Hi, I’m Melissa.

I am a creative producer and content strategist that lives at the intersection of human-centered storytelling and the digital world.

After years of learning the art of storytelling from some of the entertainment industries top creative minds, I am passionate about using that experience to help brands, nonprofits, and unscripted storytellers create connection, shift perception, and inspire action.

Use Creative Storytelling To Make Real World Impact.

MY MISSION

MISSION-DRIVEN STORYTELLING

GOODWILL OF COLORADO - BRAND REPOSITIONING

At Goodwill of Colorado, we weren’t facing an awareness problem (everyone knows of Goodwill), but a perception problem. What does Goodwill really do for the community?

To consumers, goods donors, financial donors, and partners, Goodwill of Colorado was mostly a thrift store with a mission solely to sell secondhand goods. But would you be surprised to learn that when you donate to Goodwill, you’re doing more than decluttering your home? You’re helping transform the lives of nearly 150,000 Coloradans each year through education, workforce development, and community programs? Our research and data told us that Goodwill’s customers were surprised to learn this as well.

Furthermore, the data told us that Goodwill consumers were frustrated with high prices, which led to less foot traffic and less revenue that Goodwill could use towards their mission. But once customers learned that the revenue Goodwill made from their thrift stores went directly to providing job training and placement services, their actions began to change. Now, every donation and every purchase represents a shared commitment with Goodwill and its community to build a brighter future for all Coloradans.

STORYTELLING THAT HAS THE POWER TO CHANGE PERCEPTION

As part of a rebranding initiative, I wrote and produced this video for Goodwill of Colorado’s mid year financial appeal. This short film brings to life the powerful ways lives change when communities come together. Through the metaphor of roots, gardens, and growth, we follow real participants rebuilding their lives with the help of Goodwill — and the donors who make it all possible.

The brand repositioning contributed to a 14 point increase in brand health, exceeding the annual target by 700%.

ALIGNING BRAND OBJECTIVES TO CULTURAL MOMENTS

GOODWILL OF COLORADO x THE 2026 OLYMPICS

To coincide with the 2026 Olympics, Goodwill’s media team was able to secure exclusive broadcast and CTV spots. Goodwill’s core objectives this quarter was to increase goods donations. Since we were short on time and budget, I reexamined the footage we shot for the Rooted in Community campaign and another previous campaigns and knew with a new VO script that we could reimagine the creative to fit this campaign.

After drafting the creative brief and new campaign messaging, I brought the assets to our editors and we cut this TV spot “Champions don’t always win medals.” The campaign became the top performing donations campaign of the year!

The campaign proved to me that aligning brand objectives to cultural moments doesn’t always have to come from big budgets and a lot of time, but from:

  1. REIMAGINING raw assets

  2. REPURPOSING for alternative campaigns and platforms

  3. MAXIMIZING creative lifespan

INTERSECTION OF BRANDED AND MISSION ALIGNED ENTERTAINMENT

INSIDE THE BLACK BOX x THE GENERAL AUTO INSURANCE

An unscripted interview series hosted by Joe Morton and Tracey Moore, INSIDE THE BLACK BOX spotlights the greatest artists of color and reflects on how one's complexion affected their journey to success.

Working as an Associate Producer and the Studio Marketing Executive on Season 1 and Season 2, I collaborated with The General Auto Insurance, the series sponsor, to produce sponsored segments, branded product integrations, and an interactive element before and after commercial breaks encouraging social media engagement and high completion rates for each episode.

Interactive Commercial Breaks and Corresponding Social Content:

Full Episode:

NONFICTION & HUMAN STORIES

INTERVIEWS

Every year, Goodwill of Colorado hosts their Annual Dinner to celebrate their financial donors who help make the Goodwill programs possible. At each dinner, they honor several employees and program participants who have an incredible story of growth and change.

I produced this story about Christie - a former competitive gymnast who fell into drug addiction and homelessness. After finding a job at Goodwill, Christie has been sober and a shining example of what opportunity can do to change someone’s life.

BRANDS I’VE WORKED WITH