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Copywriting

Expertise 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
  • SEO / Conversion / All web copy
  • Email / Newsletter 



The examples below link to case studies. Please look around and let me know if you need any help.







Campaign / Social





UCLA

      

    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.

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State Farm



           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.

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Philips OneBlade


 
           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.

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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. 

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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.

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Pallaby



        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.

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Blue Diamond Almonds



            Blue Diamond Almonds and Almond Breeze provided ample opportunity to write about taste. Web copy was focused on harnessing the heratige of this farmer co-op on their brand pages and nutrition/flavor on product pages.

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Blog







2nd Street District 




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Rock the Cradle




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Email / Newsletter






Electrical.com




           For electricians and plant managers, I helped Electrical.com create a series of educational emails and a newsletter. While generating product purchase and leads. 
 


Pallaby



 
           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.

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UCLA



           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.

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Misc.

 




3M




           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.

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Mandalay Bay




           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.

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A&E





              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.

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Mark

Hi, I’m Zane


I help brands develop their strategy and express it through creative concepts, content and copy.

I take my work seriously. But I don’t take myself too seriously. 

Want to see some cool new stuff? 


Cool New Stuff (Portfolio)

Copywriting

Verbal Identity

Brand Strategy


Before freelance, I spent 10 years at agencies and in-house. Working on household names. 

Nowadays, I partner with startups and small to mid-sized 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 Nexbelt and Unique Vintage. Helping them craft a distinct brand voice and a consistent story. Attracting new customers and investors.

You can learn more about these projects right here. Go. Browse! 

Then say hi. 


Clients
“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
Positivity: It’s possible to be an effective pro and have fun at work. I try (my best) to murder my ego, uplift others and enjoy uncertainty. 

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.”

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



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