Role: Copy
Direct Mail piece, designed to drive membership renewals among American Express Platinum Card holders.
With research showing that Platinum members were unaware of their full suite of benefits, this piece was designed to remind them of the perks they’d used throughout the year — and highlight additional opportunities in an aspirational way.
By reminding members of the value and exclusivity attached to their card, the power of membership took center stage during an important renewal period.
CD: Michelle Duda
Designer: Sarah McKee
Role: Concept, copy
Digital campaign, cross-selling Ally Premier Protection warranty services to customers who had previously taken out an auto loan with Ally.
This campaign included email, social, and programmatic assets, with the purpose of introducing the auto protection program to an audience that was familiar with, and loyal to, the brand.
Fun, bold headlines highlight relatable emotions associated with car troubles, and assure the reader that Ally removes stress and inconvenience from a normally stressful experience.
Emails were personalized not only with the customer’s name, but with the make and model of their vehicle, and in some cases, the status of their loan.
CD: Michelle Duda
Designer: Ashley Paterson
Role: Concept, script, copy
Integrated campaign promoting the ease of Soap.com's online shopping and overnight delivery, as a contrast to the pain points associated with drugstores.
This concept was inspired by the “Say No To Drugs” campaigns of the 80s and 90s, with executions including video, OOH, digital, social, email, and direct mail.
In addition to leading the concept and copy, I was involved in the storyboarding, casting, location scouting, and editing of video assets, which generated over 400,000 views.
CD: Julie Steinhagen
Designer: Alexandra Felsenstein
Director: David Rowe
DP: Erik Hartman
Role: Copy
Website, email, and social copy for pet-based NYC startup, focusing on dachshunds and their owners. Dachshund-specific terminology and wordplay establish credibility among highly-engaged doxie enthusiasts.
Role: Copy
Partnered with Ugly Wolf strategic brand design agency to create “nu” branding for NuSkool Snacks — brand book, voice guidelines, mission & vision statements, taglines, website & social copy, and more.
The re-brand focused on making the brand more fun and approachable, with upbeat copy & design, and an emphasis on the power of positivity.
Since the rebrand, NuSkool received investment from football star Tim Tebow, and NuSkool was accepted into the Mondelez International SnackFutures CoLab and their products have been distributed to retailers across the country, including Sprouts, Erewhon, Bristol Farms, and H-E-B.
Ugly Wolf:
Katie Kravit, Strategy, Design, Creative Direction
Julie Steinhagen, Creative Direction
Michael Kravit, Product Architecture & Flavor Naming
David Zimmerman, Lettering & Illustration
Jessica Strelioff, Design Concepting
Liz Lindenhovius, Photo Retouching
Soona Studios, Photography
Role: Concept, copy
Monthly wall calendar, parodying classic “pin ups” by replacing swimsuit-clad models with iconic, inanimate objects that dads truly lust after — leaf blowers, remote controls, toolboxes, and more.
Each month features a romantic feature image and humorous accompanying copy, along with important dad dates, like the start of Spring Training, National Tell A Joke Day, and 10 straight days of Mother’s Day reminders.
In addition to the calendar’s concept and content, I also scripted videos to promote the project on social media.
CD: Julie Steinhagen
Designer: Adam Hawkins
Photographer: Eddie Berman
Role: Copy
Partnered with Ugly Wolf strategic brand design agency on a brand refresh for Cabinet — brand book, voice guidelines, mission & vision statements, taglines, website & social copy, and more.
Cabinet is the #1 software platform for Executive Assistants and Admins. The rebrand focused on celebrating and empowering problem-solvers to do their best work efficiently and easily, framing Cabinet as the ultimate assistant for Executive Assistants.
Since the rebrand, Cabinet has raised $2.6 million in funding.
Ugly Wolf:
Katie Kravit, Strategy, Design, Creative Direction
Julie Steinhagen, Creative Direction
Chris Kramer, Website Development
Role: Concept, co-author, marketing copy
In an effort to expand the brand’s digital popularity into new channels, The Dad published a children’s book with a sweet, funny, dad-focused new spin on the ABCs.
Using iconic dad jokes and sayings to teach kids the alphabet, D is for Dad is content parents can share with their kids — and actually enjoy themselves. In Dad's world, C is for Cargo Shorts, O is for Oil check-ups, and K is for lost Keys.
I concepted and co-authored the book, and worked with the illustrator to create scenes that capture the spirit of the brand and the text.
Co-authors: Ally Probst, Joel Willis
CD: Julie Steinhagen
Designer: Adam Hawkins
Illustrator: Daniela Sosa
Role: Concept, copy, design
School of Visual Arts “Best in Class” print work, promoting Pilot's line of FriXion erasable ink pens.
These ads change the meanings of familiar sayings by strategically erasing key letters, to reveal a new message. “Sword” becomes “word,” “think” becomes “ink,” and “unforgettable” loses its permanence.
Each execution in the campaign is focused on the transformative power of erasable ink, and the confidence and flexibility it gives the user.
Role: Concept, copy
New York City and Los Angeles OOH campaigns, promoting Minibar’s alcohol-delivery service.
Executions used the startup’s playful brand voice to highlight selection, speed, and convenience.
Art direction & design: Katie Kravit
Role: Concept, scripts, copy
Integrated campaign, featuring video, digital, and social assets, along with IRL sampling and interactive gamification designed to promote outdoor family activities. Each asset positions Nature Valley as the on-the-go snack to power every adventure.
The campaign exceeded benchmarks across channels, with 64MM+ total impressions, 5MM+ video views, and 42K+ program signups.
CD: Julie Steinhagen
Designer: Adam Hawkins
Director: Ben Stumpf
DP: Aric Jacobsen
Role: Concept, script, copy
Digital/social/video campaign to promote Scary Mommy's private label brand of clothing
The tagline and supporting copy is designed to celebrate women, and empower them to take pride in whatever way they tackle the challenges of motherhood.
CD: Julie Steinhagen
Designer: Emma Luk
Director: Micaela Birmingham
Role: Concept, copy
OOH campaign, featuring billboards to be displayed outside the Holland Tunnel (NY/NJ), using relatable commuting experiences to highlight Soap.com's time-saving convenience and product selection.
CD: Julie Steinhagen
Art Director: Alexandra Felsenstein
Role: Concepts, copy, scripts
Various digital, video, and social media campaigns, promoting The Dad's private label line of clothing and products, contributing to over $500K in sales.
CD: Julie Steinhagen
Designer: Adam Hawkins
Director: Nick Fabiano
Role: Concept, copy
Trade show print piece, targeted at college admissions counselors to highlight their roles as “superheroes” in the lives of the students they help, and create brand awareness for CommonBond’s student loan services among an influential audience.
CD: Cara Phillips
Illustrator: Stephen Carlson
Role: Creative Director, Co-writer
Launch video, introducing Mojo's one-of-kind sports stock market, focusing on the opportunity to cash in on the "I knew it" moments all passionate sports fans have experienced. (Or at least pretended to.)
The video generated industry buzz, and garnered over 400,000 views on YouTube, with additional cutdowns running as OTT pre-rolls.
Studio: SixTwentySix
Concept/Directors: Miles & AJ
Head of Brand: Julie Steinhagen
