Cristiano Ronaldo has been a sponsored athlete and brand ambassadore for Herbalife since 2013. I have written several campaigns which include him. This time it was a to capitalize on our relationship for the 2026 World Cup. This worldwide campaign is a simple digital print release, with the chosen title FUEL LIKE with the tagline […]
At Herbalife, we were challenged to create a name,look and feel, and philosophy for our creative department. We were told to think out of the box, embrace blue sky thinking and create a story that would unify our corporate community. I pulled together two ideas, the first was SAGE, an inspiring, thoughtful on-brand concept. The […]
Herbalife has been going about the task of highlighting the nutrition aspects of their products and how they not only help customers lose weight but contribute to an overall, healthy active life. I developed a Global Editorial Style and Content Guide that is now in use in all worldwide divisions. My work is now […]
As a writer for Walt Disney Parks and Resorts Online, I crafted copy and campaigns for award-winning sites including Disneyland Resort (Lead Writer), Walt Disney World Resort, Disney Cruise Line and Disney Vacation Club. Here are some clips: The Hotels of Disneyland Resort In 2011, The Disneyland Resort completed a major renovation of two of […]
I was hired for nine months by Rent.com to develop a new brand voice and implement it across the site. I thought of a tone that suggested, “Your fun friend who is always willing to help you move, then buys you beer and pizza at the end of the day,” a cross between talk show […]
Shellback Rum is an upscale liquor brand that Gallo introduced to the market in 2013. I devised a brand voice to be implemented on their social media channels that would appeal to the “upscale bro” market while adhering to the conservative values of the client. I wrote the brand voice style guide and compiled a […]
The Dark Knight Rises incorporated a major promotion at 2012 Comic-Con. The contest, @BatSignalSearch, was Twitter based and involved contestants in the Downtown San Diego area finding the buildings on which we projected the Bat Signal. They would then tweet their findings. Over a five hour period, over two hundred prizes were given away. I […]
For five years, I wrote dozens of articles on Pro Beach Volleyball. Considered an authority on the subject, I have live blogged for the AVP with an emphasis on the rivalries and the sport. Along with the L.A. Times’ Peter Yoon, Kerri Walsh and Misty May, I discuss the Beijing Olympics in Mojo T.V.’s “A […]
Over the years, I have reviewed dozens of movies for a variety of sites. Many were indie films and for edgier fare, I really tried to dig in to the vibe and voice of these projects. Here are some favorites: Coraline “Some little kids are about to get the Holy Jebebus scared out of them.” […]
I worked with the indie film siteFilm Radar and interviewed dozens of actors and directors. Some faves included Wes Craven (Paris, je t’aime), Amber Tamblyn and John Turturro. If you would like to see some more, shoot me an email. Wes Craven (Paris, je t’aime) Nick Frost , Edgar Winter and Simon Pegg (Hot Fuzz) […]