Creative lead on a fearless national campaign that flipped the script—turning benefits into epic “wins” with humor and fresh, bold messaging.

This multi-platform powerhouse crushed benchmarks with 32.8M+ impressions and record-breaking interviews on CTV, Meta, Google, Zillow, Reddit, Nextdoor, and beyond—doubling user engagement and smashing all expectations.

Game-inspired art direction exploded the message with bold visuals, confetti blasts, daring stunts, and jaw-dropping special effects—arming consumers to make smart, winning moves against flood risk.

VP, Creative Director: Claudia Barac-Roth / Writer ACD: Chethna Suryakumar/ Director: Josh Forbes / Executive Producer: Michael Kim / Line Producer: Lynne Quinn
/ Producer: Alexis McCombs / Video Production House: Alkemy X / Designers: Taylor LeShock, Chuck Livingston / Art Director: Mike Bendinelli/ Digital Animator: Mikayla Brock/ Account Manager: Rosie Hutchison

Oh, hello.
Creative lead for Optima Health’s “Oh, hello” campaign in the Metro DC area — a fresh, human approach in a cold, crowded health insurance market. We gave typography personality to create an emotional connection with busy audiences overwhelmed by ads.

Using playful type, color, and subtle anthropomorphism, we crafted a friendly, approachable message that stood out. The campaign earned Best OOH by OOH TODAY, delivered 80+ million impressions, gained 91.5k new subscribers, and boosted organic/direct site traffic by 39% over four months.

Spanning Radio, OTT, Broadcast TV, Out of Home, High Impact Digital, and Social (Facebook & LinkedIn).

Creative Director: Claudia Barac-Roth/ ACD, Writer: Cara Bloomer/ Director: Ruppert Cresswell/ Production Director: Mike Kim/ Designer: Lauren Budreau/ Animation + Sound: Alkemy X, Inc./ Producer: Alexis McCombs/ Agency: Yes& Agency

All The Feelings
I took the lead on this energetic campaign that turned passport checks into a thrill ride! Starting with lightning-fast concepting and graphics, I teamed up with an awesome crew to roll out phases that brought travel excitement to life nationwide.

From New York to LA, Chicago to Dallas, we blasted bold colors, punchy messages, and animated passport graphics across HTML5 banners, social stories, native ads, and out-of-home spots. The buzz? Over 311 million impressions and 1.5 million conversions in just weeks — talk about making waves!

This campaign isn’t just about passports—it’s about capturing that rush of adventure, making every traveler feel all the feels before they even board the plane.

VP, Creative Director: Claudia Barac-Roth/ ACD, Writer: Meredith Friedline/ Art Director: Robert Arthur/ Designers: Taylor LeShock, Mason Pocklington/ Production: Chuck Livingston/ Animation: Kevin Schmitt/ Agency: Yes&/ Client: Bureau of Consular Affairs

Creative Ninja & Keeper of Vision | Lead Creative Strategist & Art Director

Led the creative strategy, art direction, and ideation for a comprehensive national campaign, managing a multidisciplinary team of designers, animators, writers, illustrators, producers, and contractors. Ensured a holistic approach across all platforms including social media, web, paid media, high-impact digital units, audio, and OTT/CTV.

The bilingual campaign spanned 8 U.S. regions — Texas, Florida, New York, North Carolina, Mississippi, Louisiana, New Jersey, and Alabama — delivering over 679 million impressions, 30.9K goal conversions, and attracting 1.3 million visitors to the landing page. High-impact digital units achieved a remarkable 95% conversion rate. The campaign aired on major networks including CNN, ESPN, USA Today, The Weather Channel, and iHeartRadio.

The creative concept centered on trusting natural instincts to protect the life you've built by securing flood insurance. Inspired playfully by Sir David Attenborough, the campaign tackled serious flooding issues in an engaging, educational manner.

Writer: Cara Bloomer / Directors: Bernie Roux, Josh Forbes (AlkemyX) / Director of Production: Michael Kim / Line Producer: Lynn Quinn / Designers: Lauren Budreau, Laura Chwirut, Chuck Livingston, Loren Ilvedson / Account Managers: Jodie Warren, Alex Tzavellas / Illustrator: August Lamm

Collaborated with and managed multi-discipline teams to establish brand vision for Maryland Office of Tourism with consumer “Open For It” campaign. Visual lead, art directed and worked to maintain concept across all platforms. Shared a story of welcoming, open minded experiences.

Director-Photographer: Dean Alexander / Writer: Matthew Ketchum / Designer: Jessica Painter / Digital Designers: Adrian McLoughlin, Kara Siegert

Creative Director for KEEP HOME, a Flood Insurance National campaign. Art directed, and managed a team of designers, writers, illustrators and contractors to develop messaging. Also commissioned local original art that leveraged the love and pride that people feel for their hometowns to raise awareness of flood risk in New York City, Atlanta, Louisiana, Florida and Texas. The fully integrated multi-channel campaign launched in English and Spanish across a range of high-impact media properties including CNN, ESPN, USA Today, The Weather Channel, iHeart Radio, Spotify and The New York Times. Paid media impressions hit more than 638.1 million.

Director: Alkemy X., Rupert Cresswell/ Writer: Josh Golden, Cara Bloomer/ Director of Photography: Mike Kim/ Website Design: Giuseppe Carabelli/ Digital Designer: Amrithi Devarajan/ Account Manager: Jodie Warren/ Illustrators: James Gulliver Hancock (NYC), Stephanie Sanz (Texas), Sean Faieh (Atlanta), Gina Phillips (Louisiana), Allison Gonzalez (Florida)

Partnered with hoteliers to launch a fresh, playful luxury hotel brand in the Choice family—think business casual turned up for millennials. Helped build the strategy and brand vibe, then owned the look and feel with killer brand guidelines. Art directed ads and hotel design elements that didn’t just elevate the brand—they sparked a serious boost in bookings that year. Plus, we rocked a takeover experiential campaign in New York City that moved the needle with a big bang!

Photography: Amanda Marsalis / Writers: Joe Pistone, David Bonner, Danielle Sirk / Designer: Jessica Painter

Created and developed brand identity and ad campaign for Victoria Gastro Pub restaurant. Helped launch this independent restaurant. Designed their brand identity. Visual I.D. is carried on logo design, stationery system, menus, outdoor signage,website and ad campaign. 

Writer: Jeff Grutkowski / Photography: Michael Pohuski 

Art directed and worked on rebranding team for The Campbell Soup Company on their frozen soup journey. Visual identity developed featured food at the forefront. The hands brought in humanity, and the tone was meant to capture humility and empathy. Organized photoshoots and art directed photography. Set visual tone for the rest of the campaign.

Writer: Matthew Ketchum / Designer, Art Director: Mike Sidlowski / Photography: Helen Norman

Cholula. It’s not hot sauce. Ad campaign.

Directed and worked with team to develop concept that takes the cult-like love that Chefs have for this sauce from home to their kitchens at work. Art directed in your face bold typography, photography and graphics that punctuate the flavor and message throughout all platforms. From printed collateral pieces to print ads, social media and landing pages.

Writer: Matthew Ketchum, Reese Cassard / Designer: Jessica Painter / Digital Designers: Kara Siegert, Adrian McLoughlin / Photography: CSSI

This campaign is all about pride, moxy and americana feel-good style. It speaks to chefs that have a passion and dedication for the best american turkey around. So who else can say: serve with confidence...but Butterball! Developed and worked in collaboration with team of designers, writers and digital members. Concepted and art directed brand tone and style. Involved from initial branding stages to presentation, photo shoots and digital work.

Writer: Jeff Grutkowski, Joe Pistone, Danielle Sirk / Designer: ErinJewell / Digital Designer: Jordan Walz / Photography: Renee Comet / Food Styling: Lisa Cherkasky, Jen Crovato

Worked on branding and initial strategic thinking for brand positioning of Segafredo, Crafted like no other campaign. Art directed and designed brand guidelines for retail and trade. Art directed photo shoots, plus worked with digital team to develop interactive work.

Writer: Rob Ringle / Photography: Dan Whipps

Developed and designed brand identity for this family-owned, farm-brewery in Howard County, Maryland.

Creator, illustrator, window designer, manager and bearer of #csLightTheWayForward.

This cross-platform end-of-the year campaign for Carpenter’s Shelter, makes this non-profit homeless shelter a symbol of light for the holidays, that reached its residents during a time of darkness, and a metaphor to bring a community together.

A variety of messaging in direct mail, social media and outdoor marketing made this a successful campaign. Native social posts helped increase audience and the creation of a branded hashtag, #cslightthewayforward helped monitor performance and help boost presence.

A festive mailer is sent along with a pop-up paper lantern. This kit turns into a public display of support—both for Carpenter’s Shelter and for the people of the Alexandria community. Window panes filled with these decorative mailers.

Outdoor graphics extended this campaign by using large window installations to carry on the inspirational giving spirit. This was also a great opportunity to show off team bonding of staff and volunteers at Carpenter’s Shelter’s newly completed building, by cutting out and DIY stencils picked up from creative. Lots of love all around towards mission, fundraising and community.

Art directed and created this high visibility concept to reflect the decadent indulgence of The Ritz-Carlton cuisine.
Directed photography and designed coffee table book for The Ritz-Carlton. This piece was also sold in retail to every day consumers.

Writer: Rob Ringle / Photography: Renee Comet

Art directed and lead visual tone and concept for Dannon’s foodservice, “Inspire Goodness” campaign. The clean look brings clarity to the cluttered world of foodservice marketing materials and creates consistency among all pieces for a uniform look and tone—something Dannon Foodservice had been lacking. Together, the pieces work to reflect the brand’s deeply engrained belief that food can do a world of good.

Writer: Matthew Ketchum, Danielle Sirk / Designer: Jessica Painter / Digital designer: Jordan Walz, Tim Shanley

Art directed and created concept for a digital book plus video for The Ritz-Carlton’s Luxury Bar Experience. It includes an innovative training manual for mixologists. Published as Apple iBooks, hosts photo slideshows, how-to videos and text pop overs, all in keeping with the brand’s sophisticated style.

Writer: Rob Ringle / Video Production: Shine Creative