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Michelle Obama’s Let’s Move Campaign
Creative Direction, Writing, Production & Direction | Public Health Campaign
Let’s Move was Michelle Obama’s national initiative focused on helping kids and families build healthier habits and get moving, and this particular campaign brought in some very recognizable reinforcements. Through a collaboration with Warner Bros., the Looney Tunes characters joined forces with partners including the NBA, NFL, Tony Hawk, and Olympic athletes to help turn healthy choices into something that felt more fun and a little less like a lecture.
For this campaign, I handled creative direction and wrote, produced, and directed the broadcast spots, as well as developed radio, print, and billboard copy and design. The challenge was finding the balance between a message that kids would willingly spend time with. Because the moment something starts sounding like homework, the room clears out fast.
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The beauty industry sells reversal.
I built the brand that sells what remains.
PATINE — a full identity for a beauty label that doesn't fight time.
It documents it.
No before/after. No glow. No ritual.
Just skin, treated the way a geologist treats rock strata.
"you are not failing. you are becoming material."
Nicely done ✅
I beg to differ on the whole "AI is coming for copywriters" thing.
I'm a copywriter, 8 years in, with zero background in video or cinematography.
And today, I made a cinematic concept video in under 15 minutes on Renoise, a tool I'd never opened before, using nothing but a prompt I wrote the way I'd write a scene.
No tutorials. No prior knowledge. Just writing.
And honestly, that's the point. Prompting is scripting. The more intentional and specific your language, the better the output.
Writing isn't what AI replaces, it's what makes AI actually work.
It's what makes you multidisciplinary without having to start from scratch in a new field every time.
The video shows my full process walkthrough, me yapping included. The output isn't perfect, but if this is what 15 minutes and zero videography knowledge looks like, I'm curious what another hour would do.
If you're a writer wondering where you fit in all of this, you're already holding the most important skill. You just have to point it somewhere new.
What would you make if writing was your only tool?
Here's the final video for those interested:
A visually engaging and strategically structured agency pitch deck created to elevate brand storytelling and strengthen client engagement.
The deck showcased the agency’s mission, creative process, capabilities, and results through a clean, modern design that seamlessly blended strategic thinking with compelling visual communication.
The dark background with the neon green accents makes the data and stats pop without competing with the visual hierarchy. Good call keeping the typography clean throughout.
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