In its very first year, Lucid Air won the most prestigious award in the industry: MotorTrend Car of the Year.

To get the word out, our in-house team filmed, edited, and delivered a TV spot in just a few weeks. The campaign also ran via print, digital, and social ads, and in Lucid retail studios.

Role: CD

My first project at Lucid was totally revamping the Lucid Air product page. I started with a content outline, mapping the structure, and simplifying to four sections: Design, Performance, Connectivity, and Charging.

From there we got to work crafting the headlines, body, and interactions. I’ve included some favorites, but if you’re curious, here’s the full headline explore.

Role: CD

To celebrate Lucid going public, we wanted to build excitement for the brand. So in the days leading up to listing day, we dropped mysterious, black boxes around NYC.

Lucid had low brand awareness outside of the automotive crowd, so the only clue as to what was inside each box were small peepholes. But instead of giving a glimpse, they held QR codes driving to a teaser.

The day $LCID hit the Nasdaq, we revealed what was inside: The new Lucid Air, the world’s longest range, fastest charging luxury EV.

Role: CD

To delight some of our customers for the holidays, we delivered their Lucid Air Dream Editions while they were dreaming. Then turned it into festive social content.

Role: CD

To announce DreamDrive — Lucid’s advanced driver assistance system (ADAS) — my team worked closely with Lucid engineers to craft a script, video, and social plan introducing the technology.

Role: CD

Working on Apple’s interactive team, I was the lead writer to launch iPhone 12. I worked closely with PMs to align on priorities, collaborated with design on the interaction of each section, wrote thousands of headlines, then synced with dev to bring it all to life.

Role: Creative Lead

Historically, Pro Hosts haven’t been very visible in Airbnb’s marketing or host stories. These videos were meant to benchmark how Pro Hosts’ stories can be told through rich, narrative-driven content.

Role: Creative Lead

Over the years, I’ve worked with Apple’s interactive marketing team to launch a variety of new products. I wrote and created these sites (and many others) from UX to finish.

iMac
Macbook
iPad Pro: How-tos
Clips
Apple Watch Series 2

Like many writers, I live in my mind, endlessly chewing on ideas. Unfortunately, I have ADHD, so some of them never make it out. Peruse my idea shop, and reach out if you’d like to haggle.

For Apple’s spring window display, we wanted to show people that iPhone and iPad make the world a more creative and imaginative place. And by using them, you can find unexpected delight in everyday things. 

The windows featured beautiful images of a common scene, and then brought that scene to life through video on the devices. It was accompanied by the headline, Filled with wonder. Full of surprises.

Role: Copywriter

For the 50th anniversary of the Summer of Love, we created some chill, vibey, illustrative posters to draw in all the old hippies. We also built a landing page for event planners considering San Francisco. 

Role: ACD

Airbnb Plus recognizes homes known for quality, comfort, and style. To help launch the program, I worked across content strategy, creative, and ops to craft the experience each host goes through to join. This included emails, landing pages, and product flows, as well as the messaging framework, glossary, feedback taxonomy, etc.

I also went through the onboarding process with my own home/listing to experience the product firsthand from a host POV.

Role: Copywriter

Intel's 360-degree replay technology is changing the way people experience sports. Now fans can watch the game from every angle. This :30 spot introduced the tech during the NBA playoffs and finals. 

Role: Copywriter

After a long day of adulting, you deserve a reward. 

Duraflame wanted to raise brand awareness among young people and join the conversation of #adulting. So we made a bunch of campy web spots, pre-roll, and social content around the idea that doing grownup stuff is hard, so you deserve to kick back in front of a fire.

Role: ACD

Headlines are my very favorite. Sometimes I write good ones, and for whatever reason (the client doesn’t share my sense of humor, it’s a pitch, from ad school, etc) they don’t get made. This is their graveyard.