Civic Nation + Better Make Room

Head Writer + strategist + content strategist

There are projects that come along once in a lifetime. Moments when there’s a need and a will and a way—the seas part, the clouds dissipate and the Avengers assemble. This was that moment.

I had the badass experience of working with the office of former First Lady Michelle Obama to create a national campaign aimed at higher education. Called Better Make Room, the campaign focused on making college more accessible and desirable for Gen Z.

As part of this campaign, I developed campaign concepts, wrote tons and tons of copy, drank lots and lots of coffee, and collaborated with some of my favorite creative people for hours and hours on end.

That hard work paid off in spades—we launched a very well-received campaign, went to the White House twice, achieved over one-billion impressions (and counting) and, most importantly, helped a whole lot of young people reach higher.