BRAND AWARENESS
FUNDRAISING
DIGITAL MARKETING
VIDEO

54 rounds of chemo, 25 rounds of radiation, 4 surgeries, and 1 clinical trial. That’s the journey of Mark Crafts, a cancer survivor and avid cyclist whose tenacity mirrors that of Conquer Cancer.

This brand awareness and fundraising campaign centered around a long form video that tells the story of “Cancer Mountain,” the most difficult climb of Mark’s life. We then cut the spot down for television and social media, with all channels working together to amplify Mark’s emotional journey and inspire support for cancer research.

Working with Conquer Cancer since 2015, my strategy has been consistently focused on storytelling to help grow the donor base, awareness, and brand understanding of the organization. Digital-first video was crucial. Below the Cancer Mountain story, you will see examples of other stories I helped script, direct, and produce, which turned into assets for an always-on annual digital campaign that grew with each year we were in market. The last year alone made a measurable impact for Conquer Cancer, including the below awareness and fundraising metrics:

• 100%+ lift in brand searches

• 61% lift in site traffic

• 25% increase in average gift

BRAND AWARENESS
HEALTHCARE
TELEVISION
OUT-OF-HOME
DIGITAL MARKETING
WEBSITE DESIGN/DEVELOPMENT

Brown & Toland Physicians is a network of independent doctors in the San Francisco Bay Area. They needed a campaign that would reflect not only the level of care they provide patients of all ages, but also the benefits of seeing a doctor that you can form a relationship with for years to come.

With big-box corporate healthcare systems dominating the marketplace, the challenge was to reach every corner of the Bay Area. My creative strategy was centered on showing the doctors in their communities and represent the patients with their personalities on full display. We settled on a campaign line that represented the theme of community and the importance of making your healthcare choice carefully: Care. Where You Are.

With a detailed storyboard in hand, I worked with the director to capture authentic footage that expressed the uniqueness of Brown & Toland. I then developed a suite of creative executions to surround consumers. The campaign connected across touch points to build awareness for Brown & Toland, from TV, to digital, to out-of-home.

To ensure a seamless connection between the campaign and its online destination, my team overhauled the Brown & Toland website. Beginning with a new site architecture, we redesigned the site and interface to better accentuate the brand and streamline the user experience.

The campaign proved effective:

• Increased time on site (+24% year over year)

• Decreased cost per landing page visit (-13% year over year)

• Total site traffic increases (+31% year over year)

• Increase in ad clicks (+141% year over year)

Beyond the ad campaign, I worked with Brown & Toland to develop “physician philosophy” videos and educational Q&A content that are featured on their website to introduce new patients to their doctor and establish them as leaders in their field of medicine. One such example (HIV Q&A with Dr. Cafaro) is featured here.

BEHAVIOR CHANGE
PUBLIC HEALTH
TELEVISION
OUT-OF-HOME
DIGITAL MARKETING

Spearheading the creative for a public health campaign during the peak of COVID that is responsible for unifying a county of 760,000 residents isn’t an easy task. My team and I worked with county health officials, an equity team of multicultural community members, and congresspeople who represent the county to make sure our messaging, visuals, and overarching strategy resonated with every corner of the county.

The striking Comeback campaign emblem not only adorned television commercials, billboards, print ads, bus shelters, social media posts, and online ads, we also produced window clings in multiple languages that we distributed to homes and businesses. The symbol of togetherness was easily placed in car windows, doors of local shops, and outside homes.

When the vaccine rolled out, the campaign shifted to ensuring residents were getting inoculated. This phase of the campaign called Vaccination Now was presented in multiple languages and was focused on combatting misinformation and building immunity throughout the county.

FINANCIAL
ENTERTAINMENT
CARDMEMBER RETENTION
CARDMEMBER ACQUISITION
COLLATERAL

The Disney Visa Card is more than a credit card. It’s also a window to all things Disney. I had the fortune of designing Disney Visa’s first website back in 2006 and have overseen all marketing creative to acquire new Cardmembers and all loyalty marketing communications to existing Cardmembers ever since. In-resort marketing featured at Walt Disney World and Disneyland, in-store POP displays at Disney Store, targeted social media advertising, annual email marketing campaigns, and seasonal direct mail drops are only some of the tactics that my team and I have been responsible for creating for the Disney Rewards suite of credit and debit cards.

HEALTHCARE
BRAND AWARENESS
VIDEO DEVELOPMENT
CONFERENCE CONTENT

ECOG-ACRIN Cancer Research Group needed to amplify their work to encourage sustained support for their advancements in cancer care. The first video here is an impact video that was presented to donors and researchers at an annual conference and featured on their website to show off ECOG-ACRIN’s brand purpose on their homepage.

The second video was a partnership with their Cancer Research Advocacy Committee, where I was able to interview cancer survivors and how they are working with ECOG-ACRIN to make sure the patient voice is always loud and clear. The video was presented at the annual conference as a way to honor the work of patient advocates, their individualism, and how they represent a commitment to patient-centered research.

CONSUMER ADVERTISING
SOCIAL MEDIA
ONLINE VIDEO

Orabrush came to my team to create a campaign that targeted a Millennial and Gen-Z audience and represented how the tongue cleaner can help prevent bad breath. All we needed was a leaf blower and a Phantom slo-mo camera to make something memorable and show the impact of a dirty tongue. See the “Making of…” video to take a peek at the fun.

This spot ran across social media, and I cut custom 10-second edits to run on Tinder. Clips from the video were also used as repeating GIFs to be used as additional social content. The campaign earned:

• 1.7 million views on Facebook

• Over 670,000 organic impressions

• Nearly 12,000 engagements on social media

BRAND REPOSITIONING
CAPITAL CAMPAIGN CREATIVE
HEALTHCARE

Cleveland Clinic began using the campaign titled The Power of Every One a few years ago, but found that their communications had lost the meaning of the phrase. I led my team to reinterpret The Power of Every One into a new campaign platform that positioned the medical center as a catalyst for new treatments that can save the lives of future generations. For each new advancement that Cleveland Clinic pioneers, countless people in the future are impacted.

DIGITAL MARKETING
FUNDRAISING
BRAND AWARENESS
ADVOCACY
EVENT PROMOTION
PEER-TO-PEER

What has driven the online advertising campaign I have helped spearhead for March of Dimes?

• Systematic testing
• Audience segmentation
• Data analytics

The digital campaign has balanced goals of brand awareness, revenue generation, event signups, advocacy, and education. Using video, testable themes and stories, timely events, umbrella campaigns, various KPIs, and diverse online tactics across programmatic, native, sponsorships, and social media, the performance-based campaign has made strides in continuing the mission for healthy moms and strong babies.

Promoting signups for March For Babies, we use targeting tactics to segment return walkers, team captains, and brand new participants. Every social channel has been used to their strengths, attracting new advocates, event attendees, podcast listeners, and donors.

FUNDRAISING
DIGITAL MARKETING
DIRECT MAIL
VIDEO
PARTNERSHIPS
EVENT MARKETING
PEER-TO-PEER


The Muscular Dystrophy Association (MDA) was best known for the Jerry Lewis Labor Day telethon that ran for 45 years and raised over $2 billion for the organization. I spearheaded creative across channels for MDA's fundraising channels from 2018-2023. With each tentpole event or organizational milestone, we developed integrated campaigns that injected new energy into the program to acquire donors and motivate existing supporters to give again.

MDA came to my team to find a way to regain the momentum of giving around Labor Day. Rather than attempting to capture lightning in a bottle for a single day, we created a campaign that spanned the entire month of September. We called it 30 Days of Strength, and it not only featured the will of people living with neuromuscular disease, but also challenged supporters to show their own power of will on social media.

30 Days of Strength was everywhere in September. It launched on jumbotrons at MLB games on Labor Day weekend and gained momentum as inspiring MDA families and doctors were featured every day on social media and in millions of digital advertising impressions. Celebrities like Melissa Joan Hart and MLB star Rhys Hoskins participated in the challenge to help spread the word. We also created a series of personalized direct mail packages that were sent to MDA’s active donors and prospects.

The campaign brought a renewed attention to the organization and a sustained level of support. During the month of September, digital fundraising surpassed MDA’s goals by 171%, and a new annual campaign was born with the promise to grow the organization to new heights year after year.

BRAND AWARENESS
FUNDRAISING
DIGITAL ADVERTISING
TELEVISION PSAs

What’s unique about Médecins Sans Frontières (MSF) is that they work where crises converge. When a natural disaster strikes, often an epidemic will wreak havoc in the days following. When a conflict rages in a developing country, malnutrition can plague the people who are trying to survive through the struggle.

MSF is non-partisan, un-biased, and unwavering in their ability to operate in places where few others will go. This campaign that my team and I developed for them was featured in pre-roll video placements, social media, and as a TV PSA for over two years. It was also a successful fundraiser when we developed a digital ad series based on the campaign.

The That’s Where We Operate pre-roll video results were emblematic of the campaign's impact:

• 241% ROI for donor acquisition

• 33% interaction rate

BRAND AWARENESS
FUNDRAISING
TELEVISION
RADIO
DIGITAL MARKETING

When I began working with Make-A-Wish, it was clear that the organization needed to change the perception that they provide dying wishes to kids with life-threatening illnesses. In reality, Make-A-Wish provides moments that have a real impact for kids who are fighting for their lives. The One Moment campaign was born.

After workshopping the messaging and building the concept, the television spot was developed and customized for all 62 local chapters as PSAs. The concept was extended to paid social, online display, native advertising, and radio spots, translating the campaign into Spanish and French to cover all North American markets. The campaign became a centerpiece of Make-A-Wish’s brand and was responsible for over two years of successful fundraising.

BRAND DEVELOPMENT
FUNDRAISING
DIGITAL MARKETING
DIRECT MAIL

Habitat NYC came to my team to develop their brand positioning and take over their fundraising campaign. We created the I Am Able umbrella campaign and brand video. The results were off the charts in the first year and Habitat NYC was finally able to differentiate themselves from the international organization to drive growth from core supporters that were invested in their mission.

The I Am Able campaign gained traction the moment it hit the market across channels, including:

• Acquisition direct mail

• Renewal direct mail

• Online display retargeting

• Paid social

• Paid search

• Events and social media video

The campaign provided growth for Habitat NYC’s annual fundraising efforts:

• 235% increase in direct mail acquisition response rates

• $125 average donation

• Online advertising gained 10x conversions from previous year’s digital test

BEHAVIOR CHANGE
PUBLIC AWARENESS
OUT-OF-HOME
SOCIAL MEDIA

We were tasked to create an outdoor and social campaign for City’s First Readers, an initiative of the New York City Council to promote early childhood literacy and close the “word gap” that exists between low-income and affluent families. The campaign not only motivated young parents in disadvantaged communities to read to their children, it also became an exercise for them to start right away as they waited for the bus or subway.

Read The City! launched with the playground scene that I illustrated shown here. Afterward, we worked closely with famed children’s book illustrators/authors Tomie DaPaola and Paul O. Zelinsky to create more scenes and turn Read The City! into a staple for low-income neighborhoods in NYC.

The campaign took approximately 6 weeks to launch from project kickoff and was in market for 4 weeks. The campaign proved effective at creating action and positively influencing the communities we reached:

• Over 15M locally distributed impressions

• 750% increase in Facebook following

BEHAVIOR CHANGE
CLIMATE ACTION
PUBLIC HEALTH
GOVERNMENT
OUT-OF-HOME
DIGITAL/SOCIAL

Promoting clean energy is a priority for the city of San Francisco, and the San Francisco Public Utilities Commission (SFPUC) needed to reach existing customers and the general public with a campaign motivating homeowners to swap out their gas appliances for their climate-friendly, nontoxic electric counterparts.

The campaign was engineered to:

• Raise awareness among San Francisco residents about the benefits of switching from gas to electric

• Educate the target audience on the harmful effects of gas appliances on the environment and the home

Our relationship with gas is like a toxic relationship. That was the theme that my team developed to build the campaign. We settled on the short campaign theme, Break Up with Gas, and developed characters of old fuming gas appliances that grumpily accompanied the headline. The characters came to life in social and out-of-home video placements at EV charging stations.

The Break Up with Gas campaign had significant reach:

• The campaign generated 2.3M impressions

• Digital generated 15.1K clicks across a combination of highly targeted prospects

• Out-of-home totaled 1.16M impressions

CREATIVE DIRECTION
ART DIRECTION
POST PRODUCTION

Sometimes you find the perfect story. Conquer Cancer is an organization that funds the brightest minds in cancer research, and when I needed to create a brand campaign for the organization, the story of Brittany Sullivan was the perfect way to tell people what is so important about Conquer Cancer. The parallel narratives of Brittany and the doctor that saved her life not only made an impact on TV, but I was able to cut pieces of the story into several social video spots that inspired an entire new audience to learn more about Conquer Cancer and their important work.

PUBLIC AWARENESS
GOVERNMENT
TELEVISION
OUT-OF-HOME
DIGITAL MARKETING

RIHousing needed an awareness campaign that could reach potential home buyers in Rhode Island who would benefit from their educational and financial assistance. The demographic is multilingual, and much of the target audience is interested in homeownership but feel it is unattainable for their family.

Own Your Next Chapter is the umbrella campaign theme that spreads a message of empowerment and resilience. We reached Rhode Islanders through television, social media, online display, and out-of-home advertising. To extend the campaign and make it more informational about RIHousing’s offering, another video was launched to elevate the educational element of the outreach.

The Own Your Next Chapter campaign generated 2.3M impressions and 15.1K clicks to the RIHousing website:

• OOH delivered over 1.16M impressions in English and Spanish, including 161.8K as added value

• The campaign growth has led to a 29% lift in click-through rate and 71% improvement in cost per click of 71%.

BRAND DEVELOPMENT

Patient AirLift Services (PALS) was founded in 2010 to help provide free flights to people who need them most. As a volunteer pilot organization, PALS has provided more than 23,000 free flights for patients battling illnesses, veterans in need of supportive services, and victims of natural disasters.

The PALS brand was not reflecting the care, warmth, and mission of the organization and was not helping to support efforts to build a new base of donors. I worked with my team to build a new brand foundation using the tried-and-true Brand House method. The brand promise surfaced: Going above and beyond to lift people up.

The PALS visual identity needed modernizing, but it also had to reflect the new brand strategic foundation. I led my team to create a logo that differentiated PALS from other volunteer pilot organizations, as it focuses on the people PALS serves instead of solely using aviation iconography.

The logo icon builds a narrative around the PALS brand. The child represents PALS passengers, but the silhouette piques the curiosity of who the child is and what is their story. The badge shape is representative of a plane window with the shade up. The child holds a toy plane in the air with an upward gaze. The imagination of a brighter future and the hope of what a flight can bring fill the brand with optimism.

CREATIVE STRATEGY
B2B
SOCIAL MEDIA
DIGITAL MARKETING
VIDEO TESTING

The Risk Management Society (RIMS) needed a digital campaign that would inspire risk professionals to join the association. As a pilot campaign, I identified potential value propositions that would be most likely to touch emotional triggers to get the audience to act. These two concepts represent the top two value propositions: the RIMS community that can act as a safety net for risk professionals who need help (“Risky Business”), and the career growth opportunities that a RIMS membership provides (“Build”).

RETAIL BRAND DEVELOPMENT
VISUAL IDENTITY

Fundati means grounded in Latin. A burgeoning coffee shop in Lincoln, RI wanted a brand that captured the philosophy of balance that would represent the experience inside. The Fundati Coffee logo design is balanced. The letters are even, aligned, and symmetrical. The odd letter is the lowercase i, whose dot is balanced perfectly between the top of the T and the stem of the i.

A clean logo can require a partner to bring more personality to the brand. The elephant “stamp” was created to represent the brand mantra “grounded,” and also continue the theme of balance as she effortlessly holds a coffee mug on the end of her trunk.

BRAND DEVELOPMENT
NAMING
DESIGN CONSULTING

Working with a startup is exciting. Working with a new pet food company that is looking to change the industry and the health of dogs across the country is downright thrilling. I worked with Ollie from the ground floor, when we didn’t know what to call the burgeoning company. Using tried and true branding exercises I was able to define the personality, promise and mission of the company, as well as guide them to naming the startup: Ollie. I developed a brand voice document, taglines, ad concepts, messaging for the packaging and strategic guidance on the website information architecture.