Lead Copywriter & Concept Developer
DRAFTFCB / New York (Contractor)

This is one of the most exciting projects I’ve ever had the opportunity to work on. In 2006, Motorola had just come on board as the technology partner for Bono’s charitable Product (RED)™ initiative. The idea was to create a special RED product line that would contribute a percentage of every sale towards eliminating AIDS in Africa.

For Motorola, we created a rich site online experience that allowed users to connect with the campaign and see the direct benefits of their purchases. The site offered an assortment of original RED content from around the world—including music, videos, art and exclusive downloads.

One of the coolest things we created for the site was a calculating system that allowed users to see how much of a difference they could make in the lives of those in need.

I served as the lead writer on the project, from concept through development, and provided ongoing supervision for updates and special promotions.

Senior Copywriter & Concept Developer
DRAFTFCB / New York (Contractor)

What kind of gear does celebrity race car driver Danica Patrick have on her while she’s racing around town? A state-of-the art line of Bluetooth technology that wears her name.

We had a lot of fun bringing the MotoDanica site to life – from the concepting phase, right through execution. We even had the opportunity to meet Danica, and film her while she was racing. I was one of two writers working on the site, and was a part of the project from the ground up. I also developed a series of banners with Art Director, Colin McNamara—one of which is featured here.

Lead Copywriter
Saatchi & Saatchi / New York (Contractor)

This was a dream project. I grew up in New York State and have lived here all my life, so the fact that I was selected as the writer for the I Love NY brochure was just about the greatest homecoming any New Yorker could ever hope for.

I’ve done quite a bit of traveling, but I’ve yet to find anyplace in the world that compares to the nuances, the feeling, and the breathtaking physicality of New York State.

So my approach to the brochure was simple. I would write it in my own voice, the voice of a fan – and tell its story as if a friend were coming to visit and I wanted them to experience all of the best parts. Much of what’s featured in the brochure stems from first-hand experience—although, there was quite a bit of research involved as well.

In the end, the project brought me even closer to the state I call home. And it’s nice to know that I’m helping to share it with the rest of the world.

Senior Copywriter & Concept Developer
MRM Partners / New York (Contractor)

Confession: I love Wendy’s fries and chili. So of course I jumped at the chance to work on the new site.

Me and my creative partner, Shane Watson, came up with a few new approaches. One was inspired by those magnetic words you see on people’s refrigerators. The way the site worked: you would grab a word that best suited your state of mind, then drop it into the headline of the site—which would then sort the menu based on your selection.

Another concept was related to the time of day. Depending on what hour it was, the site would offer up suggestions—like a light snack around 3pm, or a hearty lunch around noon.

Senior Copywriter & Concept Developer
DRAFTFCB / New York (Contractor)

Me and my creative partner, Ari Kornblit, came up with this idea for the ONDCP. Instead of focusing on kids who do drugs, we thought why not talk about the ones who don’t—and what they’re choosing to do instead? The stories were endless – of young people heading up fundraisers and charities, community service, tutoring. These were the bright, productive spirits that would become our leaders of tomorrow.

We developed the “If/Then” campaign to show the effect these kids were having on their peers and the rest of the community. The site, www.MyInfluence.com, would serve as an online network, giving positive “Influencers” a place to connect and relate to one another. It would also serve as a real-time database of regional events and activities.

One very cool element that we created was a 3-D matrix (Commonpoint) that mapped the connections within the Influencers’ community and reminded them that they’re a part of a vast and powerful network.

Senior Copywriter & Concept Developer
Beyond Interactive / New York (Contractor)

In 2008, Hasbro released the Scrabble Diamond Anniversary Edition, complete with new and improved features – including a rotating board and curved chip holders so your cheating friends can’t peep a look. Our team developed a series of rich media banners to help support the launch, allowing users a sneak preview of all the updates.

Senior Copywriter & Concept Developer
MRM Partners / New York (Contractor)

The objective behind this one was simple.

Sell burgers.

Big burgers.

Tall burgers.

And do it in a banner.

I LOVED working on these.

Senior Copywriter & Concept Developer
MRM Partners / New York (Contractor)

As a way to get MasterCard holders to use their cards for everyday purchases (like gas, groceries, etc.), we developed the “Win 12 Cars” campaign. Basically, whenever you used your card, you raised your chances of winning 12 vehicles of your choice. The site, and the supporting online campaign, showed all of the things you could do with the new cars, including giving them away to family and friends. It also showed how to increase your odds, let you browse through the vehicles, and provided a personality test to help you find the best fit.

Senior Copywriter & Concept Developer
DRAFTFCB / New York (Contractor)

This was one of those projects where I was completely fascinated by the subject matter.

I was familiar with embryonic stem cells from what I had read in the news, but I’d never heard of umbilical stem cells. Apparently, the cells can be harvested from a baby’s umbilical cord and kept in a “bank,” where they can later be used to help correct a child’s health or developmental problems.

I did a lot of research on stem cell banking before developing the voice and copy for the Cord Blood Registry’s website. A competitive analysis showed that pregnant women received an onslaught of information from cord blood banks as soon as they showed up on a relevant mailing list. Our idea was to give these women some room to breathe and allow them to connect with a community of other women and couples who were making the same kind of important decision.

Senior Copywriter & Concept Developer
DDB Worldwide / New York (Contractor)

If you’re like most Americans, Knorr is a brand you’ve been enjoying ever since you were a kid, but never even realized it.

Research showed us that most consumers had no idea how much Knorr had to offer. So we developed LetsMakeKnorr.com as a way to display the product line and offer up easy recipes.

I served as the lead writer on the site, and helped develop the user experience and brand voice.