Creative Direction, Brand Strategy and Copywriting
VTech and LeapFrog Toys
Over two years, I led brand voice development and creative direction for VTech and LeapFrog Toys—two delightful brands united by a shared audience I know a lot about: modern parents like me.
The two brands are owned by the same company, but each has a unique selling proposition for parents. Over time, the brands had become indistinct, and were not resonating with audiences the way they should have.
Through workshops with their marketing teams, I helped define the brands’ unique voices—VTech leaning into the chaos, hilarity, and heart of parenting today, and LeapFrog embracing the joy, love and pride that goes into teaching a kid to read.
Broadcast Spots
I wrote scripts—and my first original song—and helped to provide creative direction for VTech’s national broadcast campaign.
Overall, my work for VTech and Leapfrog was a creative dream: a chance to channel my own parenting experience into smart, yet often very silly, storytelling that resonated with families everywhere.
Social Video
With solid brand voices in place, and a cast of adorable actors at our disposal, I helped bring both brands to life as a writer and co-creative director across 40+ playful, funny, sometimes weird social ads—featuring sassy kids in tiny sports cars, a hungry rapping axolotl, exhausted millennial parents and much more.
VIDEOS COMING SOON…