BRAND work
Here are some recent highlights from my branded work, from train station billboards to TV spots. I develop, write, and direct projects that inspire whimsy, surprise, and delight.
“Buddy The Elf Spaghetti”
Script developed and written for a partnership between Warner Bros. & HelloFresh to promote an “Elf”-themed dessert spaghetti kit using material licensed from the film. I wrote a lighthearted parody of 90s cereal commercials replete with tongue-in-cheek movie references and brand-safe absurdity. The ad racked up 200K+ views in a week along with national press, and kits sold out within minutes of going on-sale.
Client: HelloFresh/Warner Bros.
Date: 2022
Project Role(s): Scriptwriter
Featured in: SlashFilm, Forbes,
Better Home & Gardens
“Grubhubisms”
For a New York-specific Grubhub project, I wrote a series of OOH taglines called “Grubhubisms”—plays on popular idioms using food imagery. They ran in New York’s Moynihan Train Hall, and on subway platforms throughout the state. Imagery below:
Client: Grubhub
Date: 2022-2023
Project Role(s): Writer
What’s For Dinner
Series of ad spots created for HelloFresh’s younger budget brand, EveryPlate, surrounding the Back-to-School season. The mandate was to position EveryPlate as “the obvious answer” to dinnertime—which to me called for a campy, colorful game show scenario where the easiest answer was always the right one.
Client: HelloFresh
Date: 2021
Project Role(s): Writer, Creative Strategy
