VMLY&R Work
At VMLY&R, I’ve become an expert in all things Hill’s Science Diet and Prescription Diet, creating both consumer and professional campaigns as the lead creative writer for Hill’s. While my work at VMLY&R has been dedicated to Hill’s, I have prior experience on clients and industries ranging from pet care to personal care, naturals, healthcare, restaurant/dining, retail and more. My capabilities range across B2B and B2C with experience in broadcast, digital, print, social, shopper, eComm, content marketing, and more.
But my #1 specialty? Taking even the most complicated and seemingly boring assignment and infusing it with heart and humor.
Science Did That.
Hill’s key differentiator is their uniquely science-based approach to pet nutrition. The challenge? Getting consumers to connect with science in an emotional, distinctive way. Enter Science Did That — Hill’s new messaging platform spanning globally across both their Prescription Diet and Science Diet brands.
Science Did That.
Prescription Diet Remix
Science Did That is great, but it’s just one dress in the collection. So what do you with the leftover fabric? You nip and tuck and create a pantsuit that goes with — perfectly tailored to that brand’s own unique needs. And while it has its own personal style, Prescription Diet is still Hill’s: life-changing nutrition, led by science to help sick pets live their best life.
Prescription Diet
Cancer Care Launch
When Hill’s created the first-ever pet food designed to help pets with cancer, they knew they wanted to make a splash. They wanted something hopeful and optimistic, but that acknowledged the very real emotions of a pet cancer diagnosis. And they wanted it to highlight the amazing power of this food to feed the fight for every pet going through cancer.
Jacob & Victor Storybook
How do you tell someone their pet has cancer? How do you tell a kid their pet has cancer? Most difficult of all — how do you do it while acknowledging the pain and sadness, but also reminding them of the beauty and joy and magic that pets bring to our lives? With a story: Victor’s Amazingly Wonderful, Totally Epic, Fantastically Fantabulous Firsts.
Living 7+ to the Max
Most people don’t think of their 7 year-old pet as a “senior” pet. But Hill’s wanted them to know that’s exactly the right time to get your pet tested for Chronic Kidney Disease. So we created a campaign as bold, vibrant and maximalist as your pet’s personality. Because with early testing and the right nutrition, neither age nor disease can stop them from living life to the max.
Science Did That.
The Shelter Remix
Every time you buy a bag of Hill’s, you feed a shelter pet. The only problem? Most people have no idea. So were tasked by Hill’s with remixing Science Did That once more, this time to highlight their shelter program. The result? An ad so powerful it tested in the top 2% of any pet care ad ever tested.
Furrealzies
Caring for a shelter pet is as easy as buying a bag of Hill’s. But what if we could make feeding the love a little more…fun? Introducing Furrealzies — the first ever mobile app that helps you care for a real shelter pet, simply by caring for a shelter pet. Furreal.