UNITED NATIONS + WONDER WOMAN
THE SCOOP & THE SCANDAL
As a kid, my career goals were clear: mermaid first, Wonder Woman second. So it was an actual dream come true when I got to collaborate with DC, Warner Bros., and the United Nations on a campaign naming Wonder Woman an honorary ambassador. Turned out, the campaign stirred controversy before it could be fully launched, with protesters calling Wonder Woman too controversial to be a spokesperson. Still, I'm proud of the work created—from elevator wraps to billboards and social posts—for my childhood hero.
ADIDAS SWIM
THE SCOOP
When adidas decided to launch a line of modest swimwear targeted at athletes in the Middle East, I was there from the start. Our research discovered a stat that hit hard: Only 12% of women actually felt comfortable wearing a swimsuit in public. I crafted a mantra and tagline BEYOND THE SURFACE that spoke to the deeper value of belonging, confidence, and real inclusion.
My mantra served as inspiration for the poet, Asma Elbadawi, who created a spoken word poem I helped shape for the commercial featuring a variety of women reclaiming their space in the water. The campaign made waves, landing mentions in Harper's Bazaar, Glamour, Forbes, Hypebeast, and Mashable. And the original tagline? Picked up by an agency in Dubai who used it for their brilliant "liquid billboard" campaign which went on to win a Cannes Lion and a One Club Bronze award.
ADIDAS HANDBALL
THE SCOOP
If you didn't know, European handball is basically a gladiator-meets-rugby match on a slick, hard indoor court. It's intense, aggressive, and definitely not for the faint of heart. I channeled my inner beast mode to develop branding, strategy, and a social media campaign for adidas that matched the passion of the people who play this zero mercy, leave-it-all-on-the-court sport.
BARBIE
Forever a Barbie girl in a Barbie world. For many PMS219-hued years I wrote for a variety of Mattel's brands including Hot Wheels, Polly Pocket, and Monster High, but mostly for the one and only Barbie. From collabs with major fashion legends like Christian Louboutin, Jonathan Adler, Bob Mackie, and The Blonds, to pop culture icons and her longtime love interest, Ken, I got to help shape the voice of the planet's most stylish 11.5-inch giant.
NIKE
THE SCOOP
Marking a common theme in my career, my first project for Nike was for Running. (Uhh...I don't run.) As a writer, I believe the best writing doesn't require a mastery of the subject. It requires an understanding of human nature. How we all want to belong, to feel great, look good, be admired, and be heard. Whether it's a catalog, a hangtag, in-store signage, packaging, branding, or a mantra, I try to bring an empathetic, human connection to every project I work on.
MGM GRAND
THE SCOOP
What happens in Vegas stays in Vegas—unless it's time for a rebranding. Then it takes a team really analyzing what makes Vegas so very Vegas. I had a great time working on the relaunch of the MGM Grand website and writing the overviews for their restaurants, clubs, and shows.
STARBUCKS X TASTEMADE
THE SCOOP
Is there anything better than a curling up with a cup of coffee and a good book? What about curling up with a cup of coffee and a good coffee table book about coffee? Tastemade, the lifestyle channel, collaborated with Starbucks to create a book of recipes meant to be enjoyed from morning to midnight. My role was to write the headers, subheaders, and general copyediting which I did while—you know where this is going—sipping coffee.
SWIRL BY DAILY CANDY
THE SCOOP
Before Highsnobiety, Byrdie, or Goop, were blowing up your feed there was Daily Candy, the original cool-girl insider. The New York Times even called it "the undisputed grand dame of style sites." The tone of writing was always smart and playfully savage. It was a dream gig to be part of the team behind their shopping site, Swirl, where I got to take a deep dive into emerging fashion designers and write sample sale product descriptions for some of fashion's greats like Chanel, Cynthia Rowley, Betsey Johnson, and others.
FEBREZE
THE SCOOP
VOCs, benzisothiazolinones, cyclodextrins, and polymers—wait, what now? Febreze needed a Safety Toolkit for their service team that could double as FAQs online. The catch? The information was in full science mode. I stepped in as "translator," turning jargon-heavy content into something real people could read (and stay awake for). My favorite header? When Life Hands You Limonene.