Who am I?
I’m a creative generalist of sorts, adept at producing any idea in any medium, so long as it’s meaningful and effective. With a keen aesthetic eye and an overactive imagination, I thrive on crafting a thoughtful concept and rallying a community around it. I live by the motto: Is it true? Is it good? Is it useful?
Beyond the four walls of this website, I am the Creative Director at The Lactation Network, play music in my band, and obsessively watch documentaries (read: trash reality TV). For very important dog content, click here.
If any of this piques your interest, click the button below. Let’s figure out how to work together.
I’VE HAD THE PLEASURE OF WORKING WITH
Allstate Insurance
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Make-A-Wish
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KitchenAid
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Peepers
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Body Glove
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Reverb
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Auto-Owners Insurance
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UNICEF
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Curology
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Fellowes, Inc.
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Zulily
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Murphy's Naturals
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Circ
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Allstate Insurance • Make-A-Wish • KitchenAid • Peepers • Body Glove • Reverb • Auto-Owners Insurance • UNICEF • Curology • Fellowes, Inc. • Zulily • Murphy's Naturals • Circ •
My philosophies
The greatest compliment I’ve ever received is being called a “conscientious creative.” Meaning, I take time to really consider what’s best for the project/client/etc, and then execute accordingly. In that vein, the thoughts below are the foundation of all my creative and strategic work.
Empathy always ❤️
It’s my number-one rule. Especially when brands tend to avoid the unpredictable, beautiful, messy, emotional qualities that make a person an actual human. I love discovering what makes people tick—what they find delight in, what keeps them up at night, what they actually want, how they feel at this very moment—and then I weave that deeply-embodied empathy into my work. Because I believe brand loyalty is won when people feel known and understood, not when they feel like the target of a marketing campaign.
Be more human 🤸🏽♀️
Just like the humans that run them, brands should have permission to bend and evolve depending on the circumstances they find themselves in. After all, you wouldn’t use the same kind of language and tone with your friends as you would with your dear grandmother. Likewise, you wouldn’t behave the same way at a funeral that you would at a wedding. Instead of being dogmatic about a static set of guidelines to generate repetitive creative, I believe brands become infinitely more interesting and compelling when they demonstrate the ability to behave flexibly to context and respond with nuance.
Pressure-test the premise 👩🏻🔬
Creative briefs are not Ultimate Truth. Inevitably, gaps and limits reveal themselves when the real work begins—when the clock begins to run, when resources are exhausted. I firmly believe that the first step in any creative project is to interrogate the brief by investigating the greater why. (Why this? Why not that? Why now? Why them?). Instead of charging forward, I’ve found that simply taking a step back to examine the broader goals can yield better and more enduring creative results. (P.S. it also saves a lot of headaches, time, and money in the end).
Kill your darlings 😵
Creative work is intended to solve a problem. If a concept isn’t actually solving something for you, it shouldn’t exist. Which is why I believe ideas should never ever ever be treated as precious; they’re ephemeral and as useful as the solution they offer. With every project, I ask myself whether my contribution is additive and useful, or “sparkly” yet unnecessary. Have I lost many a winning headline to the proverbial trash bin as a result? Yep. And I wouldn’t have it any other way.