Precision for Medicine runs clinical trials for drug developers and needed to stand apart from a crowded field of competitors without looking like just another challenger brand. I wrote their new tagline, developed the ad concepts and crafted copy for a lead-generating B2B campaign that flipped the assumption bigger is always better, turning mid-sized into a proof-of-performance story.

Precision for Medicine needed a campaign for a thought-leadership series that could do two things at once: reinforce the Institute@Precision’s authority and drive engagement with individual white papers. I developed the strategic through-line, built the messaging system and wrote awareness & asset ads that turned highly technical material into sharp, audience-specific concepts designed to stop the scroll and earn the click.

How do you get millions of people to experience the benefits of meditation every day? Maloka's answer: treat it like a game. Neil deGrasse Tyson guides users through a virtual world where their mind is represented as an island that grows with every session. I developed the narrative voice and user experience in collaboration with the production team. Over 250,000 people tried it in the first four weeks alone.

[creative consultant / scripting]

Genentech was looking to go bold with Raptiva, its new injectable for psoriasis. I concepted and wrote the campaign featuring patients finally comfortable in their own skin. All of it.

As Robin Hood’s interim Creative Director, I helped lead a campaign that united a vast coalition of public, corporate and non-profit organizations to unlock federal funds for poor New Yorkers. Building on data analytics & behavioral economics, we mobilized resources citywide and neighborhood-based to create a poverty-fighting initiative that serves as a playbook for cities across the nation.

[CD, writer / strategist]

I concepted and wrote this campaign that spoke to New Yorkers the way New Yorkers actually talk. "There's a way we do things around here. We don't wait for the light to change. We don't always ask for permission. If there's a bargain to be had, we'll get it. When it comes to health care, same deal." Doing NY Right. For New Yorkers. By New Yorkers.

Delivered this early-stage healthTech startup a refined go-to-market strategy that pivoted them from an all-in-one, value-based healthcare provider to explosive growth: 150% YoY network growth for 3 straight years • partnerships with 500+ primary care physicians caring for 150K patients + a recent fundraise of more than $50MM

As Creative Director helped this effervescent nutraceutical brand find their ownable and believable positioning