From big ideas to banner ads, I bring campaigns to life across every touchpoint.
In my time agency-side, I’ve worked on some pretty awesome campaigns. Check ‘em out.
ETS (2024)
ETS — the world’s largest educational testing organization — was ready for a reinvention. I joined the rebrand effort to help shift their voice from institutional to inspirational, writing foundational brand copy that spoke to a more modern mission: enabling future readiness for learners worldwide.
For ETS and its flagship exam, TOEFL, I helped bring clarity, confidence, and warmth to a historically bureaucratic tone. I crafted messaging that made testing feel like a tool, not a barrier—and positioned both brands as bold, human, and forward-thinking. From strategic headlines to spec campaigns and social, I helped prove that even the most legacy-rich brands can speak like they’re built for what's next.
Con Edison (2023)
In spring 2023, I partnered with Con Edison to bring their clean energy campaign to life through a multi-channel campaign tied to Earth Day. I wrote audio scripts and community-driven stories for an immersive outdoor sound booth installation in Union Square Park—part of an experiential exhibit designed to spotlight local voices and make Con Ed’s clean energy commitment feel personal, tangible, and hopeful.
Alongside the experiential work, I developed campaign ads across digital, social, and print, helping translate complex topics like solar, heat pumps, and grid reliability into clear, compelling headlines. Whether passersby were hearing stories in a park or seeing an ad in their Sunday paper, the voice was warm, trustworthy, and grounded in community impact.