Selected work.
A deliberately small set, chosen to show range of style and thinking across categories, not volume. Four brands, four different registers, one method underneath all of them.
Hone
Premium men's natural deodorant balm. I develop the creative alongside the founder from the ground up. One product, run through the full circuit: a run of native statics, each in a different disguise, plus long-form video.
Long-form VSL built on the "hidden villain" reframe, fully scripted, edited and captioned. Also part of the Hone system: a batch of raw first-person UGC scripts built for organic-native delivery.
Little Believers
A kids' Bible-study workbook. The clearest look at the full method in one place: I mapped the category (every rival sells fear from low-trust brands), found the white space (joy, wonder, showing the real pages), and built the creative to own it, a Pixar-style animation plus native UGC.
The centerpiece: a Pixar-style animation built to own the one lane nobody in the category runs, wonder instead of dread. Concept, script and art direction all mine.
Harvestory
Children's first-food nutrition. A full creative package built from the research up: the angles, the concepts, and finished statics plus a video concept across the funnel.
Safest Dog Chews
Longest-lasting chews, sized to the dog. A different register again: a fully art-directed animation ad alongside raw UGC-style statics, range from produced motion to social-native in one package.
Fully art-directed animation ad, with voiceover and captions. Concept, script and motion direction mine.
