- Copywriting Samples -

Las Vegas Tourism & Entertainment Campaign

Las Vegas is known around the world for its casinos, nightlife, and larger-than-life spectacle. But beyond the iconic skyline and the glitz and glam, the city offers a much broader entertainment experience. Our creative team was tasked with developing a campaign that would encourage audiences to look beyond the expected and discover everything else Las Vegas has to offer.

We developed More Than Meets the Eye, a concept inspired by the contrast between what travelers can recognize at a glance and what they might not yet know about the destination. From 30,000 feet, landmarks like the Sphere are unmistakable, but the experiences that make Las Vegas unique extend far beyond what you can see from above. The campaign invited audiences to explore the city's depth, variety, and unexpected possibilities, reframing Las Vegas as a destination with something for every kind of traveler.

The campaign spanned email, push notifications, social media, homepage placements, and display banners, translating the central creative idea into a cohesive, multichannel experience designed to inspire discovery and expand perceptions of what a Las Vegas trip can be.

College Football 2026: Where You Find Your People

College is about more than earning a degree. It’s where you discover who you are, find your people, and build a sense of belonging that stays with you long after graduation. For the 2026 college football season, our team set out to capture that emotional connection between college identity, community, and the traditions that bring fans together.

The campaign centered on the idea that the feeling of belonging to a school doesn’t end when you leave campus. Whether you’re cheering from the stands, repping your alma mater from miles away, or reconnecting with old friends on game day, college football gives fans a lasting way to celebrate where they came from and who they’ve become.

The campaign spanned email, push notifications, social media, homepage placements, and display banners, bringing a cohesive message to fans across channels and connecting the excitement of the season with the lifelong pride of being part of something bigger.

Rebranding Guitar Center Lessons During COVID-19

When the COVID-19 pandemic disrupted in-person music education, our team was tasked with reimagining Guitar Center’s lessons program for a new era of learning. As the program expanded beyond in-store instruction to include online lessons, we needed to evolve the brand messaging and customer experience to reflect this shift while maintaining the program’s core promise: helping musicians of all skill levels grow their abilities and play the music they love.

I contributed to the content and copy for the redesigned guitar lessons landing page, translating the program’s expanded offerings into clear, engaging, conversion-focused messaging. The page highlighted the flexibility of online and in-store instruction, simplified the path to getting started, and reinforced Guitar Center’s role in helping aspiring musicians build their skills—wherever they were.

Additional Brand & Campaign Work | Ticketmaster

Beyond larger integrated campaigns, I’ve worked on a range of creative projects for Ticketmaster, translating brand strategy and marketing objectives into compelling, audience-focused copy across a variety of formats. This collection highlights the breadth of my work, from one-off promotional campaigns for live events and festivals like Bourbon & Beyond to product launches, feature announcements, and brand marketing initiatives.

Each project called for a distinct approach to messaging, balancing Ticketmaster’s brand voice with the unique identity of the event, product, or audience. Whether building excitement around a major music festival or communicating the value of a new product experience, my focus is on creating clear, engaging copy that captures attention, supports business goals, and connects fans with the live experiences they love.

Website Content Refresh | Dragonfly Cycle + Train

Refreshed website content for Dragonfly Cycle + Train, a boutique fitness studio in Sherman Oaks, California, with a focus on strengthening brand messaging, improving SEO, and driving membership and personal training conversions. Reworked key website pages to better communicate the studio’s unique approach to fitness, highlight member benefits, and create a more compelling path from discovery to sign-up. The result was clearer, more benefit-driven copy designed to reflect the studio’s personality while supporting its business goals.

GRAMMY Museum Mississippi | ’80s Rock: The Wildest Decade in Music

Wrote exhibit copy and promotional content for GRAMMY Museum Mississippi’s ’80s Rock: The Wildest Decade in Music, a special exhibition celebrating the larger-than-life sounds, style, and cultural impact of ’80s hair and glam metal. The copy highlighted iconic artists, rare artifacts, and music memorabilia while reframing an often-overlooked era of rock history and celebrating the enduring loyalty of its fans. The work balanced music journalism with engaging, audience-focused storytelling to build excitement around the exhibition and its place in rock history.

Marketing Collateral: GRAMMY Museum L.A. Brochure

I developed a general-information brochure for the GRAMMY Museum, bringing together essential visitor information and the Museum’s brand story in one cohesive piece. The brochure balances clear, scannable content covering exhibits, events, ticketing, tours, membership, and visit planning with engaging brand storytelling to create an informative, welcoming introduction to the Museum experience.