Copywriting & Producing
THROUGHOUT MY CAREER I HAVE DEVELOPED MARKETING CAMPAIGNS FOR SOME OF THE NATION’S BIGGEST IP AND ENTERTAINMENT BRANDS. FROM CONCEPT TO POST-PRODUCTION IT IS MY JOB TO WRITE, PITCH, AND EXECUTE THE IDEAS THAT TURN CAMPAIGNS FROM JUST ADS TO MULTI-PHASE PROJECTS THAT SPAN IDENTITY SYSTEMS, VISUAL LANGUAGE, AND AUDIENCE SEGMENTS.
AS A CREATIVE PRODUCER, I BRING TOGETHER THE PEOPLE, IDEAS, AND PROCESSES THAT TURN THESE SYSTEMS INTO A REALITY. I KEEP TEAMS ON THE SAME PAGE, GUIDE THEM THROUGH COMPLEX CHALLENGES, AND HELP MOLD CREATIVE WORK INTO SOMETHING ADAPTABLE, FOCUSED, AND BUILT TO GROW
NICKELODEON DEI ON-AIR PROMOS
WRITER/PRODUCER - DEI TASK FORCE - NICKELODEON/PARAMOUNT GLOBAL
Nickelodeon’s DEI division was tasked with creating bespoke and custom on-air promos (separate from the general brand marketing team) to celebarate a range of affinity months. Included here are a few of the promos that I produced and wrote for the brand that represent work with cross-disciplinary teams incorporating design, concept art, animation, CG and live action shoots.
Dora & the search for sol Dorado
WRITER/PRODUCER - CAMPAIGN - NICKELODEON/PARAMOUNT GLOBAL
From the Paramount offices in NY to the jungles of Colombia to the Colombian embassy in Washington D.C., Paramount tasked me as a producer with crafting a 360 marketing campaign to support the release of Dora the Explorer’s second live action outing
In August 2024, I was sent on location in the jungles of Colombia to capture a slate of social media and promo videos with the cast and crew of Dora and the Search for Sol Dorado. My work included taking the lead on conceiving and scripting over 40 original ideas in preparation for the shoot and working on the ground to produce and shoot each piece. The goal of these assets to was to capture the movie and it’s cast of emerging talent from three strategic angles: 1) highlight the cast as the new faces of Nickelodeon and introduce the new face of Dora 2) show the scale and scope of the movie as a big exciting action adventure movie that’s really shot in the jungle and 3) to show the culturally resonant moments of the movie and the production
Following up on the OTG shoot in Colombia, Nickelodeon was invited to try out the new Tik Tok Studio in Times Square which was a perfect opportunity to follow up with our talent in a more casual, studio setting. Taking them out of the jungle and onto the stage, I helped craft an addition 20 pieces of content (from concept to script to shooting) and was the lead producer for the shoot. We heavily emphasized trendy and fun content this time around that highlighted each of the 3 leads’ personalities and sense of humor as actors outside of the their onscreen personas. We created a fun mix of green screen, BTS, and organic social assets that strategically linked to the movie, but also served as tie into the upcoming 2025 Kid’s Choice Awards.
SUPER BOWL LVIII ON NICKELODEON
WRITER/PRODUCER - CAMPAIGN - NICKELODEON/PARAMOUNT GLOBAL
Nickelodeon turned the biggest football game of the year into the ultimate Bikini Bottom blowout! For the first time ever, Super Bowl LVIII got a slimy, splashing makeover, as we brought the thrill of football to kids and families in Nickelodeon style. Imagine live football action with SpongeBob SquarePants, Patrick, and Sandy joining the play-by-play, outrageous slime explosions after touchdowns, and an underwater halftime spectacular. This groundbreaking alternate broadcast featured live graphics, fan-favorite characters, and comedic commentary that reimagined the Super Bowl as a larger-than-life, family-friendly celebration. With the help of SpongeBob, NFL stars, and Nickelodeon favorites like Jack Griffo and Kira Kosarin, we made waves on every screen, proving that sports and slime go hand in hand. The big challenge here included “Nick-ifying” the game with scripts for penalties as explained by Dora the Explorer (with original animation), quips from the cast of SpongeBob Squarepants, hundreds of pieces of social media content throughout the campaign, and some fun slime related humor from the hosts. All of this combined with the regular game feed from the NFL resulted in the most watched telecast event since the moon landing in 1969.
TEND PRENATAL
WRITER/PRODUCER - PRINT
Tend Prenatal, the world’s first whole foods prenatal supplement bar, contracted the ARCHAEA team on multiple creative project to develop, redesign, and rethink elements of their visual identity. Working closely with the Tend team, we completely redesigned their product brochure to include elements of illustration and brand new photography elements, overhauled their product pages with sharp new UI/UX work by designer Daniela Chun, and assisted on the creation of several new graphic elements as well as copywriting and print publishing support. All of this work resulted in new brand elements and a partial new visual identity to launch their brand new product, the Tend Postnatal Supplement bars. See our work at tendprenatal.com
TINY CHEF AAPI
WRITER/PRODUCER - CAMPAIGN - NICKELODEON/PARAMOUNT GLOBAL
In celebration of AAPI Heritage Month, I wrote and produced these two Silver Clio award winning spots for Nickelodeon and Paramount+. I was tasked with writing full scripts for these including all of the dialogue under the direction of Tiny Chef’s creator, Rachel Larson. Additionally, I was responsible for VO direction with talent as well as direction on the live action portions of the shoot along with Rachel and the Director of Photography to fully realize these shorts from concept to delivery.
BLUE’S BIG CITY ADVENTURE LAUNCH CAMPAIGN
WRITER/PRODUCER - CAMPAIGN - NICKELODEON/PARAMOUNT GLOBAL
My team was responsible for the creative marketing materials used to promote the release of Blue’s Big City Adventure for Paramount+, the movie based on the popular children’s series Blue’s Clues. In addition to writing, producing and editing a lot of the posts that would go on social media, I also worked behind the scenes on the film’s production (credited as a BTS producer on the film), where I was on the ground with the cast and crew to capture BTS with my camera crew for Nickelodeon Brand Creative. Mixing BTS with some fun gamified posts featuring all 3 hosts of the show and a few vendor/artist collaborations across social media, we garnered benchmark shattering engagements and views including the hit, viral video that had the world in tears starring Steve Burns and his heart felt message to fans after 20 years off of the television series.
Dora (2024) REBOOT LAUNCH
WRITER/PRODUCER - CAMPAIGN - NICKELODEON/PARAMOUNT GLOBAL
My team participated in the launch of the updated Dora the Explorer series on Paramount+ and linear with a slate of social media posts aimed at both kid and parent audiences. By leveraging nostalgia, targeting the things that made the new series unique and special, and putting a social media forward spin on the Dora persona, we played a key role in boosting interest and trust for the revitalized series with preschool and parent audiences. As part of the brand writers task force, I also participated in ideating/writing a special script treatment for Dora’s appearance on the CBS Morning Show in which the character is interviewed by series host Vladimir Duthiers.
Following up on the launch campaign, I was tasked with writing, producing, and filming a series of social media forward videos featuring the original voice of Dora and the new voice of Dora during their visit to the NY Paramount offices. We were tasked with putting together the scripts and the production in just a few days, but the videos had a massive impact on social media due to our careful treatment of Dora as a fun, sassy persona on our brand accounts which received praised from the audiences and the voice talent. Some content even reached as high as +33,000% over the brand’s average engagement benchmarks
TEDx AT Avenues
WRITER/PRODUCER/DIRECTOR - DOCUMENTARY - AVENUES: THE WORLD SCHOOL
When three upper grades students at Avenues decided they wanted to host a TEDx event, they reached out to Mark Gutkowski, director of the Mastery program. The Mastery program, as Gutkowski explains, gives students the time, space and resources to pursue their passions. Chloe, Olivia and Sophia Shapiro spent months planning their event—building the set, lining up speakers, promoting the talk and eventually hosting it in our Black Box Theater. Along the way, the three sisters were able to explore a variety of interests and develop their talents.
Links: https://www.ted.com/tedx/events/30010
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