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CREATIVE DIRECTOR
Develops award-winning concepts
Manages multiple projects & teams
Leverages 13+ yrs agency experience
COPYWRITER
IDEAS WITH IMPACT.
Everything starts with the big idea...
and the ADMAN is an expert at crafting compelling concepts that connect with consumers and motivate behavior.
SEE HIM IN ACTION! BROWSE COPYWRITER SAMPLES BELOW:
WEB
SC JOHNSON
Project: What's Inside
CHALLENGE: Communicate to consumers how SCJ is working to improve their product ingredients to make them safer for your home, your family and the environment.
SOLUTION: Using the line "Let us show you what we're made of", this site allows users to research the various products in the SCJ family. Consumers can learn important information about what's best for their home and their family.
HARLEY-DAVIDSON
Project: Fit Shop
CHALLENGE: Educate riders about the importance of proper riding posture, and how making a few simple tweaks to your bike can provide a more enjoyable ride.
SOLUTION: Using anatomical imagery, we illustrate some common problems riders face, and encourage them to visit a local dealer to see how Fit Shop can improve their ride.
IDINE
Project: Website/Banners/Social
CHALLENGE: Create a multi-channel campaign that conveys how fun and easy it is to save on dining with iDine.
SOLUTION: With the tag line "Eat. Earn. Enjoy." we used images of various diners with a "smile on a stick". The models were iDine employees and i personally shot and edited all of the photos.
Smile-sticks were then sent to VIP customers, who were encouraged to upload their own smile pics for the chance to win a prize.
PNC
Project: New Acquisition Banners
CHALLENGE: Increase credit card enrollment by offering a cash bonus while communicating each card's unique features.
SOLUTION: Using a minimal design and straight-forward messaging, these hard-hitting banners rely on the features and cash bonus to entice users to click through.
Arnold Palmer Design
Project: Art + Science
CHALLENGE: Align the agency's interactive capabilities with the art and science of designing a golf course.
SOLUTION: To convey the art and science of both course design and web design, these pieces show "before and after" images of handcrafted creativity.
Home Depot
Project: Home Depot MasterCard
CHALLENGE: Introduce the new Home Depot MasterCard and encourage consumers to learn more about earning valuable Home Depot Rewards.
SOLUTION: To illustrate how everyday purchases equal Home Depot rewards, these ads take a literal approach, and use the main product benefit with an interesting twist to engage readers.
Chicago Tribune
Project: Tribune Photo Store
CHALLENGE: Spread awareness about purchasing an image from the Trib's impressive archive of images.
SOLUTION: Using iconic images from the Tribune photo archive, we illustrate how easy it is to own a piece of Chicago's rich history.
State Farm
Project: Uncool Campaign
CHALLENGE: Appeal to 18-34 year olds who think State Farm isn't as "cool" as younger companies like Progressive and Geico.
SOLUTION: Insurance agents aren't cool, and we don't need them to be. This playful but honest campaign reminds consumers about what matters most when shopping for insurance.
Volkswagen
Project: New Beetle Billboards
CHALLENGE: Introduce the new VW Beetle while paying homage to it's colorful past.
SOLUTION: These ads play off the well-known history of the Beetle and take a comedically nostalgic approach to make readers smile.
MTV
Project: MTV MasterCard
CHALLENGE: Introduce the new MTV MasterCard and let teens know they can earn valuable MTV rewards from everyday purchases.
SOLUTION: This series of ads illustrate a range of strategies to appeal to the fickle 12-18 year-old audience, using minimal copy and an upfront, benefit-oriented approach.
TV/VIDEO
Caesar's Casino
Project: Seize the Day Campaign
CHALLENGE: Introduce the new Caesar's Casino and convince consumers to "seize the day" by undertaking a number of adventures.
SOLUTION: Using romanesque language, these spots compare the thrill of the casino with the excitement of conquering foreign lands.
Harley-Davidson
Project: Screw It, Let's Ride
CHALLENGE: With the economy tanking and consumers growing apathetic, entice consumers to forget about their problems with some help from a Harley and the open road.
SOLUTION: Stir up excitement by positioning the freedom of the open road as the answer to what ails you. (NOTE: the copy used in this "rally cry" was featured on bandannas that consumers could get at a local dealer).
Chicago Tribune
Project: Tribune Photo Store
CHALLENGE: Spread awareness about purchasing an image from the Trib's impressive archive of images.
SOLUTION: Using iconic images from the Tribune photo archive, these spots use a slow-panning technique to illustrate how easy it is to own a piece of Chicago's rich history.
Harley-Davidson
Project: Fit Shop Testimonial
CHALLENGE: Convey to riders that no matter what shape or size you are, you can find a Harley that's right for you. By making a few simple adjustments to your bike, you can achieve a much smoother ride.
SOLUTION: Authentic testimonials from three different sized riders to convey how they were able to get a better ride with Fit Shop.
Turbo Tax
Project: Turbo Tax Rap
CHALLENGE: Turbo Tax asked people to send in their own rap song/video about the benefits of Turbo Tax.
SOLUTION: Taxes used to get a bad rap...but i changed all that. The ADMAN wrote, performed and produced this fun video about taxes made easy, taxes done right.
RADIO
COMIC STRIP
ELEVATED
Elevated is an original comic strip created by the ADMAN inspired by his experiences riding the red line el train in Chicago.
