Tasked with bringing to life the concept of an ARCO “Straight Up Gas Institute”, I developed a wry voice for a no-frills place of fuel-related financial wisdom . Integrated campaign featured outdoor, print, radio, & digital. This “Field Test” won gold from the Outdoor Advertising Awards. (No nickels were harmed in the making of […]

2020 Sucks

KEY INSIGHT: 2020 SUCKED To capture the zeitgeist of a horrible year, I pitched the idea of bringing back the cult fave “Sucks” Ale out of retirement. And marketing it as commentary on the year we all were in the dumps. SOCIAL ENGAGEMENT: PIN TRADE In a time where there was minimal human contact, […]

Hi-Fi Hops Launch

How do you introduce an entirely new liquid? And make it the #1 selling cannabis beverage in California? Lagunitas’ love affair with cannabis is as long and tangled as its relationship with beer & music. And since combining hops and cannabis—in a zero-calorie beverage—was as revelatory as going from mono to stereo, I named it […]

Beast Of Both Worlds

The mad scientist brewers at Lagunitas dreamed up a brand new style of IPA: a hybrid of New England hazy and clear West Coast IPAs. I named it The Beast of Both Worlds and developed a modern kaiju visual concept to bring this Bi-Coastal story to life. Leveling up the Lagunitas dog with a big […]

The Meth Project “Ask”

I was honored to write these TV scripts and work on set with director Darren Aronofsky. Career highlight for sure. :: Teens are naturally curious. They think they know everything. Often misinformation from peers; like, “is meth really that addictive?”.  Our strategy was that the more informed you are, the smarter your decisions will be—so […]


David Ogilvy said “The best ideas come as jokes …“ As we fleshed out the ARCO ‘Straight Up Gas Institute‘ we began filling it with different characters who were there to save you money at the pump. Enter ARCOmedes. Here to dole out straight-up ancient wisdom for modern savings. And maybe snag a bite of […]

Yahoo! ‘Geek Speak’

For the biggest homepage redesign in Yahoo! history, I wanted to let the stars behind the scenes get a piece of the spotlight.​ Thankfully, I speak fluent geek speak and was able to translate. ::