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
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 & 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.

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

This was another über-fun banner campaign we did for Wendy’s. It was centered around the Beadies – which were, basically, the anthropomorphic embodiments of Wendy’s burgers. In each banner, a Beadie would come out and demonstrate exactly why it was so awesome.

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

In 2005, L.L. Bean set out to revamp the way they connected with consumers online. Our team at DDB developed an online campaign that utilized everything from rich media banners to targeted landing pages and email campaigns. One of the landing pages we created introduced the idea of “making a scene with Bean” – allowing users to create their own outdoors scene with drag-and-drop items from the catalog.

Senior Copywriter
Saatchi & Saatchi Healthcare / New York (Contractor)

For many of those suffering from multiple sclerosis, the disease feels more like an obstacle than anything else. Focus group research showed us that people living with MS really just wanted a way to hold onto their independence while coping with the disease. Our team developed MoveOverMS.org as an online resource for “working around” MS. Editorial in format, the site offers relevant articles on everything from money management to “doable” vacation ideas. I served as the lead writer on the Daily Planning section and supported the writers working on the other segments.