BIG SlICK CAMPAIGN + COLLATERAL

What happens when a city of hustlers, Tank 7 chuggers and baseball lovers come together to kick childhood cancer's butt? Big, big things. Like $1.75 million raised for life-saving research. 

Gold Addy Winner, AAF-KC

MY ROLE:

Copywriter / Resident Paul Rudd Expert

-Wrote some BS social media content. (BS = Big Slick…although, a little bullshit is definitely on-brand)

-Concepted event thematic

-Used audience research and feedback to create an awesome event experience

-Developed and executed on content strategy and copy style

-Strategically crafted copy to work with each medium

-Heavily influenced overall visual direction

PSAs

THE BRIEF:

NCAA’s Division II deserves to be seen for who they are, champions. And that’s what these spots are all about. I wanted to differentiate and celebrate a community that puts their hearts into every experience—not only in athletics and academics but all of life's passions. 

MY ROLE:

Lead Copywriter

-Utilized research and audience insights to generate the rebranding concept and messaging strategy

-Came up with the concept of “Champions” that would become an ongoing storytelling device for the brand  

-Wrote 3 scripts, each targeting a specific audience: Student-athletes, their parents, and one for the whole family.

-Created a distinctive voice and narrative for DII

-Heavily influenced the visual + cinematic direction

MENU INSERT

To drive trial of new pasta offerings, I created a narrative that put the guest into comfort food’s finest neighborhoods. With strategic copy and design, we were able to:

1. Gain credibility in the pasta category by associating these dishes with regions known for great noodles.

2. Expand the story of Applebee’s’ reclaimed tagline, “Eatin’ Good in the Neighborhood.”

3. Get a lot of people to eat pasta.

MY ROLE:

Lead Copywriter

-Developed menu messaging strategy

-Created platform concept and name

-Mapped out guest journey

-Created insert to work well with accompanying in-store elements

-Named all dishes and wrote all product descriptions

-Crafted all headlines, callouts and supporting copy

-Tested insert in live markets and used the results to improve the guest ordering and dinning experience

THIS MARK MATTERS CAMPAIGN & LAUNCH EVENT

If a picture is worth a thousand words, a logo’s worth billions of dollars. That’s why we turned all eyes to the DFA mark with a clear, powerful tagline: This Mark Matters. Then across multiple channels, we told the world why.

MY ROLE:

Lead Copywriter

-Carried out independent research including reading farmer blogs, co-op forums, dairy trade publications & watching interview content

-Developed campaign brand voice and tone

-Mapped guest journey and created purposeful, strategically placed pieces to tell a larger brand story

-Co-created an impactful, immersive experience for attendees

-Wrote video script and visual directions

-Selected & co-directed voice talent

REBRAND LAUNCH VIDEOS

When Cretcher Heartland and Power Group decided to merge, there were questions, concerns, and general curiosity for the future. The reveal of their new name was an opportunity for company leaders to take the wheel and tell the story of Truss. A story about two strong pieces uniting as one to take on their most dynamic form.   

MY ROLE:

Lead Copywriter

-Crafted client selected conceptual direction

-Wrote internal and external versions of the script in order to more effectively communicate with each audience

MANIFESTO VIDEO

Kemps came to us ready to walk away from talking cows in costumes and eager to connect with consumers on a deeper level. And with good reason, because family farmer-owned Kemps really is connected to the families they serve. From family farm to family table and back, they've created one continuous circle of good that's worth talking about. 

MY ROLE:

Lead Copywriter

-Created client selected concept

-Wrote script using strategic storytelling

-Guided visual direction and video editing