Making Fetch Happen
A rebrand built on "that's so fetch." Concept, script and co-direction for a campaign that hit 1M+ YouTube views in its first week.
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The same work, laid out as the magazine I always wanted to make. Cover story, features, two quizzes and a Q&A, all in one issue.
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Selected work
Chewy Goodest Gift Guide
Pet owners call their pets family, yet the dog rarely makes the holiday list. Influencer-style gift guides drove 54% of dog supplies sales in the campaign.
The Inbox Edit
How Fetch’s CRM went from a hero image and a Word doc to modular, editorial storytelling, plus the monthly Creative Recap that kept it improving.
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Brideside: Brand to System
A logo and one blue became a brand book, a bridal launch and a full visual system for email and paid social, built to scale and used to test what customers responded to.
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Culture to Commerce
Treating culture like a creative brief: trend-driven campaigns across CRM, social, blog and web, including Academy Rewards, which drove +200% app traffic from Instagram.
Brideside BRIDE
Launching a bridal line with borrowed credibility: a Betches Brides partnership, a Micaela Erlanger capsule and designer trunk shows.
