10 years directing creative for one of the most proven-effective tobacco prevention campaigns in the country.

As Creative Director, I've led the creative vision for the truth® campaign for over a decade. I built the visual language, campaign concepts, and storytelling systems that keep the brand sharp and culturally relevant, directing work across internal production teams and outside agency partners. truth® has made public health history, successfully driving youth smoking down from 23% in 2000 to under 2% today and helping to lower youth vaping to the lowest level in a decade.

This work has been created by both internal production teams and in-partnership with agencies.

Developed in partnership with MoJo Supermarket

Led the creative relaunch that helped drive 70,000 sign-ups in its first 3 months.

I helped lead the creative reimagining and public relaunch of EX Program, a cessation platform developed with Mayo Clinic, rebuilding its identity and go-to-market campaign from the ground up for a Gen Z/young adult audience. Outsmart Nicotine is an ongoing, multi-platform campaign that repositions EX Program as the modern, science-backed tool that helps people quit nicotine. The campaign's flagship spot, "You Got This," set to A Tribe Called Quest's "Can I Kick It?," worked to drive people to a new landing page experience that garnered 2 million views and helped contribute over 30,000 enrollments in the first two months of the campaign.

Developed in partnership with MoJo Supermarket

Directed a full brand and office redesign spanning 20,000+ square feet for 100+ employees.

When Truth Initiative relaunched its EX Program brand, I was also tasked with leading the reimagining of the organization's overall brand identity — extending that direction into the physical design of its new headquarters. I directed a brand system built around the theme of a journey, using a bold orange-to-purple gradient, organic lines, and movement-inspired design elements to visually merge the organization's history with its future.

Led and designed the rebrand for a 90-year-old institution serving a subscriber and member base of over 2,000.

I led the creative direction and design of a full brand identity overhaul for The Little Theatre of Alexandria, a community theatre with a 90-year history and more than 350 productions staged since 1934. My challenge was to honor that legacy while modernizing the visual identity for a theatre that mounts an ambitious seven-show main-stage season every year.

This is an ongoing project, with expected completion in early 2027.

100+ custom guitars donated to high schools nationwide, signed by artists including Zac Brown Band and BeBe Rexha at the Grammys.

I designed and executed the creative for a truth and Epiphone collaboration designed to turn teenagers into advocates against Big Tobacco — a critical audience, since 72% of all smokers begin as teens. I designed a custom guitar series, more than 100 of which Epiphone donated to high schools in communities most heavily impacted by tobacco use. The guitars debuted at the 60th Annual Grammy Awards Gift Lounge.

Gold winner, Best Campaign for an Awareness or Observance Day, Week or Month — Festival of Media North America Awards.

I directed a full DOOH and print media campaign for EX Program's WorldPride 2025 activation in D.C., built around award-winning drag performer Katya Zamolodchikova. I oversaw a campaign that extended across LGBTQ+ influencer partnerships and bespoke in-app ads on platforms including Uber, Lyft, Grindr, and LEX.

The EX Program x World Pride campaign — an inclusive nicotine-cessation initiative from Truth Initiative featuring drag icons like Katya Zamolodchikova — won Gold for Best Campaign for an Awareness or Observance Day, Week or Month at the Festival of Media North America Awards.

Design support by Jess Underwood

50,000+ packets distributed nationwide, earning a Bronze Reggie Award for Experiential Marketing.

I led the creative direction, illustration, and design for a national truth x BIGS Sunflower Seeds activation, developing a full set of custom-illustrated "dead flavor" packaging to visualize how smoking dulls your sense of taste.

Led OOH and DOOH creative reaching 27,000 attendees at Atlanta's HBCU championship game.

I directed the creative for EX Program’s presence at the 2025 Celebration Bowl. The DOOH campaign spotlighted the disproportionate impact of tobacco on Black health— extending Truth Initiative's Culture + Cessation Collective work and bringing EX Program's free quit support directly to HBCU students, alumni, and fans.

Graphic Designer: Jess Underwood
Custom Art: George Galbreath

25 adventure races activated nationwide, pairing tobacco education with hands-on community service.

I led creative direction, design, and social content for truth's partnership with Cotopaxi across 25 stops of their 2017–2018 Questival adventure race series. In collaboration with Cotopaxi, we designed a limited-edition Luzon Daypack that featured custom artwork from artist Kevin Lyons. I also worked alongside Erector Sets Inc. in Philadelphia to create an immersive, obstacle-based "truth zone" experience.

Collaborated to create explainer video content aimed at Gen Z audiences.

In partnership with VOX Creative Studios, we set out to translate complex science — the effects of nicotine use and withdrawal on mental wellbeing — into two explainer-style video pieces built specifically for a Gen Z audience.

Created in Partnership with VOX Creative Studios

Led the creative for a partnership product launch now distributed in select retail locations nationwide.

I led creative direction for the launch partnership between Blip — the first culturally relevant NRT brand — and EX Program, announced at Coachella. I directed the visual identity and messaging strategy that paired Blip's FDA-approved NRT and non-nicotine products with EX Program's behavioral and social support.

Design, animation support Jessica Underwood
Copy support Victor de Avila

Grand Prize winner, Socially Responsible (Small Teams) — Association of National Advertisers In-House Agency Awards.

I led creative direction for Words To Quit By, a fully animated campaign developed in partnership with Panic! Animation Studios to reach vapers and smokers aged 18–24. Building on insights from a prior testimonial-based campaign, I directed a strategic pivot to a people-free, message-driven format — tailoring copy to different stages of the quitting cycle to meet the audience wherever they were in their journey.

Made in partnership with Panic! Animation Studios

7,700+ schools and 1 million+ students reached through a nationally distributed prevention curriculum.

As Art Director, I contributed to the visual development of two national prevention curriculums — Vaping: Know the truth and Prescription Drug Safety: Know the truth — created with Truth Initiative, Kaiser Permanente, the American Heart Association, and EVERFI.

Created in Partnership with Everfi

500,000+ youth and young adults helped quit vaping through a program I branded from the ground up.

I led the brand, logo, and visual identity development for This Is Quitting, competing against and beating two full-service agencies to win the project and bring it in-house to the truth team. The program was built with direct input from teens and young adults who had attempted to quit, or successfully quit, e-cigarettes.

"Helped grow the brand's Instagram from zero to 15k organic followers, and directed a holiday video that earned AdWeek recognition.

From 2012–2016, I worked in-house at LivingSocial, a DC-based daily deals startup and major Groupon competitor, where I learned to produce high-quality creative fast and on tight budgets. I also directed and edited Let's Talk About Gift Giving, a social video piece recognized by AdWeek as one of 2015's Best Agency Holiday Cards.