"Effective subway ads keep the message short due to passengers’ limited time onboard: about one minute per stop, more than a few stops if you are lucky. Grubhub Seamless, the food delivery company, realizes this and relies mainly on its copy – employing dark humor (snarky at times) in one-liners that address commuters in their perceived tone, perpetuating a stereotype of cold cynical New Yorkers too good for anyone but themselves. "
–Prof. Laura Portwood-Stacer, PhD, New York University
Featured in Elle Magazine, January 2019
Originally slated for digital marketing only, the “Be Transformed” campaign took over cinema, print, mobile, out-of-home and in-store channels. Responsible for concept and copy, I was honored for it to become the biggest initiative in Nike Women Asia Pacific's history.
Tasked with refreshing the Skinny Cow brand on social media, my partner and I launched a new look, feel and voice that churned out sweet success. Attracting major love from both the client and fans, many posts received 20,000+ likes.
Six-time Dancing with the Stars champion and fellow allergy sufferer, Derek Hough, guided our influencer family, The Eh-Bee's, on The Greater American Roadtrip, a cross-country tour of America’s most allergy ridden cities, proving that you can be greater than your spring allergies with Flonase Sensimist.
Privileged to be a lead digital writer for the Visa “Go World” Olympic campaign, I wrote about the heroic tales of some of the most acclaimed Olympians of our time, evoking the emotion and memories of unforgettable moments in Olympic history.
Did you know that 40% of people suffer from tooth sensitivity? Its questions like these that inspired a streamlined re-design starring a conversational voice aimed to spark intrigue, while providing fast knowledge and simple answers to an incredibly common condition.
Tapping into cultural insights and trends, Crown Royal’s summer social campaign on Facebook garnered a huge response in user engagement.
