My Work
I can't cover everything, but here are some highlights.
Intuit Assist Launch
Intuit's flagship AI launch needed copy that could clear dozens of approvers, sit inside the company narrative, and temper an audience's real, understandable misgivings about AI. The move was collective voice, a future framed as exciting and inevitable rather than imposed, and ending on an invitation, not a pitch.
Intuit Assist launched to 88 media stories in its first month, reaching an audience of 737 million. Coverage ran in Reuters, Barron's, Fast Company, Inc. and more.
The Line
Our AI-powered future is here.
Let's get into it.
Hundreds of lines, one winner. Get into it.
Portals // Intuit Hackathon
The concept for this hackathon was portals as a metaphor for stepping out of your everyday. The challenge: portals don't have many idioms to draw on, and the language around them is hyper-specific. "A rip in the space-time continuum" came close, but I wanted it to speak more to the audience. So I went looking for phrases that sound like space-time.
Registration rose 14% and projects rose 11% over the previous cycle, with about 6,600 technologists across 13 sites.
The Line
A rip in the daily grind continuum
Red Tab // Levi's App &
Loyalty Launch
Levi's needed a name for its first loyalty program—authentically Levi's, legible as loyalty, and durable for a decade. We wrote hundreds. The name that won works on two levels: the Red Tab is one of the iconic bits of detailing, and a tab is what you'd run if you were a loyal patron of Levi Strauss's dry goods store back in 1853.
Red Tab grew to nearly 4 million members in its first year.
The Name
The app's loading screen, still live today.
Levi's Red Tab
bkr
A new bkr release is typically the same water bottle in a new color. Selling it means selling personality, not product. bkr's audience gravitated toward copy stuffed full of references that veered into run-on poetry. Desire was built from association rather than argument.
The Product Description
Inspired by NYC in the summer when the temperature is in the 90s outside, but inside it’s 65 and the definition of luxury, a spring shopping paradise, marble, champagne, plush pink carpeting, Angel + Dren beats filling the room, trying on every cool kid brand, buying every other beautiful unnecessary necessity in a gilt-accented heaven, patiently waiting for the evening cooldown to take effect. I fell in love, his name is Fifth Avenue.
AI Leadership Conference // Intuit
Once a year, Intuit gathers its leaders. In 2025, the subject was leading in the age of AI, so the copy had to sound like the people it was written for: urgent, declarative, certain. It also needed room for warmth and a few puns, without ever undercutting the stakes.
It scored an NPS of 98, the event's highest in seven years.
The Name
AI isn't waiting.
Neither are we.
Christophe Lemaire // SOMA
In 2010 I pitched a cover story on a designer most people didn't know too much about yet. He landed a Creative Director role at Hermès, and to me it seemed like a strange choice. So I went and researched the house, and came out convinced they'd picked right. Lemaire is now one of fashion's most influential figures.
Originally published in SOMA, Sept 2010. The site is now defunct.
Read the archived original.
"Christophe Lemaire, as it turns out, is not effusive about fashion. He's measured, and thoughtful, and opinionated, and smart, and funny, and kind, and generous — but no, not effusive."