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The make-up of the American family has changed, but the values that hold families together and make them strong have not. The How We Family project was an initiative, led by Tylenol, based on the belief that the commonalities that unite us are stronger than the differences that divide us. That initiative became an integrated campaign that took a close look at American families today, and 'how they family'. Driven by an 11 film docu-series, each film told the story of a different family, through the lens of the values that all families share. Below are 4 of my favorites, as well as a case study.

Project Roles
Copywriter, Creative Director
Universal McCann/J3
Copywriting, Creative Direction, Editing
Advertising, Branded Content, Documentaries, Short Films, Social Media Content
Project Industries
Packaged Goods