Corpus is a direct-to-consumer natural deodorant brand that actually works and smells great. I actually still use it myself.
Nevertheless, they faced a challenge convincing consumers that their formula was effective. That’s where creative came in, creating a launch campaign that combined user testimonials, straightforward descriptions of the benefits, and sleek design.
Working with this client was great because, in addition to helping with the strategy and writing some launch copy, I got to write collateral and packaging copy.
Seriously, check out their site, see some more of my marketing copy, but above all buy yourself a natural deodorant that smells incredible. My personal fave is The Botanist.
Chipotle is all about letting their ingredients do the talking. They hired me to help tell the story of their newest ingredient – Sofritas – in a fun, branded infographic.
How do you relaunch a legend? You lean into their legacy while evolving what made people love them in the first place.
I helped create a relaunch campaign strategy (“The Return of the Original”) for social and paid media along with helping rewrite key parts of their website for a modern audience.
The little red bottle we love.
My team was tasked with a full overhaul of TABASCO's three websites – consumer, foodservice, and industrial ingredients. We delivered a sleek consumer experience, here, and a streamlined foodservice/industrial page catering to B2B needs, here.
After concepting with UX, I wrote everything from headlines and mission statements to descriptions of industrial powdered pepper for use in spicy cheetos. I am still a bit sad that they didn't go for "hot damn!" as an 404 error state, but what can you do?
Yonex is one of the world’s leading manufacturers of tennis, golf, and badminton equipment. I wrote some launch campaigns for new shoes and racquets that included video scripts, concepting, social, paid media, and email.
I also wrote headlines in their catalog.
I like going fast.
So, when approached by MOOG, a chassis parts manufacturer, and NASCAR to create a branded, fantasy-racing game, I was excited. As a kid, I was always fascinated by the interactive racing games at state fairs and amusement parks, the ones where you shoot a water gun in a target and cause your race car or racehorse to move forward. While connecting the experience and the campaign that would support it, this childhood memory loomed large in the creative.
We ended up with a super cool, one-of-a-kind fantasy racing experience that let fans choose a different driver every week, with the winner getting a free ticket to a race of their choice the next season. Since fans had to keep coming back to choose the driver they thought would win, engagement for the game site increased and was dramatically in excess of what it would have been had fans been told to merely choose one driver at the start of the season
The result? Big engagement. Thousands of players.
No way around it. This is a funny brand. So why not have some fun with it?
Lavanila is one of the biggest players in the growing natural deodorant market.
I storyboarded and scripted this short video for one of their newest products, an underarm charcoal mask that detoxifies sensitive skin and helps people new to naturals make the switch.
Federal-Mogul / DRiV is one of the world’s largest aftermarket motor parts manufacturers, owning famous brands like Champion Sparkplugs and Fel-Pro Gaskets, to name a few.
We created the #PartsMatter campaign to encourage consumers to spend a little extra for quality parts and created a series of short videos for youtube, Instagram, and paid media to show what could happen if they went the cheaper route.
At the end of the day, though, FMMP/DRiV are big on their reputation as an American manufacturer in an age when that’s increasingly rare, so I also scripted and storyboarded this Made in America video for them.
The challenge here was to make an older audience aware of new technology through a scripted video; in this case a new cushion technology by Footpetals.
Search for A Champion is a racing and maintenance contest now in its eighth year. Hosted by Champion Spark Plugs, an iconic automotive brand, it challenges entrants to submit video entries telling the world how they go for the gold.
I have been writing video scripts, digital, social, and print for the contest for the past three years, with every year seeing a dramatic increase in engagement over the one preceding it.
Scotts Secure Nutrient technology is a time-released fertilizer with millions of dollars of R&D behind it.
But I had to figure out a way to say that to an audience in an instantly understandable headline for this microsite.
Mission accomplished.
See the site, here.
I have done my share of Pharmaceutical copywriting, up to and including annotating claims made in the copy with medical papers.
When done well, there’s a lot to love and you have the satisfaction of helping people out.
For Biogen Idec, I wrote their MS medication Tecfidera’s website, along with creating some anthem videos for MS patients.
As LGBTQ+ visibility continues to rise, giving quality services to historically underserved communities is becoming big business. FOLX focuses on giving transgender and gender nonconforming people the healthcare they deserve from clinicians who understand the lived experience of their patients.
FOLX came to my agency for a redesign and a launch campaign that would communicate clearly to their audience that while mainstream healthcare providers weren’t listening, they fully understood the specific needs of LGBTQ+ people. The tag line I created is elegant and to the point: “FOLX is for everybody and every body.”
See how it all comes together at FOLXHealth.com.
