The Ask: Increase traffic and awareness for Arsenal Yards, a new mixed-use destination in a crowded Boston market.

My Role: Associate Copywriter. I developed campaign concepts, wrote scripts and messaging, collaborated with designers and producers, and directed voiceover sessions.

The Deliverables: OOH, Paid Social, Organic Social, CTV, Events

The Spin: We threw out the "luxury living" handbook. Instead, we leaned into Arsenal Yards' offbeat personality with campaigns that felt honest, playful, and unmistakably local. From streaming ads that hijacked the "Are you still watching?" screen to branded events like Stick a Fork in It Food Fest, every touchpoint gave the neighborhood a voice people could actually remember.

The Outcome: Arsenal Yards established a distinct identity in Greater Boston’s crowded mixed-use market. Our branded food festival, Stick a Fork in It, continues to bring the community together year after year.

My Team: ‍

• Executive Creative Director: Margaret McGovern

• Creative Director: Mark Flitsch

• Art Director: Brittany McGuire

• Producer: Roger Mulhaney

• Animator: Taylor Johnson