At VaynerMedia, Bud Light was one of my biggest accounts: national spots, social films, and live events, all in a voice that knew exactly how dumb and how fun beer is meant to be.
NFL spots introducing the redesigned cans, built to feel like a tradition rather than a launch.
Whatever, USA, a town Bud Light took over for a weekend. Working with an art director and Mosaic, I directed the video and photo crews on the ground and mapped the entire content calendar before we arrived.
The Bud-E Fridge launch, a fridge that tells you when the beer is cold. I wrote the spot, helped direct, and was on set throughout.
In-house at Creative Force, a B2B platform for creative-production teams, I wrote content series that people in a famously dry category actually finished.
The Studio Manager Series: guides, playbooks, and tips that made a thankless job feel lighter.
A long-form case study for one of their marquee clients, boohoo. I wrote the whole thing. Scroll through it below.
Case study · boohoo Group PLC · 18 pages
A five-part AI series for the dreem sub-brand, pulled from a webinar nobody wanted to sit through twice.
At Edge Marketing, copy and content for Family Dollar.
An intro video for Family Dollar's new combo stores in small towns across the country. Written, designed, edited, and directed with fully remote teams.
Three commercials I wrote for Family Dollar.
Seasonal activations across in-store, digital, social, and print, built out as complete programs throughout the year.
A complete rebrand built around one word: MORE. Showing the country just how much more they can get at Family Dollar.
Copy and content for Fernet-Branca, an acquired taste marketed honestly.
Before I wrote a word, Fernet-Branca flew me from New York to San Francisco to drink with the people who actually love it. A whirlwind twenty-four hours: wheels up from New York at 11am, wheels up out of San Francisco at 11am the next day. In between, behind the bar and in front of it, learning the brand from the bartenders who evangelize it. You can't fake that taste, and you can't write it from a deck back east.
They handed me a Fernet-Branca coin on the way out. In Fernet circles, the coin means you're one of them. I still have mine.
A social calendar with three audiences: the brand, the bartenders who back it, and brand-new Fernet drinkers.
At VaynerMedia, I wrote a year of social for GE, turning genuinely complicated engineering into posts a normal person could follow and want to share.
A monthly social calendar spanning graphene, wind turbines, biogas engines, and brain scans. Every post took something most people can't pronounce and made it click.
In-house at Hello Retail, a B2B ecommerce personalization platform, I owned the brand voice and rebuilt how the company looked and sounded across web, social, and reports.
A 24-page Black Friday report and its companion webinar, written with our data scientist and designer. Hard numbers, made genuinely readable.
The full website redesign and voice overhaul, built to stand out in a category where every competitor sounds identical.
Social posts, written and designed, that admit online shopping is broken and then point straight at the fix.
At iHeartMedia, copywriting across brands, campaigns, and on-air promotion.
They needed a writer who could jump from brand voice to personality voice to strategy in seconds. These are some of the brands and shows I wrote for. Examples on request.
They also built a platform for businesses to create their own audio ads. I was there from the start: naming, branding, design direction, and the UX copy for the site.
Copy and content for Jukely, live music on subscription.
Long-form SEO content to grow subscribers across 16 markets. I wrote over 300 articles, including one that went viral past 250k views. Tap a cover to read.
Jukely Live: concerts at the office, invented to make fresh content for fans and give up-and-coming bands a stage, on a budget of zero.
Micro-content that introduced new app features to users, written and designed to be simple and good-looking.
The podcast I co-host with Chris "Kubby" Kubbernus. We take opposite corners on a marketing question and argue it out, and the audience referees. Forty episodes, not much agreement.
All 40 episodes are available below, EP1 through EP40. Open the player, pick a side, press play.
In-house at Moxso, a Danish cybersecurity company, I built the content operating system: AI infrastructure that runs the company's entire LinkedIn presence in four distinct voices, on a weekly cadence, to editorial standards the machine doesn't get to vote on. What's below is the architecture. The contents belong to Moxso.
A published LinkedIn carousel for Moxso: seven slides that walk a reader from a comfortable assumption to an uncomfortable question, and land on the category. Built to be swiped, not skimmed.
← Swipe through all seven →
The brief that armed the sales floor: six pages connecting product, market, and competitive strategy into something a salesperson could use in a live call. You can see the shape of the thinking. The words stay internal. That's the deal.
Sixteen interlocking modules, every one loading from a single positioning core. Campaigns, sales, partners, design, localization: nothing ships unless it agrees with the spine. That's the difference between prompting and infrastructure.
Voice profiles for three executives and the brand, built from interviews, post libraries, and rules with teeth. Raw notes go in. Posts come out sounding like the person, not the model.
The system in production: ghostwriting for the C-level. Two executives, two voices that don't sound like each other and don't sound like a machine. The CTO got satire with teeth. The CEO got conviction without corporate filler. Their stories, my pen.
Ghostwriters don't usually get receipts. The CEO posted one.
A weekly engine that decides what gets posted, when, by whom, and why, then produces the full set to standard. The week runs whether I'm in the room or not. That was the point.
At iHeartMedia, I wrote :15, :30, and :60 radio spots for a long roster of pharma and CPG brands: Prilosec, Genentech, Neulasta, Metamucil, Stelara, Allergan, Mucinex, ZzzQuil, Botox Cosmetic, Align, NAMI, and LOLO. Regulated copy, tight clocks. Examples on request.
Every brand came with its own mandatories. I ideated, wrote, and presented :15, :30, and :60 radio spots for each. Examples on request.
As COO of Space Vikings, I wrote and designed a beer launch with our Edge Brewing partner, ran a three-billboard buy across Melbourne and Perth, and rewrote and directed the launch film.
As COO of our beer company, I wanted to show the world our new beer before a single can existed. So I designed it online and announced our new partner, Edge Brewing.
Then I wrote, designed, and orchestrated a billboard partnership that put us up in Melbourne and Perth, Australia. Mock-ups by me too.
Marketing Combat
The podcast I co-hosted with Chris Kubbernus. We take opposite corners on a marketing question and argue it out. Forty episodes, not much agreement.
02
Moxso
Built the content engine for a Danish cybersecurity company: a weekly calendar across four LinkedIn voices, a delivery system, launch strategy, and the one-pagers to sell it internally. This is where I learned to run AI at scale. Not one prompt at a time, but systems that hold a voice without me in the room.
03
Hello Retail
Redrew the website and the brand voice to cut against stale competition, built a 24-page Black Friday report with the data team, and wrote all the social. B2B SaaS made to sound like it has a pulse.
04
Creative Force
A Studio Manager how-to series, a case study for boohoo, and a five-part AI series for dreem. A dry category turned into content people actually finished.
05
Kubbco
Made #MarketingMath videos with Brian Baumgartner and ran the Social Media Sucks podcast.
06
Bud Light
NFL spots for the new cans, the "Let's Agree to Agree" films, and the Bud-E Fridge launch. For Whatever, USA, I directed video and photo on location and ran the content calendar for every stop.
07
Spotify
Shot and directed The Piano Guys at Spotify Studios. Pitched a new social format the street team could run. We brought 12 ideas. They bought 8.
08
GE
Turning genuinely complicated engineering into a monthly social calendar a human could follow without an engineering degree.
09
Family Dollar
Wrote, designed, and directed it all: an intro film for the new combo stores, three national commercials, seasonal activations, and a full rebrand built around one word, MORE.
10
Fernet-Branca
An acquired taste, marketed honestly. They flew me from New York to San Francisco to drink with the bartenders who love it, then I built a social calendar for three audiences: the brand, the believers, and the curious.
