CopywritingExpertise and Examples
I began my advertising career as a copywriter. And while the future is uncertain (will we become Copywraiters?) one thing is clear: I still love copywriting.
Services and skills:
- Campaign concepts / Manifesto
- Video scripts / Short / Long
- Paid search / Social / Display
- Web / Landing page / Product
The examples below link to case studies. Please look around and let me know if you need any help.
Campaign / Social
On the UCLA in-house creative team, I led copy and conceptual development for a number of campaign concepts, spots and initiatives. Including UCLA is Here, #1 Because and Knowledge Solves and more.
As lead writer on the agency team for State Farm’s Neighborhood of Good, we created an original series of docustyle content, social, digital and IRL experiences with altruistic artists like Panic! at the Disco and Lauren Alaina.
By embracing the humor of our target, we helped OneBlade become a relatable brand for young men with two-way, timely social content and activations that featured the many perks of this one of a kind face eraser.
UCLA (part 2)
I developed one-off concepts and copywriting for UCLA’s social channels. Our goal was to bring awareness to social, cultural and educational aspects of the school’s public service mission.
Web / SEO
Rock the Cradle
Great design can be easy, fun and accessible to everyone. This is what Rock The Cradle believes and why it was born. I am currently rewriting their website, infusing SEO, personality and respectful persuasion.
As a founding member of this startup I expanded my K9 knowledge as a dog dad. We created the brand and establish a reputation for pup-personalized wellness and nutrition.
Blue Diamond Almonds
Blue Diamond Almonds and Almond Breeze provided ample opportunity to write about taste. Web copy was focused on harnessing the heritage of this farmer co-op on their brand pages and nutrition/flavor on product pages.
2nd Street District
Rock the Cradle
Email / Newsletter
For electricians and plant managers, I helped Electrical.com create a series of educational emails and a newsletter. While generating product purchase and leads.
So many new dog owners lack basic knowledge about their pets (e.g. how can I tell if my dog is oveweight?). Pallaby emails entice and informe, pulling readers into our website to original content and ultimately, sales.
It takes a lot of emails to keep L.A. county’s fourth largest employer funded and functional. My email work represents both objectives, reaching out to doners and helping employees stay sharp.
On 3M’s social agency account, I helped create a content strategy and execute in real time at SXSW. We supported their scientifically-inspiring footprint and climate change statement, The Big Picture.
This was my first campaign in market as a copywriter at RPA and I keep it around because I still appreciate how the turtle’s snarky voice cuts through. The above outdoor ad ran on busy streets nation wide.
This is one of many social/second screen campaigns I did with A&E Networks. It’s a throwback to a simpler time on social, yet still a favorite idea because of the partnership and results. Plus, I got to make silly voices while VO’ing the case study.