Food is one of my favorite things. To prepare, to eat, to design, to write about. So when MUH-TAY-ZIK | HOF-FER asked me to rebrand and write a site for Virginia’s, a premium artisanal salad dressing, I was truly delighted.
Working with Creative Director Todd Bois, I helped craft stories for each product, centered around Virginia’s own recipes. We worked with a dynamite team to shoot and style all the assets for the site, which was more fun than anyone should be allowed to have at work.
Also, the blue cheese dressing? Total flavor bomb.
Glow is the world’s first smart headphone set with laser light that pulses to the beat of your music or your heart rate. Glow’s creator, a colleague from Google, asked me to craft the voice of the brand for the marketing site and the Kickstarter campaign, which soft launched with an organic 100,000 likes on Facebook and a Kickstarter Staff Pick endorsement.
We reached our Level 1 Fundraising Goal of $100,000 in 12 hours and doubled that in the first week. Seeing these guys succeed makes me feel all glowy inside.
ShopStyle, a sub-brand of the wildly popular PopSugar blog, is a premium online shopping destination that aggregates items from carefully vetted sellers for a curated user experience. In order to build awareness and expand reach, ShopStyle hired me to concept and write their first-ever print catalog with Art Director, Nicole Wang. And yes, working on fashion projects is terribly glamorous. I wrote this whole book in orange suede stilettos.
It’s no secret that Levi’s is one of the most desired brands in the world. Wanna know why? It’s because they always stay true to their core brand attributes of bold individuality and authenticity. As a senior writer on digital media, I wrote web copy, banners and emails that channel the brand voice while inspiring today’s young, hip consumer. Which, of course, makes me the jean genie.
I co-wrote this book with Registered Dietitian, Manuel Villacorta. The project took us to his native Peru, where we scoured the coast, the peaks, the valleys and the jungle, in search of the planet's most powerful superfoods.
Here we are on the Amazon, not thinking about what terrifying creatures may be swimming inches below.