Hard-core endurance athletes have always recognized Sugoi for its excellence and dedication to serious athletic apparel. What Sugoi needed was an online experience worthy of the brand’s streamlined, high-tech performance gear.

The goal was to help Sugoi reconnect with their advocates and inspire entry-level-athletes to go beyond their limits. We wanted to evoke the spirit of personal excellence – inspiring visitors to invest in themselves and their gear.

By pairing majestic images of the settings where Sugoi athletes compete with inspirational mantras of achievement, the brand presents a personal standard for its audience to strive for.

High-performance technology is an essential part of Sugoi’s DNA. We knew that telling the technical story well would be crucial to educating the consumer about Sugoi’s position in the marketplace.

The content and design work in harmony to showcase Sugoi’s technology portfolio and its relationship to personal performance.

View the live site here >

Having been an Alzheimer’s caregiver myself, I know how confusing and emotional it can be trying to figure out how to provide the best care while coming to grips with the new role you’re playing in your loved one’s life.

Homepage

The idea behind the Care To Care Program was to provide Alzheimer’s caregivers with a place to connect, to share their stories, and help educate one another. The online experience is the result of a collaboration with a core group of caregivers that provided deep insights into what other caregivers would find useful in an online resource. As the lead writer, I helped shape that feedback into a site narrative that engages users by tapping into their own experiences. The messaging is both warm and knowledgeable, reflecting the voice and spirit of caregivers.

Caregiver Interactive Survey

Our team created a vibrant interactive survey and personal stories section that helped visitors identify their role as a caregiver within a larger community of their peers. Additional resources like video tips, activity ideas, and safety guides added yet another level of support.

Caregiver Personal Stories

Caregiver's Guide

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Landing Page with Real Time Multi-source Online Feed

Site Features

“How Real Are You” Interactive Quiz

“How Real Are You” Interactive Quiz (Facebook Tie-in)

Celebrity Lunch Promo & Contest

Wendy’s History – Interactive Timeline

One of the things that sets Wendy’s apart from other fast food restaurants is their commitment to using fresh ingredients in everything they make. We took this idea of freshness and applied it to their online presence by creating a site that aggregated user content in real time from all corners of the Web. Whatever people were posting about Wendy’s, you saw it on Wendy’s Real Time—Facebook comments, tweets, YouTube videos—along with Wendy’s facts, games, promotions and other original content.

The site was simple and fun and allowed users to get involved in the conversation. It also illustrated the popularity of Wendy’s, allowing fans to define what makes Wendy’s so great.

I served as the initial copywriter on this project, managing content and copy strategy throughout the concept’s development.

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 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, exclusive downloads and a live event in Trafalgar Square featuring RED collaborators the Scissor Sisters.

One of the most popular elements of the digital campaign was an interactive calculator we created that allowed users to see just how much of a difference they were making in the lives of those in need.

I served as the lead writer for campaign’s online media (concept through development), and provided ongoing supervision for updates and special promotions.

Citibank – Citi ThankYou Points Landing Page

Citibank’s “Stories” campaign offered a series of personal narratives illustrating the products and services offered by Citibank. TV commercials, online ad units, branch graphics, and direct mail all served as entry points for the Citibank experience.

Citibank – CitiMortgage Landing Page

We created the Citibank Stories Microsite to serve as a program hub or commonpoint where consumers could see how the Citibank experience came together in cohesive way – positioning Citibank as a trusted financial partner for every aspect of their lives.

Citibank – CitiMortgage Promotion Hub

From a copy perspective, the site required developing a language that leveraged both the existing campaign creative, and the future campaign materials being developed in tandem with the microsite.

Citibank – Citi ThankYou Points Landing Page

Targeted CTAs and interactive elements expanded on each of the promotions, providing high-level benefits and allowed users to click deeper into specific product information and programs.

Citibank – Choose Your Card – Promotion

A family of promotional banners supported each other landing pages (below the hero area), giving users additional entry points to Citibank’s benefits and services – as well as ways to connect and share through social media.

Citibank – Linked Accounts Landing Page

Visit the live site here >

Official Charity Website – Homepage

Official Charity Website – How You Can Help

Charity T-Shirts

Printable Fly Poster

In 2007, Tony Wilson, the legendary founder of Factory Records (known for producing Joy Division, New Order and The Happy Mondays) was fighting a personal battle against kidney cancer. Normal treatment, which is paid for under the United Kingdom’s health care policy, was found to be ineffective, so another medication, Sutent, was adopted. This new drug was not subsidized by the government, which meant Wilson would need to foot his own bill (the high cost would innevitably leave him penniless). In response, a number of friends and loved ones, including members of The Happy Mondays, stepped in to help finance his recovery.

Enter author and transmedia storyteller Sparrow Hall, a long-time fan of Wilson’s and Factory Records. Hall created the Save Tony Wilson Foundation in an attempt to build awareness in the United States and raise money for Wilson’s treatment.

Working with art director, Alvin Ho Young, we developed a logo and identity system that referred to the iconic design language of Factory Records created by Peter Saville in the late 1970s. The identity system was then implemented throughout an integrated awareness campaign, including a microsite, PayPal donation system, merchandise, and street team materials such as printable fly posters.

Sadly, Tony lost his fight against cancer just as the campaign was launching in New York City, but the work remains a testament to the important place Wilson holds in the hearts of artists and audiences alike.

“Beyond the beauty of the story, the music, the art—there is a sound that accompanies the arrival of Sparrow Hall’s Two Blue Wolves. It is the bang of innovation, and it is ushering in a vibrant new era of storytelling.” – Linda Kaplan Thaler, Bestselling Author & Media Mogul

Two Blue Wolves is a compelling look into the future of transmedia storytelling and branded entertainment. Based on the short story by Sparrow Hall, the Two Blue Wolves transmedia storytelling collection immerses you in the world of its characters by providing multiple ways of experiencing the story—through text, music, video and art.

The multi-platform collection includes an e-book, audio book, music video, printable posters and desktop wallpapers (by Jim DeLucia and Colin McNamara) and a soundtrack of 14 original songs by independent artists from around the world (including Shawn Christensen of Stellastarr*, Kevin McAdams of Elefant, Sam Tyndall of ArpLine, A Crowd Electric, Ana Lola Roman and more).

15% of every Two Blue Wolves purchase is contributed to the Alzheimer’s Association to support research efforts and caregiver initiatives. Alzheimer’s Disease plays a central role in the story and the collection’s interpretations, and underscores how isolating the disease can be for sufferers and their caregivers.

Two Blue Wolves collaborators / The Two Blue Wolves transmedia storytelling collection features literature, music, visual art, photography, video and live performances by independent artists from around the world

What kind of gear does celebrity race car driver Danica Patrick have use 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. This is one of the first sites to utilize full video takeover, allowing the user to experience the track from Danica’s point of view.

I was one of two writers working on the site, and helped develop the project from the ground up. I also created a series of online ad units with Art Director, Colin McNamara—one of which is featured below.

Valentines Day Game and Promo Microsite – Motorola

Valentines Day Game and Promo Microsite – Motorola

Valentines Day Game and Promo Online Banner – Motorola

Valentines Day Game and Promo Email – Motorola

Valentine’s Day is all about celebrating the twosome, so for Motorola we created a game and promotion that allowed people to “create the perfect pair”—getting two gadgets at a discounted price. The interactive component was a memory game where you had to match two icons in the grid after all had been revealed (for a split second) – sort of like Classic Concentration. We extended the game and promotion through a rich media banner campaign that allowed users to play and win right within the ad unit.

Scissor Sisters “Night Work” image courtesy of Downtown Music

As the entertainment market becomes increasingly saturated with music and artist brands struggling to find a fan base, even veteran music makers must look for ways to offer rich experiences to build and retain their audience. For the Scissor Sisters‘ Night Work we took the “story” the album was telling and extended it into a highly engaging transmedia experience—complete with short story by Sparrow Hall, printable artwork by Italian Vogue/VICE Magazine photographer Giovanni di Mola and music by critically-acclaimed electronic music artists A Crowd Electric, Brian Scibinico and Burnett & Cooper.

Set in the industrial hinterland of outer Munich, Nightwork tells the story of a young American backpacker who attempts to cure his loneliness by forcing himself to go dancing with a group of new friends. However, as the night roars into a fit of wild abandon, our narrator realizes it’ll take far more than the perfect song to lift his spirits.

Nightwork (Transmedia Storytelling Collection)
Sparrow Hall

Download Share

The Nightwork collection serves as a supplement to the Scissor Sisters’ album, allowing fans to remain immersed in the world of the album’s characters by providing multiple ways of experiencing the story—through literature, music and art.