and it was a delight to see on the subway platform every morning.

WNYC wanted to get out the vote for the 2018 midterms. In addition to a voter info tool and plenty of unbiased, real news, they created a platform for those who can’t vote, allowing them to still have a voice.

This daughter of outer-boroughs, blue-collar immigrants was eternally grateful to have been able to say what so many of us in NYC already know to be true: Every accent is a New York accent.

Role: strategist, writer, asst director

I created the strategic positioning for major TV event and live concert, Shining a Light, hosted by Pharrell Williams. This positioning on-boarded every single participant in the event from talent (Sia, Bruce Springsteen, Ed Sheerean, and others!) to publicity, network, advertisers, and all partners.

I also worked on the campaign: I wrote and assistant directed the promos and helped develop the actual show packaging.

A true passion project if there ever was one. I had been a member of Laughing Lotus Yoga Center for almost a decade when the ask to rebrand them came my way. I jumped at the chance to articulate and influence an organization that I was already so passionate about.

I created strategy, and positioning, wrote copy messaging, designed a new logo and brand identity, and directed the photoshoot campaign for Laughing Lotus Yoga Center.

Writing their brand strategy was a creative process— try explaining corporate brand pillars to a bunch of yogis and you’ll find them meditating you right out of existence. Nevertheless, they aim to grow the studios’ three locations into a larger franchise, and needed language and a look to help make the case. We were able to find a balance of language that both inspired their staff and spoke succinctly to the world of investors.

We then took our ethos into creative, making a logo and brand look that expressed our client’s offer: Shine On is about the inner and outer glow that comes from a Laughing Lotus Yoga class.