I've helped create and execute numerous marketing strategies ranging from new product launches, special event design, video production, storyboarding, media pitch decks and copywriting for a wide range of brands and clients.
How Ya Gonna Make: A Sangawich
How Ya Gonna Make: A Cappuccino
Söderström & Specialized: Another Day in the Office
Ritte Behind the Peloton
Ritte Prolong Commercial "Long Break"
A personal creative project, "The Aviary" was a faux speakeasy I developed replete with custom cocktails and a menu which I designed. It was originally created for my dad for "Father's Day" and all copy and design work was developed with a cheeky nod to the high-scale cocktail bars I've visited throughout my wanderings as a semi-professional imbiber of spirits.
The S-Works project set out to establish a polished and sophisticated representation of the most advanced line of products Specialized makes. Starting with the brand book, the 'Made in Racing' story was told through rich and engaging photos as well as elevated yet irreverent copy. I worked with our creative director and designers on brand direction and provided both long-form copy and captions.
To celebrate the 40th anniversary for Specialized, we created a 'Then & Now' campaign to commemorate the past while still staying focused on the future. By pairing similar photos from both eras, along with copy reminiscent of early ads, a humble yet authentic campaign was launched. In addition to the print ads published worldwide, a digital piece on the company web lander broke down the past forty years into four separate decades along with key milestones as well as user-generated content. I worked with our Creative Director and designers to establish the campaign direction and voice as well as providing copy and taglines.
The CVNDSH Collection was a direct collaboration between Specialized and famed British cycling star, Mark Cavendish. Compromised of a complete line of hard and soft good, the campaign sought to highlight the speed of Cavendish coupled with the technical innovation of Specialized. The campaign spanned across print, digital and social mediums as well as a launch event in Shoreditch, London. I collaborated with our Creative Director and designers on the campaign direction as well as all copy for the project.
A unique collaboration between McLaren Formula 1 and Specialized, the S-Works McLaren Tarmac was an extremely limited production run project. In order to convey its exclusivity, a web lander and invitation process was established utilizing elevated photography, design, and copy. The branding was conceived to feel more like a super-car launch rather just another bicycle.
The Tire brand book was created to help re-establish Specialized in the tire market. As one of the first flagship products of the company, the book highlighted the heritage tires played for the brand while educating about the current technologies of the line.
As marketing manager, I created and collaborated on focused projects across many forms of media. I wrote and starred in many of the videos that created a noticeable impact within the market in a short period of time. Additionally, I was responsible for quick and irreverent ads that lived mostly in the social sphere and were aimed at trying to break down the "stuffiness" of the normal cycling industry attitude.