TURBOTAX: AVOID THE TEARS

WHY: Standard tax prep fees are often so high that they force families to cut back on the small things that matter most at home. I wanted to show that TurboTax doesn’t just save you money—it saves your kids' experience.

TRUTH: High tax prep fees don't just hurt your bank account; they hurt your kids. Because "we can't afford it" is the hardest thing a parent has to say.

AWARDS: Silver Paw Award [Best of Miami Ad School]

WRIGLEY: BIG RED

WHY: To position Big Red as the ultimate "save" for those close encounters where you realize your breath isn't exactly where it needs to be.

TRUTH: You don’t always get a heads-up before someone plants a smooch on you—but you can choose whether or not it’s a bad memory.

GLADE UNPLUGGED: INSTAGRAM CAMPAIGN

WHY: An air freshener shouldn’t be tethered to a wall, a rearview mirror, nor a car vent. I positioned Glade Unplugged as the go-anywhere fix for the awkward, off-the-grid spaces that traditional products simply can’t reach.

TRUTH: Life’s least-pleasant smells often happen in places that are inconvenient to treat. If you’ve ever had to freshen up a trunk, a gear bag, or a stale tent, you know your air freshener needs to be as mobile as you are.

SOMNAPURE

WHY: To position Somnapure as a natural reset button for parents who need a safe way to reclaim their sleep without the heavy chemical fog of traditional aids.

TRUTH: When you're running on two hours of sleep, "parent brain" takes over. If you've ever tried to unlock your front door with your car key fob, you know exactly why this product exists.

HEALTHY CHILDREN’S CENTER FOR BREASTFEEDING: BREAST MILK CAMPAIGN

WHY: Breastfeeding your baby is worth the time and effort.

TRUTH: When it’s 3:00 AM and you’re running on zero sleep, easy feels like the only option. But the most valuable thing you can give your baby isn't found in a box—it’s something only you can provide.

ALTOIDS: THE GUM

WHY: Mints are strong, but they don’t have the endurance to outlast this gum. I developed this strategy in 2009 to prove that Altoids' signature intensity could—and should—last for hours (years before the brand officially adopted the "Curiously Stronger" positioning I built this on).

TRUTH: Most other breath fresheners are quitters. If it doesn’t stay strong enough to be slightly painful, it’s just candy.

CREDIT: Meg Sauer and Miami Ad School team, © 2009

HPV.COM: HPV AWARENESS

WHY: People want to protect their sex lives and their bodies, but they’re often oblivious to the fact that they’re crossing paths with the most common STI in America.

TRUTH: You can't protect yourself from a conversation you're too embarrassed to have. When 1 in 2 people are silent carriers, avoiding the topic doesn't prevent the risk—it just makes the consequences invisible until they’re unavoidable.