Copywriter ○

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Just for Men

Problem: Turn Just for Men from an old man’s box of shame into a relevant force for male grooming.
Insight: The traditional male mold is broken.
Solution: Extend Just for Men’s product line and messaging to groom better men from the inside out.

But, this campaign didn’t start with a brief. It started here…

Around the time I lost my father.
All my life I’ve wondered:
What does it mean to be a good man?



Behind the Masc
Podcast exploring modern masculinity.
Topics range from fatherhood to incels to body image.


J4M x B.S.A.
Partner with Boy Scouts and introduce the Empath badge, earned by troops hosting heart-to-hearts among their scouts.


Limited edition clothing line celebrating imperfection, made with Goodfellow & Co.


Introducing the new Just for Men, more than hair dye, shampoos, beard oils, and face cream.
A complete approach to better male grooming.