Writing is at the core of everything I do. Some of these were more executional assignments and others were more conceptual campaigns. In many cases, I established the tone-of-voice, brand positioning, purpose and story. I also lead the writing and organization of presentation decks. As you can see, I’m also blessed to work with some truly amazing clients and creative teams.
This was a campaign born from a few lines I pitched: "MORE SUMMER THAN YOU CAN FIT INTO A SUMMER," and "MORE SUMMER THAN YOUR SUMMER CAN HANDLE." Although the initial copy changed a bit over the development, it was my initial direction that set the tone and helped the team develop this fun campaign for one the nation's oldest theme parks.
I set the tone of voice and copy direction for Virgin's very first hotel in Chicago. I worked with some really talented folks to make this a really clean and smart online experience that captured the innovation and ideas that went into designing the hotel itself. Check it out: virginhotels.com
As part of our 2015 holiday brand awareness efforts, I led the creation of a surprise+delight campaign called, Holidatadays – a celebration of all the ways people use mobile data to share their holiday spirit. We created 15 Holidataday traditions, each infused with that cheeky and fun Virgin sensibility. This included 10 videos and 5 images in a Charles Dickens-style digital storybook.
Creative: Inspired by our fans ugly Christmas sweater selfies, Elf on the Shelf pics, and awkward family portraits by the fire, we used a hashtag strategy that allowed anyone engaged with the campaign to tag their “holidata” with hopes of receiving a gift from Chewdolph, the Virgin Mobile Holidatadays Otter.
Messaging: Happy Holidatadays! Chewdolph is coming to deliver data and other holiday goodies to all the naughty and noice customers of Virgin Mobile. Share and join in on the #Holidataday fun and he just might visit you!
Results: In the end, we gifted 15 highly engaged fans – one for each day, while earning over 4 million impressions, 1.7 million video views, and a wave of heartfelt #thankyouvirginmobile posts from pleasantly surprised fans
Sometimes I write more straightforward communications like this.
Here are some social pieces I to promote TBS' reality show, King of the Nerds. My team led the social creative for the 1st and 2nd seasons of this hit show.
I conceived and led the development and creation of Virgin Mobile's Influencer Program, the virginmobileuprising.com
Through Tumblr we created a digital magazine dedicated to makers, while also serving as a portal to discover new talent.
I wrote this social content to coincide with the release of SPC's romantic comedy, MAGGIE'S PLAN. I also edited the featurette, which appeared on Fandango.
I love comedy. I write it, I perform it and I direct it. So, having the opportunity to pitch ideas for American Dad's move to TBS was a dream come true. I think my team came through in a big way on this one and I had a blast writing everything you see here.
