The DeNoble Files

Victor DeNoble is an addiction scientist and anti-tobacco evangelist. After interviewing and recording him, we turned his words into some powerful youth videos for the Arizona Department of Health Services. My role: creative director and one of several copywriters. 

Tobacco Cessation

Research pointed the way on this campaign. Getting diehard smokers to quit was going to take some blunt messaging. The increased call volume to the AshLine showed that the campaign did its job. My role: creative director on both and one of two copywriters.

Youth Tobacco Prevention

Along with several very strategically minded and creative people at RIESTER, I worked on one of the nation’s first and most successful youth anti-tobacco campaigns. This particular commercial scored among the highest in overall awareness and impact. My role: concept development copywriter.

Youth Marijuana Education

If you’re 21 or older in Arizona, pot is legal. So kids today are growing up watching their parents, their relatives and older siblings consume it. In kids’ minds, marijuana is now safe. The problem is, their minds are still growing and that can mean permanent damage. Working with the Arizona Health Care Cost Containment System, we created a campaign that spells out the facts without preaching. My role: creative director.

Stand For Less

One of the most gratifying projects we did for the California Department of Conservation was Stand For Less, a dedicated campaign to reduce resource consumption in San Diego. The campaign walked the talk, with messages that used minimalism as part of the overall visual message. My role: creative director and one of two copywriters.

Citizens Clean Elections Commission

Elections stir up emotions. They immediately ask the question: which side are you on? This campaign was done for an organization that doesn’t stand on any side. Citizens Clean Elections Commission just wants to make sure voters are informed. The voice for our messages was the Balloteer. He kept it light and entertaining. And, we hope, believable. I’m proud of the work because I think this is important stuff. I also think the tunes are kind of catchy. My role: creative director.

Pet Adoption

We were asked to do a pro bono campaign promoting pet adoption in Maricopa County. Rather than make people cry like so many pet adoption campaigns do, we chose to put a smile on people’s faces. Just like dogs and cats do. This campaign led to work for similar efforts in New York City and Los Angeles. My role: creative director and copywriter.

HIV Education

When treatment guidelines changed for HIV medication we worked with Gilead Sciences to develop an education campaign. The effort involved getting to know some very special people who lived with the virus and telling their stories. This was a highly emotional effort that also taught me a lot. My role: creative director and copywriter.

Sickle Cell Awareness

Before Global Blood Therapeutics launched their breakthrough treatment for sickle cell, we developed Sickle Cell Speaks, a campaign to elevate awareness and knowledge of the disease. The campaign featured stories of real patients and their caregivers. My role: creative director.

Science Education

Anyone who has been in advertising for a while has pitched a campaign more than once. I certainly showed this to more than one client. I am very happy that Jones Gordon School used it to promote science education. We need more scientists. My role: creative director and copywriter.

Environmental and Sustainability

One of my greatest concerns and passions is the environment and how we take care of it. These creative executions represent various efforts over the years. My role: copywriter.