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CREATIVE DIRECTOR // WRITER // FRIEND
Cox Communications: "A Step Ahead" Brand Evolution
01 the brief. Cox needed more than a campaign. They needed a brand: new tagline, new voice and a new face to put it all together.
02 the approach. "A Step Ahead" became the platform, and Iris became the proof of it. We didn't just create a spokesperson; we built a character whose whole existence embodied the idea. The "Who Is Iris" work gave her a world, a personality, and a reason to stick around.
03 the wins. Brand scores went up. And Cox finally had something they hadn't had before: a spokesperson who connects, informs and inspires.
Cox Mobile: Brand Launch
01 the brief. In 2021, Cox Communications entered the mobile market from scratch. No product awareness, no category presence. Just a brief and a deadline.
02 the approach. We built the launch from the ground up, from TV and digital to a Super Bowl LVII launch. I was there from the start helping guide the brand, but my main focus was .COM: translating a new brand voice into a site that could do real work: explain a new product, earn trust and convert a skeptical audience who already had a carrier.
03 the wins. Cox Mobile launched with a fully realized brand presence and a web presence that made the case clearly enough to move people. A new product in a crowded category--introduced like they'd always been there.
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