Advertising on TV is expensive. Advertising online is not. That's why we created the belVita #MorningWin Swag Shop: an online store open for one week only, where belVita fans could win amazing prizes by tweeting their #MorningWin from 9-1pm EST.

We created over 90 mini-commercials to promote each new swag item, a few of which you can view here. 

Role: Writer

Tweeting and retweeting can be a thoughtless act, but not when Diet Coke's involved. To celebrate 33 years of Diet Coke’s great, unchanged taste, we thanked 33 of Diet Coke's biggest fans by retweeting them in surprising and clever ways.

Working with acclaimed typographers, illustrators, and designers, we took 33 of our fans most loving words and turned them into beautifully crafted pieces of artwork that we placed everywhere and anywhere we could.

From a massive ice sculpture to one-of-a-kind retweeting flip-flops to our 70-foot long consumable Diet Coke sculpture, we showed Diet Coke fans how much we cared for their love by making every retweet, extra special. 

Retweets of Love was shortlisted at One Show and D&Ad. The campaign was one of Creativity-Online's picks of the day and was also featured in Adweek, PSFK, The Drum, and Ads of the World, Trendhunter.

Role: Concept/Writer

Mornings are hard. That's why it's important to celebrate even the smallest victories we achieve before noon.

For one week starting in January 2014, we created a socially-driven interactive storefront in Manhattan to increase awareness of the belVita's #MorningWin campaign. We took over a loft space and filled it with body scanners, green-spandex suits, Makerbot printers and many, many cans of gold spray paint. Then we 3D printed custom trophies for select fans who tweeted their #MorningWin. All #MorningWin tweeters received digital trophies that were shared back in real-time. 

Wired wrote about the shop.

Role: Jr. Writer

For far too long dolls have told little girls how to look and how to behave. In 2001, the Bratz became a billion dollar success story by defying this rule-following world of Barbie.

To return the brand to its roots, we created the Don’t be a Doll, be a Bratz campaign that embodies what it means to be a Bratz doll: independent, expressive, free thinking, fashion forward, and spunky.

The idea came to life as international TV spots, a revamped character bible and subsequent TV show, an interactive Bratz app, and a fashion forward social campaign.

Role: Concept/Writer