Hi, I’m Zane

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


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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

Blue Diamond Almonds 


    Blue Diamond Almonds and Almond Breeze provided ample opportunity to write about taste. We created a number of campaigns, activations and targeted content.



Crave Victoriously


Opportunity:
Bring the the new brand positioning to life on social and web to drive awareness and consideration of their bold and traditional flavors.

Concept:
To crave is to be human. You don’t have to feel any guilt or doubt about your cravings when you choose almonds, a superfood snack.

Execution:
Campaigns with ads targeted at specific snacker flavor profiles and at specific craving times during the day. We focused on showing the taste appeal of our flavors and expressing the empowered sensation consumers can embrace when they snack on a superfood.

These videos became the brand’s highest performing content on YouTube (until our Gourmet Almonds work below). They performed well on Instagram as well, which surprised me because they are so ad-like in nature. 


Campaign One - “Don’t Deny” 



Post Copy A (Superfood): They say, deny your snack cravings. We say, grab that craving by the superfood handful and crunch it.

Post Copy B (Flavor+Superfood): The subtle sweetness of dark chocolate in a superfood. Don’t just crave it... crunch it.


Campaign Two - “Crave Monologues”

Based on learnings from campaign one (”don’t deny”), we created the following series titled Crave Monologues, which pushed the design and copy to be more expressive.



Post Copy A (Superfood+Flavor): Don’t “control” your snack cravings. Fuel them with the flame of Sriracha in a superfood crunch.

Post Copy B (Evocative Language): Tangy Sriracha leaps like lava from your phone for the kiss. Crunch your cravings. Now.



Post Copy A (Superfood+Flavor): Don’t avoid your snack cravings. Hit them in the taste buds with wasabi and soy in a superfood crunch.

Post Copy B (Evocative Language): Savory wasabi and soy meet for unbridled combat in your mouth. Crunch your cravings. Now.



Post Copy A (Superfood+Flavor): Don’t reject your snack cravings. Smother them with dark chocolate in a superfood crunch.

Post Copy B (Evocative Language): Subtly sweet dark chocolate rolls your taste buds into bliss. Crunch your cravings. Now. 



Web
 



Engagement and Loyalty Component  

This idea (which we pitched but ultimately didn’t execute) was built around a simple premise: what do your flavor cravings say about you? More than you might realize, according to science. Cravings aren’t just fleeting, trivial feelings, they are informative of your preferences beyond flavor. 

The concept was “the science of cravings meets the Harry Potter sorting hat,” which would have made it possible for you to discover something new about yourself, share, join a loyalty program and access personalized, cravings-based rewards. On the back end, we would gather audience data and provide better recommendations.


 


Gourmet Almonds





This new line of products was a real treat to work on, if only because we got free product and these nuts are delicious.

Unlike other almonds, they’ve been blanched to remove the skin and lightly coated in olive oil and seasoning to create a unique “mouth feel” (yes, mouth feel is a term used in the nut industry).


Opportunity:
Drive awareness and consideration of this new product line through tantalizing content. Clients loved what we did with the bite-sized Crave Victoriously content and wanted something similar for gourmet.

Concept:
Inspired by the chef’s table, crafted for yours. Their eclectic foodie target isn’t looking for a new snack, they’re looking for a new story. Something they can share with their friends to elevate their own status.

Execution:
Videos and copy that introduce the product’s story: the artisan creation process and chef inspired ingredients. For production, we worked with Adam Bricker (DP) from Chef’s Table, whose work and style was an inspiration for this concept.

 
Post Copy A (Ingredient Fact & Flavor): Is that Rosmarinus Officinalis we smell? The aromatic herb known to us as Rosemary was called the “dew of the sea” in ancient Mediterranean. With a pinch of sea salt, we call it delicious.

Post Copy B (Process & Pairing): Brighten any platter. These finely seasoned almonds are roasted and garnished with rosemary and sea salt to round out everything from cured meats and cheeses to tangy jams and fresh fruit.



Post Copy A (Ingredient Fact & Flavor): Salt from the pre-Cambrian era? One bite will take you back 800 million years, when these crystals were formed as lava swallowed an ancient sea. That makes our mouths water in the future.

Post Copy B (Process & Pairing): Serve up something simply elegant. These almonds are roasted and seasoned with beautiful pink Himalayan salt to bring a delicate balance of savory crunch to a platter of pickled vegetables or delectable sweets.



Post Copy A (Ingredient Fact & Flavor): Do you live and die by garlic? The ancient Egyptians did. Pharaoh “Tut” had garlic buried with him and the pyramid builders ate it raw. We prefer our garlic roasted, with olive oil and herbs.

Post Copy B (Process & Pairing): Toast to impressive tastes. These almonds are roasted and seasoned with a trifecta of garlic, chef-inspired spices and extra virgin olive oil to bring a distinctive crunch and burst of sophistication to any crostini or crudité platter.



Post Copy A (Ingredient Fact & Flavor): Truffle the superfood? If you lived in ancient Greece the answer was a resounding “naí” (that means yes). They believed it gave godlike health to body and soul. We believe its flavor is divine.

Post Copy B (Process & Pairing): Dabble in decadence. These irresistibly crunchy almonds are roasted and dusted with black truffles to pair with your most impressive spread of specialty cheeses and artisanal honey to make any occasion a fine occasion.


We held a seperate shoot to capture web and social images you see below.


The metrics for success shifted throught the project. We were briefed and rebriefed. Budgets shrank and larger conceptual ideas we presented were not executed. However, when our Google rep told us that our content was the top performing campaign across all of YouTube short form in its debut month, we were estatic.



Misc. Content







Agency: TMA/Fanscape
CD: Brandon Stuart
ACD: Zane Cassidy
Sr. CW: Courtney Davidson
CW: Brynn Cahalan
Sr. AD: Christina Contreras
AD: Jordan Broun

Mark