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.

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
Ogilvy Interactive Worldwide / New York (Contractor)

In 2004, the idea of a wireless home was a new concept that consumers had yet to adopt. They were aware of the new wireless technology offered on the market, but unsure of how to connect it to their lifestyles. So for the 2004 Linksys product launch, we developed the “Home Wireless Home” campaign to show consumers the big picture on how wireless technology could improve their lives.

Utilizing a combination of online and in-store touchpoints, the campaign gave customers a way to figure out what wireless technology was right for them, and how to implement it in the home. Research showed that having access to their music was a major deciding factor, and so we partnered with Napster to offer free music downloads with every purchase.

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 & Concept Developer
MRM Partners / New York (Contractor)

In 2005, Nikon was preparing to launch the smallest, most powerful point-and-shoot camera on the market. In support of this, our team developed an online campaign that demonstrated the powerful new benefits of the S1.

Being that this was at the end of the year, we also wanted to push the product as a gift idea for that special someone.