Client Stories
It always starts with a story. Whether working with publications, brands or individual thought leaders, I take a literary approach to uncovering narratives and developing stories.
Here are a handful of stories I’ve helped tell over the last decade.
CLIENT: The Rock and Roll Hall of Fame
The STory: Rock and Roll is more than a style. it is a diverse countercultural perspective that transcends genre.
OUTPUT: a 5,000+ word essay on the history of Rock & Roll, expanding the Hall’s definition of Rock & Roll as more than a genre. The essay is to be included in the 2024 museum guidebook.
CLIENT: Fretboard Journal
The STory: Legendary blues guitarist Hubert sumlin was more than a sideman, he we an integral part of every major advancement of blues music over the last 100 years.
OUTPUT: Published in FJ46, the 5,000+ word essay tells the oral history of hubert sumlin’s impact on american music, including interviews with marc maron, robben ford, luther dickinson, eric gales, marc ford, and more.
CLIENT: Brandingmag
THE STORY: You can’t have a meaningful conversation about culture without discussing branding. clear thought leadership is one of the best ways for brands to grow lasting cultural relevance.
OUTPUT: Commissioned and edited over 300 articles, working with industry leaders from around the globe to better articulate their message and mission, improve their writing, and transform their methodologies into compelling thought leadership.
CLIENT: Toyota TRD
THE STORY: Toyota racing development is more than a product, it is a brand deeply rooted in racing culture around the world.
OUTPUT: An editorial content series including in depth interviews and coverage of extraordinary racing events around the globe like the Rallye Aicha des Gazelles in morocco, the FJ summit in ouray, co, the toyota grand prix in long beach ca, and more. Interviews included celebrity drivers like Frankie muniz, Sean Patrick Flanery, and Alfonso Ribeiro as well as legendary adventure drivers Nicole Pitell-Vaughan and Jessi Combs.
CLIENT: Honest Tea
THE STORY: After visiting india, Honest tea founder seth goldman started the iconic tea brand with the mission of creating a healthier product that is grown and produced in a better way.
OUTPUT: seth goldman’s founder’s story was transformed into the “Honest Adventure” Spot–a national tvc that hit a record high “One score” in testing at the coca-cola company. The founder’s story was further developed into a mission-centered narrative for ooh, print, and digital assets.
CLIENT: Elemental Superfood Bars
THE STORY: founder Nicole Anderson started Elemental in her kitchen with the purpose of providing healthy snacks for her daughter.
OUTPUT: The inspiring story of how raw and natural ingredients improved the quality of life for her daughter became the hallmark of elemental superfood Bar’s new packaging. The rebrand and new narrative helped successfully pitch elemental to whole foods, earning it coveted shelf space in store.
CLIENT: Gaggenau Restaurant 1683
THE STORY: from the depths of the black forest to the pinnacle of culinary luxury, a story of innovation and precision 333 years in the making.
OUTPUT: the 333 year heritage story inspired a multi-sensory campaign, including a pop-up restaurant in nyc featuring michelin star chef daniel humm, video content, an immersive digital hub, advertorials, print collateral, audio playlists, and additional digital media.
Print placements include: GQ, Architectural Digest, Dujour + more.
CLIENT: Chad Farmer (TLA)
The STory: Aesthetics don’t just decorate our world, they shape it.
The output: A series of thought leadership articles articulating the approach used on legendary campaigns for Airwalk, Campari, Grand Marier, and DASANI. Previously the subject of chapter six in Malcolm Gladwell’s best-selling book, The Tipping Point, this marked the first time Chad Farmer offered his own thought leadership publicly. Articles included Where your brand goes, your business follows, understanding the aesthetics of success, luxury isn’t what you think it is and more.
CLIENT: Tahiti Tourisme
The Story: Mana is the vital force that inhabits and connects all living things, past and present, in Tahitian culture.
The Output: The story of mana was first brought to life through a series of digital videos, match-cut to show that the expression of all tahitian arts are connected by the spirit of mana. The story was then transFormed into digial content for social media.
CLIENT: Mammoth Lakes
The Story: mammoth lakes is not just awe-inspiring, it is otherworldly.
The Output: the legends of adventure narrative turned into a full campaign, including digital video, social media content, and online ads for the iconic travel destination.
CLIENT: Jack In The Box
The Story: You think you know Crave Worthy Flavor, but you don’t know jack.
The Output: Starting with Target segmentation, focus groups, ELT meeting, and competitive, a new Narrative was developed to connect with the “limitless craver” cohort and address the cultural positioning of the QSr. The “You Don’t Know Jack” narrative ignited a new creative effort designed to change existing perceptions across platforms and activations.
CLIENT: Paven
The Story: Financial well-being is a journey that can begin today.
The Output: A series of videos, website copy, in-app content, and activations were produced leveraging financial insights with real consumer stories to empower users to take control of their financial well-being, and start their journey wherever they are at.
CLIENT: Sunday