Smalls 2022-2025

As the sole copywriter at Smalls, I lead the brand voice while executing messaging across every vertical—OOH, e-commerce, CRM emails, website, print, packaging, commercials, paid ads, and more. Below are some highlights of my work during my tenure.

Launching Smallserve

When Smalls launched Smallserve, our very first bowl, it was a huge milestone. Smalls had officially stepped into the hard goods market. We backed the launch with a full-on marketing push, and from emails to packaging, I wrote the copy to bring it all to life.

Helping Your Cat Cat

In the Spring of 2023, Smalls launched their first ever OOH campaign on New York City subways. The campaign was based on the insight that cat parents accept their cats for who they are. Period. The campaign line “Helping your cat cat.” was accompanied with photos of cats being their weird little selves.

I LOAF NY

New York City is built for humans and their dogs, but what about cats? Too often, they’re tucked away, out of sight and out of mind. Smalls’ 2024 OOH campaign re-imagines NYC as a city designed around cats. One where they roam free, stir up mischief, and loaf wherever they please. It’s a reflection of Smalls’ mission to create a world where cats are a priority, not an afterthought.

A Fresh Voice

I was tasked to redefine our brand guidelines and lead the development of our tone of voice and how we spoke to our customers.

Website Refresh

Smalls revamped their website and implemented new customer flows. I developed the narrative structure and wrote copy for the entire site.

Real Cat Parents

I helped produce a new series of testimonial videos that showcased real Smalls customers and their cats in a way that felt candid, honest, and most importantly, have the personality of our customers and their cats to shine through.

Getting whimsical on TV

We know that if cats could choose what they wanted for dinner, they’d choose Smalls. So we showed just that.

CRM Emails

From reactivation campaigns to abandoned cart reminders and lead nurture sequences—I do it all.

Packaging