Anthropologie has a highly specific and unique tone--one that requires concise, whimsical content across many mediums. In the time that I assisted with their copywriting efforts, I delivered just that; producing high quality content for their website marketing, product descriptions and e-commerce, as well as 360 campaigns surrounding email series initiatives. 

The ask for this campaign was highly multi-faceted, and included concepting connecting multiple brands in a cohesive way, followed by campaign naming, writing scripts for a 60-second commercial PSA to be aired nationally, as well as scripts for radio spots and print advertising. The campaign was designed to increase awareness about mental health in this country, and was ultimately designed to drive users to the microsite to learn more about bipolar disorder, and to let people know they weren’t alone.

I was the sole copywriter involved with this project, so I was heavily involved in all parts of this project: from the naming, to all scriptwriting, the microsite and print work as previously described—I got my copy hands on everything. I worked closely with project managers, the account and illustration team, and (of course) my art partner to make sure our concept best facilitated the ask. The final product is a very powerful and moving PSA commercial that the client was very pleased with.

During the holiday season, Sephora looked to me for assistance on all copy efforts, which included microsite copy, product information and emails. This project specifically was a microsite designed for all VIB members, showing them 1) what their free gifts would be during the month of their birthday, and 2) what looks they could achieve with these products. The concept was simple: For each zodiac sign and month, create an overall look, name it, and give detailed instructions on how to achieve it. 

Nina Garcia, best known for being a judge on Project Runway and the Creative Director of Elle, has a son who suffers from a peanut allergy. We wanted to create a PSA to alert parents to the dangers of allergens, and to ensure they were also prepared at a moments notice. Not only did I write the script for Nina, but I was also able to create and stage the set, so it was a true 360 creative opportunity.

The concept was simple: create a video that presents the dangers of high cholesterol in a way that is friendly and engaging, while also being clear and informative. 

I oversaw the account and lead all copy efforts on L'Oreal Paris during my time at Acxiom Digital, writing both copy and delivering content strategy for their email marketing and CRM efforts.

Because we had data for each of the L'Oreal Paris customers that opted-in, I was able to write all creative dynamically--using data such as age, preferences and purchases to deliver a truly unique and personalized user experience. 

I worked closely with both the Director of Marketing and the Director of CRM at L'Oreal to ensure that our campaign work each year was working to achieve the overall goal of increased lifetime engagement. 

We were tasked with the following: Creating awareness about a weight loss pill that was being brought to market and creating awareness and buzz around that in a very human-like way. We strived for short copy and striking visuals and let the two together speak for themselves. Given the stigma around weight loss and how it has to change your life, we wanted to highlight that it doesn’t have to be so, while showing you can still be “you” and live your life (meaning, you can still eat and enjoy the things you love!), and be healthier and shed the pounds you want to.

I was asked to write numerous social media campaigns on Instagram for this swimwear line, placing an emphasis on their biggest selling point: interchangeable straps. They wanted to keep the brand elevated, but with an angle that would also appeal to a younger demographic. Additionally, I also did some ad hoc emails, including subject lines.

With fun, vibrant, and youthful branding, Garnier Fructis likes to create colorful and cheeky-esque emails that are informative for users in a playful way.

As with L'Oreal, I lead and oversaw all creative on the account, in addition to my copywriting efforts.

In writing the script for this video, the thought behind this effort was designed to give an informational (yet not overtly abundant) overview into heart disease and what causes it.

Tasked with creating awareness about a weight loss pill that was being brought to market, we wanted to create campaigns for Plenity that were very human and visually striking. Given the stigma around weight loss and how it has to change your life, we wanted to highlight that it doesn’t have to be so, while showing you can still be “you” and live your life (meaning, you can still eat and enjoy the things you love!), and be healthier and shed the pounds you want and need to.

Acxiom Impact tasked the creative team with creating an intriguing sizzle reel to demonstrate our capabilities as a 360 agency. Working with another writer, we helped create a script that worked well to achieve that overall goal in a stimulating way.

CIGNA healthcare approached us with various digital creative needs, including websites, landing pages, banner ads and various email streams. 

They also came equipped with their brand-spanking-new branding, which was centered around "GO YOU. GO CIGNA". It required a very finessed tone and striking visuals, and CIGNA hadn't yet worked with outside agencies to roll it out to external communications. I worked closely with the internal marketing team at CIGNA to deliver copy that embodied that essence, while also delivering all appropriate information as needed.

UPS had recently launched UPS My Choice®, a service designed to allow users to get packages at times that work best for them. We were asked to create a fun, engaging microsite that creatively informed customers about UPS My Choice, while also gathering their personal preferences in a way that didn't feel daunting.

Our approach to the new AT&T preference center was simple: create an experience that was highly engaging, personalized based on selection, and fun for the user.

The client had previously had poor engagement, and asked that I "really push" their branding, in hopes it would lift acquisition. Was it achieved? You bet.

Bing approached us with one goal: completely redoing their biweekly newsletter. We sat down and thought of the layout of the newsletter to ensure we could fit more content in a way that was visually appealing and not overwhelming.

Due to the nature of this email, each email was highly conceptual--every one required a creative brainstorm to determine currently-relevant content, an editorial content calendar, and over 50 possible search engine links. Oh, and the actual copywriting, too.

The Bing branding was fun, human and designed to be inquisitive, while also showcasing how Bing could assist any planning efforts via link suggestions--creating the perfect night out, surviving winter, spring cleaning and so on.  

Southwest Rapid Rewards approached us to assist them with creating a website that would allow users with multiple accounts to merge all open accounts into one. The content approach was simple yet effective: rather than make it feel like a chore, I sold users of the benefit of having all points in a single account.

Blockbuster wanted quick-hitting, concise and highly playful banner ads to promote rentals of 1) new DVD releases, or 2) rentals for a specific actor. 

These ad hoc pieces vary in nature, so feel free to ask me any questions regarding them.