All-In-One ADMAN Copywriter

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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.

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SEE HIM IN ACTION! BROWSE COPYWRITER SAMPLES BELOW:

WEB

1/4

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: We let riders write their own rally cry by having them fill in the blanks with their own personal details. Users then submitted their rally cry to a national map, could share with friends or browse other submissions across the country.

LAUNCH SITE

1/3

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.

LAUNCH SITE

1/6

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.

LAUNCH SITE

1/6

HARLEY-DAVIDSON
Project: V-Rod Muscle Microsite

CHALLENGE: Convey the power and beauty of the new V-Rod Muscle via a microsite featuring supermodel Marissa Miller.

SOLUTION: Use minimal copy and let the beautiful images speak for themselves. Users were encouraged to explore the Strength section with informative videos and the Style section focused on close-up photos of both american supermodels.

LAUNCH SITE

1/7

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.

1/4

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.

1/2

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.

1/5

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.

1/3

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.

1/2

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.

1/3

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.