Hi, I’m Zane

I help brands develop their identity and express it through memorable concepts and copy.


Browse by expertise:



I’m a creative problem solver with ten years experience on big brands, small brands, tasty brands, inedible brands, super serious brands, sorta-funny brands.

I enjoy making strategic creative; the kind that provides business results and customer value. Might sound boring on the surface, but I insist that it’s fun for everyone.


A client once said:“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, Philips


My core values:
Curiosity. The act of learning and unlearning is like sunshine for the mind. Curiosity keeps me aware, grateful 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.”

Belief. You can call me Ted Lasso because I believe in belief and that the customer notices said belief. Trickle down belief-onomics.



Browse by brand:
Copywriting
[UCLA] [State Farm] [Blue Diamond Almonds] [Philips OneBlade] [3M] [A&E] [Mandalay Bay] [Honda]  
Verbal Identity
[What the Flip] [Arch Anchor] [Mosaic] [Pallaby] [Smarter





Mark

3M 


   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


Mark