TASTE HITS HARD.
For Della Viti, I flipped the traditional tasting script. Instead of polished perfection, I directed a campaign that spotlights the real faces of flavor—the swoons, the smirks, the shocks, and the “what was THAT?” moments. As Creative Director and Writer, I shaped an unapologetically expressive visual language paired with tongue-in-cheek copy that sends up the over-the-top drama of wine and spirits. It’s raw, honest, and crafted to interrupt the feed.
SUCK IT, STEREOTYPES.
Downtown Cedar Rapids Sucks started as a deliberate provocation—an organic social campaign that flipped a familiar local gripe into a spotlight on everything people were missing: new living districts, restaurants, nightclubs, and experiences hiding in plain sight.
It caught fire instantly, generating statewide media, 19 million in organic reach, and an Emmy Award. People debated it—some loved it, some hated it—and that tension was the strategy. The conversation sparked curiosity and gave the Downtown District a rare chance to engage and reshape perception. See the Emmy winning third video here on my video page.
