copywriter + creative strategist
As a copywriter for top agencies and industry-leading brands, I transform ideas into compelling narratives and create emotional connections that stick.
As a creative strategist, I transform business problems into creative briefs that inspire teams to bring big thinking, humanity, and empathy to their projects.
Password for all protected work: ashley
MASTERCARD
This campaign for World Mastercard has been one of my favorite challenges. Asked to design a site experience that would showcase the wide variety of exclusive experiences made possible by card membership, our solution was to create a rich world that is revealed when the card is flipped over.
I first created a mock up of all these moving parts using paper and acetate sheets that could be shifted to show how the animation would work. While we were in the process of 3D rendering this experience with the help of a Maya designer, the concept was pitched to the TV team. An illustrator was hired to bring our idea to life, and the result was this whimsical and beautiful TV spot.
HOMEGOODS
As an Associate Creative Director on HomeGoods, I wrote and creative directed several TV spots. This campaign presented the interesting challenge of creating 15 second spots in which a story with an entertaining misdirect must be told in roughly 8 seconds in order to save room for a lengthy end card.
While creative directing this campaign, I managed and guided a team of 10 creatives on their own script writing, keeping them on brand and on strategy while consistently pushing their work to be the best possible versions of their original ideas.
CITI
Tasked with the challenge of driving sales among millennials, we began with a deep dive into the heart of what our audience cared about most. In our strategy exploration, we uncovered how much this target group cares about others and doing good in the world. The result of this work was an app we created that would allow users to directly connect their money to their values.
To show Citi what we had come up with, we created this robust pitch video to introduce them to the concept before taking them through the details of how the app works. I worked with a designer to create the app, and then with a video editor to create this video. And fun fact—it’s my voice on the VO.
TAQUERAY
These Tanqueray spots were for a campaign that my art director and I wanted to make because we had an idea for a narrative that rings true. The result was this work that we call “Passed Down” based the story of someone chooses Tanqueray because their father that they always admired did.
We shot these on our own, with actors and a DP we knew, in my home, with zero budget. It was an idea that we felt compelled to bring to life. I hope you enjoy these spots as much as we enjoyed making them.
AMERICAN EXPRESS
When American Express wanted to show their customers that their card membership rewards them with either points or cash back, we created a hand-off scenario in one story.
We’re first introduced to one character who chose a card with cash back, and then the story is passed to her friend who’s card earns her points and bonuses. I wrote and art directed this video, adding on-screen examples of what the characters would see on their phones.
MURAD
This campaign for Murad was created by imagining the empowerment and freedom that can be gained from using the right skincare. These images combined with the headlines create an emotional connection to what life can feel like when your skin is cared for and protected.
IHOP
When a team was under the gun to solve a TV spot for IHOP, I was brought onboard and asked to write as many scripts as I could in a couple of days. This piece was the first script I wrote, and the one that I knew was right. The client agreed and went right into production.
DAILIES TOTAL 1
For this Dailies Total 1 campaign, we wanted to show the benefit of how incredibly comfortable these lenses are—so much so that you’ll forget you’re even wearing them.
GHOST TROPIC
Ghost Tropic is a sustainable clothing company that I founded in 2020 out of a love of fashion and our planet. It’s a brand with a mission and a labor of love. I design the clothes and function as the creative director of the brand, building it from the ground up. I created the logo, identity, and voice. I also produce, art direct, and style every photoshoot for the site and marketing campaigns—including choosing our locations, photographers, and models.