HEALTH and safety creative specialist

The Challenge

increase the profile of a RENOWNED eye hospital

For forty years Wills Eye Hospital has consistently been ranked one of the top three ophthalmology hospitals in the United States by U.S. News & World Report and its residency program is considered one of the most competitive programs in the world. Our job was to take them to the top and stay there.

The solution

See how they see

We asked, what would it be like to get into the heads of a recognized authority to reveal that catalyst? On the site a user rotates a stylized iris with each radial furrow featuring a specialist. U.S. News & World Report surveys ophthalmologists exclusively so the language could be elevated and these successes are told through the voices of the doctors, staff, and patients supported by photoessay-style imagery overlaid with real ambient sound.

See the full site here

The Challenge

Elevate merck’s corporate responsibility report

Too often these reports are so dense with information that they adversely effect readability. Our job was to make information more accessible and relevant to all stakeholders thereby increasing the likelihood of engagement.

The solution

Develop an engaging user INITIATED storytelling approach with social support

We launched a user-controlled, storytelling-based introduction to their responsibility report to serve up bite-sized highlights celebrating their successes and a social amplification strategy. The report itself reviews Merck’s progress towards access to health, employees, sustainability, ethics and values.

The challenge

an UNPARALLELED opportunity

A company with a presence in nearly every country has an unparalleled opportunity—and responsibility—to drive global impact. PepsiCo’s sustainability website, built around its pep+ (PepsiCo Positive) strategy, showcases the company’s commitment to building a more sustainable food system by embedding environmental and social goals throughout its operations, supply chain, and product portfolio.

The solution

Be comprehensive and transparent

We developed PepsiCo’s comprehensive sustainability website around five key pillars: Agriculture & Sourcing, Products & Nutrition, Environmental Impact, People, and Strategy. To amplify the message, we also created an animated video that highlighted the core themes—later adopted by several of PepsiCo’s billion-dollar brands to support their own communications efforts.

The Challenge

Clarifying a Complex Global Story

Takeda, a 240 year old Japanese biopharmaceutical company, needed to bring together science, sustainability, and global access into one coherent narrative, but the breadth of information risked feeling technical and overwhelming. The challenge was to present intricate pipelines, long-horizon strategy, and sustainability commitments in a format stakeholders could quickly grasp.

The solution

A Softer Visual Language

Takeda’s report uses hand-drawn illustrations, light linework, and dynamic information design to soften dense scientific and sustainability content. Key themes are distilled into clear visual pathways and concise data callouts. The design makes a complex global story easier to follow and more visually inviting.

The Challenge

Update a beloved new york city brand

City Relief, formerly known as New York City Relief, is a mobile outreach organization that provides people experiencing poverty and homelessness with hot meals, essential supplies, and connections to housing resources. As the organization expanded its mission beyond the five boroughs of New York City, a name simplification and brand shift were necessary. Now operating as City Relief, they are widely recognized for their modified school buses, which park at designated locations in targeted cities. These are typically inner-city or downtown areas—an environment that inspired the revitalized brand.

The solution

Reflect the city’s hopes and challenges

The elongated brandmark reflects an optimistic, upward-moving city skyline, but also—when viewed as though looking down on a roadmap—a maze-like streetscape that symbolizes how difficult cities can be to navigate for the most vulnerable.

The color selection was intentionally welcoming, open, and positive, while the supportive typography is contemporary yet restrained, ensuring maximum legibility for those in need.

The Challenge

3.29 billion people are watching

Meta's Human Rights messaging outlines the company's efforts to identify, address, and mitigate potential human rights impacts across its platforms globally. It promotes transparency and accountability in how Meta manages issues like privacy, freedom of expression, and user safety. 3.29 billion people use at least one of its core products daily, and 3.98 billion people use these products monthly. For context roughly 40% of the world’s population uses a Meta product every day. Needless to say it is one of the most important documents it publishes because their family of apps touch so many and is scrutinized by NGO’s as well as governments.

The solution

don’t disappoint them

A raised fist is often associated with peaceful protests. Using Meta’s famous hand emoji as a multicolor pattern, we created a woman’s face that reflects the global and inclusive nature of the company’s mission. An accompanying website was developed to be highly user-friendly, allowing seamless navigation through complex topics. Data-heavy content was thoughtfully organized with clean layouts, intuitive infographics, and interactive elements to make the material more engaging and accessible to those 3.29 billion.

The Challenge

Defining Whole Health

Anthem saw that traditional healthcare models were too fragmented, overlooking the behavioral and social factors that shape overall wellbeing. Millions of members faced barriers like food insecurity, housing instability, and limited access to mental-health support. This gap made it difficult to deliver outcomes that reflected the full picture of a person’s health.

The solution

Integrating Social, Behavioral & Clinical Care

The report was rebuilt around a unified visual system—real photography and simplified infographics that translate Anthem’s whole-health model into a clear narrative. Key programs like Food-is-Medicine and the Housing Flex Fund were expressed through concise impact metrics and modular graphic blocks. The design makes a complex story instantly legible, human, and visually cohesive.

The Challenge

Young, SIngle vacationers are at risk

Picturesque Bow Valley has one of the highest rates of of sexually transmitted disease in the country. 

The solution

Don't bring something home you may regret

An unexpected and unwelcome keepsake is something to be avoided. 

The Challenge

The world’s largest online retailer gets a lot of attention

Opinions on Amazon's sustainability vary, with some praising its renewable energy initiatives and carbon-neutral goals, while others criticize its environmental impact from packaging, shipping, and data centers. Our goal was to swing those in between.

The solution

but you Can’t argue with data

Storytelling often fails to convince people because it feels anecdotal. In contrast, confirmed data can persuade even hardened skeptics. Presenting complex issues clearly, backed by solid data, was our path forward.

The Challenge

40% of food is wasted in America 

It's a shocking statistic that few know. Our first goal was to educate by highlighting the enormous environmental effort it takes to bring food to our door. The larger task was to change behaviour. 

The solution

a fully integrated campaign committed to long term change

Partnering with The Ad Council and Publicis Sapient, NRDC launched a Save the Food brand to directly address food waste. A cross platform "Best If Used" awareness campaign also included education, tools and hints online and off. We partnered with Amazon to provide STF functionality to Alexa so that the AI tool can dish out advice on smarter food storage, tips for evaluating whether something is still safe to eat, and tricks to revive food that's past its prime. We worked with Disney to contribute the Oscar and Grammy award winning soundtrack and enlisted renowned chef, Dan Barber, to create gourmet meals for unsuspecting foodies made from food that would normally be tossed away. I was client CD on this project. 

The Challenge

We were charged to excite young children about the potential of solar energy at their school. Classroom time is precious and the demands for teaching the prescribed curriculum are high. With the vast majority of programs geared toward core exams, these classes were eager for science content that's easy to "get". 

The solution

Solar makes more than just environmental sense, it also makes economic sense. We can offset ever tightening education budgets by reducing our energy bill with solar and students’ voices—and actions—can make a difference. The Solar Schools video appeared in schools aimed at proving we can help inspire ordinary citizens to take actions in support of positive, sustainable efforts that take place in their own backyards.

The Challenge

raise awareness of pesticide alternatives for young home owners.

The creative challenge was to break through the clutter and speak to our audience in an original and lasting way.

The solution

in our backyard—literally.
The common gnome. 

Who better to be sensitive to the hazards of harsh pesticide use than him? Using striking imagery that was unexpected yet beautiful we managed to break through the clutter and resonate with our very media-savvy audience. 

The Challenge

Too many riders drive recklessly

Traditional safety messages don't resonate with free-spirit riders. They believe they write their own rules which is liberating—until injured. 

The solution

Borrow from biker culture with a twist

With clever language juxtaposed against a Hell's Angels graphic treatment, reach out to motorcyclists in a visual language that is both immediate and layered. 

The Challenge

REGRETTABLY, Hate speech is Ubiquitous

Homophobic language is too often used thoughtlessly, even if it’s without malice. But rather than tell people to think before speaking, we showed them what they were saying.

The solution

It's so common it's happening this moment

In real time, via live tweets, homophobic language was displayed for all to see, without judgment or comment from us. Visitors to the site could, however, interact with the tweeters featured. Within 24 hours, the site had over a hundred thousand visitors, and was trending on Twitter. It received global media coverage from the likes of The Economist, The Atlantic, The Guardian, CBS, Reddit, Upworthy, CBC, CTV, Mashable, BuzzFeed, and even Aljazeera. Note: I left the agency before this project was completed.