In House: Hornblower Cruises
Role: Co-creative lead; writer
“Yachting Vocabulary”
How do you get the attention of corporate event planners browsing Facebook—without resorting to a hard sell?
School them with “Yachting Vocabulary” using actual cruise photos and benefit-oriented definitions.
In House: Facebook
Role: Creative director; strategy, writer
“Blueprint”
Facebook had just developed the Blueprint premium level of certification and needed a sizzle video for online promotion and the trade-show circuit.
I developed the strategy (including how to double their intended target), created the structure, and wrote the script. In a stunning move, FB’s Head of North American Marketing approves the script by draft 3, calls it “excellent work”, and the project moves to production.
Client: Sony
Role: Senior copywriter, strategy
“Present & Persuade”
Part of Sony’s new global site re-launch, these versatile modular pages let both Art and Copy make the products shine.
With rich, interactive stories we showcased the product in its milieu, conveyed key marketing points, and provided complete features and specs—often demonstrated in some eye-catching way.
Client: Norton Security
Role: ACD/writer
“Norton Shopping Guarantee”
This was a tricky one. Our target was small business owners, convincing them it was worth joining the program (which they’d have to pay for). But the video could just as easily be viewed by customers as they filed a claim on the Norton Shopping Guarantee site.
So the video had to present the benefits of the program, without making it sound like biz owners who signed up had an unfair advantage over customers. Does it succeed? Take a fast look—and you decide.
Client: Bank of America
Role: Senior writer; Subject Matter Expert
“Let’s work together”
With an M.A. in Art History I never thought I’d become an expert in home loans, how disastrously they can go wrong, and how many alphabetical programs sprang up to set things straight.
At the height of the sub-prime crisis in 2010, BofA offered over 30 distinct loans to homeowners in various stages of default. My job was to remove stress, blame, and guilt—while using short blocks of information, concise differentiators, and clear next steps to help people find their best solution. (2-year project).
Client: Sony
Role: Senior copywriter, strategy
“Hi-Res Audio? Who cares?”
The challenge of this product was introducing a completely new technology. 15 years ago, High Definition TV was a puzzle to most consumers. Today, the same applies to High-Resolution Audio.
We had to strike a balance of what it was, why they’d like it, and how it worked (just a little—to support the claims of superior sound). Our inclusion of a short video about one of the passionate engineers helped personalize the technology, and features/benefits were conveyed with at-a-glance phrases. Sony’s beautiful product photography clinched the impression of a premium Walkman now offering premium sound.
Agency: Organic, Inc.
Role: Lead writer
“The War”
Bank of America needed to showcase their support for one of the world’s best-known documentary filmmakers.
Our microsite put the film in context, and most importantly, supplied an Episode Guide that provided a concise, intriguing synopsis of the 14-hour series.
In House: Hornblower Cruises
Role: Creative lead; writer
“Whales Worth Watching”
Family-targeted whale watching cruises are Hornblower’s bread and butter during the summer.
These fast ads had to convey the educational content, awe, and excitement you were sure to encounter on the water.
In House: Hornblower Cruises
Role: ACD/writer
“Blubber Club”
A dedicated group of citizen scientists love whale watching, go frequently, and collect data for NOAA. But how do you keep them cruising on Hornblower, not the competition?
Hornblower’s proposed loyalty program, “Blubber Club,” is the answer. Members are socially conscious, of all ages, very active, very smart, and enjoy the outsider status that comes with arcane knowledge. Reverse chic is integral to the appeal.
Promotional items included a line of T-shirts, fleece jackets, and a leather-bound log book members used to record crucial details of sightings such as time, weather, species, number, and swimming direction.
Agency: Organic, Inc.
Role: Senior copywriter
“The Morris Code—Revealed”
Bank of America wanted to help college students learn about personal finance without sounding good-goody, and present the BofA student checking services as a resource.
For this two-year campaign we create Morris, the wise upperclassman—the guy you wish you’d known around campus. He’s savvy, not smarmy, and will show you the ropes.
Creating Morris’s book was a team effort but I wrote the scripts for a number of sections; in particular Financial-Aid-Omatic (starting 1:14) and Identity Theft (2:25)
Awards:
David Ogilvy Awards 2010 Gold: Financial Services The Morris Code – Bank of America
Creativity International Award 2010 Silver: Best Consumer Website The Morris Code – Bank of America
IAB Award (Interactive Advertising Bureau) 2010 Best Financial Site Morris on Campus – Bank of America
Midas Awards for Financial Services Communication 2009 Silver: Morris on Campus Best Copywriting, Best Website, Best Financial Planning
FWA (Favorite Website Awards) May 2009 Site of the Day The Morris Code – Bank of America
IAC Award (Internet Advertising Competition) Best Bank Website 2009 Morris on Campus – Bank of America
WebAward (Web Marketing Association) Best of Show 2009 Best Bank Website 2009 Morris on Campus – Bank of America
Archival Footage Department
Role: CD/writer
“Charles Atlas School of Copywriting”
Copywriters read comic books too, of course—primarily to monitor the vox populi—and they succumb to a tightly scripted before-and-after format (including a dramatic product demo) as readily as any regular Joe.
In House: Cole Hardware
Role: Creative lead; builder; writer
“Ellie the Elephant” (June)
Cole has a long history of hosting hands-on, in-store events for families. I saw an opportunity for vintage toy animal workshops, featuring classic wood construction…and cross-selling Cole’s wide variety of premium tools and hardware. The broad theme would be It’s A Jungle In Here! and we’d kick off with “Ellie The Elephant”.
I proposed the idea to Cole’s president—along with a detailed write-up of goals, budgets, and schedules. He gave it the green light. I then designed and built 12 kits from scratch, and our store held two well-attended workshops in June.
