Copywriter, pizza pioneer
Cancer is something that affects nearly everyone—and when it does, it can feel like it’s taking over. We wanted to make a spot about taking some of that control back. We heard from many cancer patients who had decided to shave their heads to get ahead of losing their hair, and we based our idea around using that moment to show that you do have choices when it comes to your cancer. I wrote the script and helped develop the concept, look and feel and direction of the spot. It’s stripped down: black and white, no music, just ambient sound and the buzz of the razor. It’s an intimate moment, where our heroine is strong in her vulnerability and determined to fight this. Inspira decided to premiere this spot during the Super Bowl, where it was arresting and stood in powerful contrast to the spots around it.
Additional Creative Credits:
Associate Creative Director: Michelle Ventriglia
Director: Samantha Scaffidi
Creative Director: Meredith Schwinder
Creative Director: Chris Grenier
Recognition:
Finalist for Communication Arts 2020 Advertising competition (Television Commercial category)
Instead of the typical focus on the baby and the birth itself, we wanted Inspira’s maternity campaign to be all about the woman and her experience with pregnancy—talking directly to her during the time she’d be looking at hospitals. We wanted to show that Inspira lets women take control of their birth experience. I found music that was empowering and energetic, and we paired it with shots of active, powerful and confident pregnant women living their lives and doing pregnancy their way. I summed up the spot with the simple line that set Inspira apart and defined the campaign as a whole: “Own your pregnancy.”
Additional Credits:
Associate Creative Director: Michelle Ventriglia
Creative Director: Meredith Schwinder
Creative Director: Chris Grenier
This Inspira campaign focused on the lower stakes Urgent Care service line, and allowed us to have a little more fun with the tone of the spot. With a limited budget, we created a campaign out of user-generated footage highlighting the weird and funny mishaps that might lead to a visit to Urgent Care. In addition to developing the concept, I helped with direction and choosing clips, wrote the script and summed it up with the line “When things go wrong, we’re right here.”
Additional Creative Credits:
Associate Creative Director: Jim DiGiovanni
Creative Director: Meredith Schwinder
Creative Director: Chris Grenier
Inspira wanted to shake the idea that they were just a local hospital network in New Jersey. They wanted to position themselves as a high-tech healthcare destination—and they wanted people to remember their name. So we created a campaign (with a TV spot, radio, billboards, social and digital) around that name, and the idea that Inspira is “In it for you.”
Additional Credits:
Associate Creative Director: Michelle Ventriglia
Executive Creative Director: Gary Greenberg
Your One Good Decision
Beach Whiskey wanted a campaign that would introduce people to their fun, unpretentious clear whiskey—so we started with thee idea that a night of drinking can lead to some bad decisions.We created different characters who had gotten into trouble and sent out a message in a bottle asking someone, anyone, for help. They each woke up to their own unique regrets, but at least they all did one thing right: choosing to drink Beach Whiskey. In addition to creating the concept with the team, I developed the backstories for each of these characters and wrote the messages that washed ashore.
Additional Creative Credits:
Associate Creative Director: Adrian Castillo
Designer: Joel Panicker
Creative Directors: Meredith Schwinder, Chris Grenier
DuPont Sorona Website
DuPont™ Sorona® wanted a complete brand refresh for their apparel and carpet divisions. I developed the overall voice of the new brand—high-end, active and purposeful—and brought it to life by writing the copy for the entire website. I worked closely with the art directors to develop a cohesive look, feel and tone that could carry the brand through the integrated campaign we developed.
Additional Creative Credits:
Associate Creative Director: Adrian Castillo
Designer: Matt Rondos
Developer: Will Murdoch
Copywriter: Elisabeth Coen (extended campaign)
Recognition:
Silver Philadelphia ADDY Award for Integrated Campaign
Link:
Sorona website
NJM PA Launch
While NJM had been around for over a century in New Jersey, they needed to establish brand awareness for their new launch in PA. With our pitch work, which won their business, we created a voice and a message around the idea that the things you own are more than just things to you, and NJM is more than just insurance. The following includes print ads and direct mailers that I wrote, but the campaign also expanded to billboards, digital ads, a TV spot and a radio spot.
Additional Creative Credits:
Sr Art Director: Chris Fernandez
Art Director: Kaitlyn Castillo
Sr Copywriter: Andrew Panebianco
P.J. Clarke’s New Location
This New York City icon was opening their first location in Philadelphia, and they wanted help introducing themselves to their neighbors. I took their existing tone and added some Philly history and grit, and we created a double-sided map and brochure (which expanded into merch and a digital campaign) to show both locals and visitors how P.J. Clarke’s was a perfect fit in their new city.
Additional Credits:
Associate Creative Director: Michelle Ventriglia
Designer: Matt Rondos
Lower School Brochure
When we were tasked with attracting prospective Lower School parents to the message of the Shipley School, we turned what could have been a boring brochure into a story about a map, and the journey towards readiness. I helped concept the ideas for the cut paper illustrations, and wrote engaging copy that would take parents through the strong educational foundation their children could receive. And we took it one step further by including an interactive activity map for students, for which I wrote activities designed to engage and inspire kids of all ages.
Additional Credits:
Art Director: Kyle Ferino
Illustrator: Melissa McFeeters
Featured on FPO
125 Years of Changemakers
We were asked to come up with a campaign to celebrate the Shipley School’s 125th anniversary. After doing research on the history of the school, I helped come up with the concept that highlighted the potential of each student, using historical and current photos overlaid with illustrations of what that student would become (with the support of a Shipley education), and copy that connected past accomplishments to the mission of Shipley in the present and future. I also came up with the overarching theme name, “125 Years of Changemakers” which carried over into all aspects of the project.
Additional Credits:
Art Director: Natalie Eyerman
Illustrator: Corey Jameson
SageGlass Website
To fully grasp what it means to be in a space with glass that tints on demand and responds to the environment, you have to experience it firsthand. This was the challenge we faced when creating a website for SageGlass, and we solved it by creating interactive, tintable renderings and a responsive user experience. I paired this with copy that emphasized the greater implications of this technology for all kinds of spaces, using aspirational headlines and plainspoken body copy to clearly explain the technology and its benefits.
Additional Credits:
Executive Creative Director: Dan Shepalavy
Associate Creative Director: Chris Fernandez
Lead Developer: Will Murdoch
YPO Invitation
The Philadelphia chapter of YPO was hosting an event around the theme of “the future of everything.” We wanted to create an invitation that was a little tongue-in-cheek, interactive in an uncomplicated way, and most of all, memorable. We played with the “future” theme by using a design and 3D glasses that felt retro. Using the idea that the future only comes into focus with knowledge and information, we created two different messages and visuals, the second of which was revealed by putting on the enclosed 3D glasses.
Additional Credits:
Art Director: Keelia Murnane
Wall Ball 2016 Invitation
In creating the invitation for the MAP annual fundraiser, we drew on the idea that our dreams for our city are strongest when we build them together, and that everyone can be part of spreading a message of change. I dug through the photos of MAP murals around the city and found the ones that featured words, and then strung them together to create poetry. In the invitation we also included a sheet of magnetic poetry built from pieces of Philly murals, so that recipients could join the fun add their own voices to the movement.
Additional Credits:
Designer: Keelia Murnane
Production: Nancy Logan
ACD: Adrian Castillo
Featured on Creativity
Wall Ball 2015 Invitation
For the 2015 invitation, we were inspired by the way Mural Arts Program transforms lives and spaces through art and art programming. We wanted everyone who received an invitation to feel part of making positive change happen, and to be able to watch a literal transformation take place. I came up with the idea of "planting the seeds of change," and from there we concepted an invitation that could be folded into a compostable flowerpot, along with a card made out of seed paper that could be planted inside it, eventually transforming into wildflowers.
Additional Credits:
Art Director: Bob Myers
Production: Nancy Logan, Mark Schaeffer
ACD: Kenny Kim
Featured on The Philadelphia Egotist
Inside Spread
Emily’s Entourage Gala Invitation 2018
Pantone described the 2018 Color of the Year as follows: “Inventive and imaginative, Ultraviolet lights the way to what is yet to come.” Ultraviolet was the theme of this year’s Emily’s Entourage gala to fight cystic fibrosis, and we played off the idea that Ultraviolet is invisible to the naked eye, but Emily’s Entourage can see more. I came up with the title “Ultra-Visionary” and we created a kaleidoscope-inspired look and feel for the event materials, revealing slivers of images related to CF and medicine.
Additional Credits:
Art Directors: Sara Lands, Keelia Murnane, Matt Rondos
Associate Creative Director: Jim DiGiovanni
eBay Collectibles & Art Redesign
eBay was launching Auction House Live on their Collectibles & Art page, and they wanted the experience to feel as high-end and elevated as their inventory. In addition to elegant photography, this meant using copy to tell a story and inspire the design-savvy shoppers they wanted to attract. For each page in the category, I wrote copy that called directly to the obsessive, artistic and particular sides of these shoppers to get their attention.
Pages include: Collectibles & Art, Antiques, Art, Coins & Paper Money, Collectibles, Comics, Dolls & Bears, Entertainment Memorabilia, Pottery & Glass, Sports Memorabilia, Stamps
Additional Credits:
Art Director: Kenny Kim
Photographer: Kyle Ferino
Western Union Payments Website
Western Union’s B2B payments & billing service was modern, convenient and tech-focused, but their branding needed to be brought into the present. I came up with the brand line “Always on, always on your side” and we built a website concept around the idea of nearly 100% uptime and reliability, utilizing icons and animation to create a sense of constant motion. I developed the brand tone and wrote all the pages of the new website to match.
Additional Credits:
Designer: Justin Spinozzi
