Philips OneBlade 

        Over the span of two years I worked as lead social writer for a number of Philips brands including OneBlade (featured below). Not shown: Sleep, Sonicare, Avent, Norelco and AirFryer. 

        For OneBlade, our approach was all about being clever, timely and relatable to win over a sarcastic and skeptical dude. We had to think fast and push ourselves to be original with our content and our community management approach.

Strange New Beard

Benedict Cumberbach has a nifty beard in this movie, so make the most out of this Marvel Dr. Strange social buy and sponsorship (it was a thin brief, initially). We did some of our own research and brought this nugget back to the client: Our target sends his friends pics of himself mid-shave to show off facial hair syles that he normally wouldn’t dare wear in public.

Reward those who are bold enough to step away from their sink with a #StrangeNewBeard.

A social campaign that messaged the product’s ability to trim, edge and shave to encourage men to try something new with only one tool, the OneBlade. Participants were rewareded with product, movie tickets, and ego strokes.

We exceeded our UGC and engagement benchmarks, which were the two most important metrics of success in my opinion because they show that we made a meaningful connection between brand and bro-sumer. 

Post Copy: Stop sending your friends pics of your #StrangeNewBeard and share them with US instead. We have the Dr. Strange tickets and replacement blades you seek.

When it comes to a UGC campaign I’m usually hesitant. Will they actually play along? However, we felt certain that our insight and approach woud get them sharing. 

Post Copy: Congrats @RickyQueso for stepping away from the sink with a #StrangeNewBeard... and a new OneBlade. #Winner

Our UGC approach used micro-influencers to kick things off. Submissions in the form of comments and social posts started pouring in... Never underestimate male vanity and absurdity.

Post Copy: Who will be our #StrangeNewBeard winner today? It could be you, currently nameless chin curtain man. [Award Emoji]

Post Copy: Trim. Edge. Shave. The three astral planes of facial grooming in one tool. The OneBlade.

Comic Con:
The Strange New Beard concept came to life at Comic Con NY were guys could rest their feet and let our barbers go to work, giving them the Marvel character beard of their choosing.

OneBlade One-Take

From our social listening, we found that too many potential customers didn’t believe the polished looking product ads (”there’s no way it works that good” and “they shave his face with a razor between takes”). So in a sense, the opportunity was to silence the trolls without offending the trolls. 

Create a believable example of the OneBlade’s benefits (not a typical ad). Let’s film  regular guy shave his beard in one take, based on suggestions from social. 

Engagement as the series developed proved that this realistic and self-aware approach worked. Our customer appreciated the candid and interactive nature of this content. 

First, we targeted our skeptical audience with posts like the GIF you see below, asking them to comment and chose his facial hair style (the comments were hilarious). We had fun with the fans, building engagement through back and forth banter with the brand.

Post Copy: [Hand Wave Emoji] Hey there regular guys, how should this regular guy shave his beard? You decide. #OneBlade

Post Copy 2: We’re making an ad that’s not an ad, with your help. No tricky edits. Just one man, one take and #OneBlade. 


We turned the video around fast. The full length vesion was ready to post a day after production, which was impressive based on our resources and client approvals. 

Post Copy: You requested, he delivered. Watch this regular guy shave three different styles in one-take, with the OneBlade. 

Yes Shave December

Guys get swept away by the No Shave November craze. With that comes a nation of terribly unkempt mugs and toward the end of the month, desperation for an irritation free shave sets in.

Counterintuitively, the brand encouraged young men NOT to shave during November. With content that encouraged them to “ride it out.” Then, social video and a contest encouraged them to style their facial hair in wild new ways in December.

Paid social and organic posts on Twitter, Facebook and Instagram. 

Post Copy: The OneBlade has you covered with a comfy, victory lap shave. #NoShaveNovember 

Post Copy: If your girlfriend hasn’t left you by now, neither will we. #NoShaveNovember

Post Copy: Trim, edge and shave through your whiskery woods with the OneBlade. Now that #NoShaveNovember is over!

Agency: Fanscape/TMA
CD: Brandon Stuart
ACD: Zane Cassidy
CW: Brynn Cahalan
AD: Francesca Mastromarino


Hi, I’m Zane

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

I’m your co-pilot in the oftentimes complex world of marketing and branding.

Who will help your business grow through 4 specialties:


Verbal Identity

Brand Strategy


Before freelance, I spent 10 years at agencies and in-house. Working within a variety of categories.

Nowadays, I partner directly with the people at agencies and 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 Lejon and Unique Vintage. Helping them craft a distinct brand voice and a consistent story. Attracting new customers and investors. 

Say Hello 


“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 


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

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.”




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