THAYERS NATURAL REMEDIES

Thayers wanted to resonate more with Gen Z without of course, alienating their loyal consumers.

That’s where our Ride or Die journey—creating a cool, but not trying-too-hard-to-be-cool campaign—began.

Reds of Worth for L'Oréal

Reds of Worth is a collection of statement-making red lipsticks, created to complement all skin tones.

The inspirational shade names were meant to embolden the wearer as they "Rediscover the Power of Red".

That phrase came to me as a post-pandemic rallying cry to re-embrace red lipstick after the “face mask years”.

Along with this script, I crafted copy for its spinoff TikTok campaign ("Say It with Red"), digital & print ads, press releases, etc.

URBAN DECAY’s WILD GREENS & L'Oréal’S MEN EXPERT

Co-ideated concepts & crafted scripts for Urban Decay's Wild Greens & L’Oréal’s Men Expert campaigns.

I was deeply involved in both projects from script writing to music selection & castings to shoots & post-production edits.

The first was a really cool idea from my AD partner: a city overrun by foliage, using Urban Decay’s signature edge.

The second demonstrates the ease that Men Expert provides by focusing on over-the-top messiness…and dismay.