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:
Newest to oldest
[UCLA] [Pallaby] [Smarter] [State Farm] [Blue Diamond Almonds] [Philips OneBlade] [3M] [A&E] [Mandalay Bay] [Honda]  




Mark

Honda


   


Happy Honda Days


Opportunity:
Create a holiday campaign that supports the annual Happy Honda Days sales campaign. This email/social campaign would be shared from Honda to its 2 million Owner Link recipients; a list that included many die hard Honda fans/advocates.  


Execution:We created customizable branded content that allowed for people to share their own message of holiday cheer, with family and friends. It ended up getting way more traction than we anticipated.




From the initial email (and social) you were directed to the microsite to pick your own card to share.



The subsequent engagement was positive, sentimental and joyful. People were using these tags to connect with one another. 




Other than this engagement play, we also created promotional ads and emails. 












Civic Coupe & Si Coupe




I was the CW for Civic Coupe and Si. I did a lot of writing and concepting for both models, including the below interactive tour video, creating digital banners and web copy.




"Play" concept banner and interactive expandable

"Motion" concept banner 


Technical copy:


Agency: RPA
CD: Luis Ramirez / Dan Roberts
AD: Erin Magbee / Quinn Fuca 
CW: Zane Cassidy




Mark