Concepting. Copywriting. Story Boarding. Pitch Writing.
The president of the Chicago Tourism Board came to us with a plea. “We have to stop trying to be all things to all people,” he said. “We need a point of view. And maybe,” he paused, “a little bit of an edge.”
I dreamt up 2 of the 3 concepts we pitched, handled copy for all 3, and wrote the pitch presentation itself. My 2 concepts are described below.
Our first concept asks travelers to feel— to collapse the distance between the vibrant city and their own senses—to let the city in.
The second concept is about fusion and collision—the distinctly urban sensation of cultures mashing up to create something new. It invites travelers to experience the bold, complex and thoroughly unique. And to think of themselves as the same.
Let The City In
Varicose and spider veins are ugly and often painful. Nearly half of all women get them. Close to a third of all men too. Most people don’t seek treatment. Instead, they hide their body and feel shame for something entirely out of their control.
With an art director, I created “Save the Shame” for Vein Clinics of America. The idea was to fight stigma with laughter, to deflate the stress of the problem while offering a solution. For VCA, this meant growing the pie of people willing to get treatment while growing their share of that same market.
The campaign was to be played out over a variety of media new and old. We hired improv comediennes to play with the topic in TV spots. We created a social media campaign to generate stories of unfortunate ways people hide their legs. Sample tweets:
- Casually used Macy’s tester make-up on the back of my knees. #savetheshame
- Tried to get my office to drop Casual Fridays for Amish ones. #savetheshame
- Was the only bridesmaid in a pantsuit #savetheshame
Save the Shame 1
Save the Shame 2
Save the Shame 3
Various Website Projects
Copywriting. Creative Directing.
I have played a number of roles in creating websites for companies large and small. Sometimes it is simply creating directional copy (like for @ Properties) so the user experience is pleasant and intuitive. Sometimes it is working closely with designers to reimagine the homepage tone and approach (like for CNA insurance). And sometimes it is a more deeper involvement of concepting the entire site and the paths users will take through it (like for The Trip Studio, Magnani Continuum Marketing and Emmi Solutions).
My lifestyle brand
Concepting. Strategy. Copywriting.
For fun, I created "Prose and Concepts," a lifestyle brand modeled on "Draper James" by Reese Witherspoon and "Goop" by Gwyneth Paltrow. Integrating Twitter, Instagram, YouTube and direct mail, the brand is all about the breezy, hard-working way of life people have when they get to work with me.
I should note that I also set up a Google Adwords remarketing campaign for my lifestyle brand (and this portfolio too). So you may find cheesy tongue-in-cheek banner ads following you around the internet for the next few days. You're welcome.
Welcome to Prose & Concepts
Inspirational Product #1
No lifestyle brand would be complete without poetic tote bags. This fictional bag retails for $149.
Inspirational Product #2
Because love really is creating things you love for brands that pay you to love them.
Prose And Concepts proudly offers an array of suggested marketing aphorisms for your next tattoo.
Concepting. Copywriting. Story Boarding.
Molina Healthcare came to us looking for ideas. As a family-run company built on compassion, they wanted their core values to shine brighter in their branding. The result is a campaign that humanizes the organization and gives Molina a way to stand out in the cluttered health care marketplace.
Chicago Vaccines OOH
Concepting. Copywriting. Pitching.
Chicago schools need thousands of kids to get their vaccinations before the start of each school year. So the city turned us to help get the word out through an outdoor campaign of billboards and public transit signage.
We wanted to depict school aged kids as their parents see them, sun-kissed, angelic and innocent. And then contrast that with a bracing message. Here is the result.
Chicago Flu OOH
Concepting. Copywriting. Pitching.
"The research is in on PSAs and it's conclusive," our contact told us over lunch. "They don't work. They don't change behavior. But," he took a sip of soda, "I still have a budget for them. And I want to make waves."
With an art director, I created "Shut the flu up" to do just this. A bit crass and sophomoric, the messaging is built to be passed along in middle school hallways, to be relayed with a chuckle to coughing colleagues. This jibbed well with the audiences the city had struggled to reach through its previous flu vaccination campaigns. Combined with the harsh, clashing color palette—the work creates something that doesn't feel at all like a PSA.
But of course, that is the point.
Marriott B2B Web/Direct Mail
Most hotels make a majority of their profits from large events and groups. Those events are often booked by meeting planners at organizations large and small across the country. For years, Marriott Hotels have turned to us to drive business with this audience through a contest we call “Run The Warehouse.” A little wordplay, some direct mails, and the lure of a 60-second run through the Prize Warehouse in Las Vegas—it all adds up to something like a 290x ROI annually.
Here’s a look at the rockstar theme from the 2015 campaign.