When companies in China do business with companies in France, they work together in English. Yet many HR directors use informal, homegrown tests to assess skills, often hiring or promoting employees without the proficiency they need.
As the leading assessment of workplace English, TOEIC wanted to be seen as a thought leader in English proficiency. They asked for blue sky ideas, and one of the ideas I pitched was this: a documentary series showing the impact of English on leading multinational companies. They went with it (!) and we embarked on a 2-year odyssey creating a first-of-its-kind digital platform —featuring global companies like Sony, KPMG, Intel and P&G.
Role: Strategy, Concept, Creative Director, Copy
While there are thousands of languages spoken worldwide, a smile speaks volumes in ways we can all understand.
To show how ARM & HAMMER strengthens and protects teeth — and smiles — we worked with a media company to create this fun video (a first for the brand!) explaining the power of a smile.
Role: Concept, Creative Director
People love breakfast, and love it any time of day. But it's not something they think of when it's time for lunch or dinner.
With fast food kings like McDonald’s poised to steal breakfast lovers all day long, IHOP needed to own "All Day Breakfast".
That's why we launched the Breakfastarian movement. We kicked the movement off through an unbranded campaign via Twitter and Tumblr, then sent an unbranded mailing to thousands in the press inviting them to join the Breakfastarian movement — which had everyone wondering "Who’s Behind the Breakfastarians?" Here’s just one article trying to guess who!
With every new product launch, we created a page dedicated to Breakfastarians — earning high click through rates over and over again.
Role: Concept, Creative Director, Copy
Consumers crave content — and they demand it from their favorite brands.
To elevate ARM & HAMMER’s leadership in their key categories, I created over 30 SEO-optimized articles to showcase ARM & HAMMER’s expertise with helping consumers every day — from getting out common laundry stains to avoiding the flu (Yes, there’s more to know than just “wash your hands”).
Role: Concept, Creative Director, Copy
