The amazing folks at Sockeye brought me on board to write and edit adidas’s See Possibilities global campaign in support of its Impossible Is Nothing brand attitude relaunch.

I wrote bespoke headlines for adidas’s all-star roster of athletes, artists and advocates, all featured in out-of-home media and hundreds of social posts. From Beyoncé to Messi, we invited consumers to see possibilities through the power of sport, creating a deeper sense of optimism through inclusion, sustainability, performance and innovation.

My uber-talented pals at Must Be Something gave me a shout to help write a long-form script for HP. The video celebrated Dave Hewlett and Bill Packard’s origin story—a modest garage that served as both the launchpad for a tech giant and the birthplace of Silicon Valley.

As part of their bold commitment to tackling climate change, Allbirds launched the M0.0NSHOT Zero—the world’s first net zero carbon shoe. I led the Writing Team and contributed to a range of executions, from a Wall Street Journal ad and Times Square OOH to social posts, ecomm placements, influencer seeding kits, and a dedicated landing page.

For some athletes, running has often been perceived as a solitary activity. To reach out to new audiences and make the sport feel more inviting, Nike’s Runners Helping Runners campaign shared all the joy and community the sport has to offer.

I helped direct the Thesis team in writing Nike App stories and social posts that highlighted runners inspiring their communities to join the fun while tackling new goals together.

I directed a small but mighty Thesis writing team in support of Nike’s Trail Running digital campaign for .COM, the Nike App and social media. To make a traditionally niche sport feel more accessible, we developed fun and inclusive narratives around pro tips that inspired newbies to simply find a trail and start moving.

Sunset Overdrive was an Xbox One-exclusive title that brought gamers a super unconventional game packed with ridiculously irreverent weaponry.

To prove that “Rules Are Meant to be Exploded,” my creative partner and I brought the absurd weapons to real life and gave fans the opportunity to fire them on a testing range. The digital experience went on to win us a Webby Honoree Award.

To reflect Allbirds’ elevated rebrand, I wrote a 90+ page brand guidelines book to provide internal and external teams with clear, cogent direction in redefining Allbirds as the ultimate aspirational expression of nature.

Bing was launched as the search engine for deciding. To celebrate the season of making decisions, the creative team at Razorfish created the Bing Magical Holiday Calendar. Every day revealed a new gift, from exclusive prizes to crafty projects and animated videos.

I wrote copy for each day in December, encouraging young holiday revelers to seek out new ways to make the season their own.

I freelanced with Nike for three seasons, helping write hundreds of Product Display Pages+ featured on nike.com. Each tout elevated key product innovation and design stories, providing consumers with more context and color. Fast Company even wrote a feature on how the copy made the footwear and apparel feel all the more coveted.

To give the Coors Banquet Room site a sense of time and place, I developed a westward-leaning, take-no-shit tone for the brand. It resonated so deeply among the Coors brand team that the voice of the Straight Shooter continues to live in everything from TV to packaging.

Supporting Levi's “Live Unbuttoned” campaign, my partner and I created a simple yet provocative outdoor campaign for fashionable locations like SoHo and Rodeo Drive. The ad went on to win an OBIE Award in Consumer Goods & Services.

Tourism New Zealand partnered with Peter Jackson’s The Hobbit in an effort to convert wide-eyed moviegoers into awe-struck travelers. We carefully developed a voice that was both evocative of Tolkien’s Middle-earth and celebrated New Zealand’s natural beauty. The results were rather impressive: Tourism increased by 11% and the integrated campaign won the 2012 World Travel Awards' Grand Prize.

Nike tapped the Thesis crew to help celebrate the Air Max family as maximalist style essentials. Teeing off of the Maxxed Out creative platform, I directed the team’s writers in touting the kicks as standout styles made to elevate anybody’s personal look with vibrant colorways, edgy textures and cloudlike comfort.

Xbox One’s Ryse: Son of Rome boasted killer cinematic fidelity and a gritty story to match. To help launch the console and game, we offered fans two immersive digital experiences. One allowed gamers to interact with hero Marius Titus and his arsenal of executional maneuvers. The second experience added interactive layers to the TV spot. The integrated campaign earned bronze for Standout Ad Campaign in the Game Marketing Awards.

Bing is a search engine made for doing. So we tapped consummate doer and hip hop extraordinaire Swizz Beatz. The narrative revolved around Bing’s Facebook friends feature and how even a super producer needs help hyping a show and finding the perfect getaway. Beyond starring in our spot, Swizz was also kind enough to produce the video’s track himself.

Once the video launched online in a media partnership with the MTV VMAs, it received over 25,000 retweets. Enough to impress clients and music moguls alike.

I collabbed with the good people at the Liquid Agency to help promote their strategic workshop, Pivot to What’s Next. I helped the creative team develop a simple, copy-driven social campaign that keyed in on the program’s highly productive, one-week timeline versus the glacial speed it normally takes to surface business opportunities internally. The campaign went on to win a Gold Addy.

Typically, corporate sustainability reports are rather dry, academic and not a helluva lot of fun to read. I teamed up with Allbirds’ sustainability lead and ever-lighthearted lawyers to write a 46-page white paper on the company’s bold path to net zero by 2030—and the impressive strides they’ve made so far.

Maintaining Allbirds’ cheeky voice, the Flight Status keeps heady subjects like carbon sequestration light, conversational and engaging for audiences ranging from curious investors to info-gathering journalists and environmentally conscious consumers.