What happens when a city of hustlers, Tank 7 chuggers and baseball lovers come together to kick childhood cancer's ass? Big, big things. Like $1.75 million raised for life-saving research.
Gold Addy Winner, AAF-KC
Copywriter / Resident Paul Rudd Expert
-Wrote some BS social media content.
-Concepted event thematic
-Used audience research and feedback to create a magical event experience
-Developed and executed on content strategy and copy style
-Strategically crafted copy to work with each medium
-Heavily influenced overall visual direction
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.
-Utilized research and insights to generate messaging strategy
-Wrote 3 scripts, each targeting a specific audience
-Created a distinctive voice and narrative for DII
-Came up with the concept of “Champions” that would become an ongoing storytelling device for the brand
-Heavily influenced visual direction
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. (Paula Dean knows her mac & cheese)
2. Expand the story of Applebee’s’ reclaimed tagline, “Eatin’ Good in the Neighborhood.”
3. Get a lot of people to eat pasta.
-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.
-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
Homeowners have lots of choices when it comes to siding. With this brochure, we wanted to show consumers that with Ply Gem Engineered Cedar Shake, they can have the beauty of real wood products like cedar without any of the traditional downfalls.
-Conducted product / target audience research
-Analyzed + extracted insights from product testing and focus group findings
-Developed product messaging strategy
-Mapped out homeowner journey and created content to improve & aid in overall buyer experience
-Crafted all headlines and body copy
Say rolled up to the car insurance scene with a whole new approach. Their goal was to help people decode car insurance and make things easy for once. And since they had their sights set on millennials, what better way to get the conversation going than social?
-Created a 6-month content strategy and content calendar
-Generated all blog and social post topics
-Carried out extensive research to write each blog post (18 total blog posts and 18 corresponding social posts)
DIGITAL MONITOR CONTENT
To promote IHOP’s New Cinnamon Roll French Toast in-store, I wrote a short and sweet digital monitor script that zoomed into the gooey goodness of this limited-time treat.
- Wrote digital monitor script
- Collaborated with designers and animators
- Developed script to be cohesive with accompanying in-store pieces
- Named “Sugar, Spice & Everything Nice” promotion
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.
-Created client selected concept
-Wrote script using strategic storytelling
-Guided visual direction and video editing
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.
-Crafted client selected conceptual direction
-Wrote internal and external versions of the script in order to more effectively communicate with each audience
Sometimes all you need is one good line.