Toothpaste and hockey don’t exactly go hand in hand. Unless of course we’re talking about how few teeth hockey players have. When Crest ruled that thought out, we had to dig a bit deeper.

And then it hit us.

The NHL is no place for sensitivity. And nothing gets rid of sensitivity faster than Crest Sensi-Relief toothpaste. With this new angle, we launched an entire campaign in Canada. From TV spots to a social platform, the word spread far and wide, making Crest the official oral care of the NHL.

After the success of our Oral-B Black campaign, we were tasked to extend the "Engineered to Perform" idea to their newest bluetooth-enabled toothbrush.

In 2013, we were asked to create a Halloween campaign for Crest. We could have demonized candy, but instead, we celebrated it. Because at the end of the day, Crest and Oral-B have your sweet tooth covered.

Our viral video showed just how horrifying Halloween would be without candy. And the results were staggering. Our social posts drove viewers to YouTube, where the video received over 7 million views in only two weeks. It was featured on Fox, CNBC, The Today Show, Huffington Post, Buzzfeed, Gawker and more. It was the third most viewed YouTube video in October and AdWeek's commercial of the week. Our social posts also drove users to download a coupon. Over 1.5 million people did just that, achieving the highest engagement ever on www.coupons.com. Now that's sweet.

The Oral-B Black power brush launch was an enormous undertaking. Toothbrushes with almost a $200 price tag deserved to be noticed.
We launched Oral-B Black on a global scale, treating the brush as if it were a high performance luxury brand. The campaign ran globally, with TV, print and a tremendous digital effort including custom websites and banners, imedia and rich media executions. Sales have set records in every market for Proctor & Gamble.

I had the pleasure to work on a fun and interactive campaign that involved two of my favorite things. Sports and technology. 

My contributions were on the digital components that were the core of the campaign - the landing page, Facebook app and social posts, imedia, etc. 

Here's more info on the campaign:

The Citi Every Step of the Way Olympic program enabled fans to follow, interact and support Team Citi athletes – allowing unprecedented access to their lives and preparation for the Games. The program started with TV, outdoor, and online banners that drove to a microsite and Facebook app. Users were able to match themselves with a Team Citi athlete based on common interests and then follow their progress as they prepared for the Olympics. The program provided fans with exclusive content - athlete videos, posts, articles and photos – as they trained and then participated in the Games. By viewing, posting, tweeting and sharing, users were brought into the athlete’s inner circle while helping fund the sport programs that are important to that athlete. Additionally, a mobile app enabled users to follow their athlete and send a cheer - awarding even more funds to the athlete’s organization. Citi awarded over $500,000 through the program.

For many people suffering from psoriactic arthritis (PsA) it’s hard to know how to live with the disease and who to reach out to for moral support that truly understand. We created a website to act as a portal to all things PsA related. Here people can learn about the symptoms, life hacks, and have a community for people to communicate and share their stories. It’s a place for joint suffers to venture through this painful disease together.

Ankylosing Spondylitis (AS) and Psoriatic Arthritis (PsA) are not only hard to say, but both are even harder to live with. They’re painful diseases and sometimes can be undiagnosed for too long. We made sharable, social videos to quickly point out the symptoms of PsA and AS, to help those searching for treatment. By using existing patient testimonial footage, upbeat music and smart editing techniques, we put together some successful videos that stray far from pharma ad norms.

At Goodwill, buying is giving. It is the best way to help this non-profit organization. This campaign is to increase foot traffic and sales, while also driving people to become charitable buyers.

We start with fashion designers donating popular outfits of their style to be placed on the racks of Goodwill stores at Goodwill prices. Then, release social posts that will signal when the public can head to the stores to search for the goods. Hopefully during the search, shoppers will find other garments that would be a great "new" item for their wardrobe. After all, that's how you find that unique, favorite t-shirt for $2–by searching through the rough.

The Documentary Channel is a great source for interesting, true stories. So interesting in fact, that fictional characters would be completely enthralled by the greatness of the truth.

Remember when a friend would give you some smart advice that helped in more ways than one? And many times you would say back "Thanks! You're a lifesaver." So this campaign is putting the lifesaving advice out there for all to give and receive.

The advice will be collected online and then printed on paper to be placed in Lifesaver Candy rolls for others to enjoy. It can also be collected and used in real-time for real situations. Imagine all the sweet advice that is out there.

Connect friends that would be perfect together, just like chocolate and peanut butter. And then when that connection is made, they can get a coupon and head to the stores to actually enjoy the chocolatey treat.

It has been proven that bananas helps with concentration and being more alert, therefore making us smarter. In an effort to let people know about this important benefit of eating bananas, we attempted to get bananas banned from chess. This is what happened.

Just taking time here and there, to get weird with some art supplies, scissors and found things that are flat enough to be glued down. For a perfectionist like me it's great stress relief to be a kid and just mess things up on purpose. My shrink would be proud. Just kidding. That's my sarcasm coming out.