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)
View Banner 1 [PDF]
View Banner 2 [Flash]
In 2004, the idea of creating (not just reading) a PDF was a foreign concept – and because of that, it seemed incredibly complicated. The new Adobe Acrobat Professional made the process simple. The challenge was to get audiences who were used to marking up and mailing printed documents to consider a new and easier approach. To do this we created a series of online banners that illustrated the benefits of the software through common scenarios. I served as the lead writer on the campaign, and also developed the software’s tagline, “Acrobat pulls it together.”
Senior Copywriter
Grey Direct / New York (Contractor)
In conjunction with the banner campaign we developed for the launch of Adobe Acrobat Professional, we created a flash microsite as a place for users to get a complete grasp of the benefits of the software. I worked with the team to break these benefits up into relevant segments – exchanging, reviewing, archiving and securing documents. We then developed an animated video for each segment illustrating its uses. The site gave users the option of buying the software, downloading a free trial, or attending a free Acrobat seminar.
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)
When the Adobe Creative Suite debuted in 2004, it changed (for the better) the way people worked with design software. Basically, it allowed the programs to “speak” to one another easily, making cross-overs between software applications a snap. In addition, specific elements, such as the new Photoshop CS, offered a number of new features to improve workflow. The only problem was, many consumers already felt comfortable with the older Adobe applications they were currently working with. So for the new campaign we went with the idea of “starting fresh, working better.” One aspect of that was the “Your World. Only Brighter” email blast we did for Photoshop CS.
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
MRM Partners / New York (Contractor)
One of the drawbacks to updating your company’s telephone system is that, in most cases, it means “ripping and replacing” everything you have. Which, in turn, means high costs and extended down time.
As an alternative, Avaya offered an approach where you could update your system based on the one that was already in place. In effect, re-skinning the infrastructure with improved capabilities.
This is one of the rich-media banners we developed to promote the new system. When a user arrived at the New York Times homepage, the banner would expand, with the page content shifting to accommodate it – then shifting back to the unit’s default state.
Senior Copywriter
Ogilvy Interactive Worldwide / New York (Contractor)
In the wake of 9/11, the integrity of early-responder uniforms and gear became a high priority for DuPont, a major supplier for emergency teams around the world. To showcase the benefits of their product line, our team developed the Homeland Security portion of the DuPont website, including information on the latest technology and their applications in the field.
Senior Copywriter
Funktion Studios / New Jersey (Contractor)
