Hello Cake
Sexual wellness without the stigma. A playful, premium brand that converts.
At Hello Cake I went from Creative Director to Chief Creative Officer to CMO. I led the brand’s creative direction and, eventually, its marketing, building a confident, witty visual world for a category that usually defaults to clinical or crude. I also designed the products and packaging themselves and worked directly with manufacturers from spec to shelf.
Campaign films.
Brand spots and the doctor-led ED series, shot for YouTube and paid social. Deadpan on purpose. Tap to play with sound.
YOUTUBE
YOUTUBE
YOUTUBE
YOUTUBE
YOUTUBE
YOUTUBEVertical: the weatherman, and the feed.
Brand and product films — including the deadpan “weatherman” campaign. Tap to play with sound.
YOUTUBE
YOUTUBE
YOUTUBEBrand & product.
A confident packaging and product system across the line.
Lifestyle world.
A category stuck between clinical and crude.
Sexual wellness brands tend to land in one of two ditches: medical and cold, or juvenile and explicit. Hello Cake needed a third way, premium and funny and useful, that customers would feel comfortable buying and fine leaving on the nightstand.
It also had to perform. This is a DTC business, and creative is directly accountable to conversion.
Confident, warm, and a little bit funny.
I built the brand voice and visual system around approachable confidence: clean pastel color, friendly type, and humor that disarms without being crass. The work treats the customer like an adult with a sense of humor.
As the role grew into CCO and then CMO, I connected that creative directly to performance. Campaign films, lifestyle libraries, and a PDP system, all built to move product.
Pastel, premium, and unembarrassed.
A soft, confident palette and clean studio lifestyle photography give the brand a premium, design-forward feel. Product is shown plainly and beautifully, no euphemism and no shame, which is the whole point.
The campaign work leans into pop-culture parody (a deadpan “weatherman” news segment) to make the category approachable and shareable.
Treat the customer like an adult with a sense of humor.
$1M to $50M. Creative that earned a seat at the table.
I joined at $1M in revenue and left at $50M. Hired to make it look good. Trusted, over time, to help make it sell.
Going from Creative Director to CMO taught me that good creative is a business lever, not a cost, and that the best way to protect the work is to understand the numbers it drives.