Some “Reel” Performance Metrics: 

• The Metropolitan Museum of Art’s 150th Anniversary Met Stories campaign contributed toward a record-breaking 7M+ visitor milestone ($5.4M revenue increase) in 2019—one of the highest pre-pandemic figures in the institution’s history, and a continued visitor benchmark, post-pandemic.
• I co-created the Met Stories digital advertising storyboard and created all 150th Anniversary site ad copy. Role: Creative Consultant (CD, Copy). Leads: Bora Shehu, Head of UX;  Evander Batson, Product Designer.
• General Assembly’s Free Fridays pandemic campaign (+ related assets and iterations) became the ed-tech school’s most successful brand initiative, resulting in $2M in revenue within 90 days, a 758% return on ad spend, 14K+ event signups, 10K new email leads, and 5.5K+ new leads in the first month.
• I oversaw all creative messaging for Free Fridays’ campaign assets, 2000–2002. Role: Head of Content, Creative. Leads: Roman Sciascia, Head of Design; Craig Samoviski, Head of Video. 
• Walmart’s 2024 No Boundaries brand and strategic messaging refresh drove a surge in online shoppers to 5.8M in the first month post-launch, compared to a previous monthly average of 3M. 63% of shoppers were new to the brand, 19% were new to apparel, and 5% were entirely new Walmart customers. Affiliate traffic and gross merchandise value drove triple-digit comparable growth.
• I created the refreshed tagline and led + co-created all supporting site assets. Role: Creative Director, Copy. Leads: Stephen McGill, CD, Copy; Gala Slater, CD, Design; Robin Tashima, Copy Manager.