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ALL'S FAIR IN MONOPOLY Evergreen Social Program
"All's Fair in Monopoly" was a bold campaign celebrating the game’s ruthless spirit. Leaning into iconic visuals like Properties, Chance cards and tokens, it gave players full permission to play dirty—cheat, steal, and bankrupt with pride. The result? A fun, unapologetic rally cry:
Friendships are optional. Winning is everything.
ALL'S FAIR IN MONOPOLY Evergreen Social Program
"All's Fair in Monopoly" was a bold campaign celebrating the game’s ruthless spirit. Leaning into iconic visuals like Properties, Chance cards and tokens, it gave players full permission to play dirty—cheat, steal, and bankrupt with pride. The result? A fun, unapologetic rally cry:
Friendships are optional. Winning is everything.
Monopoly
People launch small businesses to do more of what they love—creating, crafting, serving—not juggling HR, payroll, compliance, or bookkeeping. And that "more" is different for every small business owner
STAPLES:
WHAT'S YOUR
MORE?
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For small business owners, success isn’t one-size-fits-all. It starts with a spark—freedom, legacy, creativity, community—and grows into something deeper. Over time, their definition of “more” evolves. Maybe it was once about survival, then stability, then impact. What drives them isn’t the same as the business next door—and it’s not meant to be. Because “more” is personal. It shifts with seasons, experience, and ambition. That’s the beauty of owning something of your own. So... what’s your more?
Last Project
In January 2024, Clue was reborn—and Instagram was my crime scene. By the end of the month, the mystery had spilled into the real world. Fans theorized. Memes exploded. People cared who did it—and that meant I'd done my job.
Who did it? Well...I did.
CLUE
REBRAND
LAUNCH
LAST
Last Project
The game had been reimagined with a striking new visual identity and a fresh re-imagining of characters and suspects. As the social media creative for the relaunch, I didn’t just post content—I built a living mystery.
Each character was introduced like a suspect stepping into a noir thriller—In January, our grid became pieces of a puzzle that followers didn’t even know they were solving. Each suspect was introduced through evocative portraits and cryptic captions: Interwoven posts featured news clippings, gossip columns and text messages that built tension between our cast of suspects and their victim, Mr. Boddy Black. We blurred the line between post and plot, turning our followers into armchair detectives.
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In 2004, Staples' customers were seeing red. They couldn't tell for sure what they were buying because every Staples Brand product came in the same bright red package. How could they be sure they were buying the ink, paper, folders and envelopes they needed?
How could they make it...easy?
Staples
Packaging
Project
LAST
Last Project
With 1200 SKUS (and more being added) and a desire to grow their margins, Staples needed a new system that elevated their private label products to higher consideration and helped consumers make the right selection.
We began with consumer studies that showed how consumers shopped for office supplies. Sometimes it was a perceived value (like printer paper) decision, sometimes it was feature specific (like envelopes with a window, no-lick flap and security printing on the inside) and before long we developed a working system that was distinct enough to stand out on shelves, robust enough to make finding and buying the right product easy and flexible enough to continue to evolve as Staples brand products doubled in SKU count over 6 years.
The result? Staples saw green with a 17% increase in Staples Brand Products Sales and saw massive improvements in margins.
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Reinvent the store. Impact nearly every consumer touchpoint including in-store signage, circulars, e-mails, online, micro-sites, and social.
Rinse. Repeat. Every two months.
And that's Staples Seasons. I had the privilege of working with and leading some fantastic writers and designers while wrangling season after season for about 5 years.
