My Role: Conceptor, Copywriter
The thrill of Randy Quaid voicing my script more than made up for the sluggish pacing of this piece, or the last minute change from live action to animation.
(Randy, holla if you want to see my Christmas Vacation 3 treatment!)
This site illustrated the folly of rival cash back cards by comparing them to warped fairy tales. Here’s a clip of it in action.
My role: Concepter, Writer
Who can resist a puppy? This campaign hooked people with true or false questions and encouraged them to roll over for the answer. Users saw new questions every time the banner was served, with five questions in all.
This was Purina’s best performing banner for the year, with an interaction rate of 11.11% (compared with the industry average of 5.22%).
"Baby Teeth," one of five featured questions. Click for full size.
"Sense of Smell," the second of five featured questions. Click for full size.
My Role: Copywriter, Concepter, Salesman
How do you bring Beneful’s print magazine to life online? We added web-only articles as well as user comments – a tough sell to brands in early 2007 – to build a bit of community around the publication.
My role: Concepter, Writer
Capital One eliminates financial hassles. But as for all the other hassles in life? Can’t help you there.
"Airplane." Click for full size.
"Haircut." Click for full size.
"Golf." Click for full size.
My role: Concepter, Copywriter
Your Life. With More Meaning. Bold words from this copywriter’s last hooah on the Army account.
This story was published in a Travelers’ Tales humor anthology called What Color Is Your Jockstrap?.
Click the image for a PDF.
My role: Concepter, Writer
The Army discussion boards are a place where prospects can ask difficult questions, connect with peers, and get real, honest answers. This concept illustrated that through an illustrated discussion board dialogue. The whimsical questions and art direction were pretty breakthrough for the Army. We did four versions, each with different copy.
Here's one version. Click for full size.
Here's another. Click for full size.
My role: Co-concepter, Writer
Back when podcasts were white hot, Purina was one of the first CPG brands with their own iTunes channel.
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This concept tapped into gaming vernacular. As in video games, users chose from one of several characters. But – are you ready for this? – in the Army Reserve you don’t have to choose. You can be all three. Simultaneously. No joke.
Flash banners linked to customized landing pages based on which character you chose.
Athlete landing page. Click for full size.
Student landing page. Click for full size.
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My role: Concepter, Copywriter
I approached this tough sell with a simple concept and strong messaging that extended to all three target audiences.