1

Ascend Pilates

Tagline and launch ad concepts + copy for a Pilates studio

Busy women, mostly working moms, saw exercise as one more demand on their time. I reframed that hour as the thing that powers the rest of the week, like a Newton’s cradle: one hour at Ascend sets everything else in motion.

The client ran the tagline and some of my ad lines but took the visuals elsewhere. I produced these spec versions myself from my scripts and direction, using AI tools for the animation and design.

Stiff.
Tight.
Out of breath.

DIRECTION: Each word appears cleanly, center screen. No bounce, no easing. Accompanied by line drawing silhouettes demonstrating stiff, tight, out of breath. Short hold between each.

MOVE HERE.
FUNCTION EVERYWHERE.

2

MelO Juvenile

Product naming, taglines and packaging copy

High-end baby furniture that had to feel elevated enough for style-conscious parents and mushy enough for moms head over heels in love with their baby. I named the Revel high chair and the Caress portable crib, and wrote the tagline “Gracefully nurtured.”

Meals with love and gurgles.

On the packaging:

And on the tray insert, a poem:

For jam-tipped noses and smeared-up smiles
On morning sun-kissed kitchen tiles
For pudgy fingers and tiny spoons
On crumb-filled, giggly afternoons
For sticky cheeks and sippy cups
On nights before the snuggle-ups.

Like Grüns Kids, this was written to the parent buying for the child. I’ve bought (and I’m still buying) baby and childhood products for my own five kids. I know this woman well.

3

Fish ’n Dish

Every fish brand says fresh. I wanted people to feel it in their bones.

#SmellNothing

If truly fresh fish doesn’t smell like fish, then put the bag somewhere a fish smell would be a social disaster.

• In a job interview.
• At the perfume counter.
• Inside a house while potential buyers are touring it.

This series transforms "doesn't smell fishy" from "just another product claim" to something visceral consumers will remember whenever they see the Fish ’n Dish logo.

4

It’s Yom Tov

I gave a shopping site a family.

ItsYomTov.com is my own holiday shopping and content site for Jewish families, built from scratch: name, positioning, voice, site, emails and content. It’s run by a fictional family: scatterbrained Ima, who can’t make a point without four side comments; Abba and his dad jokes; Mordy, 12, the know-it-all; Mindy, 9, dramatic and adorably obnoxious; and a baby whose contribution is mostly strategic chaos. They show up everywhere, so the brand has recurring characters, not just a tone.

Here’s Ima introducing the Chanukah gift guide: