The World's Biggest
Chip Rack
Business Problem: Valspar, the paints company, didn’t have top of mind recognition with its consumer.
Creative Solution: Valspar, the paints company, didn’t have top of mind recognition with its consumer.
My Role: Original Concept and Creative Copy Lead, collaborating with Salar Ziae.
The following images illustrate how this idea works.
Through AR, you’d be able to browse
through Valspar’s colors by pointing at one of the windows.
We'd lead different commuters to the building,
including those arriving from nearby O’Hare Airport.
Though it reached the window-film prototyping stage, the idea was canceled after Sherwin-Williams acquired Valspar—just before it could attempt a Guinness World Record.
Kia Monthly Campaigns on Social
Business Problem
Kia needed a monthly social engine that made technical features earn attention and paid support.
Creative Solution
We turned features into timely social ideas, then elevated the strongest posts for paid.
My Role: ACD, Concept Development, Writing Direction, collaborating with Virginia Durango, Kaori Guinoza and Lanyor Cortez.
CAPTION:
You can’t tame 291 horses.
But you can enjoy them.
CAPTION:
Reaching new heights. Literally.
With 9.1 inches of ground clearance.
CAPTION:
Me a few weeks ago:
“I wonder what I’d do with 34 combined MPG.”
Me now:
CAPTION:
There’s no spell behind these lights.
But they’re still hypnotizing.
ON-SCREEN:
No Internet Connection
Try:
• Living in the moment
• Enjoying the detour
• Taking in nature
Content Creator Campaigns
Business Problem: Grow Kia’s relevance and reach with new audiences more efficiently.
Creative Solution: What if Kia made less advertising and more content worth following? We turned creator audiences into Kia audiences.
My Role: ACD, Concept Development, Script Direction, and Social Posts, collaborating creatively with Virginia Durango, Kaori Guinoza and Lanyor Cortez.
One creator video alone delivered 268K views · 14K likes · 99.8% new audiences.
Identity Theft Insurance Direct Mail
Business Problem
Break through mail clutter and make identity-theft insurance feel urgent to small-business owners.
Creative Solution
We used visual devices that made the risk feel personal and immediate, making each letter impossible to ignore.
My Role: Concept and Copywriting, collaborating with Luis Sierra.
The Colgate Smile App
Spec campaign /
Early Career Recognition
Business Problem
Increase Colgate whitening consideration among young, photo-conscious consumers in a crowded category.
Creative Solution
We created The Colgate Smile App, a photo-editing tool that lets people whiten their smile before they shared it.
My Role: Original concept, collaborating with Fabian Reutchi.
Print Campaign
Internally approved at FCB,
but canceled before production.
Business Problem
Drive trial by making Tennessee Fire’s bold cinnamon kick stand out.
Creative Solution
We made its intense heat visible through a dramatic fire-powered campaign.
My Role: Concepting and copywriting, collaborating with Salar Ziaie.
