As part of the spring campaign to promote Firefox’s commitment to a safe web, we partnered with The New York Times Privacy Protect.

My challenge was to concept and write ads that rebranded Firefox as the one browser taking a stand against privacy invasion. The concept and campaign called for a minimalist approach that took a radically-kind stance towards the tech world. The result were ads that offered proof, not promises to readers.

As a creative, I believe that some concept work that didn’t get produced is a valuable tool to explore the brand and push past the limits. These are a few of my favorites from the Firefox vault that didn’t make it into the wild, but contain moments of joy that influenced future work.

Senior Copywriter

With the launch of the Mozilla Labs website, we created an email drip campaign that would engage readers interested in technology and its impact on the world.

This campaign imagined our world ten years from now. It explored how some of the technology being developed, such as Mixed Reality and Speech and Voice, will play out in daily lives.

The goal was to educate readers while showing them that at Mozilla Labs, engineers are working fast and not breaking anything.

Project: Brand Relaunch on Social

Client: FLONASE Allergy Relief

Art Director/Partner: Brianne Logan

Challenge: Show why FLONASE is the superior choice for allergy relief and overcome negative perceptions about the spray format. 

Insight: Allergy sufferers just want to experience life without allergies, regardless of format. 

Solution: Show consumers how great life can be without allergies in a funny and engaging way. I crafted an intelligent and entertaining voice that allergy sufferers could relate to. With my Art Director, I lead an effort to give FLONASE a conceptual, clean and modern look. As a direct result of our work, FLONASE lead sales in the spray category and was responsible for 12% of allergy relief category growth, in an already oversaturated market. 

Alcon tasked the creative team at Cohn & Wolfe to rebrand their presence of social media. Our goal was to increase sales, drive to coupon downloads and raise engagement.

I met this challenge head on with a competitor audit and a concepting session that focused on the kind of customer DT1® hoped to attract. The new creative direction and copy took a premium approach, with a focus on DAILIES® being a self-care solution for the busy, modern woman.

As a result of our work, sales rose (according to the Alcon brand team) and trials of the product increased by 20 percent.

Project: Electrolux Kitchen Dealer Pre Roll

Senior Art Director Partner: Paula Jamet

Challenge: Develop a new spot for dealers who will use it to promote Electrolux appliances in stores. 

Insight: Our target demographic wants to impress her guests. Create elaborate meals but make it look easy. 

Solution: A spot to highlights the cooking and entices the audience.

Script (In Production): 

SFX: ELEGANT MUSIC

AVO: Make something extraordinary.

Start with tiny touches

That add…

Unforgettable flair.

Transform every dish…

Into slow cooked, tender,

Perfection. 

Add a little crunch…  

And simmer.

Tie everything together

With delicate sauces.

And end on a sweet note.

SUPER AND LOGOS Animate In

Project: Kind to City Skin campaign and 360 account service, including copy for video, website, social, and blog.

Client: Simple Skincare

Art Director/Partner: Aine Zhou

Challenge: Show women that all skin can be sensitive and raise awareness about the issue of skin sensitivity. 

Solution: Launch a campaign that showed women how city life can make skin sensitive. To accomplish this, I created skincare and lifestyle content across video, social, blog, and digital channels. I wrote video scripts that featured skincare and lifestyle tips from the experts. On the webiste, I wrote copy for the Skincare Forecaster. A digital app that allowed women to check factors that affect skin in their city, and get the best skincare reccomendations for their environment. Social posts that featured skincare and self-care content that would engage our target audience, and blog posts that dove deeper into these topics.

In addition to digital, I supported the Creative Director and Senior Copywriter in the creation of the OOO digital billboard which went live in Times Square. 

In addition, I supported the Creative Director and Senior Copywriter by