The copywriter/creative director:
I turn complex conditions into simple-to-understand concepts and copy. (Skip to the work >)
With over thirteen years’ experience building campaigns that are digital from the start, I've helped brands like AbbVie / Allergan (Natrelle, Juvéderm, Botox), Janssen (Stelara), Novartis (Entresto, Pelacarsen) and most recently AstraZeneca (Fasenra, Breztri) engage their audience, authentically, in all the places.
I've built social communities for cancer thrivers and previvors. I've made 360º work for IBD sufferers that welcomes them back into the world (away from the bathroom). I've helped create a disease state awareness campaign ahead of a blockbuster drug launch. And I've made giant TVC shoots work harder to deliver social and digital stories that are native to the platform they appear on.
The first TV commercial I worked on accidentally became a Super Bowl spot for Campbell's Chunky Soup. I've also had the unique privilege of writing Rainn Wilson into a onesie for the Theirworld #5for5 campaign (high-5 to support kids under 5).
My career all started with a 2012 masters thesis about how brands communicate their ethics and identity online. And, I'm as fascinated with digital trends and semiotics as I was then.
The photographer:
Drawn by the work of Edward Steichen and other fashion photographers, I completed a Master of Arts in Fashion Studies at Parsons School of Design. I honed my understanding of the business of art, fashion, and photography. From there I entered the world of content and advertising. The skills that make me great at my job are the same ones that make me an avid photographer. I share the hidden truths that make people think differently. Included here are photographs from my work New York without People (finding small moments of peace in city scenes) Intimate Landscapes (questioning the privacy of open land) and Appropriate Travel (showing how travel photographs are an appropriation that transforms the meaning of, say, a sand dune from another country from spiritual to commercial). You can find additional work on Instagram.