It all comes down to
Whether it's pitching a big idea to the C-Suite, the Board, the Consumer or all the above, I'll articulate the vision or help build one from the ground up.
Brand Voice Guidelines
I worked with a small team at ad agency Lemonade to announce the launch of Manta Comics' "Under the Oak Tree" Season 2 to the U.S. market. Two strategic campaigns focused on an activation at San Diego Comic-Con 2021 and a digital display takeover in Times Square.
My roles included concepting and scripting the Times Square spot, experiential ideation and copywriting for the Comic-Con booth, social content creation, video scripting and all-around high-fiving.
NEW BELGIUM VOODOO RANGER
In 2016 I was handed the idea for a new brand mascot Voodoo Ranger, a skeleton spokescreature for New Belgium Brewing’s new line of IPAs. My task was to develop and write the character’s voice, tone and content for on-package, OOH, social media and video, as well as product names in the line like Juicy Haze IPA and Liquid Paradise.
The work was spotlighted in Nielsen’s Annual Beverage Report 2017 for its humor and originality.
The beer went on to become the volume-leader for New Belgium, surpassing flagship Fat Tire Amber Ale.
NEW BELGIUM GREATER LENGTHS
I worked as Editorial Content Manager on a small team charged with developing and executing a CSR campaign that illustrated the core values at New Belgium Brewing.
“Greater Lengths” took an editorial approach, telling compelling longform stories with video and copy. We mapped out strategic stories across employees, ingredient partners and non-profits.
I acted as story developer, scriptwriter, interviewer and photographer.