National TV. In-house. Better results.

Led creative development and directed a national TV campaign designed to prove our in-house team could compete with agency work without the agency-sized budget. The campaign outperformed an agency-led alternative effort across both Linear and OTT at roughly 20% of the cost, while increasing brand recall 4x.

It became a strong proof point for the value of bringing high-level creative development, production, and execution closer to the brand.

National Brand Campaign.

Months of development turned into days.
Wrote seven scripts in roughly a day, one of which became the basis for the hero spot, Blank Homes. Helped create three TV spots under tight timelines and strengthened confidence in bringing major creative work in-house.

Brand Defining Moment

Building the Ruggable look.
Ruggable had built its visual identity around bright, shadowless lighting. For Morris & Co, I pushed the brand in a more dimensional, editorial direction, introducing contrast, shadow, and mood into the campaign.

The look became a new creative benchmark for Ruggable and helped shape the visual direction of the work that followed. Similar lighting and styling eventually began to appear across the category, making the campaign feel like the start of a larger visual shift for our competitors as well. The creative performed, too. Morris & Co produced top-scaling video ads and became one of Ruggable’s highest revenue-driving collections.

Performance Lab

Understand the winning formula.
I use performance insights to turn individual wins into repeatable creative approaches, looking beyond whether an ad worked to understand why it worked. Meet Joe proved that a simple, low-lift concept could become a top performer without relying on a large production, while Hilton’s Behind the Collab achieved a 31% Meta thumb-stop ratio and helped inform a stronger, repeatable hook structure for future creative.

The goal was to take what we learned from each win and build it into the next round of work.