Every Cancer.
Every Life.
In 2022, CMO Kymm Martinez brought me in to make the American Cancer Society feel more human.
We partnered with Havas New York to give the brand a voice people could feel.
I built and led a 27-person team. A creative powerhouse that refreshed the brand, told powerful stories, and helped drive over $100 million in revenue.
From fundraising to campaigns, we made the message land.
Here’s what it looked like.
$40 Million Raised. All Heart.
For our End of Year Campaign, we shared the stories of Aleta, Queen, Steve, Dr. Good, Keivn, and others. Carefully crafted, but grounded in truth.
They spoke with courage. With heart. Their voices reached people across the country and helped raise nearly $40 million.
Every dollar goes back to the fight. Supporting patients. Funding research. Making sure no one faces cancer without care.
I Love You.
Get Screened.
It didn’t sound like a nonprofit. That was the point.
This line turned a clinical message into something real. A simple way to show you care. Urgent, human, unforgettable.
We brought it to life with real stories and emotional ads that got people to feel, not just think.
No fundraising ask. Just truth. And it worked. A 2023 study showed a lift in donor intent without asking for donations.
Say it with heart. People listen. Then they act.
Built for Impact. Made with Nothing.
This spot ran during the 2024 Olympics and became one of our top performers in paid media.
No shoot. No big crew. Just in-house editing, stock, and raw footage.
It delivered over 40 million impressions and led engagement across social and CTV.
When the idea is strong, you don't need much to make it matter.
7 Million Impressions. One Clear Message.
For Prostate Cancer Awareness Month, we launched Know Your Score with NBA legend Alonzo Mourning. The mission was urgent. Get men talking about PSA screening, especially in high-risk communities.
We brought it to life across paid media, social, direct mail, and merch. One month. Over 7 million impressions.
The story landed. It moved people to act.
110 Years Fighting Forward.
Telling this story meant more than marking time. It meant honoring millions.
The American Cancer Society has been in the fight from day one. This film captures the breakthroughs, the voices, and the grit behind it all.
It’s not just history. It’s what we fight for next.
More Than a Gala.
For the American Cancer Society, we turned fundraising nights into something deeper.
We told real stories. No scripts. Just truth. Lives changed by the mission.
The result? Over $60 million raised in one year.
Put people at the center and the message does the rest.
Public Enemy Number 1
Cancer doesn’t wait. Not for pandemics. Not for politics. It remains the deadliest crisis most people don’t talk about.
That’s what drove Public Enemy Number 1, a bold documentary project created with Amanda Brinkman and Matt Taylor at Sunshine Studios.
The goal was simple. Put cancer where it belongs. Front and center.
It was ready to launch. A leadership shakeup put it on hold.
For now.