experience
2001 – 2005
One of the things I treasure most about my experience at Art Center was the opportunity to explore artistic expression as a form of communication. The program offered a experiential approach to problem-solving while helping me expand and further my own design sensibilities. By having these tools brought into the classroom, it facilitated new ways to see, think and communicate effectively. Art Center's endless dedication to supporting students both in the classroom and beyond provides alums like myself, the power to inspire, lead and create change. Core curriculums included everything from campus-wide collaborations, sponsored projects to immersive studio-based workshops.
2005 – 2007
Working on the Ford Motors account was an invaluable experience because it allowed me to touch almost every area of media. Since "experience" remains such a crucial channel for consumers our team was tasked with developing a running series of multimedia campaigns and automotive launches to support the Ford Mustang, Explorer and Certified Pre-Owned divisions. Our chest pounding message “Built Ford Tough” highlights Ford’s 115-year history of commitment to building great vehicles and their ambition to lead in the future through smart vehicles for a smart world. What we delivered to Ford was a corresponding set of print, digital, outdoor and broadcast executions to retain loyal customers rather than striving to convert new ones. Additional Ford sponsored sweepstakes included the “Race to the Dream” Nascar Cup racing series along with monster truck and professional bull riding events.
2007 – 2008
In order to build rich, exciting content to support the General Motors account, we researched innovative ways to help position them as global leaders in technology, sustainability and innovation. It was our belief that the best conduit to achieve this would be through print, digital and social media channels. The concepts underlined technological capabilities, features and design. As a result, the creative work was instrumental in boosting GM’s economic growth. Other account projects included ads for “Pure Michigan” – a series of broadcast spots that called for spirited, rallying calls to inspire vacationers to come experience the beautiful, historic landmarks of Michigan. Voiceover work from actor Tim Allen, contributed in making michigan.org the most visited state tourism website in the nation.
2008 – 2009
One of the greatest challenges of working in the healthcare space is crafting language that sounds organic, factual and conversational. So, I partnered closely with our design team at Lehman Millet – a healthcare division of MM&M to build state-of-the-art brochures and collateral for brands, like Zeiss Vision healthcare and ANTECH Diagnostics. For Zeiss, the world's leading manufacturer of precision optics, we introduced patients to progressive vision lenses that combined technical expertise and innovation to create exceptional visual experiences. All of the communication was designed to inform patients and healthcare providers about advanced breakthroughs that help change patients’ lives by ensuring they have access to quality healthcare services. Our extensive list of brand deliverables emphasized the idea of improving care one product, one partner, one patient at a time.
2009 – 2011
During my tenure at IW Group, I got the unique chance to transition into the food and beverage space and work on the McDonalds account. As a company, its culture, customers, and owner/operators are very diverse. That said, McDonald’s wants their owner/operators to be engaged and invested in the brand so they are can provide the best experience possible for the customer. The advertising needed to accomplish two very important things. First, draw attention to their passion and commitment to food quality. Secondly, address emotional benefits "customers could feel good about” while delivering a personalized experience. If the copy felt customer-centric then it could maximize the cultural impact for the brand and accentuate McDonald’s core mission to create a healthier, stronger community and planet.
2011 – 2014
Working at DAE presented a unique opportunity to gain insight into the AARP brand along with their extensive list of programs to improve the lives of those 50-plus. AARP’s mission is to provide information, education, research, advocacy, and community services through a nationwide network of local chapters and experienced volunteers. Utilizing a series of digital and social campaigns our intention was to give celebrity AARP members like Michelle Obama, Eric Clapton and Wolfgang Puck the opportunity to share specific life experiences. No sales pitch. Just real members talking about their own life stories. The agency provided a clear road map to show consumers that life only gets better with age and that opportunities are still within reach. Additional account support included promotional offers and sales incentives to support the Wells Fargo multi-cultural account.
2014 – 2016
Being a pet parent myself I was intrigued by the chance to assist on corporate overhaul for the “Unleashed” brand – a smaller, more localized pet store that provides the same knowledge and know-how offered by Petco but in a unique, smaller package. Therefore, it was important to communicate that “Unleashed” is community of neighbors, friends and collaborators dedicated to helping pets live stronger, healthier lives. Also, we wanted the tone of the messaging to always strike a balance between energy and enthusiasm. What we delivered was a dynamic new set of voice guidelines that incorporated key brand archetypes and embraced the attitudes, opinions and beliefs of pet owners. All of this helped differentiate “Unleashed” from the traditional big box store.
2016 – 2019
It was a great thrill to help support the marketing division of Honda Motors. Having come from automotive I was aware of the challenges many dealerships face when it comes to prompting more engagement among prospective car shoppers. Because dealerships used to be where the buyer’s journey started, it has now become the last step after doing research on financing, reliability, warranty, maintenance, etc. By the time the customer visits the dealership now they have narrowed their selection down and usually know what they want. Our solution was to help turn dealerships into experience centers that allow customers to fully immerse themselves in the brand. Specifically, seeing new innovations and understanding exactly what it means to be part of the Honda family.
2021 – present
Working on a top-tech brand like, Best Buy was a great challenge because it provided a unique opportunity to work on many different services and brands under the corporate umbrella. Much of the work included developing content and strategies for digital display, radio, in-store merchandising and general market collateral. As part of our mission to help drive sales, our Wunderman team partnered with Best Buy’s in-house advertising team to create a Goalification strategy. In short, this approach served as a branded mnemonic to cue consumers when an everyday goal is accomplished with Best Buy. It’s how we translate these notifications in our life that makes it meaningful. Because the right tech at the right time can be motivating, entertaining or exactly what we need to keep pushing us forward.