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"Gevalia" href="http://karen-goldfarb.com/portfolio/gevalia-gift-matcher"> 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
Beaulieu Vineyard Website. I was the Creative Director and copy writer/managing editor"Vineyard" href="http://karen-goldfarb.com/portfolio/beaulieu-vineyards"> 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"Evoz" href="http://karen-goldfarb.com/portfolio/evoz-baby-monitor-website"> More
Mountain Travel Sobek catalog. I was a luxury travel writer and marketing strategist for Mountain Travel Sobek,"MTS luxury travel copywriter" href="http://karen-goldfarb.com/portfolio/luxury-travel-writer"> More
HyundaiCard Tagline. IDEO brought me in to write the tagline for the HyundaiCard credit card. They had already presented their plan, and the CEO’s feedback was to balance the company’s hard-data financial side with its ability to help customers aspire to their dreams. The tagline I created for them is “Live Beyond the Numbers”.
Morgan Stanley got a very different take on financial banners. I was Associate Creative Director for the campaign. Click on images to view.
Plantronics packaging for a VoIP phone for home office.
PHH Arval Brand Launch. To convey the strength of the PHH Arval brand after a failed merger with GE, the biggest player in the fleet management industry, PHH engaged us to develop their messaging strategy, as well as create marketing and advertising materials and internal support tools. I was Creative Director and copywriter"Arval" href="http://karen-goldfarb.com/portfolio/phh-arval-brand-launch"> More
SAP and Cisco Conference Opening Video. I wrote the script for this video which was the cornerstone of the announcement of a new partnership between tech giants, Cisco and SAP. It was shown before the keynote speech to an audience of 18,000 at the Cisco Global Sales Conference in August of 2007. More
SAP SOA Interactive. To detail an intricate B2B enterprise software story such as service-oriented architecture, it helps to have a simple concept. That’s ultimately what sold SAP"SOA" href="http://karen-goldfarb.com/portfolio/sap-service-oriented-architecture-interactive-presentation"> More