As part of a broader effort to respond directly to customer feedback, I led creative direction and co-wrote a 30-second product-led TV spot for Ruggable featuring Joe Shaxted, Head of Product.

The goal was to acknowledge where the product hadn’t always met expectations—and clearly articulate how it had improved—using a self-effacing, lightly humorous tone that felt honest rather than defensive. I partnered closely with Joe to shape a script that balanced credibility with approachability, allowing transparency and wit to do the work instead of over-polished brand messaging.

The spot became the top-performing execution of the TV series across live broadcast and streaming, reinforcing the power of meeting customers where they are and using humor, clarity, and real product authority to build trust at scale.

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At Ruggable, I led creative direction and co-wrote a national TV spot that introduced a scalable approach to brand storytelling across live broadcast and streaming environments.

Working closely with internal creative, marketing, and production partners, I guided concept development, scripting, and execution—translating a highly functional product into a straightforward, emotionally resonant narrative. The focus was on balancing warmth and clarity while ensuring the work could perform across channels with different viewing behaviors and attention spans.

The spot delivered strong engagement across upper-funnel metrics. It helped establish a durable creative framework for how Ruggable approaches video—informing future work across OTT, paid social, and PDP storytelling.

Building on the success of the original campaign, I led creative direction and co-wrote a holiday TV spot for Ruggable, designed to adapt the core creative system for peak-season viewing across live TV and streaming.

Rather than a reskin, the holiday execution recalibrated tone, pacing, and emotional emphasis—layering seasonal warmth onto an established narrative framework while maintaining product clarity and brand consistency. Insights from the national launch directly informed creative decisions, allowing the holiday spot to feel intentional, timely, and confident under accelerated timelines.

This work demonstrated how a strong creative foundation can scale across moments and media—supporting both brand building and performance during one of the most critical retail periods of the year.

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After a major re-org, Zappos tasked me with revamping their co-op marketing program to drive revenue, brand spend, and sentiment in Performance and Outdoor verticals. I led creative direction for Zappos Running and Outdoor Experiences, launching a 360 campaign in 45 days without a roadmap. I focused on establishing consistent branding in an environment without guidelines and aligning large cross-functional teams.

Through brand interviews, trend analysis, and cross-team collaboration, I created campaigns such as the successful “How to Run with Big Boobs” video for Brooks, which drove strong engagement and product sell-through. Partnering with an external agency, I developed inclusive, scalable brand identities that elevated performance marketing and set new creative standards.

The second phase of the year-long campaign focused on Zappos Outdoor, where we applied critical learnings from the Running Experience to maximize performance across platforms. The Outdoor campaign introduced a fresh style guide across the site and social. We collaborated with underrepresented voices, including Paralympic athletes, to create authentic, purpose-driven content like our story on "plogging." One of the highlights was a give-back component, where influencers received funds to donate to causes they care about, such as Amanda, a Down Syndrome advocate, who supported Healing Reins.

The campaign embodied the “Zappiness” of the Zappos brand—warm, happy, and quirky. Brands loved it, with some partners stating this was their favorite Zappos campaign in over 15 years. Despite challenges like pandemic-related logistics delays, the campaign hit all internal goals for the Branded Partnerships program and set a strong foundation for future initiatives and raised the bar for campaign content across Zappos.

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