This holiday season Head & Shoulders and Old Spice are teaming up to create holiday special packs to be featured in Target. The ask from the brand team was to combine the Head & Shoulders and Old Spice tones and to include a premium gift in the box for the shopper. I had so much fun infusing the bold Old Spice tone into the benefit-driven tone of Head & Shoulders and I think that came across in my writing.
This year, I've been working on shopper marketing for P&G haircare brands. This includes the bouncy and beachy Aussie brand. Aussie has always had a clever, younger female vibe. To keep this vibe going strong, I've worked to integrate their sassy tone with brand claim language and spent hours scouring the internet for the best reviews that match the Aussie tone.
Over the past year I have been working on shopper marketing for the Head & Shoulders brand. With its iconic bottle, and even more iconic dandruff banishing powers, Head & Shoulders is one of the top selling shampoos in the world. However, due to the brand's harsh constraints advertising for them can be pretty dull. While working on this brand I have tried to push the language past 'approved client claim language' to add a little more flavor.
Each year, The Niello Company hosts their annual Concours Car Show. This year we were lucky enough to have a nine page spread in their program. We wanted to do something different than other program ads. Something that people would take the time to show their friends.
IDEA: My Art Direction partner Brian Hellam and I started this concept thinking about what car enthusiasts love to do, drive. To take this one step farther than flowing copy and pretty photos we used the augmented reality app Aurasma. Aurasma allowed us to place videos about The Niello Company that the consumer could access by just holding their phone over the spreads.
COPY: The copy for this spread was meant to express a car enthusiest's love of the road. Whether they prefer a secluded back road or a busy commuter highway, we wanted them to know that The Niello Company not only understands that love but that they feel it too.
Consolidated Communications is a nation-wide internet provider. They are quickly acquiring smaller internet companies throughout the US and wanted a :30s TV spot that promoted their One Gig Internet in a fun and colorful way.
IDEA: The client really wanted a fast paced and colorful spot that engaged viewers and also explains why having a full gig of internet is useful.
COPY: This copy was focused around the idea of 'living the gig'. We wanted to keep the copy simple and direct so the benefits of the gig were clearly understood while also keeping it fun. Plus, we really wanted to have a goat party on set.
While freelancing for +WeCreate Media, I was tasked with writing the script for a PSA against domestic violence in Indiana.
Please see link for full video: https://vimeo.com/177555697
IDEA: The idea behind the video was to follow a young boy through his daily life. Throughout his day he sees small moments of compassion from the people surrounding him. These moments help shape this boy into the man he will be as an adult.
COPY: The copy for this piece needed to be strong and to the point while also being kind. I wanted the script to have breathing room so the viewer could pay attention to these little moments.
These videos are used on the web to give Guests a look into Walt Disney World's Resorts. I wrote the scripts and aided in the production of these videos which will continue to be uploaded throughout the year. Here are just a few!
Cover Goofy Illustration by Sarah Swenson.
The Walt Disney World branding team wanted a new look and feel for all of the Annual Passholder communications. I worked along with art director Sarah Swenson , who took the reigns creating this stunning look and feel, while I created a tone and voice to the project.
IDEA: We really wanted to focus on the Passholders and exactly what they wanted from their Pass, simply Disney. We stuck to a simple color palate, vintage characters, and sophisticated, simplistic designs.
COPY: The old Passholder communications copy was very sterile. They were mainly headlined "SAVE $XX.XX ON RENEWALS!" and had a theme of using the 1990's style fake-letter. The tone of this rebrand showcases the excitement Passholder's feel towards being in this Disney club. They love Disney and we wanted them to know that Disney loves them too. I chose to give the tactics a small, snackable amount of information so the Passholder can quickly scan the piece while also feeling like a special part of the Passholder Family.
This style is now being used on all Walt Disney World Annual Passholder tactics.
A team of two art directors and I were given the task of creating a Welcome Kit to place in the rooms of Orlando timeshare homes.
Fun update: This won a Silver Addy at the 2015 orlando Addys!
IDEA: We wanted to reach the children in these families and give them some things to do in the homes at night or during the thunderstorms Florida summers are known for.
COPY: The copy for this kit encompassed everything from the name of the kit to fun facts and trivia about the Disney parks. I wanted the copy to feel friendly, as a Disney item should, and I also wanted every piece of copy to lead the consumer to the theme parks. I did this by giving hints of insider info to not only get them into the parks but give them a specific thing they "must see" before leaving Orlando.
This welcome kit will be placed in over 50,000 timeshare homes in Orlando this year!
I've worked on a WHOLE BUNCH of things at Disney! Here are a few!
Disney's Animal Kingdom is known for their wildlife experiences. This year they are creating a new Guest Experience that takes you behind the scenes to work along side the Elephant Keepers of the Park.
IDEA: This experience needed a name that will capture the guest's attention while also telling him/her exactly what they would be doing during the 'tour'.
COPY: After hundreds of word explorations and awful puns my team and I decided on 'Caring for Giants: An elephant keeper experience. We next worked on logo developments with Art Director Julia Dejoseph .
This tour began this year!
Disney's Animal Kingdom is known for their wildlife experiences. This year they are creating a new Guest Experience that takes you through the sights, sounds, smells and tastes of Africa.
IDEA: This experience needed a name that conveyed the idea of the senses while not being too specific.
COPY: After a multitude of word clouds and a bunch of weird sounding names, we landed on Sense of Africa. We next worked on logo developments with Art Director Julia Dejoseph . While this logo is not the finalized logo, I still believe it perfectly portrays the name of the tour.
The Nissan Leaf is a tiny, eco-friendly car. Due to this, I decided to make a campaign entirely based on tiny media. I call it a "Tiny Takeover".
IDEA: Due to its tiny footprint, the Leaf gets along with and becomes a part of nature. I decided to use media that would reach a millennial audience who are purchasing their first car.
COPY: Because this campaign is so itty bitty it does not lend itself well to copy heavy ads. I chose to keep it extremely simple with a tiny tagline and let the graphics do the rest of the talking.