Mozilla Rebrand
A bold new voice that speaks grassroots to governments.
In 2024, Mozilla set out to reclaim the internet—and its identity. Partnering with JKR, the company launched a bold new brand system to unify its products, people, and purpose. My role? Define the voice that would carry it.
I led the brand voice efforts with JRK and developed a flexible framework to help Mozilla speak to everyone from grassroots organizers to government policymakers. Whether we were on TikTok or testifying before Congress about trustworthy AI, the voice stayed consistent: smart, human, and bold enough to take a stand.
We called it the “Brainy Bestie”—a tone that mixes clarity with wit, warmth with authority. It made complex topics feel accessible, and Mozilla’s mission feel personal. I worked across teams to bring it to life in campaigns, product messaging, editorial content, and the Mozilla.org relaunch.
Big picture: A voice built for influence—from the streets to the senate.
T-Mobile Rebrand: The Family Network
Concept, Copywriting, Creative Direction
While leading high-profile NBA campaigns, my team also won the pitch to rebrand T-Mobile as The Family Network—a bold shift that redefined how the brand shows up across all marketing, including sports partnerships.
This flagship relaunch spot —directed by Oscar-winner Errol Morris— set the tone: kids pledging (with suspicious sincerity) to use their newfound phone freedom responsibly, easing every parent’s worst fear—until, of course, they don’t. A funny, relatable take on modern family dynamics, backed by T-Mobile’s signature reliability.
Big picture: A brand refresh that made family-first feel smart, sharp, and seriously on-brand.
Resident Brewing
Brand Manifesto, Tagline, Voice & Tone, Messaging Guidelines
For this San Diego-based brewery, we brewed up more than just beer—we crafted a brand with roots in the neighborhood and reach across the taproom.
I led the development of the brand story, tagline, and voice system—built around the insight that being a local isn’t just about geography, it’s about belonging. The result? A tone that’s approachable, confident, and full of character—just like the beer.
The tagline “Home is where the beer is” anchors the identity, supported by messaging that taps into community, craft, and a deep love for the scene. From the brand manifesto to tone-of-voice guidelines, every word was designed to make Resident feel like your favorite barstool—familiar, welcoming, and always worth the pour.
Big picture: A refreshed brand built to scale without losing the soul of a local favorite.
Samsung Global Retail Experience
Creative Director – Global Launches & Interactive Demos
I co-led Samsung’s Global Retail Experience team, steering the creative and strategic direction for every new flagship phone launch over about four year span—across 53 countries, 41 languages, and thousands of retail locations.
We concepted and built interactive in-store demo apps that turned product features into hands-on stories—from foldable screens to AI-powered cameras. I led cross-functional teams of writers, designers, editors, developers, and production companies to bring these experiences to life—along with overview videos and feature messaging used across retail, social, and digital channels.
We owned the global messaging—from crafting legally approved claims to spearheading translations for seamless rollout in every market.
Big picture: A full-stack global launch machine, built to translate innovation into impact—everywhere.
T-Mobile x NBA
Creative Lead – Multichannel Campaigns & Activations
I co-led creative across T-Mobile’s high-profile NBA partnership—spanning TV commercials, branded halftime content, in-arena experiences, and major moments at NBA All-Star Weekend.
From national spots with Charles Barkley to building out arena takeovers that had fans on their feet, we brought the T-Mobile brand into the heart of the game. Every campaign was built for energy, fandom, and cultural relevance—tailored to where the fans were, whether on their couch or in the crowd.
Big picture: Fan-first creative that made T-Mobile impossible to miss during the NBA’s biggest moments.
Lexus x U.S. Open: The Felted IS 350
Creative Direction, Experiential Concept, Campaign Copy
To serve up a high-impact presence at the U.S. Open, Lexus didn’t just park a car courtside—we turned it into a tennis ball.
We covered a Lexus IS 350 in actual tennis ball felt and paired it with cheeky signage, event program ads, and a bold on-site experience that grabbed attention from every angle. It wasn’t just a sponsorship—it was a conversation starter.
From concept to execution, I helped bring the brand’s love for performance and precision into the world of tennis in a way fans couldn’t miss.
Big picture: A tactile, can't-miss stunt that made Lexus the talk of the tournament.
Death by Tequila
Brand Manifesto, Brand Narrative, Tagline, Voice & Tone, Messaging Guidelines
Death by Tequila isn’t just a name—it’s a state of mind. Born in Baja and raised on both sides of the border, this brand needed a voice as bold, magnetic, and untamed as the people who drink it.
I led the creation of the brand manifesto, messaging strategy, and tone of voice—capturing the duality at the heart of the experience: part rebel spirit, part refined craft.
The tagline? “Saludas from El Otro Lado”—a toast from the other side. It's a nod to the myth, the mischief, and the in-between worlds where the best stories (and nights) are born.
With a voice that’s fearless, bilingual at heart, and soaked in sunshine and sin, we gave Death by Tequila the swagger it deserved.
Big picture: A brand born to cross borders—now with a voice that lives on both sides.
Lexus ES Launch
Copywriter – Launch Campaign
The Lexus ES had a reputation: loved by drivers, overlooked by tastemakers. It wasn’t the flashiest Lexus—but it was the brand’s sleeper hit. Our job? Make it matter again.
We repositioned the ES not as a compromise, but as a quiet flex. Confident. Capable. Understated, but never unnoticed. Through a blend of sleek visuals, smarter-than-you-think scripts, and unexpected moments of wit, we gave the ES a little edge, something it hadn’t had in a while.
From launch films to retail assets, we wrapped the whole thing in a tone that said: if you know, you know.
Big picture: We made Lexus’s trickiest car to sell feel like its best-kept secret.
Lexus Certified Pre-Owned: Cuckoo Clock Countdown
Concept, Copywriting
Radio, Print, Digital ads, Website
For the Lexus Certified Pre-Owned Sales Event, we were tasked with making the brand feel more accessible—without losing its premium edge. The solution? A delightfully unexpected virtual cuckoo clock that chimed in daily with fresh content.
Each day of the event, a new video launched featuring quirky, character-driven clock surprises that leaned into humor, warmth, and a lighter tone than Lexus typically takes. We wrote over 150 scripts (used 30!)—all designed to soften the top-tier luxury vibe and invite more drivers into the brand.
Big picture: A charming countdown campaign that made Lexus Certified Pre-Owned feel smart, fun, and within reach.
BlackBerry Passport Launch: #WorkYourWay
Creative Director – Campaign Launch
For the launch of the BlackBerry Passport, we built a campaign around unapologetic hustle. The idea: spotlight power users who work their way—no apologies, no off switch. Enter Piers Morgan, Sujit Kundu, and Guns N' Roses' own Duff McKagan.
We created a bold content package—videos, banners, pre-roll, and a full .com takeover—anchored by the #WorkYourWay rallying cry. It was raw, real, and a serious departure from polished tech ads of the time.
Big picture: A phone for people who grind. A campaign that didn’t blink.
Major Peters
Brand Manifesto, Tagline, Voice & Tone, Messaging Guidelines
For this Bloody Mary mixer with a cult following, we built a full-on brand world—one bold enough to live up to the name Major.
I led the development of the brand manifesto, story, tagline, and messaging strategy—shaping a voice that’s bold, friendly, and just adventurous enough to spike your Sunday brunch. Based on extensive comms testing, we landed on the tagline: “Make It Major”—a call to elevate the everyday and live with flavor.
I crafted a full tone-of-voice system inspired by the Explorer archetype, backed by sharp key lines like:
“Pour boldly. Live majorly.”
“It’s brunch o’clock somewhere.”
“When you’re ready for the major league.”
These phrases set the tone across packaging, digital, and IRL experiences, helping position Major Peters not just as a mixer—but as a mindset.
Big picture: A bold new voice for a beloved brand—crafted to stand out on shelves and in stories.
As Creative Director and Director, I led a global video series that captured the stories of real app makers—digging into what it actually takes to build, publish, and grow an app on the platform.
Each story was crafted to surface actionable insights—from design and development to distribution and discovery. The project also included articles and best-practice resources published on the Apple Developer site, giving creators a toolkit of techniques to elevate their presence on the store.
I oversaw every detail of production and worked hand-in-hand with Apple’s Marcom and Developer teams to make sure the creative stayed sharp, human, and strategically on point.
Big picture: A blend of storytelling and strategy that helped developers feel seen, supported, and set up for success.
Firefox Family: The Tech Talk
Check out the website here: Firefox.com/families
Research, Copywriting, Concept
I led the creative development for Firefox’s back-to-school push—centered around one big idea: helping families talk to kids about tech in a smarter, healthier way.
We launched a dedicated Firefox Family microsite, packed with approachable, research-backed guidance for navigating online life. I handled everything from brand positioning and voice to full-site copy, balancing warmth, authority, and parent-to-parent realness.
The campaign extended beyond the site with:
TikTok influencer content sparking conversations around screen time and safety
A nationwide series of in-school Tech Talks
A media partnership with Common Sense Media to lend credibility and reach
Online ads that invited parents into the conversation—not the blame game
Big picture: We made digital parenting feel less overwhelming and more empowering—positioning Firefox as a trusted ally for modern families.
Travelocity: Roaming Gnome
Copywriter – National Campaigns
Fresh out of school, I joined the team behind one of the most iconic—and delightfully unhinged—travel ad campaigns of the 2000s: the Travelocity Roaming Gnome.
As a copywriter, I helped bring the gnome’s globe-trotting, myth-busting voice to life. We turned a prank into a brand platform that earned a Gold Effie and made the Gnome a household name.
My work spanned scripts, site copy, and a lot of digital weirdness across the interweb.
Big picture: Myth meets marketing. A mischievous gnome with something to prove—and a young writer figuring out how to make people laugh and book a flight.
Firefox × Turning Red
Campaign Videos, Digital ads, Microsite
To celebrate the launch of Pixar’s Turning Red, Firefox created an interactive microsite that brought our “True Colors” campaign to life—celebrating inclusivity, self-expression, and being unapologetically yourself.
I led the creative connecting for the playful landing experience, which featured floating graphics, custom doodles, and sticker-style animations inspired by the film’s bold, expressive aesthetic. We built a bridge between brand and movie—infusing the page with Firefox personality while capturing the spirit of Turning Red.
Big picture: A joyful, scroll-stopping expression of brand values that felt both distinctly Firefox and Pixar-approved.
Baba Coffee
Research, Brand Narrative, Voice & Tone, Foundational Language, General Swagger
Baba Coffee isn’t just a surfside café—it’s a second chance brewed strong. The owner, once locked up and dreaming of a better life, turned that dream into a neighborhood favorite. The name? Inspired by Baba, a legendary 16th-century coffee smuggler—and maybe, just maybe, a spiritual predecessor.
The product was top-tier. The local love was real. But the brand? Kind of doing time in its own right. No clear story. No distinct voice. That’s where I came in.
Through discovery workshops and deep-dive research (including some very enjoyable coffee tastings), I built a fresh brand narrative rooted in redemption, rebellion, and bold flavor. I developed foundational messaging, voice and tone, and gave the whole brand a swagger worthy of its backstory.
Big picture: From behind bars to behind the bar—this is what happens when a great story finally gets the words it deserves.
Samsung Knox: Security Built for the Front Lines
Concept, Creative Direction
Samsung initially approached us to create a standard talking-head explainer video to introduce Knox, their mobile security platform built for defense-grade protection. But we saw an opportunity to do more.
I developed the concept and led creative direction for a more engaging, visually-driven approach—replacing static interviews with dynamic, infographic-style animation to break down complex technical concepts for enterprise users.
The result was a clean, clear, and confident launch video supported by cohesive website copy and collateral. Every element worked together to communicate the power of Knox without overwhelming the audience.
Big picture: We transformed a dry product intro into an informative, design-forward experience that helped enterprise users understand—and trust—Knox.
