Taking Our Own Medicine.

My role

Creative Director
Creative Direction, Strategy, Display Ads, Video Art Direction, Video Production, UI/UX Design

As a Creative Director, it’s easy to create work for a brand you admire. So much of creative direction is developing a connection to the brand and getting curious about their goals. You need to find a way to internalize their challenges as your own and tap into your passion.

I was deeply inspired by the mission of Medecins San Frontieres on both a personal and professional level. They go to the places in the world that need them most, where other non-profits and NGOs are concerned with politics or other factors, MSF prioritizes helping others above even their own safety.

As Senior Director of Brand Creative, I helped produce and develop SurveyMonkey’s national brand commercial starring Giancarlo Esposito, in partnership with our agency PMG. I oversaw creative direction, visual storytelling, and cross-channel execution across digital, CTV, social, and influencer.

SurveyMonkey is the world's most widely recognized online survey tool but not taken seriously as a strategic insights platform. The goal was to shift perception among business leaders, marketers, HR professionals, and researchers, while reinforcing the importance of listening to employees and customers.

We created the anthem spot, "Give the People What They Want" featuring Esposito’s authoritative performance. The campaign extended across connected TV, digital pre-roll, social, podcasts, out-of-home, and influencer partnerships on TikTok and YouTube. The creative was designed to be visually striking, memorable, and clearly communicate SurveyMonkey’s expanded value beyond traditional surveys.

The campaign reached hundreds of millions of impressions, drove substantial increases in brand awareness and search activity, and positioned SurveyMonkey as a modern, credible, and relevant business solution. It demonstrated the power of integrated storytelling anchored by a high-profile talent partnership.

The Problem Statement

As Senior Director of Brand Creative at SurveyMonkey, I led brand campaigns and activations while modernizing how the brand showed up across design, marketing, and product. The company was well liked but not taken seriously, so the challenge was to reposition SurveyMonkey from a simple survey tool to a credible insights platform for businesses of all sizes.

I drove creative direction for a full brand transformation, including a new visual system, brand guidelines, in-house video, copywriting, advertising, and the marketing website. I partnered closely with product design on major launches and served as a member of the marketing leadership team. Across web, paid media, video, email, social, OOH, events, and stunts, we refreshed the brand’s look and tone to feel more modern, trustworthy, and relevant during a difficult post-COVID down-market shift, steadily improving brand perception across key metrics.

Watch a supercut of 4 "Issues" videos placed on landing pages to boost conversion.

The Challenge

With real-time data from the agency's in-house media and analytics team, the campaign never stood still. I had access to the information that my team and I needed to continually make optimizations and evolve the creative to constantly improve the effectiveness of the campaign. We were able to improve conversion rates on the landing page with both multi-variant and A/B split testing and the overall campaign boosted both the number of new-to-file donors and the average donation amount. Our data told us that video was particularly effective for our target personas, so I collaborated closely with the client's video team to gather assets from their incredible library and produce several video spots, which we inserted into the digital program.

Using the data from the programmatic campaign, we tested several variations and ultimately used that insight to research and completely re-design the campaign landing page. We used responsive design, which wasn't all that common at the time, to make the page mobile-friendly for the first time. We used the data from ongoing social media campaigns to inform the recommendation to the client, since social media ads had generated a significant uptick in mobile traffic.

We used custom illustrations, revamped the UI, and produced additional videos to create a richer, more engaging user experience that all dovetailed with the ongoing brand awareness campaign.

Watch the year-end "Thank You" video sent to donors.

Featured Work

Taking Our Own Medicine.

My role

Project Highlights

The Problem Statement

The Challenge

Key Takeaways