BeatBox — BeatBox TV on YouTube

Eleven-point-one shots. Zero media training.

Challenge

Get a party punch in front of Gen Z, who are too busy scrolling to notice.

Idea

Make shows they’d watch anyway. 11.1 Questions: celebrity interviews where every question comes with a shot, for an 11.1% drink. Plus a camping guide hosted by creator Cer Spence.

Role

Wrote the 11.1 Questions launch scripts and co-wrote episodes, with a co-writer credit on YouTube. Concepted and scripted Cer Spence’s Ultimate Camping Guide.

BeatBox — Shaq’s Blueberry Lemonade

Bring on the
party dads.

Challenge

Shaq’s Blueberry Lemonade launched leaning hard on nightlife. The people actually drinking it were telling us something else.

Idea

Follow the fans. Social listening showed them reaching for it on ordinary days, not just big nights out, so the work moved into everyday life, starting with Father’s Day.

Role

Pulled the insight from social listening, led the repositioning, and wrote the spots that followed, including this one.

Watch the spot ↗

PetSmart — App launch campaign

Power to the pets.

The line

“Your pet’s whole world. One smart app.”

Challenge

Convince pet parents they need one more app on their phone.

Idea

Skip the feature list. Sell the whole relationship in one line, then let shopping, booking, and rewards prove it.

Role

Led app campaign strategy and messaging, and wrote the line. Also created “Asking for a Pet,” an original edutainment series and new brand IP.

Mozilla — VPN launch, direct contract

Selling privacy for the people who built Firefox.

Challenge

VPNs are a category of shady promises and stock photos of hackers in hoodies. Mozilla’s had to launch sounding like Mozilla: trustworthy, plainspoken, on your side.

Idea

Lead with trust, not fear. Positioning built on the reputation Firefox already earned, carried through every channel and out onto the street.

Role

Wrote the Mozilla VPN site copy, and helped develop the launch positioning and tagline across channels, including out-of-home.

Lines I wrote

“Powerful privacy for peace of mind.”
“Fighting for your right to privacy since 1998.”
“One subscription for all your devices.”

Buoy — To Be Seen, short film

Not all thirst comes from a marathon (or mimosa).

Challenge

Hydration brands talk to two people: athletes and the hungover. Buoy wanted to reach the community it had spent three years learning from: people living with invisible chronic illness.

Idea

A short film shot on 16mm, starring four creators who already talk openly about their conditions. No product in the film. The stories are the point.

Role

Concepted, creative-directed, and wrote the script. Directed by Stew Caldo, Round Two.

Watch the film ↗

Paris Hilton — The Iconic Tracksuit

Ghostwriting for Paris?
That’s hot.

Challenge

Relaunch the velour tracksuit Paris made iconic in the 2000s, in a voice fans would believe was really hers.

Role

Wrote the launch emails and commercial scripts, with ilovecreatives studio.

From the launch emails

“Hey Gorge, it’s Paris.”
“Why the iconic tracksuit? Because Y2K not?”
“TTYS, xx Paris”