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.

Lead Copywriter & Concept Developer
Saatchi & Saatchi Healthcare / New York (Contractor)

This was a fun internal assignment for Saatchi & Saatchi Healthcare’s Digital Learning Program—designed to motivate elder employees to expand their digital development and presentation skills. I worked on this with my creative partner, Doug Trapp.

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.