I started my copywriting career at 72andSunny New York. It’s where I learned advertising isn't mad men and martinis—it's decks, pitches, and knowing when to shut up.

Got lucky with brilliant teachers and major brands: Samsung, Seventh Generation, Cheerios. Learned to speak strategist (turns out "pain points" and "market opportunities" unlock budgets).

Then came my shot: a full Smirnoff Vodka campaign. My idea. My creative. My show.

I sold them a road trip. Obviously.

When you think liquor brands, who doesn't think road trip, right?

Somehow, they bought it. We "drove" cross-country, bar to bar—except we never left L.A. Movie magic, baby. Created a whole digital journey with interactive maps, social posts from the stars, the works. Partnered with Uber to get around the whole drinking and driving thing.

Cast T.J. Miller and Thomas Middleditch on a mission to Comic Con as the world's worst superheroes—Emo Boy and Goldperson. Four TV spots, countless social videos, and the one real trip? Actually crashing Comic Con. All in 4 days.

Millions of views, paid and organic. High engagement. Happy client.

I'll drink to that.

The Drinks Engine

No new flavors. No Super Bowl ad. Just a scrappy content machine that made Green Apple vodka relevant again.

We built the Drinks Engine: weekly drink recipes timed for Thirsty Thursday, tied to whatever Twitter was yelling about. Snowstorm? Cherry Blizzard. Eclipse? Something we probably shouldn't have named.

I steered strategy and scripts, keeping us one step away from "Vodka McVodkaface" territory. We tested, pivoted, optimized—basically lived in the analytics.

The payoff: