Over my career, I've developed and managed a number of national television spots for some big brands covering a variety of industries. While winning awards are great, the greatest satisfaction comes from creating work that delivers results for the client. Here are some spots that did both.

OPPORTUNITY: Promote and grow Gentleman Jack’s brand affinity by supporting the only traveling multimedia urban art exhibition in the U.S. and drive product sales in key markets.

APPROACH: Created a fully integrated experiential campaign celebrating the cultural mix of breakdancing, graffiti, music, and visual arts. The creative was brought to life through live events, a dedicated microsite, a comprehensive brand identity system, and branded touchpoints including large-scale displays, drink menus, press kits, social media, OOH, print, and targeted collateral.

RESULTS: Achieved a 30% increase in case sales in key markets and a 20% lift in brand affinity, surpassing the client’s preset expectations.

The 2023 RNDC Corporate Social Responsibility Report: Cultivating Sustainable Growth, expanded on RNDC’s commitment to their associates, culture, environment and leadership. This report serves as a window into RNDC and the company strategies which matter most: social impact in their communities, supplier excellence and growth, and the dedication of their exceptional associates.

To view the full RNDC CSR Report click here.

Republic National Distributing Company (RNDC) is one of the nation’s largest wholesale wine and spirits distributors, providing opportunities to 14,000 associates across 39 states and the District of Columbia. With roots extending before Prohibition, RNDC is a successful family-owned business with a compelling story to share. Taking the creative lead in managing, evolving, and training for RNDC’s first-ever branding initiative was both a challenging and rewarding opportunity, resulting in a clearly defined corporate vision, value proposition, and identity system.

This campaign celebrated the culinary achievements of African Americans, highlighting both the lesser-known inventions that shaped our daily lives and the widely recognized contributions that revolutionized our culture. The campaign was brought to life through digital, print, and social media channels.

At RNDC, I was responsible for leading the creative strategy and development of the core branding initiatives for the Company. Items included the brand standards, corporate website, intranet, microsites, HCM platform, social channels, associate handbooks, recruitment, event, corporate advertising, and 1RNDC initiatives that inform, align, and engage key stakeholders, while advancing the RNDC Brand.

In my role, I collaborated with leadership and cross-functional teams to develop and execute consistent, on-brand creative strategies across all internal and external communication channels.

OPPORTUNITY: Amtrak wanted to engage African American and Hispanic business professionals commuting within the Northeast Corridor, strengthen brand relevance among these audiences, and drive ridership and revenue for Acela.

APPROACH: The “Acela Express: My Track to Success” campaign was created to feature real-life African American and Hispanic Acela business travelers sharing their experiences. The creative ran across culturally relevant print and digital media.

RESULTS: The campaign delivered more than 29 million impressions among African American and Hispanic audiences, drove all-time highs in awareness and usage, increased Acela ridership by 20%, revenues rose 23%, and annual projections were exceeded by 15%.

OPPORTUNITY: Create an in-store program that educated and engaged shoppers by highlighting the cultural origins of everyday foods in a meaningful and visually compelling way.

APPROACH: Originally developed for in-store signage, the concept traced the African roots of familiar foods, selecting ingredients that organically mirrored the shape of the continent. The strength of the idea led the program to expand across digital, print, recipe cards, collateral, and elementary school kits that included posters, coloring books, and seed packs.

RESULTS: The program expanded beyond its original in-store execution and was recognized with three Silver Addy Awards across campaign, retail, and packaging categories.

OPPORTUNITY: Position Bermuda as “Different, Unique & Special” to drive awareness, preference, and visitation among affluent travelers.

APPROACH: The “Embrace” campaign featured a kaleidoscope of imagery showcasing Bermuda’s natural beauty, cultural heritage, and premier amenities through print, out-of-home, digital media, and local events.

RESULTS: The campaign generated over 20 million media impressions in its first three months, delivered a 46% ROI, increased tourism by 11% over two years, and earned a Service Industry Advertising Award (SIAA).

OPPORTUNITY: Capture the emotional experience of driving a BMW and translate it into a compelling campaign that could differentiate the brand in a highly competitive category.

APPROACH: The concept was created after test-driving the BMW lineup, translating the feeling of performance and excitement into a creative idea. Originally developed as spec work to pitch multicultural business, the campaign was adopted as BMW’s new general market campaign for North America.

RESULTS: The campaign replaced BMW’s existing North American creative and media investment and led to the development of additional digital and print executions, along with comprehensive dealer kits.

OPPORTUNITY: Increase awareness of the benefits of train travel and position Amtrak as the preferred mode of transportation.

APPROACH: The “TRAINsportation” campaign was created to highlight the amenities and advantages of traveling by train compared to other options. More than 15 executions ran across both traditional and non-traditional media channels, reinforcing the brand message in diverse and impactful ways.

RESULTS: Recognized with a Service Industry Advertising Award (SIAA), the campaign elevated brand perception and strengthened customer engagement.

OPPORTUNITY: Amtrak wanted to connect with the growing Hispanic population, many of whom had limited awareness of its services, and inspire train travel through their first-ever Hispanic national TV spot.

APPROACH: A soccer ball served as the tour guide in the TV spot, highlighting the amenities and benefits of traveling by train, complemented by a short animated on-screen banner during World Cup coverage on Hispanic media channels.

RESULTS: The spot increased sales by 64% in key Hispanic markets, earned a Silver Davey Award, Telly Award, and strengthened the agency’s position as a leader in multicultural marketing.

OPPORTUNITY: Increase awareness of the unique experience of train travel versus airline or automobile by introducing travelers to the pleasant, and often unexpected, amenities and advantages of riding with Amtrak.

APPROACH: The “Find Yourself” campaign was created to showcase these benefits through compelling storytelling that highlighted the distinctive experiences passengers enjoy on board, from comfort and connectivity to freedom from typical travel hassles. The creative ran across general market and multicultural digital and print media to maximize impact.

RESULTS: Recognized with a Gold Addy Award, the campaign helped increase ridership by up to 22% in key markets.

Statistics were used to communicate the cold hard facts about organ donation in this national campaign. In the TV spot,
we follow a young boy on his way to a dialysis center to receive kidney treatment. Along the way, numbers are found in the environment to communicate compelling statistics about the importance of organ donation.

OPPORTUNITY: Modernize the Glory Foods brand and establish a strong digital presence to better engage its loyal consumer base. At the time, the brand lacked a website and social media platforms, limiting its ability to connect with consumers and showcase its full product offering.

APPROACH: A refreshed brand identity was created alongside a new website and social media presence to launch Glory Foods Meal SOULutions. The digital ecosystem highlighted time-saving recipes, promotions, and the versatility of more than seventy products, bringing the brand’s Southern roots to life in a modern, engaging way.

RESULTS: The launch delivered above-average email open rates, significant growth of the consumer database, consistent social media engagement, and increased time spent on the website.

The Leadership Standard, a 1RNDC initiative, provides a clear and consistent definition of how leadership should be demonstrated across RNDC, setting specific expectations and defining the behaviors that matter most as you grow your career at RNDC. The Leadership Standard is brought to life in practical ways by embedding it into all aspects of the company's talent life cycle. Posters, associate recognition cards and badges were developed for the initiative.

At RNDC, one of the nation's largest wine and spirits distributors, I led the corporate logo development across company communication platforms, divisions, supplier partnerships, associate resource groups, and support programs.

Provided creative direction into the redevelopment of RNDC's corporate website to align with the company's newly defined brand identity. The website is a product of the first-ever branding initiative for the company.

Logo identity and package design concepts featuring shot gun shells and wilderness settings were created as spec work for the Strut & Rut Energy Drink product line to target the outdoor sportsman.

This Choice Hotels microsite was developed specifically to attract aspiring musicians to enter the Rising Star Music Challenge promotion.