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
Ogilvy Interactive Worldwide / New York (Contractor)

In 2004, Cisco Systems was preparing the launch of its CRS-1, the latest in enterprise-level networking hardware. At that time, the technology was so new that the client didn’t even fully understand how it worked. They provided us with a stack of information, and I spent the first part of the project just culling it all down into business benefits. The language in the documents was so tech-heavy, I literally had to cut them apart. At one point, my desk was just a pile of one-sentence clippings (I must have looked like a serial killer). Next up, I selected the points I wanted to hit, and then began crafting the actual language. We presented the work to the client over the phone. I read through the copy and it was met by a brief silence on the other end. Then the client spoke up (with a laugh) and said “Um, I think you guys know more about the product than we do. Nice work!”

Senior Copywriter
Grey Direct / New York (Contractor)

Along with the online campaign we developed for Adobe Acrobat Professional, we created a number of direct mail pieces targeting specific industry professionals. One segment included architectural firms who spend thousands of dollars every year reviewing, marking up, mailing, archiving and securing their printed documents. With the mail piece, we wanted to present the software as an easy time-and-money-saving alternative to the old way of doing things.

Senior Copywriter & Concept Developer
Grey Direct / New York (Contractor)

As part of the Photoshop CS rollout, I developed a spec campaign that spoke to the artistic nature of our otherwise professional audience of designers and architects. The idea was to remind people that Photoshop was the brush with which they created their masterpieces. The “Expose Yourself” campaign spoke to both the power of the software and the vision of its user, offering a series of self-portraits developed almost entirely with Photoshop CS.

Senior Copywriter
Funktion Studios / New Jersey (Contractor)