One day in preschool I came home covered in mud and bawling my eyes out. My mom sat me down and found out that two boys threw mud on me and told me that I couldn't play with them, because I was a girl.
Then she taught me how to throw a punch.
Girls should not be relegated to "girl power" commercials and pink toys. We're smart. We're creative. We're funny. Some more than others. Just like guys.
For this spot we wanted to create an inspiring message for parents of girls and boys. Our spot just happens to feature girls. Because we're awesome. (And smart.) (And funny.) (Etc.)
Los Angeles has two sides, but unlike New York, no one really talks about the dark side. There's the flashbulbs and the Bugattis that everyone sees, but there's also the late nights, early mornings, the scraping and the clawing that happens on the way to the top. We wanted to show that side of LA, to say you can get there, but it's gonna take your soul.
Dollar Shave Club customers are a lot like teen girls. They both love to exaggerate. We took real tweets that customers wrote about Dollar Shave Club and put them in situations to show how ridiculous their tweets really are.
Loren Stewart makes jewelry for the Hollywood bad-girl set, citing Lindsay Lohan and Chelsea Handler as some of their favorite clients.
So we leaned into that bad girl image. We wrote spots that looked like candy-coated fragrance ads, but with a dark and funny twist. We even got to make a child cry. In the end we created a brand spot and campaign that says you can always look elegant, even when you’re up to no good.
We all need to make more things.
We created an anthem and a couple mini-documentaries to show the capabilities of the HP Sprout and tell people to make more.
Fivestar Training has been the leader of basketball training for many years. Their alumni list is a who's who of modern basketball legends. Even Michael Jordan and LeBron James went through Fivestar's program.
We created a new brand identity for Fivestar and spots with soccer legends Wayne Rooney and Alex Morgan to promote the app.
LA has two baseball teams – the Angels and the Dodgers.
We created campaign that showcased the hometown rivalry and their players who share number 27: Mike Trout and Matt Kemp.
We had some celebs and athletes tweeting, some out of home and social pieces and a ton of hilarious scripts featuring Mike and Matt that unfortunately never got made.
Working with GE is like being dragged from the arts and crafts table in elementary school to a podium to teach a physics class at MIT. After months of research and lots of questions, I learned enough to write some stories on the amazing research they're doing around the globe. Then we put those stories into a beautiful interactive website. GE liked it so much they made it their homepage and then we won 2 FWAs. Check it out at GE.com if you want to see more.
I write a fitness blog.
For those of you that know me, you're probably laughing pretty hard right now.
It's true. My friend Chelsea Gold and I write a blog about being healthy, exercising and complaining the whole way through it.
We noticed that the fitness world was severely lacking in people being real with each other. So much of it is fake motivational statements, fit tea endorsements and photos of smoothie bowls. We were tired of women who go to one yoga class and then start telling people how cauliflower pizza tastes just as good as the real thing. So we decided to make a fitness blog where we can show people it's okay to be human.
Check it out here
We created this video during school to get our classmates to grow mustaches and donate money during the month of Movember. We shot and edited the video in 24 hours, and during the unveiling we got such a good reception that we decided to submit it for the Movember Moscars competition.
Our video was featured on the site as the video to beat, and got over 25k views in a month. We were technically disqualified because we used a popular song with no rights to said song, but they gave us third place anyway.
One day my friends and I sat down, opened some magazines and rewrote some headlines. Then we put it on Tumblr and got over 100k followers. It was a whirlwind ride of internet fame complete with interviews, articles and hilarious user submissions, but we stopped posting. We've had a lot of emails to resurrect our internet baby, but we got busy with our advertising jobs and have been lazy as hell lately.
Here are some of my favorites. You can see the rest at depressedcopywriter.com My fellow depressed copywriters are Chris Sheldon, Mariana Oliveira, and Tedd Wood. All incredibly talented writers who you should check out posthaste.
If you want to know everything about me without reading another word click here
I'm a writer (that's code for copywriter in advertising with hopes of getting something published in the Shouts & Murmurs section of The New Yorker one day) currently working at 180LA.
I'm a third degree black belt in Tae Kwon Do, have 2 different colored eyes (which obviously means I swallowed my twin in the womb and absorbed all their skills, resulting in a super human intellect), and I used to have an obsession with carved walking sticks and wanting to be a dolphin when I was a kid.
I haven't taken a professional looking picture since junior prom, so I apologize for the bush-league photograph. I also included photo evidence of my black belt and one of my favorite pastimes - completing the New York Times crossword on Sunday mornings.
Thanks so much for checking out my site, I'm proud of this so I really appreciate you taking the time to come here.
I have a lot of opinions, so I like to write essays. Most of the time I have opinions on things that no one else cares about. So here are some of those.
This is my resting place for stuff I'm not ready to take out of my book, but is obviously not my professional work.
The stop motion claymation dinosaurs were a labor of love by my talented writer friend Mariana Oliveira and I, and we still love Reginald, Jean Luc and Carl as if they were our children. We also learned that lighting is not our strong suit as filmmakers during this process.
The Almond Breeze Campaign was a student campaign that Mariana and I also came up with. It was one of my favorite campaigns to concept for, and we got to use butchering animals, pee jokes and the word nipple in them. So I'm not ready to let those go just yet.
Do you feel it?
During grad school I interned with a super cool shop called Digital Kitchen. You may know their work from the best HBO intros like True Blood - but they also do advertising. During that summer, Digital Kitchen moved offices and wanted to throw a housewarming party.
They tasked my partners and I to come up with a theme and make them an invitation. But we were the epitome of overzealous interns, and we couldn't just do that.
We created a website with a video invite featuring a horse in a sweater, an online game called Sweater Quest and a horse translator for people who had trouble coming up with small talk at parties. Our invite was a hit with the Chicago ad scene, and according to google analytics, it went worldwide.
I'm still pretty proud that this got made...especially because we turned housewarming into horsewarming, got that idea approved and then got to run with it. It was our magnum opus of the summer and a great end to our internship.
I made this with two of my favorite people in the world, and some of the most talented creatives I've ever worked with: Lydia White and Ernesto Campabadal. In my advertising agency dream team, they're top of my list.