ARRAE.

Soft-focus wellness clichés and whispering the word vagina is so last century.

Arrae wanted real talk for real modern women, and we delivered with four ads full of unapologetic honesty that broke the mold, scored 2 Adage spotlights, and got the brand tons of buzz.

If you look closely, you’ll recognize a certain copywriter texting about late night cravings . Starring in one of the four spots I wrote for Arrae was a surreal and hilarious full circle career moment.

Client: Arrae

Agency: RTO+P

Creative Director: Rachel Timmerman

Copywriter: Camille Seidel

Social Creative: Madison Freeland

Art Direction: Katie Gelfand

Editing: Chip Schofield

Account: Christina Castaldo

Director: Allison Rich

Production: Imposter

Headline from AdAge website titled "Arrae minces no words in irreverent ads about women’s health"

The campaign earned an awesome AdAge feature that highlighted our refreshingly irreverent approach to wellness copy.

Read the full feature here.

Text excerpt about actress Alison Rich and a female leadership team, discussing humorous spots from the comedy company Imposter that showcase women's experiences.
Text excerpt discussing brand ethos, approach to addressing women's issues, colloquial language, and a quote from Carla Red, a managing partner at RTO+P.

GERBER.

Shifting the narrative of the beloved household brand from a baby company to a parent company. Welcome to the parent-friendly pursuit.

Gerber tasked us with creating a relatable, raw, anthemic Mother’s day campaign that would “make them cry”. Say less.

The impact of this campaign has been incredible, and hearing real parents stories and reactions to our spot is exactly why we created the parent-friendly pursuit.

Client: Gerber

Agency: RTO+P

Creative Director: Steve O’Connell and Steve Red

Associate Creative Director & head writer: Rachel Timmerman

Copywriter: Camille Seidel

Art Direction: Mariesa Greenholt

Editing: Chip Schofield

Account: Alexis Papazion

Director: Rachel McDonald

Production: Biscuit

In support of our spot, I wrote a landing page for the parent-friendly pursuit.

Check it out here

Infographic showing steps for parenting and support, including goal setting, showing care, and maintaining connection, with a photo of a woman holding a child at the top.

KEURIG DR. PEPPER

With increasing climate warming, the future of coffee is not a given. Big yikes if you’re a household name in the bean water biz.

We created this campaign to launch during NY climate week with intent to join the climate conversation in a meaningful, authentic way, create buzz in the coffee industry, and most importantly,

Position Keurig Dr. Pepper as a leader in coffee conservation.

Here’s the full :60

And here’s the :30 because who’s watching 60s.

Client: Keurig Dr. Pepper

Agency: RTO+P

Creative Director: Ari Garber

Copywriter: Camille Seidel

Art Direction: Carly Kozacheck

Account: Rachael Gordon

Editing: Chip Schofield

Get’Ems! BY GERBER

Gerber entrusted us with the launch their NEW product line: healthy snacks for toddlers packed with parent loving ingredients and kid loving flavor. We created a campaign for the launch, as well as videos for paid social and cctv.

Moms and kids agree. Woah.

And of course some quippy, kid & mom friendly social copy to support the launch…

See more on their social channels

Image of a snack product called Apple Cinnamon Roundo Puff Get'ems. The description mentions it as a new favorite snack for kids, made with calcium to support strong bones.
Get 'em snacks container with text promoting snack time for kids, highlighting that they contain calcium beneficial for bones.
Text from a social media post advertising a snack made with pumpkin, apple, and cinnamon.

Client: Gerber Get’Ems!

Agency: RTO+P

Creative Director: Steve O’Connell

Associate Creative Director & head writer: Rachel Timmerman

Copywriter: Camille Seidel

Art Direction: Mariesa Greenholt

Account: Alexis Papazion

Editing: Chip Schofield

Production: Format

Social media post promoting getems! iron supporting brain development with flavors, ending with 'Nice choice, Mom'

VTech Toys

TW: extreme cuteness.

I had the opportunity to write this TV spot, “Big Little Moves”, for the kid-tech & toy legends at VTech. The goal was to introduce & create excitement for new VTech products, and increase brand awareness & recognition with their marketing campaign: It's More Than a Toy, Its VTech.

Client: VTech Toys

Agency: RTO+P

Creative Director: Leu Solomon, Rachel Timmerman

Copywriter: Camille Seidel

Art Direction: Katie Gelfand

Director: Simon Willows

Account: Christina Phillips

Producer: Niall Segundo

Production: Joinery

POPWELL

A new better for you prebiotic soda has entered the chat. Luckily, this one doesn’t taste like sh*t. For the launch of the new soda, we went hard on flavor first messaging.

I would tell you everything I’ve done for the brand, but I’ll let this retailer sell sheet do the sweet talking.

A graphic promoting Powell soda's 2025 launch, featuring a woman holding a can of Powell soda, another woman drinking Powell soda in outdoor setting, and a man and woman at a Powell soda event with Powell branding, set against a green background with illustrations of soda cans and ice cubes.
Two cans of Poppi probiotic flavored soda, one cherry citrus and one orange cream, with a bright green background and black outlined ice cubes, and yellow starburst shapes with text promoting the soda's popularity and taste tests.

Below are some banners and print ads I wrote for the brand in support of our launch campaign: Love At First Pop

Pink background advertisement for PopWELL orange cream flavored beverage, with large white text stating 'Sweeps you off your taste buds,' an illustration of a can with an orange slice, and a highlighted yellow section saying 'Love at first pop' along with icons indicating 1g sugar, cold crafted flavor, and 6g fiber per can.
Colorful advertisement for Popwell prebiotic flavored sodas with three cans of cherry citrus, tropical mango, and blackberry lime flavors on a bright green background. The ad features bold black text stating 'Flavor with no red flags' and highlights key features like 'cold crafted for fresh flavor,' '6g fiber,' and '1g sugar.'
A pink cherry citrus flavored soda can with condensation, featuring the brand PopWave with a cherry and lemon garnish. The background is light blue with bold black text reading "Good taste shouldn't be acquired." A yellow burst with black text saying "Love at first pop." Smaller circular icons highlight "only 1g sugar," "cold crafted for fresh flavor," and "6g fiber per can."
Advertisement for Popwell sparkling water with three cans in orange cream, cherry citrus, and blackberry lime flavors. The background is green with yellow starburst and black text highlighting features like "only 1g sugar" and "6g fiber per can." The slogan "Lil can, big flavor" is prominent.
Bright green packaging for Popwell bottled beverages, featuring illustrations of cherry citrus and orange cream flavors. Prominent bold black and yellow text highlights ingredients like 40mg natural caffeine, 6g fiber per can, and only 1g sugar, emphasizing fresh, handcrafted flavors.

Client: Popwell

Agency: RTO+P

Creative Director: Ari Garber

Copywriter: Camille Seidel

Art Direction: Megan Skoznik

Account: Nicole Nazarenus

camilleseidel30@gmail.com

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camilleseidel30@gmail.com 〰️