Client: Academy Sports + Outdoors
Agency: In-House
Role: Strategy Development/Copywriting

Academy Sports + Outdoors has existed since 1938 and has stores in 18 states. In the 3 or 4 where it’s operated for decades, customer passion runs deep. But the brand had become stale over time and faced a brand identity crisis in the face of rapid growth.

We refreshed the brand from the ground up, developing a wholly new, authentic look and voice built around FUN, rooted in the brand’s heritage, and embodying an energetic vibe that will carry it forward for years to come.

Client: Back Pew Brewing
Agency: Freelance
Role: Concepting/Creative Direction/Copywriting

When a new brewmaster came to us with nothing but a plan to brew beer in an old renovated church, we created a bold brand identity to stand apart from the pack...from the brewery name, to the brand look and voice, to the beer names, to the packaging, and beyond.

Client: Boy Scouts of America – Sam Houston Area Council
Agency: Love Advertising – Houston, TX
Role: Concepting/Copywriting

The nation’s largest council of the Boy Scouts of America was celebrating its centennial anniversary and wanted to launch a capital campaign to energize their growth and allow them to modernize camp facilities. We created video, print, and interactive materials that engaged donors on an emotional level and inspired them to empower boys to do great things in the future.

Client: Academy Sports + Outdoors x SEC
Agency: In-House
Role: Concept Development/Copywriting

Academy Sports + Outdoors has a partnership with the SEC football conference, and we activate on-site with the SEC Nation TV show at a matchup each week. In 2022, we stepped up our game for the Florida/Georgia clash on Halloween weekend.

We teamed up with the Tim Tebow Foundation to hold a Trunk-or-Treat for a group of 20 special-needs kids in front of the Academy-branded SEC Nation tour bus. We also partnered with a local candy shop to create custom candy bars for each of our Nation talent. Each person handed out their bar, signed autographs, and took photos, creating fun memories for a group of kids who don’t get to trick-or-treat due to their circumstances. Each child also received a $250 shopping spree at our store.

After the event, we set up an activation where UF and UGA fans could scan a code to enter their email for a chance to win SEC Championship Game tickets, then spin a wheel to get one of the candy bars we created. This led to a more than 200% increase in entries compared to a typical weekly SEC game activation.

Client: Laredo Taco Company
Agency: Love Advertising – Houston, TX
Role: Concepting/Copywriting

The Laredo Taco Company is a quick-service taco restaurant found within Stripes convenience stores. They faced a serious awareness challenge and needed to drive engagement with young Hispanic customers. Based on consumer insights, we developed an integrated retail-tainment approach. Since the brand was mostly unknown, we created a legendary history from scratch and told the story across print, out-of-home, broadcast, POP, digital, packaging, and even SMS channels.

Client: Academy Sports + Outdoors
Agency: In-House
Role: Concepting/Copywriting

The Holidays to a retailer are like the Super Bowl to a football team, and the challenge is keeping creative fresh and interesting for a campaign that happens yearly. So we dialed up the fun and humor and brought Santa – the man, the myth, the legend himself – into our sports and outdoors world. This campaign led to our most successful holiday season in many years.

Here are a few TV ads and web videos I've concepted, written, and helped produce that aren’t necessarily tied to larger campaigns.

Client: Mambo Chelada
Agency: Hierarchy Advertising
Role: Concepting/Copywriting

The popular Mambo Seafood restaurant launched a bottled michelada mix and needed to gain awareness to stand out on crowded shelves. We created a breakthrough campaign by focusing on the simple features of the product that set it apart and using a fun tone that contextualized those features in relatable ways.

Client: The Apollo and Beyond Center
Agency: The Lee Group – Houston, TX
Role: Concepting/Copywriting

A real estate group is developing a museum and education center in the Houston area dedicated to the legacy of the Apollo space missions. Our team was tasked with generating buzz around the concept and getting people to sign up for email updates.

Client: Bacardi Rum
Agency: Moosylvania, St. Louis MO
Role: Copywriting

Bacardi was on the last leg of a three-year partnership with the NBA...a partnership that up to that point had underachieved in ROI. We were tasked with making a strong push in this final year to revitalize the partnership. Based on their unimpeachable legacy, we built a campaign around that idea that Bacardi is the undefeated champion of spirits.

Client: Texas Gun Sense
Agency: Freelance/Volunteer
Role: Concepting/Creative Direction/Copywriting/Design

Texas Gun Sense is a group based in Austin, TX that advocates and lobbies for sensible gun safety laws and policies in a state that averages 3,200 gun deaths per year, including over 520 children. I’m happy to volunteer my advertising abilities to this crucial organization, including helping create these simple print PSAs that encourage gun owners to lock up their weapons to protect their kids.