Scotts miracle-gro superbowl campaign 2020
After writing and art directing for the Scotts Miracle-Gro brand for over a year and a half, I had the incredible honor of contributing to their very first Superbowl spot—an unforgettable milestone! Throughout the Super Bowl campaign and beyond, I’ve played a pivotal role in cultivating the brand's community and planting the Scotts Miracle-Gro’s seed in pop culture (pun intended).
The campaign allowed us to partner with iconic celebrities like Martha Stewart, John Travolta, his daughter Ella Travolta, Leslie David Baker from The Office, NASCAR driver Kyle Busch, Carl Weathers, and Peloton instructor Emma Lovewell, among others. These partnerships extended well beyond the Super Bowl into ongoing social campaigns that kept the momentum alive.
Beyond that, I spearheaded the growth of Scotts Miracle-Gro's TikTok presence, achieving billions of impressions through creative dance trends, content series, trend spotting and more. It was an exciting journey of innovation and growth—both literally and figuratively!
promotional material
live game day war room tweets
#dothescotts tiktok dance challenge
The #DoTheScotts dance challenge became a viral sensation, garnering over a billion impressions on TikTok. I contributed to the branding and successful launch of this campaign by conceptualizing ideas, crafting engaging copy, identifying influencers, and shaping the art direction. Additionally, I played a key role in establishing the Scotts brand presence on TikTok, creating compelling videos to enhance organic reach and overseeing music licensing for every video uploaded to their platform.
"Let’s get to the yard” spring 2020 campaign
In the spring of 2020, Scotts unveiled the "Let's Get To The Yard" campaign, showcasing how yards could be transformed into meaningful spaces during the unprecedented times of COVID-19. I had the privilege of collaborating closely with the creative director, account leads, and clients as the lead editor for this TV spot. Additionally, I oversaw the music, sound effects and art direction ensuring every detail aligned to bring the campaign’s vision to life.
additional social content released in 2020
Conceptualized, filmed, and edited this impactful advertisement for Scotts' "Fall Lawns" campaign.
The campaign highlighted how the summer of 2020’s wear and tear on your lawn could be restored during the fall, delivering a compelling message that resonated with audiences and reinforced the brand's seasonal expertise.
I conceptualized, wrote, filmed, edited, and pitched this sunblock-themed advertisement for Scotts' "Summer Feed" campaign.
The tagline I created—"You protect your skin from summer, now protect your lawn from summer"—played a key role in selling the campaign, which included two TV spots. This sunblock ad went on to become one of the top-performing advertisements on social media, resonating strongly with audiences and driving engagement.
Co-conceptualized, co-wrote, and skillfully edited this dynamic GIF advertisement for the PGA Tournament, contributing to an engaging campaign that resonated with golf enthusiasts and elevated the brand’s digital presence