Extravirgin Olive Water packaging copywriter for this health beverage. Here's the copy:
Quench every thirst.
Your body thirsts for nourishment. Your skin, for renewal. Quench your innermost thirsts with Extravirgin Olive Water. Its crisp taste is yin to its free-radical fighting yang. With antioxidants equal to a liter of olive oil, minus the calories, every bottle helps bring you back in balance. We hand-harvest our organic olives at their peak to deliver antioxidants up to 10 times that of green tea. So you can fortify your body and quench your thirst with the heart-healthy antioxidants it needs to fight free radical damage.
Lipton Pyramid Tea is a great example of structuring a brand to its target audience. Lipton wanted to attract urbane 20-somethings who are interested in health and like to party. I was website copywriter. More
Lipton Tea chose the concept "Tea Can Do That" from advertising agency JWT, and we were tasked with translating it to the website. The execution was a concept I developed showing all the "that's" Lipton Tea can do. More
Flip My Books Brand Launch. This social networking initiative encourages college students to bypass the expensive campus bookstore in favor of buying, borrowing or bartering used textbooks with other students. I was copywriter for all brand elements, including the website, Facebook page, tagine, and the movie.
ZoneAlarm Website. Check Point wanted to convince an audience of younger people that it’s a good idea to protect themselves online, and that ZoneAlarm ForceField is a cool way to do it. I was web copy writer on this project and developed the stunt double concept.
TRESemme invited agency Carat to pitch them and I was part of the team that won this mainstay brand of haircare products. Our concepts focused on showing women how TRESemmé could enable them to be the Best Tressed. I was copywriter. More
SPCA Outdoor. Our challenge was not only to build awareness for the new Oakland facility and its services, but to dispel the perception that S-P-C-A spells “The Pound.” This campaign won a Bronze Addy for outdoor and achieved 45% increase in dog training enrollment, 30% increase in spay/neuter appointments, and 25% increase in pet adoption. More
Revlon wanted to romance color and educate about hair and its properties. I was copywriter for the site.
Healthcare Brand Launch. We developed and launched this social networking initiative to engage with people who are about to be or are newly retired. The brand includes the website, print advertising, point-of-purchase ads, brochures, direct marketing, and the book.
iHealth As a packaging copywriter, you have to make a big impact in a small space. I wrote the packaging for this series of iHealth products that work with iPhones and iPads.
Apple Rethink Direct Marketing. I know talking about working on Apple is like breaking the first rule of Fight Club, but so what. Here’s an example of direct marketing copy writing I did for Apple Education. I wrote for the Apple Science division, too. More
Be Proactiv social giving campaign for Proactiv, the clear complexion skincare brand.
Sanrio Website. When you get to write copy about Hello Kitty, Badtz Maru and Chococat, what else could you ask for? More
Qik Tagline. I developed the tagline for Qik, which lets you stream live video to the web from your cell phone. The logo design was done by Lindsay Gravette. Qik was voted one of the 10 Websites that Will Matter in 2009 by PC World. My favorite use of Qik is this candid interview of Woody Allen at the Cannes Film Festival.
Red Lobster had ongoing needs for seasonal promotions and updates. I was copywriter and ACD on the Red Lobster website, banner advertising, rich media, newsletter and direct email campaigns. See more
Miraval Brand Launch. I was copywriter and brand marketing strategist on the launch of this world-renowned spa in Tuscon, AZ. Most of the work was done while there were still bulldozers on the property and none of the rooms were finished. Sometimes we’re not just creatives, we’re illusionists.
Gevalia Gift Matcher Facebook App is a six-degrees-of-separation game that uses your Facebook likes, such as movies, actors and music, to give you recommendations on the perfect Gevalia coffee or tea gift for you or your friends. In order to make it feel truly custom, I wrote over 400 entries as copywriter on the project. That's a lot of beans. More
Apple changed iTools to .Mac in 2002. In 2008, .Mac became MobileMe. In 2011, MobileMe became iCloud. I was the writer for many of Apple’s emails when it was still .Mac. More