Client: JetBlue 

Role: Senior Content Strategist / Writer

Agency: Big Spaceship, Brooklyn

As writer and content strategist, I joined the effort to evolve the travel experience on JetBlue’s website and app. To complement a “kind design” UX approach, I helped shift the brand voice to copy that was equal parts functional and inspirational.

Creative Director: Harry Garia
UX Director: Heather Harrigan
Strategy Director: Andrea Ring
Senior Producer: Natalie Moutoussis

Client: Verizon

Agency: R/GA, Verizon in-house

Role: Senior Content Strategist

For two decades, customers have consistently ranked Verizon highest in network quality. But they found the Verizon customer chatbot…not quite so rewarding. Verizon looked to offer a new digital assistant that would make every customer conversation friendlier, more relatable and more helpful. 



Working with R/GA and then directly with Verizon, I I helped define the personality attributes and writing voice of the Verizon Assistant. I developed linguistic guidelines, led writing workshops and consulted on an interactive compliance tool to deliver conversational writing at scale. The linguistic guidelines helped Verizon teams build conversation flows for dozens of customer intents and use cases. 



Built on Google’s Contact Center Artificial Intelligence platform. the Verizon Assistant delivers faster response times, natural language recognition, and predictive insights that allow the Assistant to offer proactive help.

Thoughtful conversational design makes each step clear, and smart widgets make details easily scannable. We synthesized a Verizon Assistant voice that’s easier to understand and more supportive, with just the right tone for each task.



Customers now resolve more of their issues within a chatbot visit—without needing additional help. The Verizon Assistant has been adopted across all Verizon touchpoints—including desktop site and mobile apps, retail kiosks, home devices, product instructions and Alexa skills.

Product Development Managers: Andy Dubrov, Kevin Kwan, Priyanka Panigrahi

Principal Experience Designer: Caroline Brown

Senior Experience Designer: Alonso Castro

Senior Manager, Content Strategy: Kristen Ames

Client: Google

Role: Creative Director / Senior Content Strategist
Agency: Article Group, Brooklyn

Most of the world knows Google as the dominant global technology company, especially in consumer search. But in the enterprise world, Google is a challenger. Through a rich discovery process, Article Group realized that Google had the tech, expertise, and brand strength to be viewed as the broadest enterprise mobility offering.

Google had a powerful story to tell. In this eBook, it was the tale of two tech rivals, Google and Microsoft, locked in battle for the soul of the office. Over the decades they become tech frenemies. Finally, the two titans collaborate through interoperability, to best serve enterprise customers. I led a creative team to tell this story in playfully illustrated mini-chapters. We landed on a moral for modern work: All or nothing is a thing of the past.

In a digital campaign for Chrome Enterprise, each execution shows a compelling reason to choose Google’s more secure browser.

ACD/Copywriter: Liz Chatterton
Art Director: Daniela Nomura

Client: The Simons Foundation
Agency: Article Group
Role: Creative Director / Content Strategist

The Simons Foundation is one of the world’s leading funders of groundbreaking scientific research. They asked Article Group to help them communicate their true mission: to make science a part of everyday culture, and unlock scientific thinking in all people.

We began by giving their Education and Outreach division a new name that celebrated accessible exploration: Science Sandbox. A dynamic logo system took the point of view of the curious researcher looking through a microscope. And in place of standard collateral, we developed a science notebook that told case study stories while leaving room for new observations.

Let’s Go Tardigrading!
Finally, we worked with video savant John Pavlus to deliver our core message, “You don’t have to be a scientist to think like one.” Pavlus told the story through a parable of the humble tardigrade—a resilient microscopic creature which has thrived for 500 million years simply by exploring new places.

Executive Creative Director: Andrew Kessler
Account Director: Matthew Duffy
Designers: Nik Clifford and Jenny Miles
Video Creator: John Pavlus

Client: Dell 

Role: Freelance Creative Director / Writer

Agency: Y&R New York

Website: Dell Play Through

To bring Dell’s “Future Ready” campaign to life and celebrate Dell’s sponsorship of the Match Play Championships in Austin, Texas, we offered a glimpse of the future of golf.

Dell Play Through transformed the streets of downtown Austin into a data-driven golf course that visitors could play in virtual street view. Real-time data (and a Foursquare partnership) turned Austin’s most popular restaurants, bars and landmarks into tee boxes, hazards and greens. Players swung their phones like golf clubs, chipping from their last breakfast taco to their next margarita. Using GPS they could tee off from their current location, anywhere in the U.S. Dell Play Through launched at South by Southwest, driving over 2 million video views and 114,559 tee shots hit.


FWA Mobile of the Day

Y&R Cannes Entry

Creative Director/Art Director: Cynthia Wang
Strategist: Jenna Rounds

Executive Producer: Catherine Patterson
Technology Director: Craig Elimeliah
App Design: Media Monks

Client: Puma
Role: Freelance Creative Director / Writer
Agency: Syrup

"Journey of Football" TV spot
Mohamed Zidan razor video

Going into the 2010 World Cup in South Africa, Puma wanted to celebrate the beauty of the beautiful game—for a small fraction of Nike’s budget. We gave them a global statement that fans would want to spray-paint on walls and shave into their heads.

I worked with Creative Director Gui Borchert on an integrated campaign built around a wordless tagline. The "Love = Football" graphic first appeared on stickers, stencils and guerilla postings. It proved endlessly adaptable in print, OOH, web video, and a TV spot shot in villages and stadiums of Africa.

The "Love = Football" campaign continued for years after the World Cup. It has since been applied to Puma's Rugby, Cricket and Handball categories.

Creative Director/Art Director: Gui Borchert
Strategist: Friko Starc
Account Director / Exec Producer: Jennifer Giroux

Client: Quaker Outs / Cap'n Crunch
Role: Creative Director, Concept, Pitch Win
Agency: Huge

2013 Digiday SAMMY Award, Best Twitter Branding
2013 PR News Awards, WOW! Campaign

Quaker Oats wanted to get people talking about Cap’n Crunch again, by stirring up happy childhood breakfast memories.

Our plan: Bring back Cap’n. Hosting a talk show. With celebrity guests. In a large bowl of cereal. 

Huge teamed up with Gifted Youth to produce the YouTube series, and stoked a “Crunchgate” controversy in social media—even getting Stephen Colbert involved. All of it created unprecedented buzz for the brand, without zero paid media spend.

The Cap’n Crunch Show attracted 1.3 million YouTube viewers and earned 525 mainstream media mentions, including coverage on Good Morning America, Late Night With Jimmy Fallon, Conan and Anderson Cooper 360.

Co-Creative Director: Clayton Crocker
ACD / Art Director: Doug Lemon
Copywriter: Geoff Roecker

Client: Nike
Role: Creative Director
Agency: R/GA

Winner, Webby Award, Retail
Winner, Webby Award, People's Voice: Rich Media

Nike wanted to go beyond the gym and speak to a new generation of women: high school and college-age athletes at who train with intensity and love their team. Daniel Chu, Fura Johannesdottir and I led a talented R/GA crew on a complete site redesign. We concepted new site features that put the spotlight on users, otherwise known as badass athletes.

With Nike Field Reporter, we created a new platform that connected high school and college athletes to the pros. We invited women to apply for the coolest summer job ever: a roving correspondent who interviews (and trains with) Serena, Kobe and other Nike stars. Nike Field Reporter grew in popularity for five years after its initial launch and is considered best practice at Nike.

Associate Creative Director: Daniel Chu
Interaction Design Director: Fura Johannesdottir
Art Director: Kenji Shimomura
Designer: Tommy Korad
Technology Lead: Mike McLoughlin

Client: Sony
Role: Group Creative Director
Agency: LBi

Winner, 2013 Digiday Mobi Award, Best Location-Based Campaign.

Sony's new Xperia phones feature one-touch photo sharing. What if all that sharing could take you around the world, based on the things you love?

PhotoHopping is a jet-setting musical mashup that lets users follow their passions. Using the Instagram API, we pulled photos tagged by location and topic to create real-time tours. Go skateboarding from Sydney to Stockholm. Tour tattoos from Manila to Miami. Each tour is a music video that’s different every time.

Users spent an average of five minutes on the site. A contest to create new tours inspired 23,000 user submissions.

ACD/Art Director: Andy Hekimian
Senior Copywriter: Ben Levy
Senior Designer: Dave Moreno
Designer: Meredith Mandel
Creative Technology: Anthony Tripaldi, Yung Tran

Client: Jägermeister
Role: Group Creative Director
Agency: MRY

It pours ice cold Jäger shots. In your house!

ACD/Director: Will Hall
ACD/Copywriter: Ben Levy
Designer: Kelsey Hunter

Client: Nike
Role: Associate Creative Director, Writer
Agency: R/GA

Webby Award Winner, Retail
One Show Interactive: Bronze
Addy Awards: Silver
New York Festival: Silver World Medal
Flash Forward Awards Winner, Video

R/GA made the viewer the rock star with the first interactive music video, featuring Rihanna and choreographer Jamie King. The video premiered her single "S.O.S" (the one with the "Tainted Love" sample).

Viewers could pause the video to learn the moves, shop the outfit, or take the Dance Personality Quiz (Are you Krumpalicious or Old Skool?). Dozens of homespun remakes soon appeared, in styles ranging from dorm-room indie to Japanese anime.

Director: Jerome Austria
Art Director: Kenji Shimomura
Interaction Designer: Fura Johannesdottir

Client: Tylenol
Role: Group Creative Director
Agency: MRY

launch site >

Tylenol came to MRY for a digital rebrand that included a fully responsive site and social strategy that repositioned Tylenol as “relief with heart.” I led a small, stellar team as they crafted a distinct visual system and voice. The new site is more premium, less wordy, and creates clarity across multiple subbrands.

We also developed a new Facebook presence for the brand, to deliver feel good and useful posts—sweet without the schmaltz.

Associate Creative Director, Writer: Erica Boynton
Design Directors: Chris Ayres, Jess Kirkman
Associate Creative Director, Art Director: Erick Vogel
Designers: MK Loomis, Desmond Cheung

Client: Nike
Role: Senior copywriter
Agency: R/GA

Cannes Outdoor Lions: Bronze, Live Advertising
One Show Interactive: Bronze
Clio Internet Advertising: Bronze
International Andy Awards: Silver
Horizon Interactive Awards: Gold
Ad:tech: Best Interactive Marketing Technology
HOW Magazine Interactive Design: Best of Show 

Every shoe tells a story. Nike iD was the first site to let consumers custom-design footwear. The online campaign recreated the DIY experience in banners and site takeovers. Users could start personalizing a Nike Dunk in a banner, then go to the website to complete their creation.

We made the big idea bigger by inviting people to customize a Nike shoe live, on a 23-story digital billboard, high above Times Square. Passersby could use their phone keypad to design the shoe for all to see, and download a wallpaper of their design.

Interaction Design Director: Richard Ting
Art Directors: Brian Votaw, Troy Kooper
Technology Lead: Sean Lyons

Client: Verizon
Role: Creative Director, Writer
Agency: Campfire

Winner, Adweek Buzz Award, Integrated Campaign
Silver, MIXX Awards, Product Launch
Bronze, MIXX Awards, Social Marketing 

To showcase the life-changing effects of Verizon FiOS, we re-appropriated paid programming to launch a technology makeover show. My Home 2.0 featured three techno-guru hosts, neighborhood block parties with a live reveal, and a charmingly bizarre how-to videos for the Web.

I led a team of creatives on the site work, and wrote and co-directed DIYs starring the techno-gurus. The blog-friendly videos included a Tweeting Teddy Bear, a Mechanical PB&J Maker, and the Hack-a-Bat with Phillies slugger Ryan Howard. My Home 2.0 attracted hundreds of blog mentions and boosted awareness and sales of FiOS in its regional rollout.

Verizon Marketing Communications VP Beth Mulhern (AKA the best client ever) detailed the multi-platform approach in Adweek.

Director: Andrew Kessler
ACD / Art Director: Karen Ingram
Executive Producer: Kathleen Blake
Producers: Ryan McGrath and Cindy Keenan

Client: Verizon
Role: Senior Copywriter
Agency: R/GA

Launch Project
Case Study by Director Ken Hamm

Max Harbinger is just your typical high school sophomore, on a mission to be the fastest human on the face of the earth. He's studied all the greats (Carl Lewis, Albert Einstein, Cher), plus his parents said it's o.k. This is his story.

Max is from Keller, Texas, the first town to get wired with Verizon’s superfast FiOS. We shot this web film on location and cast hundreds of locals, including the football crowd under the Friday night lights. Weeks later, they would see themselves onscreen at the Texas premiere.

Verizon gave Max Harbinger a second season and FiOS expanded nationwide. He was later featured in a Winter Olympics sponsorship and a Charlie Rose-like series of employee interviews, “Well Said, Max Harbinger.”

Director: Ken Hamm
Co-writer: Andrew Kessler
Art Director: Karen Ingram