Agency: Radical Media
Client: Translation LLC / State Farm
Project: Case Study / Agency Results
Role: Strategy, Director, Writer
Worked with Radical Media producers and Translation executives to create a video case study highlighting the agency’s work on State Farm’s  youth-focused national advertising campaign. Devised strategy highlights, wrote strategy brief, video scripts and graphic inserts. Directed team of editors, graphic designers, and voiceover artists. Selected archival footage and music. Oversaw all production aspects and final delivery.

Agency: Nurun SFClient: AT&T / Dallas CowboysProject: AT&T Stadium Fan ExperienceRole: StrategyConducted on-site ethnography with Agency teams. Devised key insights for strategy brief detailing fan experience, digital integration, key opportunities, and brand innovation.

Agency: Nurun SF
Client: AT&T / Dallas Cowboys
Project: AT&T Stadium Fan Experience
Role: Strategy
Conducted on-site ethnography with Agency teams. Devised key insights for strategy brief detailing fan experience, digital integration, key opportunities, and brand innovation.

Agency: Nurun SF
Client: Moet-Hennessy USA
Project: www.Hennessy.com
Role: ACD, Copy Supervisor.
Essentially the voice of Hennessy in the United States, for the past 2 years.  Provided creative direction consultation, as well as the bulk of branded copy for all consumer-facing digital executions for Hennessy Cognac. This includes campaign language, new product offerings, media descriptions, news and events articles.

Agency: Odopod
Client: Moet-Hennessy USA
Project: Hennessy Digital Ecosystem - Strategy
Role: Strategist
Conducted in-depth survey and analysis of Hennessy digital presence vis-a-vis the brand’s multifaceted advertising, experiential, promotional, and marketing initiatives. Created road maps and recommendations for optimal utility throughout owned digital properties and earned digital media. Reviewed campaign launch and content matrix for additional engagement opportunities.

Agency: Odopod
Client: International Watch Company, Schaffhausen, Switzerland
Project: IWC Experiences - Volvo Ocean Race
Role: Copy Supervisor, Copywriter
Crafted sophisticated, detailed copy connecting the IWC Brand to one of the world’s premier sporting events, The Volvo Ocean Race. High-level discourse reflected the highly educated, well-heeled IWC audience. Employed client resources and conducted independent research to write in-depth history, race profile, and team and boat descriptions, as well as photo captions and descriptions of stopover ports.

http://www.iwc.com/en-us/experiences/the-volvo-ocean-race/

Also, wrote copy for page describing the IWC-sponsored contest associated with the VOR.

http://www.iwc.com/en-us/money-cant-buy-experiences/

Agency: OdopodClient: Yahoo!Project: New Yahoo! Email - Features & How-TosRole: CopywriterCreated plain, friendly language to introduce Yahoo’s new email interface to the company’s medium-tech-savvy user base. Worked within a complex, multi-tabbed page structure to relay the information in bite-sized ideas. Broke down new features into relevant user benefits and created step-by-step instructions for their use. Tested all site features and incorporated UI findings into copy approach. Employed the enthusiastic, inclusive Yahoo! brand voice to convey the multi-layered messaging and information.
http://overview.mail.yahoo.com/click tabs to view all copy

Agency: Odopod
Client: Yahoo!
Project: New Yahoo! Email - Features & How-Tos
Role: Copywriter
Created plain, friendly language to introduce Yahoo’s new email interface to the company’s medium-tech-savvy user base. Worked within a complex, multi-tabbed page structure to relay the information in bite-sized ideas. Broke down new features into relevant user benefits and created step-by-step instructions for their use. Tested all site features and incorporated UI findings into copy approach. Employed the enthusiastic, inclusive Yahoo! brand voice to convey the multi-layered messaging and information.

http://overview.mail.yahoo.com/
click tabs to view all copy

Watch: http://heistprojects.com/our-work/sony-homeshare
Agency: OdopodClient: Sony ElectronicsProject: Sony HomeShare Speakers Demo VideoRole: Associate CD, Strategy, Copywriter, ScreenwriterWorked closely with Agency, Client and Production partner to realize a streamlined, modular how-to concept for launch of Sony Wi-Fi home speaker system, while incorporating a range of complementary Sony products. Wrote copy for graphics, voiceover, and screen action. Chose music from roster of Sony Music artists. Worked on location during shooting with Director and Script Supervisor. Production Company: HEIST, San Francisco. Producer: Leslie ValentioDirector: Roger ScottAgency CD: Guthrie DolinAgency Producer: Tina Glengarry

Watch: http://heistprojects.com/our-work/sony-homeshare

Agency: Odopod
Client: Sony Electronics
Project: Sony HomeShare Speakers Demo Video
Role: Associate CD, Strategy, Copywriter, Screenwriter
Worked closely with Agency, Client and Production partner to realize a streamlined, modular how-to concept for launch of Sony Wi-Fi home speaker system, while incorporating a range of complementary Sony products. Wrote copy for graphics, voiceover, and screen action. Chose music from roster of Sony Music artists. Worked on location during shooting with Director and Script Supervisor.
Production Company: HEIST, San Francisco.
Producer: Leslie Valentio
Director: Roger Scott
Agency CD: Guthrie Dolin
Agency Producer: Tina Glengarry

Agency: OdopodClient: EA SportsProject: Origin - EA Online StoreRole: CopywriterCreated welcome copy and informative “about” page copy for launch of Origin.com, the ecommerce sub-site of EASports.com.
http://www.origin.com/us/about

Agency: Odopod
Client: EA Sports
Project: Origin - EA Online Store
Role: Copywriter
Created welcome copy and informative “about” page copy for launch of Origin.com, the ecommerce sub-site of EASports.com.

http://www.origin.com/us/about

Agency: Odopod
Client: Sony - PIIQ Headphones
Project: Digital Launch - Brand Launch Takeovers & Banners
Role: Copywriter
Created youth-centric, snappy, and street-wise brand voice and copy for new Sony product launch that included brand takeovers Complex.com, Pandora.com, and Vevo.com. Worked with specific space and format limitations to create flexible, fun, multipurpose copy to work across platforms.
Also: Wrote voiceover copy for streaming Pandora ads associated with the campaign.
(sorry if i interrupted your groove!)

Agency: Odopod
Client: DonQ Rum
Project: DonQ.com - About DonQ
Role: ACD, Copywriter

http://donq.com/about/

Conducted research into brand legacy, including interviews with the family-owners of DonQ Parent Company, Destileria Serralles, in Ponce, PR. Created nuanced brand-narrative combining Heritage, Quality, and Sustainability. Synched with overall brand strategy to create an engaging, informative voice, and rich, layered content to serve as both enduring brand assets and audience engagement.

Agency: Odopod
Client: DonQ Rumn
Project: DonQ.com
Role: Strategy, ACD, Copywriter

DonQ.com

The up-and-coming brand needed a stylish web destination to capture and engage a growing audience of early adopters. The site leverages the “Discovery ——-> Wisdom” communication platform successfully established in the 2010 Esquire print campaign (see below). With DonQ’s buzz-generating web property, “LadyData”, and the print campaign driving traffic, we placed emphasis on rich experiences and detailed storytelling to empower brand advocates and differentiate DonQ from competing rum brands. A sleek, information-rich, product-focused site works in concert with “LadyData,” and an original online game called “Master of All Skills.” The net effect is a brand that feels fun, yet clever—perfect for a young, cosmopolitan audience that prides itself on identifying brands with greater quality and authenticity.

The site propelled DonQ from relative obscurity in the US to the most visited rum site on the Internet with 4.3 million page views to date.

The site garnered a 2010 Interactive Media Award for Best In Class: Food/Beverage.

http://donq.com/

Agency: Odopod
Client: DonQ Rum
Project: Esquire Custom Print Ads - 2010
Role: Associate CD, Copywriter
Execution phase of the 2010 targeted print strategy. Worked with Odopod teams and agency partners to create engaging infographics that emulate Esquire content format. Leveraged existing web activation, “Ladydata”, to engage Esquire’s upwardly mobile, mostly male audience.

Agency: OdopodClient: DonQ RumProject: Esquire Custom Print Ads - 2010Role: Associate CD, CopywriterExecution  phase of the 2010 targeted print strategy. Worked with Art Director and Illustrator/Iconographer to create an illuminated map as part of DonQ Custom Print Campaign - Esquire Centerfolds.

Agency: Odopod
Client: DonQ Rum
Project: Esquire Custom Print Ads - 2010
Role: Associate CD, Copywriter
Execution phase of the 2010 targeted print strategy. Worked with Art Director and Illustrator/Iconographer to create an illuminated map as part of DonQ Custom Print Campaign - Esquire Centerfolds.

Agency: Odopod
Client: DonQ Rum
Project: Targeted Print Strategy - 2010 Esquire Buy
Role: Strategy, Associate CD
DonQ is a family-owned Rum brand with limited awareness/reach in the US, as well as limited resources. Boasting a similar price-point and demonstrable higher quality than Bacardi, we went after Esquire’s well-heeled, urbane readership with a proposition to discover something new, and better. The communication platform in summary: Discovery ——-> Wisdom …the brand lives in the vector that connects the two. Leveraging an existing online property, “Ladydata”, we integrated the brand into Esquire-article-like infographics about male self-improvement through self-knowledge, with the implicit payoff of doing well with the ladies. Meanwhile, the brand voice is that of the playful mentor, doling out advice to young men eager for conquest.
The campaign delivered increased awareness and site traffic across all audience segments.

Agency: Digital Pulp
Client: Bausch + Lomb
Project: Healthy Eyes online campaign (2009)
Role: Copywriter
Animated banners for Bausch+ Lomb’s 2009-10 online campaign for contact lens and lens solution products.