Hi Lucy,

My portfolio showcases diverse work from agency campaigns, in-house initiatives, and personal passion projects, all reflecting my purposeful yet playful approach to creativity.

Let’s start with a TV commercial for Publix Supermarkets called “Perfectly Imperfect.”  It’s a story of a boyfriend trying to win over his Latin girlfriend's protective grandfather. While writing the spot, I wanted to play with stereotypes. When the stoic abuelo switches to English for his tease at the end, it unveils his sense of humor and uses language to solidify the boyfriend’s welcome into the family.

One of my strengths is turning heavy topics into something lighthearted, as seen in my passion project "Guns N' Pickles."

After yet another school shooting, my peers and I wanted to address how Hollywood desensitizes guns by continuing to feature them in ads.

Night after night, I scoured New York City subway stations in search of guns in movie ads.

But all that sweat and salty tears were worth it when we were interviewed on a popular local radio show. Pedestrians began signing petitions, sharing them on social, and we were even recognized during the award season.

This campaign boosted my confidence and taught me to trust my instincts, no matter how silly they may be. When brainstorming what to replace the gun in the ads, the idea of a pickle came to mind—not just because of its similar shape, but because the only thing equally ridiculous as a gun in an ad is a giant pickle.

You’ll find my approach throughout my work, including Planet Fitness’s “Lose your But” campaign. A simple word play that is currently for sale for any fitness brand.

With the rise of AI, the role of a copywriter is changing.

I have intentionally pursued opportunities that diversify my experience and make me a dynamic player for any team I am on. At Premise, I sought more ownership of not only the work but the strategy.

As the Content Marketing Manager for this AI tech company, I oversaw content rollout and wrote pieces to enhance brand awareness and leads, gaining valuable experience in collaboration and content strategy. This led to further freelance content development with Instagram, Intel, and a California credit union, leading creative and writing for long-form consumer-facing materials. Beyond writing, I even worked with legal teams to ensure accuracy and compliance. 

Whether I’m writing copy to push a message or coming up with ideas to push products, I always try to find the fun in every assignment.