As the lead social writer on this brand, I had a lot of freedom from my CD to make day-to-day decisions while managing a CW and a AD. Below are a few examples from a wide range of work accomplished.
The Big Picture
Opportunity:
As an inter-agency team we created an installation for SXSW dubbed The Big Picture. This experience illustrated the impact of our current standard of living and provided solutions for sustainable living. It was also a moment for the brand, and it’s newly rebranded identity, to shine.
Execution:
We created content leading up to the event that would drive awareness which complemented press coverage and we also created real time social assets to be shared during SXSW.
We ideated and helped procure a local brewery presence; because people like talking about science-y stuff after a pint or two.
We created a 3M street team that would drum up attention and also provide utility, like 3M bandages for sore feet (there’s lots of walking at sxsw).
See below for examples of our social content. First, "man on the street" videos shot and edited at the event, then some preplanned content, live Tweets made during the 3M panel, and lastly an example of how our street team was providing utility to festival goers.
Misc. Content
Other than tentpole events like SXSW, my team produced ~30 pieces of social content per month. A few top performers are featured below.
Agency: Fanscape CD: Brandon Stuart Sr. CW: Zane Cassidy CW: Kevin Lee AD: Francesca Mastromarino
Before freelance, I spent 10 years at agencies and in-house. Working within a variety of categories.
Nowadays, I partner directly with the people at agencies and brands.
Together, we create cool new stuff:
🏆 Award-winning verbal and visual identities. Like my work on Arch Anchor and Mosaic, done in partnership with comrades at Dean & Co.
🐣 New brand campaigns and performance marketing assets. That question category norms and drive engagement. Like my work with UCLA and Guava Family.
👔 Partner with CEOs at brands like Lejon and
Unique Vintage. Helping them craft a distinct brand voice and a consistent story. Attracting new customers and investors.
“Zane's ability to jump in and quickly create impactful, immediately usable work is every creative director's dream. Specifically how he helped us take dissonant insights and turn them into a solid, strategy-lead manifesto and multiple brand video scripts for performance marketing.”Reed Schmidt, Creative Director, Guava
“We hired Zane to help us reposition the brand with a new verbal identity and personality. He has a very thorough strategy process which really got to the essence of who we are as a brand. The collaboration and communication along the way was excellent. He truly exceeded expectations.”Gregg Hemphill, CEO, Nexbelt
“His ability to tie creative thinking to consumer insights, trends/culture, and our marketing objectives was unmatched by any creative I have ever worked with. It was always clear where an idea started and how he got to the final product.”Gina Colonette, Senior Social Media Manager, Philips
Values
Belief. You can call me Ted Lasso because I believe in belief and that the customer notices said belief. Trickle down belief-onomics.
Curiosity. The act of learning and unlearning is like sunshine for the mind. Curiosity keeps me aware, humble and open to new ideas.
Adaptability. I’m gonna let Lau Tzu take this one, “A tree that cannot bend will crack in the wind. The stiff will be broken; the soft will prevail.”
