Toyota Rav4 national spot

When market research showed that 75% of Rav4 drivers were females under 25, Toyota decided to do what's almost unthinkable in the car world: brand Rav4 as the SUV for young women. I was called in to Saatchi at the 11th hour to come up with a national TV spot that would capture what really motivated women at the time.

Lotus Pet Food Brand Voice / Launch

Since we launched the Lotus brand in 2003, Betsy Nathane and I fought the good fight to keep it consistent, compelling, and smart across product packaging and naming, in-store displays, posters, brochures, digital and social. We like to think we had a hand in helping Lotus go from a local LA pet food name to one that packs store shelves across the globe.

In-store posters:

Lotus brochure:

Lotus Brand Voice: Social Media

If you’d like to read the Lotus product web copy I wrote back in the day, you can do so on their current site, last time I checked. Try here, and here. The latter is actually about a product I named: Just Juicy. Yep.

The Lotus website:

Lexus IS launch national spot

Lexus was on the verge of introducing its first car for younger drivers. This new car would not only compete with the more race-inspired BMW, it would help take the Lexus brand from stuffy to youthful.

Awards: D&AD

Lexus Dealer campaign

Just because someone owned it before you, doesn't mean you don't passionately love your Certified Pre-Owned Lexus. Like, really, really love it.

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