Over the last 5+ years, I have and continue to pour all of my energies into creating impactful creative work in the outdoor space through copywriting and creative direction.

2019-2022

My journey began at Satisfy Running, where the French brand had yet to quite land in the North American market (which, with my help, is now their largest).

My mission was to cultivate a disruptive tone of voice complementary to the unique design language of the brand. I took the perhaps now ubiquitous notion of “the High” and imbued that with multitudinous meaning, meticulously crafting that messaging in our campaigns, products, product pages, newsletters and beyond. I felt the copywriting through-line needed to be exhaustive in order to truly establish a meaningful and emotional connection between Satisfy and its consumers.

I extended this even further as I helped found the editorial branch of the brand, POSSESSED MAGAZINE, which still functions today. This was meant to be a revolutionary moment in the run space where runners of all creeds could find relatable content and messaging that they couldn’t elsewhere.

Basically, my years here were spent reconciling a punk rock spirit with consumerism in a way that felt authentic and core.

Over the course of nearly two years at norda, I have successfully cultivated a unique tone of voice and visual identity, growing the visibility of the brand by nearly 5x and establishing norda as a creative powerhouse in the trail running scene.

I direct all our campaigns — ideating and executing all copywriting, creative & art direction, and production — and assist in orchestrating the corresponding go-to-market strategies.

Consumers of the outdoors market are experiencing fatigue from disingenuous greenwashing. A primary focus at norda has been leveraging the design ethos of durability as sustainability directly into the copywriting and more indirectly into the storytelling.

As the only full-time dedicated creative in the marketing department, I mobilize on every creative aspect largely by myself while recruiting and leading a team of freelance creatives (photographers, videographers) to help execute my vision.

2022-present