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 who don’t care whether or not their identities are protected that it’s really a good idea, and that ZoneAlarm ForceField is a cool way to do it. I was web copy writer on this project, as well as developing the stunt double concept.
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
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.
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
Be Proactiv social giving campaign for Proactiv, the clear complexion skincare brand.
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.
Sanrio Website. When you get to write copy about Hello Kitty, Badtz Maru and Chococat, what else could you ask for? More
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
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
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
Gallo Salame asked us to create TV spots highlighting the authenticity of their Italian heritage. (Sound like a brief? You betcha!) I lead two creative teams developing TV ads for them. The “Italian Lessons” concept was my contribution. Read the script.
eBay Catalog Concept. eBay asked us to rethink their catalog, to create something that showed the true spirit of the eBay experience. Our concept—a series of postcard packs that put you in the moment of discovery. More
Google TV Campaign. Google asked us to do a fast-turnaround campaign for Google TV Ads, the AdWords service that lets you buy traditional television advertising. And it had to be, er, Google-y. So we did. And it is. More
Evoz Baby Monitors let parents who want to geek out (and I’m one of them) stay connected to your baby with your iPhone, whether you’re walking in your garden or working in another country. I was copywriter for the original beta website. More
The PEANUTS Countdown to the Great Pumpkin Social Media Game lived on Facebook and on its own website, challenging people to do tasks, updates, answer trivia questions and play games daily for points. Winner got a very lovely iPad with PEANUTS content on it. Needless to say, when you’ve got a great brand and a great offer, you get great response. I was copywriter. More