At Ro, a direct-to-patient healthcare company, Calla led the development of a foundational brand campaign following the company’s transition from a family of sub-brands to a unified masterbrand. The challenge: Create a repeatable campaign platform that could bring two radically different hero products, GLP-1s for weight loss and rapid-dissolve ED treatments, together under one cohesive brand narrative.

As Associate Creative Director, Calla guided the project from blue-sky concepting through production and post. She led team-wide brainstorms, distilled creative territories, wrote dozens of scripts, and collaborated closely with design and production to bring it to life.

The final result was a suite of TV spots that struck a balance between strategic clarity and humor, while setting the tone for how Ro’s new brand would show up across channels. The campaign served as a creative blueprint for future product storytelling under the unified Ro brand.

At Casper, a pioneer in the DTC mattress space, Calla led the brand refresh as the company evolved beyond its original “one perfect mattress” positioning. Casper was expanding into furniture, retail, and new customer segments—and needed a look and feel that reflected its growth.

As Copy Lead, Calla partnered closely with brand and product design to elevate Casper’s look and feel across photography, UX, and voice. She evolved the site’s tone to be both more human and performance-driven—balancing storytelling with clarity and conversion. She rewrote the entire site to reflect this new style, helping unify Casper’s expanding product offering under a cohesive and future-facing brand experience.

Calla also partnered with UX and analytics teams to apply qualitative user feedback and live A/B testing to key conversion surfaces, ensuring that performance and storytelling worked hand in hand. The result was a full-site overhaul that made space for new products and audiences—while preserving the wit and warmth that made Casper iconic.

At Modern Fertility, a women’s health brand acquired by Ro, Calla led copy for the first co-branded product experience that introduced Rx birth control to the Modern Fertility platform. The goal: Help users find a birth control method aligned with their goals, health history, and preferences—then seamlessly prescribe it through Ro when appropriate.

As Staff Copy Manager and the sole writer on the team, Calla owned the experience end-to-end. She collaborated closely with product marketing and design to develop research prototypes, shape the content strategy, and build user-informed wireframes. From there, she refined copy through multiple rounds of internal review and user testing, always advocating for clear, empathetic, and empowering communication.

The final experience offered personalized guidance, access to 15+ pill options, and included free emergency contraception with each first order—ensuring the brand’s values of access and education were carried through in every detail of the product journey.