THAYERS NATURAL REMEDIES

Thayers wanted to resonate more with Gen Z without of course, alienating their loyal consumers.

That’s where our Ride or Die journey—creating a cool, but not trying-too-hard-to-be-cool campaign—began.

Reds of Worth for L'Oréal

Reds of Worth is a collection of statement-making red lipsticks, created to complement all skin tones.

The inspirational shade names were meant to embolden the wearer as they "Rediscover the Power of Red".

Along with this script, I crafted copy for its spinoff TikTok campaign ("Say It with Red"), digital & print ads, press releases, etc.

URBAN DECAY’s WILD GREENS & L'Oréal’S MEN EXPERT

Co-ideated concepts & crafted scripts for Urban Decay's Wild Greens & L’Oréal’s Men Expert campaigns.

I was deeply involved in both projects from script writing to music selection & castings to shoots & post-production edits.

The first was a really cool idea from my AD partner: a city overrun by foliage, using Urban Decay’s signature edge.

The second demonstrates the ease that Men Expert provides by focusing on over-the-top messiness…and dismay.