Stall the robots.

Posted on October 4, 2025October 6, 2025 by admin

CAMPAIGN COPY for Real AI

What if your software company had a conscience?

I studied English Literature, have read over 500 books, and try my very best not to be annoying about it. But I'll be honest, AI scares me. As does AI-related advertising.

So when ModMed's Product Marketing team needed something in market to explain why our AI wasn't finished baking, I jumped on the opportunity to stall the robots.

Because if I'm feeling nervous about AI, surely some board-certified doctors might be too, right?

I suggested we move into thought leadership and market our head and heart space in the mean time. How do patients feel about AI? Doctors? Staff?

ModMed wants to know. Because ModMed wants real intentionality built-in.

Humans > Humaniods

Real AI > Artificial Intelligence

Lucky to collaborate Mel Rausch, a UX visionary, on this project. We decided the floating amorphous blob represents alllll the different ways people could be thinking, questioning, concerning, opinion-ing, and more about AI...and in one place for once. (Was beyond honored she loved that idea!)

IF FIGMA IS FINICKY, click here!

We also commissioned a study to get real answers from real patients.

Click here to read the report! It generated 295 report downloads, 111 nEEOs, and ~$600 million in the pipeline — in less than a month.

Most AI content looks and sounds straight out of space. I asked design to prioritize "patients-eyes-on-us" imagery to reinforce my first-person, "real-humans-were-surveyed-to-get-this-data" tone.

Make data human again in 2025! Especially in the age of AI!

See the future.

Posted on October 3, 2025October 6, 2025 by admin

DIRECT MAIL for ModMed OBGYN

Make it worth the walk to the box. That's my motto.

I knowww this is weird, but my favorite medium, by far, is the mail. I wish more people felt this way. Someone personally delivered it. Took time to wrap and address it. Figured out where you live! This is real effort!

I also believe it's going to have a comeback in the age of AI, since people are dying for real creativity and there is beaucoup opportunity to stand out in a sea of generic leaflets. (Emoji of a wave: 🌊)

Anyways, I'm mostly just lucky my boss, her boss, and his boss let me think outside the box on this one. The rose-colored glasses at the bottom reveal the future of doctors who buy into their own success!

Oh, you want to see the future too? Here's what the secret copy says:

Making more baseball games and piano recitals
More eye contact with patients
A 98% clean claim rate*
Real-time estimates, so you can get paid up front**
Working from one screen with less clicking
Seeing data multiple ways
Discovering potential new revenue streams with aesthetics

I went with a mix of life and work-related visions because it's allllll about *balance*.

PS — you should have seen me fight to get this through legal. I was ferocious.

Give kudos.

Posted on June 17, 2022October 4, 2025 by admin

INTERNAL COMMUNICATION for Hiller

Motivated staff can move a message at the speed of light. So what happens when you shine that light back on them?

When your employees buy into what you're selling, your life becomes a whole lot easier. Since "caring" is Hiller's core value, their CMO tasked me with writing and implementing an awards system that would bring care from the inside, out.

Here's what I came up with.

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The Awards

AC Award: AC stands for air conditioning, but it can also stand for Acts of Caring. This award goes to someone who has gone above and beyond to care for a customer's well-being.
Boiler Award: A boiler turns water into steam, which is better for transferring heat to where it's most needed. This award goes to someone who goes out of their way to perform a cross-trade-industry-related task to make the work easier for others and provide a homeowner with peace of mind.
Circuit Award: An electrical circuit is a loop through which current can flow. This award goes to someone who has demonstrated an ability to lead effectively in a take-charge situation, allowing our teams and workflows to manage seamlessly and efficiently.
Lightbulb Award: A light bulb symbolizes a great idea. This award goes to someone who is constantly brainstorming, implementing, OR improving on ideas/processes in the Hiller workflow.
Plunger Award: A plunger works by using suction and pressure to get the job done. This award goes to someone who performs very well under pressure and is never opposed to going the extra mile.
Heart of Hiller Award: Someone who has achieved all of the above awards would be eligible for this honor because they have demonstrated that they have a heart for service, safety, caring, diligence, work ethic, and more.

AC stands for air conditioning, but it can also stand for Acts of Caring. This award goes to someone who has gone above and beyond to care for a customer's well-being.

A boiler turns water into steam, which is better for transferring heat to where it's most needed. This award goes to someone who goes out of their way to perform a cross-trade-industry-related task to make the work easier for others and provide a homeowner with peace of mind.

An electrical circuit is a loop through which current can flow. This award goes to someone who has demonstrated an ability to lead effectively in a take-charge situation, allowing our teams and workflows to manage seamlessly and efficiently.

A light bulb symbolizes a great idea. This award goes to someone who is constantly brainstorming, implementing, OR improving on ideas/processes in the Hiller workflow.

A plunger works by using suction and pressure to get the job done. This award goes to someone who performs very well under pressure and is never opposed to going the extra mile.

Someone who has achieved all of the above awards would be eligible for this honor because they have demonstrated that they have a heart for service, safety, caring, diligence, work ethic, and more.

The Effect

Tech shares Care Story. Winning Care Story receives corresponding award, uniform pin, truck decal, and restaurant gift card. Best of the best Care Stories compete to win the Heart of Hiller Award. Winner takes home prize worth up to $500.

And so on and so forth...every week...for the rest of the year. 52 opportunities for management to hear about impactful moments in the trades. Endless ways for employees to learn, grow, and feel appreciated. A win-win, if you ask me!

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The Real Reward

Not only did this awards system empower Hiller employees to share their experiences on the daily, but it also provided valuable video and static content for use on social media. Customers sure do get a kick out of kindness.

Additional Services Provided

Daily Content Creation
Social Media Management
Branding & Web Copy
Print Ads
Social Ad Campaigns
Video Storyboarding & Scripts
Project Management
Public Relations
Photography
High Level Brainstorming

I am honored to have worked with Hiller for four years as an employee of MediaTree Advertising. If you'd like to see additional examples of my internal communication skills, click here.

Plan road trips.

Posted on May 30, 2020October 4, 2025 by admin

SOCIAL ADS for Nashville RV

Advertising travel...when traveling wasn't allowed.

If this portfolio is still up and running when my grandkids ask me about the year 2020, I'm going to show them this page. Among my biggest accomplishments in "The-Year-That-Must-Not-Be-Named" is successfully spreading the word about a vacation option that didn't spread the 'rona. And without offending either side of the aisle in the process.

Whether I was teaching a millennial how to properly "glamp," empowering Mom and Dad to homeschool from the road, or gifting Grandma and Grandpa a good night-before-Christmas-sleep, I'm proud to have helped so many do what so many wanted to do:

GET OUT!

Caption: We don't mean to be rude. but...#GetOut.

Caption: “Are we there yet?” doesn’t apply to this vacation. The adventure never stops! #AdventureReady

Caption: The best part about memories...is making them.

Caption: Your relatives may forgive you, but they'll never forget. Have a spare room delivered, RV style!

Caption: Santa's sleigh < yours.

Additional Services Provided

Full Rebrand & Web Copy
Weekly Content Creation
Social Media Management
Email Marketing
Blog Writing & SEO
Project Management
Reputation Management
Photography
Event Marketing

I am honored to have worked with Nashville RV for three years on behalf of MediaTree Advertising. If you'd like to see additional examples of social media ads I've created, click here.

Roll out the welcome mat.

Posted on May 7, 2020October 6, 2025 by admin

VIDEO CONTENT for Stephens Valley

Have you ever wished for simpler times?

Just southwest of Nashville sits a carefully-crafted community featuring diverse architectural styles and designs. It’s a place where neighbors and nature join hands, city and country live side-by-side, and residents of all ages stroll tree-lined sidewalks and lamp-lit streets. Where recreational activities and community togetherness abound. Where lifelong memories are stored for safekeeping. Where belonging belongs to one and all.

And it was my job to tell the world about it.

Generations To Come

Stephens Valley's first-ever branding piece, written and video-edited by yours truly.

Meaning Of Home

Life takes you to unexpected places. Love brings you home.

Festival Of Trees

Stephens Valley hosts several well-attended events and gatherings throughout the year, and I was responsible for creating campaigns to get the word out. This festive video was written and directed by me to advertise the annual Festival of Trees.

Merry Everything and Happy Always!!!!

Love Where You Live

In addition to video scripts, I also conducted several resident interviews to craft story-driven testimonial videos like the ones shown here. It was an honor to weave these unique narratives together, illustrating how the Stephens Valley community attracts such varied and valuable walks of life. Notice similarities and contrast between these two Stephens Valley families? I was hoping you would.

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Additional Services Provided

Web Copy & Branding
Weekly Content Creation
Social Media Management
Email Marketing
Blog Writing & SEO
Project Management
Reputation Management
Public Relations
Photography
Event Marketing

I am honored to have worked with Stephens Valley for four years as an employee of MediaTree Advertising. If you'd like to see additional examples of video content I've created, click here.

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Are you in need of some wordsmithery?

Not to worry, I'll sort you out in a jiffy! Whether you're without copy, concepts, or the password to my resume page, shoot me an email to get this show on the road.

Say hello!

Prolong golden years.

Posted on April 23, 2020October 4, 2025 by admin

LONG-FORM CONTENT for Senior Solutions

Out of all my long-form content clients, I chose to spotlight Senior Solutions Home Care here because their audience is a bit more nuanced than a first glance may see.

On the one hand, this content speaks to caregivers working for Senior Solutions, providing them with direction and tools they can reference on the job.

On the other hand, it beckons to "Adult Daughters" of seniors, a persona developed to encapsulate primary family members charged with making a senior's transitional decisions.

But all the while, this content is really about the seniors themselves, who may not stumble into the content online, but will inherently benefit from the tips and tricks within...and from all angles of their care.

Phew. Glad I got that off my chest. Click on the pictures below to read a few blog posts I've written for these very distinct audiences. I hope an underlying mission statement is easy to spot:

Adding years to life and life to years!

Additional Services Provided

Web Copy & Branding
Weekly Content Creation
Social Media Management
Email Marketing
Blog Writing & SEO
Project Management
Reputation Management
Public Relations
Videography & Photography
Event Marketing

I am honored to have worked with Senior Solutions Home Care and its many branches, including Senior Solutions Transportation and the IHCA, for two and a half years on behalf of MediaTree Advertising. If you'd like to see additional examples of blogs and long-form content, click here.

Introduce a new alternative.

Posted on April 23, 2020January 10, 2023 by admin

CREATIVE DIRECTION for Biologix Center

Tired of coping with chronic illness symptoms? Nashville has a new, never-before-seen alternative.

A beacon of hope for today's incurables, Biologix Center for Optimum Health gives chronic illness patients reason to believe in life again. But how to put this all on paper?

That's where I came in.

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The Takeaway

When you communicate about your body, your voice should be the loudest in the room. But too often in mainstream medicine, doctors claim they know best based on prior cases, or simply because they don't have the time or energy to delve in deep.

These print ads began as a branding brainstorming exercise and eventually morphed into full on campaigns, featured in Franklin Lifestyle magazine, Graffiti Ad placements, and various social media platforms.

Their striking images, juxtaposed with simple, yet profound headlines, help prospective patients feel comfortable and heard...despite having never experienced those emotions in a medical setting before.

I'm proud to have added, "define a new way of doctoring" to my resume.

Additional Services Provided

Full Rebranding & Web Copy
High Level Account Management
Weekly Content Creation
Social Media Management
Internal Communication
Social Ad Campaigns
Video Storyboarding & Scripts
Video Testimonial Interviews & Production
Project Management
Public Relations
Reputation Management
Photography & Videography
Podcast Creation & Management

I am honored to have worked with Biologix Center for three and a half years as an employee of MediaTree Advertising. If you'd like to see additional examples of my creative direction skills, click here.

Brighten up your feed.

Posted on April 23, 2020October 6, 2025 by admin

SOCIAL MEDIA CONTENT for Hiller

Remember when scrolling still made you #smile?

Sometimes it seems impossible to find something to smile about on social media...but it's not all doom and gloom. In fact, Hiller Plumbing, Heating, Cooling, & Electrical—whose mascot just so happens to be Happy Hiller, himself—has shared over 4,160 #HappyPosts in the last four years. I know because I wrote them.

Turns out, you can find a lot of reasons to be #happy if you look closely enough.

#HappyFacts

#HappyHomeHacks

#HappyDays

I can think of templated social media content for days...but what really moves the needle is personal connection. This series celebrates that connection, recognizing that it's always a #HappyDay for somebody out there...and humanizing the Hiller staff in the process. If only we could "like" that more than once!