Lincoln Summer House
Agency: Gradient Experiential
Role: Strategy and Copy
The Project: Over the summer of 2018, we conceived and executed a pop-up at the South Street Seaport to expose New Yorkers to the newest Lincoln models.
Paid Ads
We used bold CTAs, and targeted marketing based on location and demographic to drive traffic to the event and encourage test-drive sign-ups.
GILLETTE VENUS
FEEL THE POWER OF SMOOTH
Transforming a consumer insight into an unforgettable
brand platform at the 2024 Summer Olympics.
Role: Senior Copywriter
Scope: Campaign concept, TV, social, digital
Press: [Athleisure Mag] [PopSugar] [The Knockturnal]
As the official razor of Team USA, Venus knows how to deliver on smooth.
But we had to prove it. We tapped into a rich insight: for Olympic swimmers, a full-body shave is a sacred ritual. The drag from body hair can slow swimmers, and a millisecond can be the difference between gold and silver.
We partnered with Gold Medalist Lydia Jacoby and Paralympian Anastasia Pagonis to highlight Venus’s product superiority. If the most powerful swimmers in the world trust Venus, wouldn’t you?
Smooth skin isn't a look, it's a feeling.
And no one feels it more than blind Paralympian Anastasia Pagonis. On set and on a whim, I asked Pagonis to expound on what swimming, vision loss, and competing mean to her. From that BTS VO, I created a script that challenges any preconceived notions of shaving and instead delves into the emotional payoff of the game-day ritual.
And then we made gold and silver razors...
that sold out.