Some ideas need three words. Some need three pages.
Either way, the job is the same: make people want to keep reading.
Every project begins with the strongest idea I can find, then gets exactly as many words as it needs.
CAMPAIGN CONCEPTS
Every campaign starts with a bigger idea. These concepts explore how a single headline can establish the voice, tone, and strategic direction for everything that follows.
Fleabag
Hot. Mess.
Fleabag’s messiness is part of her charm. “Hot. Mess.” captures the wit, chaos, and vulnerability that made the play (and its later TV adaptation) unforgettable.
TodayTix
The best of Broadway is just a tap away.
I turned the ease of the TodayTix app into an invitation to discover your next favorite Broadway show.
Beat The Bomb / Haunted Mission
The game night you’ve been dying for.
This Halloween attraction became the world’s most chaotic game night.
Lizzie the Musical
She slays.
I decide to reclaim one of history’s most infamous women using the language of modern pop culture.
Kate
Kate Berlant is Kate Berlant in Kate
The performer and the performance are intentionally inseparable, so I made that relationship the joke.
Marcel on the Train
Before he changed the world,
he had to survive it.
I introduced audiences to the young Marcel Marceau and the experiences that shaped the legend he became.
KANSAS CITY ROYALS
Fans believe in a season when they believe in its players. Ahead of the 2022 season, I developed this out-of-home campaign around six Royals and the accomplishments that made each one worth watching. Bold, personality-driven headlines gave fans six reasons to get excited before Opening Day.
Andrew Benintendi - 2021 Gold Glove Award-winning left fielder
Salvador Perez - Major League Baseball home run leader in 2021 (English version)
Michael A. Taylor - 2021 Gold Glove Award-winning center fielder
Nicky Lopez - One of baseball’s best defensive infielders
Salvador Perez - Major League Baseball home run leader in 2021 (Spanish version)
Whit Merrifield - One of baseball’s premier base stealers
Scott Barlow - The Royals’ go-to shutdown reliever
Select Clips
Not every story fits in a few words. Editorial writing is one of my favorite ways to dig deeper, whether through interviewing athletes and artists, covering live entertainment, or finding the story beneath the press release.
Reasons to see ‘Spamalot’ on Broadway (New York Theatre Guide)
In Conversation: Kris Bubic (Royals Baseball Insider)
In Conversation: Nicky Lopez (Royals Baseball Insider)
In Conversation: Brad Keller (Royals Baseball Insider)
Reunited and It Feels So Good (Royals Baseball Insider)
In Conversation: Hunter Dozier (Royals Baseball Insider)
Kansas City Goes Blue. Literally. (Royals Baseball Insider)
Kauffman Stadium By the Numbers (Royals Baseball Insider)
What’s in a Name? (Royals Baseball Insider)