The document contains creative works and copywriting for various clients, including: - Websites, banners, and packaging for NuNAAT USA and its products - An employer branding and recruitment campaign for Miami Children's Hospital - Storyboards and copywriting for United Technologies - A magazine ad and door hanger for Baymont Inn & Suites - Copywriting for various other clients like Norwegian Cruise Line and Pocket Geek

2. PROPRIETARY AND CONFIDENTIAL
HEROWIZ.COM – New Year’s Direct Response Email
Creative concepting and copywriting

3. PROPRIETARY AND CONFIDENTIAL
HEROWIZ.COM – Web Banners
Creative concepting and copywriting

4. PROPRIETARY AND CONFIDENTIAL
NuNAAT USA: Website
Creative concepting & direction, brand identity and copywriting

5. PROPRIETARY AND CONFIDENTIAL
NuNAAT USA: Web Banners
Creative concepting & direction, brand identity and copywriting

6. PROPRIETARY AND CONFIDENTIAL
NuNAAT USA – Ultra Keratin Touch: Product Packaging
Creative concepting & direction, brand identity, tagline and copywriting

7. Using one impact word and a
subsequent quote, this
concept pulls on the
heartstrings. Chosen words
were selected to specifically
reflect with the information
obtained through staff
interviews. However, there
are many words that will
resonate with the ideals of
Miami Children’s Hospital as
the campaign progresses.
We used up-close images of
children’s faces, creating an
instant connection that
resonates with those who are
passionate about children.
Facial expressions vary based
on the words being used in
the headline. Supporting text
speaks directly to prospects
and employees, body
asserting that opportunities
at Miami Children’s Hospital
are not for those with
average skills and not for
those who do not love
children. Working here is to
be a part of something
bigger than oneself and to
want to be the best they
possibly can.
PROPRIETARY AND CONFIDENTIAL
MIAMI CHILDREN’S HOSPITAL: Employer Branding & Recruitment Campaign Rationale
Creative concepting & direction, employer brand identity, copywriting

8. "Hope sees the invisible, feels the intangible and achieves the impossible.” — Anonymous
Becoming a team member at Miami Children’s Hospital means you will be part of a caring and compassionate team entirely dedicated to our patients
and their families. More importantly, you’ll be at the cutting edge of medical technology and work with experts, forward thinkers and innovative
researchers. It is this determination for discovery that brings comfort and inspires hope.
We are hope. We are Miami Children’s Hospital.
If you feel your purpose is to positively impact a child’s world, apply today at WeAreMCH.com
"Hope sees the
invisible, feels
the intangible
and achieves the
impossible."
— Anonymous
Becoming a team
member at Miami
Children’s Hospital
means you will be part
of a caring and
compassionate team
entirely dedicated to
our patients and their
families. More
importantly, you’ll be
at the cutting edge of
medical technology
and work with experts,
forward thinkers and
innovative
researchers. It is this
determination for
discovery that brings
comfort and inspires
hope.
PROPRIETARY AND CONFIDENTIAL
MIAMI CHILDREN’S HOSPITAL: Recruitment Ads
Creative concepting & direction, employer brand identity, copywriting

9. Norwegian Cruise Line: Travel Agency Direct Response (4th edition)
Copywriting
PROPRIETARY AND CONFIDENTIAL
POCKET GEEK: Website
Creative concepting & direction, product naming, brand identity, copywriting

10. PROPRIETARY AND CONFIDENTIAL
POCKET GEEK: Website
Creative concepting & direction, product naming, brand identity, copywriting
Long live your ba/ery! Pocket Geek by Assurant
alerts you and shows you how to fix small problems
so your device can perform like a runner — always
moving, always improving.

11. PROPRIETARY AND CONFIDENTIAL
POCKET GEEK: Website
Creative concepting & direction, product naming, brand identity, copywriting

12. SILVERSEA CRUISES: Direct Response
Brand Extension, Copywriting
PROPRIETARY AND CONFIDENTIAL
Spirit of
Adventure
Itineraries are
unstructured by
design. Following
only a tentative
schedule allows for
moment-by-moment
flexibility. Stay longer
at sites of particular
interest, or make
slight detours
whenever weather,
nature or mere
curiosity dictate. A
fleet of inflatable
Zodiac boats allow
you to explore places
that would otherwise
be inaccessible. For
destinations that have
no piers or are
surrounded by
shallow waters, these
incredibly safe and
secure vessels are the
perfect solution.
SEA OF CORTEZ EXPEDITION
This cradle of aqua waters is one of the world’s most diverse marine environments. Beneath its shimmering surface,
coral reefs burst with brilliant colours and wave upon wave of vivid fish weave amongst shoreline rocks. More agile than
larger ships, the Prince Albert II will manoeuvre into sheltered bays for unforgettable snorkelling, scuba diving, and
bird watching. Swim amongst sea lions, manta rays and leatherback turtles, and observe the antics of the Blue-footed
booby. Marvel at the possibility of viewing 40 different bird species in a single day, including the magnificent frigate
bird, Great blue herons, ibis, whimbrels and willets. Via Zodiac and transparent kayak, explore winding canals of dense
mangrove swamps and protected coves filled with dolphins whilst scanning the horizon for humpback whales. When
ashore, bypass the predictable white sand beaches for an eco-hike into the Sierra Madre mountains; concluding with a
soothing dip in a volcanic hot spring. Witness native Mexican performances and Mayo Indian rituals.

13. NORWEGIAN CRUISE LINE: Travel Agency Direct Response (4th edition)
Copywriting
PROPRIETARY AND CONFIDENTIAL
WAY MORE FUN THAN A WALK IN THE PARK.
Suit up and splash down in NCL’s first ever Aqua Park. Guests can choose from three mulH-story water slides of varying thrill factors. The first one is designed for
the not-so-adventurous and zips straight past the climbing wall. The second slide is for the slightly more adventurous, because it twists and turns down three
stories. Then there’s the Epic Plunge, the only bowl slide at sea that puts the blast of tubing into the core of a bowl slide with a thrilling drop through a 200-foot
long tube. The Aqua Park also includes two main pools with arching water effects that illuminate at night, two hot tubs, a wading pool and a kid’s pool that features
whimsical sculptures, water sprays and a kiddie slide. Finally, when guests are looking to dry off, there’s plenty of room to soak up some rays on one of our
expansive sun decks.

14. VISUAL: The UTC logo fades in over blue background. – Company logos fade in and swarm around the prominent main logo.
SFX: High-energy music background adds finesse to the visuals and on-screen text.
VISUALS: All UTC company logos surround main UTC logo. – Flash to image of a Taj Mahal, India with masses of people walking
toward it. Bold, white text fades in over image: UTC is a Fortune 50 company with $54.3 billion in sales and some 205,000
employees across the globe.
SFX: High-energy music is used as a backdrop to add finesse to the visuals and on screen text.
PROPRIETARY AND CONFIDENTIAL
UNITED TECHNOLOGIES: Storyboard
Creative concepting & direction and copywriting

15. VISUALS: Flash to image of a busy Shibuya Station, Tokyo with masses of people walking toward it. – Bold, white text fades in over
image: Everyday, UT touches the lives of billions in more than 200 countries.
SFX: High-energy music background adds finesse to the visuals and on-screen text.
VISUALS: Flash to image of people on escalators at Galleria Vankovka, Czech Republic. – Bold, white text fades in over image:
Together we create innovative game-changing technologies with shared knowledge throughout our companies.
SFX: High-energy music background adds finesse to the visuals and on-screen text.
PROPRIETARY AND CONFIDENTIAL
UNITED TECHNOLOGIES: Storyboard
Creative concepting & direction and copywriting

16. VISUAL: The UTC logo fades in with blue background as to circle back to first visual; UTC logo prominent over blue background
and logo/navigation bar comes in from bottom of screen. – Image of UTC Zero Emissions Bus appears as UTC Power is clicked in
logo bar. Likewise, additional product images representing the various UTC brands would appear as their logo is clicked.
SFX: High-energy music background adds finesse to the visuals and on-screen text.
PROPRIETARY AND CONFIDENTIAL
UNITED TECHNOLOGIES: Storyboard
Creative concepting & direction and copywriting
VISUALS: Flash to image of a crowd on people movers in busy airport. – Bold, white text fades in over image: These are a few
reasons why UTC offers the opportunity to propel your career in directions you never dreamed possible.
SFX: High-energy music background adds finesse to the visuals and on-screen text.

17. Mrs. Phillips,
Still "waffling" over
which sights to see first?
I'd be happy to
recommend the best
spots! ;)
Gayle,
Your Baymont friend
Experience our
hometown hospitality
Listening to our guests
and treating them like
neighbors is what we do
best. We call it genuine
hometown hospitality
and it comes complete
with all the comforts of
home, like:
• Free high-speed
Internet
• Free breakfast featuring
waffles at the Baymont
Breakfast Corner
• Hundreds of hometown
locations ready to
welcome you
All Baymont hotels are
independently owned
and operated.
PROPRIETARY AND CONFIDENTIAL
BAYMONT INN & SUITES: Magazine Ad & Door Hanger
Creative concepting & direction, brand identity and copywriting

18. Environmental Responsibility
Just as we are committed to providing high-quality healthcare,
we are also setting high standards for environmental
responsibility by taking a leadership position in this realm.
Brian E. Keeley, President and CEO of Baptist Health South
Florida, puts it this way:
“Healthy people depend on a healthy environment. We strive
to promote environmental sustainability practices and reduce
our ecological footprint, in order to ensure optimal health both
within our community today and for future generations.”
With his support, we created the Baptist Health Green Team
and launched a new initiative we call “Greening our Future.”
Members of the Green Team identify areas in which Baptist
Health can improve the environment, the workplace and the
lives of our employees. They are the champions of our
organization-wide greening initiative which is designed to
ensure eco-friendly, energy-efficient practices.
Baptist Health campuses already use indigenous, water-saving
foliage for landscaping and collect rainwater in retention ponds
to help irrigate the grounds. Future activities will include efforts
to monitor air intake and exhaust for optimal air conditioning
efficiency, as well as plans to monitor peak hour electricity
consumption for more “energy friendly” work flow. Other ideas
run the gamut from using hand dryers instead of paper towels
to purchasing gas-electric hybrid and flexible fuel vehicles.
“Greening our Future” means looking at every aspect of our
day-to-day operations, from every employee’s perspective.
Because conserving energy not only benefits the environment,
it also helps us to better utilize available resources to improve
community health care for everyone.
PROPRIETARY AND CONFIDENTIAL
BAPTIST HEALTH SOUTH FLORIDA: Facebook
Creative concepting & direction, employer brand identity, copywriting

19. Teamwork is at
the core of
every great
champion.
I am a proud team
member of Lifestyle
Family Fitness.
Each and every day
I help someone
simply feel better. I
know my clients by
name and they
know they can
count on me to
encourage them to
reach their goals. I
am honest and
forthright. I own my
responsibilities and
invite others to do
the same. Together,
we deliver
customer service
that really packs
a punch!
PROPRIETARY AND CONFIDENTIAL
LIFESTYLE FAMILY FITNESS: Concept #1, Breakroom Poster Series
Creative concepting & direction, employer brand identity, copywriting

20. Balance is
within my
reach.
I see it and know I
can meet the goals
set before me.
What’s more, I am
here to help others
do the same. I
support client
satisfaction. I lead
by example and
assist co-workers by
generously sharing
my expertise. My
job is bigger than
me. We make fun
happen. Together,
we are fit from the
inside out!
PROPRIETARY AND CONFIDENTIAL
LIFESTYLE FAMILY FITNESS: Concept #1, Breakroom Poster Series
Creative concepting & direction, employer brand identity, copywriting

21. Training for success is a slam dunk
at Lifestyle Family Fitness!
I am trained to succeed personally and professionally. What’s
more, I am here to help others do the same. I support client
satisfaction. I assist co-workers and generously share my
expertise. My job is bigger than me. We make a fun happen.
Together, we are fit from the inside out.
PROPRIETARY AND CONFIDENTIAL
LIFESTYLE FAMILY FITNESS: Concept #2, Breakroom Poster Series
Creative concepting & direction, employer brand identity, copywriting
Delivering WOW service is what we do
at Lifestyle Family Fitness.
When the gym is clean and orderly, clients want to be here. When
experts guide them to their goals, clients achieve and maintain fitness
levels. When leadership empowers us to make improvements and
provides the tools to implement the latest techniques, we attract
customer attention. Success is ours as individuals, as a club, as a
company and for our clients. Together we all succeed.

22. PROPRIETARY AND CONFIDENTIAL
E COLECCIÓN: Magazine Ad
Creative concepting & direction, brand identity, copywriting

23. PROPRIETARY AND CONFIDENTIAL
PRUDENTIAL INSURANCE: Web Banners & Email Recruitment Campaign
Creative concepting & direction, copywriting

24. PROPRIETARY AND CONFIDENTIAL
PRUDENTIAL INSURANCE: Web Banners & Email Recruitment Campaign
Creative concepting & direction, copywriting
Advance along a satisfying career path.
• Excellent future earning potential
• Competitive benefits package
• Industry training, tools & technology
• Extensive portfolio of available products
• Flexible, entrepreneurial environment
• Customer-centric, client relationship building
Put your leadership attitude – and aptitude – to work.
• Competitive benefits package
• Excellent future earning potential
• Industry training, tools & technology
• Entrepreneurial career with leadership potential
• One of the most respected companies in the US

25. BOCA RATON REGIONAL HOSPITAL: Leadership Launch Pkg.
Creative concepting & direction, brand identity and copywriting
PROPRIETARY AND CONFIDENTIAL
OUR MISSION
Boca Raton Regional Hospital delivers the highest
quality patient care with unrelenting attention to
clinical excellence, patient satisfaction, and patient
safety. Our team of professionals demonstrates
unparalleled compassion and commitment to those
we serve.
To be a preeminent regional leader in healthcare
delivery and the hospital of choice for patients,
physicians, employees, and volunteers.
ONE TEAM. ONE MISSION.

26. BOCA RATON REGIONAL HOSPITAL: Launch Poster & Screen Saver.
Creative concepting & direction, brand identity and copywriting
PROPRIETARY AND CONFIDENTIAL