Creative director and copywriter with 12+ years of experience. My approach is grounded in collaboration, bold ideas and a relentless drive to make people’s lives a little more enjoyable.
Ringling Bros. Circus
It all started when…
Feld Entertainment, owners of Ringling Bros. and Barnum & Bailey®, Disney On Ice and Monster Jam, came to us with one tall ask: to relaunch the circus to a new generation. Aptly named the Greatest Show On Earth®, the brand new show had all the thrills, and no animals or clowns.
After more than 150 years of hosting families, real change was needed to bring the magic of the circus to the modern world—aligning with the values of today’s socially-conscious audiences.
Our team created a bold new brand, voice, and story that captured the fun and incredible spectacle of Ringling’s breathtaking human-centric feats.
We created a visual language that transformed the typography of old circus posters into messaging that spins, stacks, and soars in unexpected ways. We crafted a laundry list of experiential “wow” moments to bring awe to daily life. And we authored an entirely new voice that was all about connecting kids of all ages to their inner child—inspiring wonder, amazement and joyful multi-generational memories.
Our reimagined brand launched with a special NBC News segment called “Ringling Bros. Circus Returns.” The sizzle video debuted with an incredible 10 billion PR impressions and over 1,100 news stories. In a culminating moment of the rollout, I personally led a 100+ person brand voice workshop that set the tone for all future messaging.
Production: VML
Agency: VML
Making space for real fun
This brand is about more than what happens in the stadium; it’s about sparking fun in everyday life and finding ways to interrupt the modern “grind” with delightfully unexpected moments.
Refreshingly bold messages
The language is all about what Ringling promises: gut-busting, fun-tastic, mind-blowing, eye-boggling experiences. It’s official. It’s time to have a ball.
Experiential “wow”
Wherever the brand shows up in the wild, it must inspire a smile. Whether it’s a truck rolling down the highway or a reimagined city fixture, planting fun around every corner is the goal.
Funspiring questions
In mundane places like cups, packages and even name tags, questions open the door to a more playful state of mind. So, what if imagination ran wild…and never stopped?
Citywide delight
Do crosswalks have to be straight? Do they have to be walked? No, but they do have to be fun.
