Lead Copywriter
Saatchi & Saatchi / New York (Contractor)

This was a dream project. I grew up in New York State and have lived here all my life, so the fact that I was selected as the writer for the I Love NY brochure was just about the greatest homecoming any New Yorker could ever hope for.

I’ve done quite a bit of traveling, but I’ve yet to find anyplace in the world that compares to the nuances, the feeling, and the breathtaking physicality of New York State.

So my approach to the brochure was simple. I would write it in my own voice, the voice of a fan – and tell its story as if a friend were coming to visit and I wanted them to experience all of the best parts. Much of what’s featured in the brochure stems from first-hand experience—although, there was quite a bit of research involved as well.

In the end, the project brought me even closer to the state I call home. And it’s nice to know that I’m helping to share it with the rest of the world.

Senior Copywriter & Concept Developer
DRAFTFCB / New York (Contractor)

Me and my creative partner, Ari Kornblit, came up with this idea for the ONDCP. Instead of focusing on kids who do drugs, we thought why not talk about the ones who don’t—and what they’re choosing to do instead? The stories were endless – of young people heading up fundraisers and charities, community service, tutoring. These were the bright, productive spirits that would become our leaders of tomorrow.

We developed the “If/Then” campaign to show the effect these kids were having on their peers and the rest of the community. The site, www.MyInfluence.com, would serve as an online network, giving positive “Influencers” a place to connect and relate to one another. It would also serve as a real-time database of regional events and activities.

One very cool element that we created was a 3-D matrix (Commonpoint) that mapped the connections within the Influencers’ community and reminded them that they’re a part of a vast and powerful network.

Senior Copywriter
Ogilvy Interactive Worldwide / New York (Contractor)

In the wake of 9/11, the integrity of early-responder uniforms and gear became a high priority for DuPont, a major supplier for emergency teams around the world. To showcase the benefits of their product line, our team developed the Homeland Security portion of the DuPont website, including information on the latest technology and their applications in the field.