(Click image to watch)‍. ‍‍Hired to fill in during an internal marketing transition, in addition to lifestyle and studio photography, I produced a series of short videos with my team for this scrub company’s Amazon marketplace and e-commerce PDPs. The main objective was to highlight the functional and lifestyle attributes of the clothing. Services included production, creative direction, casting, location, filming, and editing. Result: The high-quality video series balanced the functionality of the clothing with upbeat and consistent at-work and after-work lifestyle visuals.

(Click image to watch video). I have liaised with developers and internal teams at this large community hospital on multiple enterprise-level platform upgrades, third-party apps, creative direction, audience-appropriate copywriting, compliance (HIPAA, ADA, disclosures), and SEO for its main website, among other strategic digital initiatives. Additionally, I recommended moving careers content into a new career-focused microsite, shown here. Services included strategy, design brief, creative direction, copywriting, video production, and jobs portal integration. Result: The career content and video have successfully provided job candidates a more streamlined path for career-focused information, benefits, culture, employee testimonials, and job openings.

For a while, print catalogs were a thing of the past. Not any more. Research shows that in the lifestyle, visual, and high-consideration categories, such as fashion, furniture, and tech, consumers respond when tactile, page-turning print is combined with QR codes, email marketing, and other digital tactics. In this example for Dormeo, I oversaw a redesign, photo production, copywriting, printing, and digital integration. Result: A coffee table-style catalog with quality images, storytelling, and product graphics, blended with digital tactics, helped strengthen customer trust and ease-of-purchase, resulting in d2c sales conversions that were 29% higher than industry averages.

I’ve written more than 40 articles with a byline and produced editorial shoots, mainly for style and entertainment publications. On the client side, my public relations teams and I have placed stories in about 100 media outlets globally. I’ve worked with Conde Nast, Meredith, Prisma Media, WWD, The New York Times, Los Angeles Times, The Wall Street Journal, The Hollywood Reporter, and The Costume Designer, among many other media. Get in touch for samples and information on how editorial and public relations services can help your business.

The Costume Designers Guild is the Hollywood union that represents 1000+ costume designer and illustrator members, who are hired by producers for films and television shows. I worked with the Guild’s Board and Trustees on a strategic plan to revitalize and elevate the brand’s worth in the industry and with fans. Among other initiatives, I wrote the design brief for a new identity, issued an RFP to select vendors, guided the board voting process, and implemented the new identity across print and online platforms. Result: While echoing both the Guild’s annual award statue and the process of costume design and illustration—the new identity has successfully communicated the members’ artistry and elevated their value among industry peers.

I worked with the Foundation President and management team on development and implementation of multi-platform marketing initiatives that raised major funding for this nonprofit community hospital’s Emergency Department renovation. Services included strategy, creative direction, targeted messaging, copyediting, and photography production for website content, email campaigns, social media, and print collateral. I also scripted and managed two video productions. Result: One of the initiatives—a seven-week email and social media campaign in conjunction with offline appeals—organically raised more than $180k, exceeding a $50k matching gift goal. In three years, the foundation’s appeals and event sponsorships raised more than $10 million.

Los Angeles Valley College (LAVC) is one of nine colleges in the Los Angeles Community College District, the largest district in the United States. I worked with LAVC’s Foundation Director and the college’s Dean of Art, Media, and Design on a series of membership and fundraising brochures in support of the new LAVC Academic & Cultural Center. My services included content strategy, creative direction, copywriting, and design. Result: The brochures delivered on-brand design and visuals, messaging for segmented target audiences, and QR codes for optional online payments, which has strengthened the Foundation’s fundraising efforts.

As strategist, creative director, designer, and copywriter for a new website for high-tech luxury builder, Everlasting Homes, I ensured their portfolio and other photography was edited to the highest standards—not to change features, but to clean up perspective distortion, remove blemishes, and color correct. For several, I used AI. In this example, architectural elements, the pool, and wall details were unchanged, while realistic and architecture-appropriate landscaping and furniture were added with human direction and quality control. Result: Realistic landscaping, furniture, and a barbecue grill help homeowners envision an upscale, healthy lifestyle, supporting the company’s objectives to offer aspirational health and lifestyle benefits.

Working with the executive teams of these non-profit community organizations, content services have included website strategy, creative direction, design, copy editing, SEO, apps integrations (newsletter sign up, donations, automated workshop reservations). In addition, monthly e-newsletters provide articles, announcements, upcoming events, and calls to action for online donations, event scheduling, and registrations. Result: The e-newsletters have consistently produced higher than average open rates and click-thrus for non-profits. HOME’s is double the average.