Selected Work
The ask: Get agency strategists and creative leads to choose Springboards/Flint over ChatGPT or Claude for ideation, moving them from free trial to first project to collaboration
The problem: Language models like ChatGPT, Google Gemini, and others provide the same answers to everyone who uses them, killing creativity and its process
Insight: Getting instant answers isn’t the same as thinking
Strategy: Give good enough a hard time
Campaign: The Graveyard of Ideas
The ask: Create more first-time sellers
The problem: Millions of Americans have things worth selling, but the emotional weight of letting go, combined with the effort of listing, keeps their first sale from ever starting
Target audience: Generation X, millennials, those who have high-ticket items sitting in their homes, and people who will inherit homes/things from the generational wealth transfer
Insight: Our lived experiences turn ordinary objects into meaningful treasures
Strategy: Carry the story forward
The ask: Encourage people to choose yogurt more often and help restore sustained growth to the category
The problem: While 96% of Americans have heard the social media buzzword "gut health," surveys reveal major knowledge gaps, as people will blindly follow health trends and do what is advertised to them as healthy without ever fully understanding why.
Target Audience: “GutTok” followers, Gen Z and Millennials who struggle with gut problems and don’t know why, and busy working adults who want to be healthier
Insight: Acting like you know can only get you so far
Strategy: Taste with purpose
Campaign: A More Comfortable You