FRITO - LAY x JACK’S LINKS

MAY 2024

PROJECT: I was brought onto this role as a brand and creative strategist, meeting directly with client leads to craft this new campaign from High Dive for Frito - Lay that sought to express the benefits of this bold collaboration.

When consumers pick up beef jerky, they’re usually thinking functionally— looking for that quick energy boost or protein to get them through the last leg of a road trip or a sluggish afternoon. But when they’re snagging Fritos, Doritos or Cheetos, it’s all emotion, baby— Flaming Hots just speak to the soul in a completely different way. How do we communicate what consumers get out of combining both?

This is what this work explores— and can be found on High Dive’s site here.

ROLE: Senior lead, brand and creative strategy

FRITO - LAY : ROLD GOLD DIGGERS

APRIL 2024

PROJECT: High Dive set out to create mouth-watering, bite-size content for Frito - Lay’s ROLD GOLD line, pulling from consumer research and audience insight to further crystallize the ROLD GOLD consumer.

ROLD GOLD had a problem— while they dominate brand recall in the pretzel category, they lack the market share that should come with it. In response, High Dive put their strategy caps on to find new ways to connect with consumers, new and old— or as they like to call them, Rold Gold Diggers.

ROLE: Creative strategist & consultant, providing social and cultural research and implications in relation to shoot production, script and copywriting and overall campaign sentiment.

United Negro College Fund: HBCUv

JUNE 2023

PROJECT: Deloitte partnered with the United Negro College Fund to create a revolutionary learning platform and educational network connecting students at Historically Black Colleges and Universities (HBCU’s) across the country. A reimagining of Black higher education, HBCUv is an ambitious effort aiming to advance the collective genius in Black students nationwide and has received funding from the Bill and Melinda Gates Foundation, the Lilly Foundation and more.

ROLE: Brand strategist, content strategist, copywriter. Part of small team that developed and honed brand mission, tone and content strategy. Wrote public-facing website copy and assisted in content strategy and UI writing implications throughout process.

AMERICAN EXPRESS

2021 - 2023

PROJECT: Credit cards can feel complicated. What do my reward points mean? How do I add additional cardholders? What permissions do they have? And what exactly does Marriott have to do with all of this?

American Express wants their cardmembers to feel empowered to “upgrade the way they spend”— and this means having a clear understanding of how to get the most out of their card. Email copy that could break through the noise of cardmember inboxes (while adhering to stringent legal guidelines) was essential, and identifying seasonal and cultural cues within a strict character count was the key to increasing click-through rates and associated user actions across 12 different campaigns.

ROLE: Lead copywriter under Creative Director Jason Barbacovi

DELOITTE METAVERSE OFFERING LAUNCH

JANUARY 2022

PROJECT: Deloitte launched their Metaverse and Unlimited Reality offerings at an enterprise level and needed clear, concise, legally-sound yet vibrant copy for their Deloitte.com webpages to announce these enterprise solutions. Being a professional services firm, the copy needed to be exact and specific to avoid regulatory issues. However, it still needed to grip the reader with a sense of possibility and excitement— illustrating the limitless potential of this ever-evolving tech and its’ implications for businesses.

ROLE: Lead copywriter

LILLY PULITZER

AUGUST 2021 - JUNE 2023

PROJECT: Lilly Pulitzer’s e-commerce sales are highly driven by SEO and their ability to capitalize on current trends— with a Lilly twist. This workflow involved weekly copywriting across all product pages on their site, utilizing Clearscope SEO data and Lilly’s signature brand voice and tone to create timely, relevant SEO-enhanced copy to live online.

ROLE: Lead copywriter

TROPHY ROOM

FEB 2020

PROJECT: TROPHY ROOM is an elevated retail boutique and cultural event hub blending the worlds of sport, art, and community, founded by Marcus Jordan. After deciding that the brand and storefront needed a refresh in order to continue delivering the premium experiences and products it was known for, Marcus approached our team seeking a retail brand book that would balance the forward- looking vision of the store with the inspiration and legacy of his father, Michael Jordan.

The name TROPHY ROOM, derived from the family room in the Jordan home that held all the family accomplishments, served as inspiration for both the tone and style of writing and the colorways and accents of the book, which is currently in the print production process of becoming a coffee-table style casebound book.

ROLE: Utilized existing TROPHY ROOM assets to create outline and story strategy; wrote and edited all copy, assisted in art direction and “look and feel” alongside designer Daniel Delgado.

NBA CARES X EA SPORTS

JUNE 2019

PROJECT: In celebration of the 2019 NBA Draft, EA Sports and NBA Cares teamed up to refurbish the courts at Park Slope School 282. Chosen by the Limitless team for its proximity, feasibility within the time frame and community impact, our team managed all aspects of production and implementation. After all repairs were made to the backboards, rims and court itself, the prolific artist MADSTEEZ graced the court with his stunning designs - a testament to the community created through the sport of basketball. On Draft Day, we then assisted in a celebration with the schools’ students, featuring NBA players, city officials and community leaders.

ROLE: Led all client communications and presentations as well as handled inter-agency communications with MADSTEEZ regarding creative briefing and associated needs, sourced and pitched selected court and community impact, assisted in managing and securing needed permits from the City of New York and Brooklyn Boroughs alongside Rauwshan McKenzie, assisted onsite as Account Lead to manage client.

NIKE MEXICO: DIA DE MUERTOS

OCTOBER 2019

PROJECT: For the release of Nike MXC Dia de Muertos Pack, we reimagined a rich cultural tradition for the modern age through a multi-day pop-up experience drawing upon past and future themes in the spirit of the holiday.

ROLE: Strategy, Insight Development

PROBLEM TO SOLVE:

How can we engage consumers during a deeply personal holiday without being offensive or cliched? How can we connect our product story to their personal ones?

KEY INSIGHT:

Storytelling is huge within the customs of Dia de Muertos.

As Gen Z continues to subvert media and create new ways to express themselves, finding opportunities to tell their stories in a new way or through multi-media avenues is key.

STRATEGY:

Give consumers the chance to wear their honor for their loved ones and tell their stories through immersive, personalized experiences during the week of Dia De Muertos - in the center of Reforma Avenue where iconic festivities take place in Mexico City.

Photos c/o Limitless Creative Co

JORDAN BRAND GLOBAL: CHICAGO BRAND BOOK

OCTOBER 2019

PROJECT: To introduce the Global Brand Team to the City of Chicago, the North Central Jordan Brand team tasked my team with developing a book that delved into key aspects of the city they wanted to focus on - the neighborhoods, the iconic train lines and the consumers who live and breathe authenticity, especially when it comes to basketball, sneakers and the legends who grew up here.

ROLE: Lead and crafted story strategy, assisted in graphic design through the selection of photography and assets alongside designer James Bailey, wrote and edited all included copy, assisted in relations and management between client and creative teams.

ALL STAR WEEKEND: VIRGIL ABLOH & KIM JONES

FEBRUARY 2020

PROJECT: Throughout All-Star Weekend 2020, Jordan Brand programmed their HUB23 brand space to highlight creatives and collaborators across the city. Each Chicago Collaborators Collection member facilitated a community - based workshop.

When Virgil Abloh (menswear designer for Louis Vuitton and creator of OFF-WHITE) and Kim Jones (creative director of Dior Homme) met with students, the students believed they were simply participating in a customized hoodie workshop, drawing inspiration from the techniques popularized by both iconic designers. Later, students’ designs were hand-selected by Virgil and Kim - with the student designers snagging internships at Jordan Brand/OFF-WHITE and Jordan Brand/Dior.

ROLE: Strategist and creative ideator, pitched initial concepts to client drawing on insights pertaining to Virgil’s process and passion. Translation of insight and idea into programmable event concept.

Photos c/o Modern Notoriety, Nice Kicks

JORDAN BRAND X UPRISE SKATE

MAY 2019

PROJECT: Jordan Brand and Uprise Skate Shop partnered to replace the worn-down skate equipment at Roberto Clemente High School, a burgeoning hotspot for the skaters on the Westside of the city. Once the upgrades were complete, Jordan Brand powered the annual Skate Jam, outfitting the winners of the various competitions with the newest Nike SB release and providing food and fun for the afternoon.

ROLE: Assisted in client relations and coordination between multiple clients and managed production and event logistics both before and during event.

Photo c/o Estevan Cruz

JORDAN BRAND WMNS LAUNCH

FEBRUARY 2020

PROJECT: To celebrate the launch of the Jordan Brand WMNS apparel launch, Jordan Brand and SVRN hosted a brunch bringing together movers and shakers from different industries for a conversation on equality, empowerment and how each of us can fearlessly UNITE.

ROLE: Scriptwriter and editor for brunch run-of-show, including brand messaging, introductions, Q+A questions and dialogue prompts.

INSIGHT:

The conversation around gender equality is not new to women - but we all need a seat at the table to make a concerted effort for change because the burden is not just on women - it’s on all of us.

STRATEGY:

Let’s utilize the high-impact moment of All-Star Weekend to bring together influential men and women across industries to voice their intentions in leveling the playing field - all in support of the global launch of Jordan Brand’s first ever women’s apparel capsule collection.

ALL STAR WEEKEND 2020: SUCCEZZ

JANUARY 2020

PROJECT: In celebration of SUCCEZZ’s Chicago Collaborators Collection launch through Jordan Brand for All-Star Weekend 2020, the OG sneaker shop hosted an invite-only launch party, complete with odes to Chicago graffiti and tagging culture and the Chicago Yellow Line.

ROLE: Strategist and creative ideator for workshop and launch party, drawing inspiration from collection to inform space design and programming. Copywriter for invites.

Guest list management and on-site support assisting clients and stakeholders.

ALL STAR WEEKEND: SVRN

FEBRUARY 2020

PROJECT: Jordan Brand partnered with SVRN during All-Star Weekend 2020 to serve as the hub for all things WMN- including the launch of the Jordan WMNS apparel collection. Workshops with influential creatives around the city were held and guests were encouraged to attend and gain brand and product knowledge as well as forge connections with fellow creatives in the city.

ROLE: Copywriter and editor for all event invites, script development for Q+A panel with Ticara Devone.

Photos c/o Ticara Devone, Instagram

Girlboss x Notion

APRIL 2022

PROJECT: Girlboss, the ultimate destination for success-minded women supporting other women, reached out to partner with me to create original content promoting the all-in-one collaborative workspace, Notion. Our goal? To create fresh, funny content that inspires others to up their study, work or task list game to the next level.

ROLE: Scriptwriter, on screen talent, video editor

PRIMARK CHICAGO LAUNCH

JUNE 2021

PROJECT: To celebrate the launch of PRIMARK USA launching in the Windy City for the first time, I partnered with Primark and Mekky Media to create Instagram in-feed and Live content promoting the variety of apparel in the store. Always one to look high and low for on-the-go outfits, I curated items and shot around Chicago to capture the essence of spontaneity Primark aims to infuse into their shopping experience.

ROLE: Ideator, personal shopper, editor, on-screen talent

TOMS ALPURGATA

JULY 2021

PROJECT: TOMS wanted engaging lifestyle content for the launch of their Alpargata Campaign, highlighting the equity and sustainability initiatives they’ve been focusing on as they evolve their mission statement and product line to meet the needs of a changing planet. Shot in my home, I scripted, filmed and edited Instagram Story content that was used on my socials and throughout TOMS’ socials as well,

ROLE: Ideator, scriptwriter, on-screen talent, editor