I write the concepts, headlines, scripts and brand language—then direct the visual systems, films and experiences that bring those ideas to life. Words are design. Images are language.
Della Viti / Tasting Experience
Sipcuriously.
The challenge
Wine, craft beer and whiskey can each come wrapped in rules, rituals and expertise. Della Viti needed to make its self-guided tasting experience feel approachable, social and free of intimidation.
The idea
Sip Curiously. A two-word invitation to forget what you’re supposed to like, trust your own reaction and make discovery the experience.
The system
Concept / Copywriting / Creative direction / Film / Paid social / Experiential
Lion Bridge Brewing / Go-to-market campaign
Same Lion.new pride.
The challenge
A beloved Cedar Rapids brewery was moving beyond the taproom and onto retail shelves. The campaign needed to make that growth feel exciting without suggesting that scale had taken the edge off its quality or authenticity.
The idea
Same Lion. New Pride. A reassurance and an announcement in four words: the beer remained unmistakably Lion Bridge, while “new pride” welcomed a new venture with a natural nod to the brand’s namesake.
The language
Crack open some community. More than opening a cold one, it expressed Lion Bridge’s place in Cedar Rapids. Your new mane squeeze. extended the feline wordplay to a new tangerine ale.
Concept / Copywriting / Creative direction / Go-to-market / PR / Social / Contests / Events + festivals
21MRegional media reach
2×Sales projections
Downtown Cedar Rapids / Civic campaign
Downtown Cedar Rapidssucks.
The room
I walked into the stakeholder presentation with a wild idea. “Downtown Cedar Rapids sucks” was already in the ether, so instead of avoiding it, we decided to light the match. We were nearly thrown out of the room.
The strategy
Confidence and a lot of strategy eventually won the room. We knew the idea would polarize people—but polarization was the point. By saying the criticism first, the campaign turned a civic insult into an invitation to look again, react and participate.
The flashpoint
What began as a brave, high-risk swing became a genuine viral flashpoint: civic engagement, statewide media coverage and a conversation far larger than the campaign itself.
Concept / Copywriting / Scriptwriting / Creative direction / Film production / Social strategy / PR
