CAMPAIGNS
Making a big impact in few words.

Featured campaign: Pegasystems GO!

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In 2021 we launched Pega’s first brand-level campaign in six years: Pegasystems GO! As Associate Creative Director, I refined the concept based on our brand positioning and oversaw copy development for a manifesto, web, print, paid media, employee swag, sizzle video, and more. The GO! campaign delivered a 3x lift in engagement on Pega’s homepage 

Winner, Hermes Creative Award Platinum, 2021

Check out the bold and colorful creative we developed for the launch


More campaigns

Oxfam America "Wanted" fundraising campaigns

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Our award-winning "Wanted" ad campaigns for Oxfam America Unwrapped (OxfamGifts.com) helped raise over $3 million to fight global poverty. Placements included out of home, earned and paid media in outlets like the New Yorker, digital banners, and more–-even a billboard in Times Square. Our 2013 campaign won a Merit Award from the Boston Ad Club's Hatch Awards. (Creative director: Jane Huber. Designers: Jeff Deutsch, Lilia Sanabria.)

​See highlights of the Oxfam America Unwrapped "Wanted" campaigns
Live/virtual event concept: PegaWorld iNspire
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I developed the concept for Pega’s flagship conference, PegaWorld iNspire. Designer Beth Rossi and I applied a stylized “iN” visual motif to a seemingly iNfinite number of copy lines, from the call to action “Are you iN?” to the tech demos in the “iNnovation Hub.” The concept proved versatile enough for the unexpected pivot from a live event to a virtual event during the COVID-19 crisis, and is still being used for the event as of 2024.

Winner, 2021 MUSE Creative Gold Award, Event Branding

                                                                                                                        See the original campaign pitch deck
Oxfam Behind the Brands campaign
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Behind the Brands (now called Behind the Barcodes) is Oxfam's social justice campaign targeting major food companies. Named one of the top sustainability campaigns of 2014 by the Guardian, it engaged hundreds of thousands of consumers (read my recap blog here). I wrote all kinds of copy including, yes, parody candy bar wrappers (left), print ads, social media, postcards, signs, video scripts, and more. (Designer: Emily Eberle)

Highlights of my work on the campaign