Role: Associate Creative Director, Content Strategy
Site: aquasana.com

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I developed content and brand strategy for Aquasana, translating product benefits into compelling commercial narratives and go-to-market strategies. My work included developing two commercial concepts and three go-to-market strategies for new product launches, as well as leading the strategic repositioning and rebrand of an existing product.

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​The work brought together brand positioning, audience insight, creative concepting, and launch strategy to create clearer, more compelling stories around Aquasana’s products and their role in consumers’ everyday lives. It strengthened the connection between creative development and commercial objectives, ensuring each concept could move from strategic idea to market-ready campaign.

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One of the strongest creative outcomes was Talking Water, a commercial concept and character I developed and pitched for Aquasana. The concept and actor resonated so strongly that Aquasana brought the character back for 10 additional commercials over the following years, turning a single campaign idea into a repeatable creative platform. The work demonstrated how a strong brand idea can extend beyond an individual campaign to create lasting creative and commercial value.

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