Telling human stories that stand out.
Function & Lift
This campaign launched NZXT’s next-gen keyboard and mouse lineup, crafted for competitive gamers who demand precision without sacrificing personality. Built around the insight that the right gear should feel like an extension of yourself, the campaign leaned into a sharper, faster, more expressive tone that stood out in a crowded peripherals market.
As Associate Creative Director of Copy, I led the campaign’s messaging strategy from start to finish. I concepted the video, wrote the script, developed the tagline “Lose yourself, not the game,” and partnered with our production vendor to storyboard and guide the narrative. I also wrote supporting copy across Amazon, the NZXT homepage, digital ads, and social media, ensuring a cohesive voice across every touchpoint.
Key Results
Total Posts - 140
Impressions - 4.4M
Engagement Rate - 2.6%
Engagements - 116K
NZXT Relay Audio
NZXT’s Relay ecosystem brought a smarter approach to gaming audio, centered around the ability to seamlessly switch between speakers and headset with the SwitchMix. The launch needed to show—not just tell—how intuitive and satisfying that experience could be. A strong visual story was essential to help customers understand what made Relay different.
As Associate Creative Director of Copy, I pushed to make this video happen. I developed the concept, rallied budget and resources, and worked closely with our production partner to storyboard and shape a narrative that made the tech feel simple, human, and cool. I also wrote the full campaign, including product messaging, Amazon copy, and launch content across NZXT.com and paid media.
Key Results
Total Posts - 154
Impressions - 8.4M
Engagement Rate - 2.8%
Engagements - 238K
NURX.
Nurx offers affordable, accessible healthcare designed around real-life needs. When asked to create a brand video highlighting their top features, I was told every feature was equally important. Instead of forcing a hierarchy, I turned the challenge into a concept: a cast of characters each declaring a different part of the service as “the best part.”
I developed the narrative and wrote the script, using a light, conversational tone to highlight key benefits like transparency, convenience, and fast delivery. The final result was a video that celebrated every feature equally—solving a messaging challenge with a playful twist that still delivered clarity and charm.
LD Products
Printer ink is notoriously expensive, so we turned that relatable frustration into humorously relatable ad. In this spot, two coworkers handle a toner cartridge like it’s liquid gold—nervous, reverent, and completely over the top. The twist comes when a third colleague casually deflates the tension by revealing they get their toner from LD Products, where high-quality ink doesn’t come with a ridiculous price tag.
As lead on the project, I developed the concept, pitched it to the client, wrote the script, and partnered with the production team to bring it to life through storyboards and narrative direction. The result was a playful, relatable ad that poked fun at industry norms while making LD’s value proposition clear.
Ozobot
Ozobot is a STEAM-powered classroom tool that teaches kids how to code—and think creatively. This ad draws a sharp line between what looks like a fun gadget and what actually helps shape future-ready minds.
I was brought in to write the script, shaping an existing concept into something with heart, clarity, and a little fun. The result walks the line between playful and powerful, making the case that tools like Ozobot aren’t just cool—they’re world-changing.
Goggles4U
This ad introduces Goggles4U as an accessible option for stylish, affordable eyewear. The focus was on creating something that felt warm and human—something that didn’t look like a medical ad.
I wrote the script and worked closely with the production team to shape the visual tone, steering away from anything too clinical. The result was a soft, inviting spot that balanced value messaging with a more personal, lifestyle-driven feel.
Also I got free glasses out out of this.
Canvas Monitor
Canvas QHD was built to hit the sweet spot between high refresh rate and rich resolution—perfect for gamers who want to switch between fast-paced FPS and story-driven RPG without compromise. I captured that balance with the line “Where all games play nice,” a tagline that brought charm, clarity, and range to the monitor’s positioning.
As Associate Creative Director of Copy, I wrote the full campaign, including messaging for Amazon, NZXT.com, social, digital ads, and the product launch video. I worked closely with our production partners to develop the narrative and visual direction, ensuring every asset reflected the monitor’s versatility with a tone that felt smart, warm, and gamer-friendly.
Ajax
This ad for Ajax followed a woman through a day of subtle biases and outright frustrations—until she comes home to find her partner doing the dishes. It’s a small gesture, but one that pushes back against tired gender roles and makes space for care and equality in the everyday.
I wrote the narrative and dialogue, drawing from my own experiences to bring honesty and warmth to the story. It was one of those rare projects where the product took a backseat to the message, and I was proud to help shape a moment that felt real, relatable, and quietly powerful.
Serta
This spot showcases a lineup of dog beds, each matched to a pup with a personality—and voice—to match. From high-strung to low-key, every dog has something to say. The result was a playful, voiceover-driven ad that showed how the right bed makes all the difference, no matter your breed or mood.
I developed the concept, pitched it to the client, wrote the script, and guided the tone and cadence of each character in partnership with production. It was a lighthearted piece that gave each product its moment while letting the dogs do the talking.
If your product has anything to do with dogs. Please hire me. Will work for snuggles.
NZXT Capsule
The Capsule mic was built for gamers who want high-quality audio without the hassle. To show that, I took the familiar phrase “plug and play” and turned it into a fill-in-the-blank: “Plug and ______.” Each execution swapped in something meaningful to gamers—like “plug and win” or “plug and talk sht”*—emphasizing what effortless setup actually allows them to do.
I led the copy team across the campaign, from tagline development and video scripting to digital ads, social, and Amazon. The concept made room for personalization while driving home the product’s real benefit: getting out of the way so players can get into the game.