Left-brain with just a dash of hair-brain.
By day, I wander the MFA. By night, I strategize in the shadows. Scroll down to see how I’ve helped turn insights into ideas, and data into creativity.
The Resort at Paws Up
Guiding Question: How can The Resort at Paws Up put a unique spin on a classic American experience?
Discovery: National parks let millions of Americans experience nature, but that experience is shared with millions of others. This resort offers the scale and biodiversity of a true national park, but with one key difference: it's shared with only a handful of guests at a time (as shown here).
Insight: While crowds have turned National Parks into a hassle, Paws Up offers nature as it was meant to be: private, untouched, and deeply personal.
Strategy: Introduce adventure seekers to a National Park that’s private.
Role of advertising: Through print, OOH, and digital video, we position this luxury resort as a once-in-a-lifetime chance to visit America’s only private National Park.
Creative Agency: Dog Can Hunt
My Role: Lead Strategist, freelance
Creative tapped into the iconic park posters of the 1950s, reigniting our collective nostalgia for America's greatest natural treasures. With bold typography, vintage color palettes, and WPA-inspired illustrations, the campaign reminded audiences not just of what parks look like, but how they feel—vast, wild, and wonderfully ours. The film, directed by Dan Goldberg, channels the spirit of America’s original National Parks ambassador: Theodore Roosevelt.
Ipswich River Watershed Association
Guiding Question: How can we inspire communities in the Ipswich Rivershed to move from understanding the issue to caring enough to act?
Discovery: While the science clearly shows watershed degradation creates a serious problem for wildlife (as shown in this graph), it hasn’t been enough to motivate stakeholders to act.
Insight: If we want people to feel the loss of losing a river, they have to realize what they are losing.
Strategy: When we lose the river, we lose the wildlife it sustains.
Role of advertising: Through wild posting and direct mail, this marketing was created to simply remind people that we are losing a lot more than a river if we let the Ipswich dry up.
Creative Agency: MMB
My Role: Lead Strategist, freelance
The Creative leans into the vintage wildlife posters, using Audubon-style illustration to show what we lose when we lose our rivers. With hard-hitting headlines written in the style of direct response, makes the point that we should care now before it’s too late.
SVGE MNTN PRODUCT LAUNCH
Guiding Question: How can SVGE MNTN create a brand that reflects the culture of extreme climbing and the necessity of top-tier equipment?
Discovery: As one elite climber who’s summited K2 put it: “The main thing to consider before any attempt on K2 is whether you're truly qualified to be there. Because once the glamour and mystique fade, and you're clinging to a wall with snow in your face, legs wobbling, and your body shaking from the cold—that is not the time to start asking yourself that question.” While K2 is slightly shorter than Mount Everest, it is widely regarded as far more technically challenging and dangerous (see chart for reference). Despite being about 800 feet lower in elevation, K2 remains the more remote, perilous, and exclusive climb.
Insight: When you’re climbing K2, gear isn’t just about performance, it’s about survival.
Strategy: We hike mountains like K2, because we have to.
Role of Advertising: Through wild postings and direct mail, this campaign reminds extreme athletes that when the margin between life and death is razor-thin, the right gear isn’t optional, it’s everything.
Creative Agency: Dog Can Hunt
My Role: Lead Strategist, freelance
Launching a new brand should feel like stepping off the edge of the known world; risky, electric, and impossible to ignore. It’s marketing with a mission. From the gear and pop-up stores to the direct marketing, it’s all designed to capture the adrenaline rush of breaking ground where few dare to go. And many have died trying.