A creative leader
with a passion for written & visual storytelling based in Chicago.

Interviews

• Home Tours

• Listicals

• How Tos

• Interviews • Home Tours • Listicals • How Tos •

Domino

The ultimate guide to stylish living.

Writing Samples

Crate&Barrel

Tips for creating a modern & beautiful home.

SEO Writing Sample

Home52

The sparks that make home a living, breathing thing.

Writing Samples

Product Launches

• Storytelling

• Brand Campaigns

• Art Direction

• Video Production

• Product Launches • Storytelling • Brand Campaigns • Art Direction • Video Production •

“A successful brand campaign should make you feel something.”

— Garrett Fleming

Jake Arnold x Crate & Barrel

Tap the image above to explore the campaign.

Told within the context of our brand shoot coming together in LA, the story I developed began with product sketches and finished with beautiful rooms, highlighting how Jake's vision led the way.
I created the campaign idea, directed Jake on set and wrote clear, captivating copy for all channels. I also infused Jake’s expert POV into the launch through pull quotes. The result? A launch that far exceeded sales projections.

Brigette Romanek x Crate & Barrel

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To launch our exclusive collection celebrating interior design icon Brigette Romanek, l I created a campaign centered around highlighting her no-rules approach to design. The goal? Inspire Crate & barrel customers to live with what they love.
I led the content creatio, directed Brigette on set and wrote scripts for “Behind the Design” videos to infuse the campaign with Brigette’s designer voice. I also interviewed the designer and translated our conversations into intriguing marketing messaging that resulted in a collection page, email and social content that felt true to her design ethos and exceeded expectations.

Laura Kim x Crate & Barrel

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Fashion comes home. This concept highlighted all of the ways the Creative Director of Oscar de la Renta translated her eye for texture, pattern and color into a modern romantic entertaining collection.
I immersed myself in fashion magazines to give this collection a fresh, runway-inspired tone of voice that matched the collection's mood. I also went on location to the Future Perfect House and directed the Laura Kim in social-first and brand videos.

Miller Lite

It’s the only light beer with fewer calories and more taste than its competitors. It’s also the only American light beer not getting killed in the market. So for our TV spots, we focused on the brand creds, made those cans look crisp and kept things simple. Just like Miller Lite.

State Farm

To increase State Farm’s market share amongst small business owners I produced a series of online videos that took big business terms and applied them to small biz life—all under State Farm’s overall brand platform "Here to Help ___ Go Right."

McDonald's

Nearly 75% of millennials had never tasted a Big Mac. The irreverent daily content I art directed for the "Think with Your Mouth" Facebook page got meat on more minds and increased Big Mac sales by 8%.

Harley-Davidson

What do you do when you can’t host your yearly keynote in person? You take it online. I produced nearly 50 films, including live panel discussions and product demos, for H-D 2021, the brand’s first-ever virtual tradeshow.