writer.
case studies
brand positioning / campaign ideation
copy / nomenclature / slogans
Vaseline
When a swanky Connecticut agency was losing ground with Vaseline, they called for backup. Seven hours later I pitched my ‘Skin is Amazing’ campaign and I went from jump seat to Racer X by milk and cookie time. My campaign went global.
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From Dry to Amazing In Just Five Days
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Arm Your Skin
Del Monte
Del Monte was looking to produce a new commercial for their Fruit Chillers line. Lucky for them I love dessert. I wrote several TV spots for their 'Mommy Time-Out' campaign, highlighting cure-all remedies for humorous family catastrophes.
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Customer Satisfaction Line
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Game Closet Chiller-gram
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Same Time Tomorrow
Heineken
Heineken needed some ideas for their new mini CO2 Technology kegs. I obliged and created their Good-Bye/Hello Heineken campaign for TV and interactive channels.
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Good-By Yesterday. Hello Heineken
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Good-Bye Foam. Hello Heineken
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Good-Bye Cruel World. Hello Heineken
PG & E
You never saw anyone more grateful than PG&E when I agreed to lend a hand in the midst of their grizzly media slam. They needed some good PR so I wrote a spot for their Solar Schools program promoting renewable energy (CBS). Don’t tell Erin Brockovich.
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Solar Schools
Martha Stewart
After writing a print ad and a couple commercials for Martha, I wrote her tagline for her Everyday Paint brand and also named the entire line using the indigenous wildlife and colors around her three homes (country, sea and city) for inspiration.
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You can find them at Sears or K-Mart, but you can take them anywhere.
Kiwi Shoe Polish
Kiwi needed a re-boot. My new positioning for Kiwi highlighted polished shoes of everyone from celebrities to the average Joe, from the knees down—doing the things we do: dancing, working, hanky-panky, etc. My campaign took off like gangbusters and is still going strong.
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Do you Kiwi?
Cadbury France
Everyone loves these candies in the cool tins, but when it came to La Vie Bonbons and Vichy mints, sales had dropped off a cliff. Turns out consumers weren’t buying because shopkeepers weren’t stocking their shelves. After I redirected the brand's positioning to the shopkeeper, revenues went from bleak to sweet overnight.
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For tongues in every flavor
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Lick a Vichy today
New York Times
Among the many campaigns I created for their partners (NASCAR, Apple, Saab, LinkedIn, Beijing Olympics), whilst serving as the sole copywriter at the Times, I also wrote some of those cool taglines on the rag's cover.
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I subscribe to 156 Years of Newsmaking
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I subscribe to a world of ideas
LinkedIn wanted some clout, which came in the form of America's iconic newspaper: The New York Times. And the Times wanted to be ushered into the digital age. It was a match made in cyber heaven.
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Yo, Big Shot / Hey Bigwig
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How to Become a Mover and Shaker in 1 Easy Step
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Being a Know-it-All Has its Advantages
American Express
Amex needed an ad for their new Open charge card. My 'Open For Business' campaign launched across print and interactive channels. Ka-ching.
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The power of No
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Limitless
Panasonic
Panasonic had a new (off-)brand wi-fi product for in-flight entertainment and needed a new ad campaign to go with it. My @Altitude campaign was splattered across airports coast-to-coast.
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Be Free
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Do you sky-fi?
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Surfing @Altitude
AMC (American Movie Classics)
AMC needed some fresh ideas, so I created a series of TV spots and slogans they're still using today.
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The way movies were meant to be
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Hollywood, like you remember it
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We’ll take you back
Mars Chocolate
Mars Chocolate was looking to reposition their brand. After an intensive search and rescue mission, I positioned their origin story to speak to the universal affinity we have for chocolate. I then leveraged this new positioning to create their ‘For the Love of Chocolate’ campaign. Yum.
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For the love of chocolate
Amazon
One of NYC's largest PR firms was having a tough time selling a new media guide for Amazon's consumer electronics online store. They brought me in to position their new program and create a multi-channel campaign (print, interactive, broadcast). The result? My campaign generated Amazon's highest earnings in the category.
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Come in from the confusion
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It's a jungle out there