For two years, I’ve been helping WellSpan be a health and wellness friend that gets it. Sometimes that means having a sense of humor. Other times it’s being a trustworthy expert. But at all times it’s being a human voice in a sea of corporate healthcare.

As a senior copywriter on WellSpan’s in-house team, I’ve run the gamut of creative tasks. Concepting brand campaigns one day. Directing a patient video the next. And yes, even writing referral booklets for doctors.

Here are some pieces plucked from various campaigns.

Broadcast TV | Digital Video | Paid Social | Website | Email
Digital Display | Streaming Audio | OOH | Print | Internal

How do Sun-Maid Raisins fit into Halloween? They don’t. So instead of fighting dried grape’s infamous reputation, we leaned in — hard. The result was an amazing hair-raising raisin house, a cheeky TikTok challenge, a puny cleanup kit and a flood of PR.

As creative lead, I helped develop the campaign’s strategy, creative directed and wrote copy for all assets, engineered the TikTok video’s audio, created teaser videos and helped concept the raisin house installations and the cleanup kit.

Activation | Social | Video | Email

Sun-Maid’s been feeding kids forever. It’s time childhood returned the favor. To make it happen, my team and I created the Board of Imagination — a legit position for kids to help Sun-Maid daydream bigger.

As creative lead, I developed the program’s name and identity, creative directed all elements and wrote all copy including video scripts, live meeting scripts, retitling Sun-Maid’s executive team and ghostwriting for the CEO and marketing leads.

Activation | Social | Digital | Landing page | Live meeting production | Prize packs | PR | Naming & Identity

To transform the HU Storm from a basement legend into a household name, we launched A Rising Storm. The documentary follows HU’s rapid collegiate esports success and the rigorous adversity along the way.

The film has been internationally recognized by film festivals, covered by local and national media outlets, premiered at PAX West 2020 and is available on major streaming services.

As creative lead, I helped pitch the idea, was heavily involved in production, wrote and creative directed promotional pieces, negotiated the PAX West premiere, oversaw film festival submissions and secured placement on streaming services where you can watch now.

Branded content | Film production | Live event | Social | OOH | Print | PR

When you’ve made raisins for over 100 years, you’re known as the raisin company. But in reality, Sun-Maid is an imaginative snack company that makes goodness taste delicious — imagine that!

As creative lead, I concepted, wrote and directed the entire project, including Sun-Maid’s national brand campaign and its Bites product launch.

TV | Online video | Activation | Paid social | Digital display | Landing page | Audio | Banners | Online retail | Organic channels

My partner and I were tasked with bringing the Court Appointed Special Advocates (CASA) to Dauphin County, PA. I had never heard of CASA, which meant most residents probably hadn’t either.

Fast forward to today, Dauphin County CASA is an established chapter that’s changing the narrative for 450+ foster kids. It’s been an honor to help such a deserving program get off the ground.

Brand development | Website | Social | OOH | Radio | Print | Direct mail | Experiential

Seagram's was releasing a line of hard soft drinks. Some would call that an oxymoron. We made it an oxygenius with a decidedly curious campaign.  

Packaging | Landing page | OOH | POS | Sales kit

Sometimes a simple project comes along that actually stays simple. Promoting Teacher Appreciation Day for the Council for the Advancement of Public Schools was one of those cases. In fact, it was so simple it was deemed smart — earning a Gold Addy for copywriting.

OOH | Digital

Caring. It’s an overused healthcare cliché. But once you get past the word itself, what care stands for is anything but hollow. It’s healthcare’s soul. It’s what separates human from machine. It’s courage, love, determination, compassion and risk. All intangibles that only a living, breathing person holds.

As a smaller network in a highly competitive market, Mount Nittany Health couldn’t compete by innovation alone. Research backed that it was the heart of its caretakers that truly set it apart.

Through our insight, “When you care more, you fight harder” I helped craft Mount Nittany’s new brand voice and mantra, which led to a flood of impactful creative that’s proven to be effective and award worthy.

For the first time since two-thousand-and-ever, Pennsylvania’s horse racing tracks joined forces to resurrect the sport of kings in the Commonwealth. After some horsing around and many many other puns, we gave the Pennsylvania Horse Racing Association a striking look and sizzling voice.

Brand development | TV | Digital video | Website | Social | Digital | OOH | Print | Track collateral

Herr's wanted to run a campaign for its top-selling kettle cooked chip flavors. Instead, we gave all 15 of ‘em their 15-seconds of fame. 

Digital video | Social | Website

As a young, Norwegian-looking (I guess?) intern, I was asked to assume the role of Tor Björnsen: Järlsberg cheese aficionado. Let's be real, it was for budgetary reasons. But nonetheless, I had fun acting and writing in bad english.    

Digital video | Landing page | Social | Radio

Waking a classic brand from a decade-long hibernation is no small task. But today, I can confidently say that Sun-Maid is back — encouraging kids and adult kids to grow young.

As lead writer, I worked to refresh the Sun-Maid voice, which became the foundation for all creative since.

TV | Digital video | Social | Website | Amazon storefront | OOH | POS

An independent bank that has no public blemishes, a history of integrity and a unique personality is highly uncommon. But for F&M Trust, that’s business as usual. Not bad for a little bank — if you consider $1 billion in assets little.

Annual report | Outdoor | Digital banners | Direct mail

A coworker asked the creative department to help promote his escape room. This led to an old-fashioned print ad competition. Which led to my partner and I winning. Decisively.     

Print | Direct mail

I helped pitch a maternity care campaign for Einstein Healthcare Network. We lost, because the work was too edgy. That’s a win in my book. 

Digital video | Print | Experiential

State medical societies aren’t the flashiest of accounts, but that only makes what my partner and I accomplished for PAMED even sweeter.

Through framing medicine as a craft, we were able to authentically connect with physicians, reversing a ten-year skid in memberships.

Brand development | Digital video | Social | Print | Experiential

I love me some headers. Here are a few favorites so far.