I was lucky to spend about seven months with KidKraft. They’re a mature company, but a recent paradigm shift involved forging a brand and streamlining processes. It was a crazy busy – but extremely satisfying – time to work there.
I did quite a few things at KidKraft, but my favorite had to be the videos. I had done some video work at American, but KidKraft was making a shift into more branded content. The video above was one that I wrote the script for, along with a series of how-to videos.
American Airlines gave me a little bit of leash to play with this ad. The boss said, “Here, do a combo ad for TSA preCheck and Mobile Passport Control. Let me know when it’s done.”
So like a good copywriter, I sat at my desk and pondered what was in it for my audience. How do these products benefit our customers in a tangible way?
The hassle of removing one’s shoes to walk through the see-you-naked scanner, then finding a place to put them back on afterward, is universal. People hate that. I know I do. So I came up with a clever ad to leverage our collective disdain of airport shoe removal.
This resulting ad may be my favorite piece from American. And it’s the only piece that never saw the light of day. I submitted it to my editor despite assurances from the designer that she would hate it.
Sure enough, she hated it. “It’s too cute,” she said. “These are government agencies we’re talking about. They don’t want cute.”
That was the end of it. My bosses seemed oblivious to the fact that we were targeting passengers, not government agencies. But I dare to believe the agencies themselves would have approved a bit of lighthearted ad copy anyway.
Oh well. More for my portfolio I guess.
Web copy is my jam. Coincidentally, it’s also my bread and butter.
Under creative direction from Schaefer Advertising, I wrote most of the web copy featured at hurstcc.com
I am a constant blogger of vids. I’ve been gaming my whole life, but only recently have figured out how to make a career of it.
I’ve contributed on Playmous Games’ Gemcrafter and Tap the Frog, but I have been most deeply involved with Dash Masters, newly released for Android.
During the months leading up to release, I acted as a consultant for Playmous, helping them with English translation and suggesting improvements for their marketing and in-game texts. I occasionally employed always-alluring alliteration. Like “Awesome arcade action!”
The description below the image is mostly mine. As is the brief plot introduction below:
A bit heavy perhaps, considering the cuteness of the protagonist. But I think it’s pretty good. And the client certainly liked it.
Another small contribution I made recently was for an indie developer Dann Sullivan. English is his second language and his Steam store ad was pretty difficult to understand. I quickly made an updated version and offered it to him to use. He was grateful and now I’m somebody in the Steam store too!
Not sure I would have went with “sophisticated traps,” but I kind of like it.
American Airlines is a top-rated employer for diversity and inclusion. This ad leverages their international presence to do a bit of bragging.
Coevál Studio – Press Kit
I recently rewrote and revoiced the press kit for Coevál Studio, a branding and design firm in Dallas.
The work Coevál does is absolutely top notch. They felt the copy on their website did not reflect this. I agreed to work with them to find a tone and language that more closely echoed their work.
Below I’ve posted and linked their original copy. They were pleased with my updated copy enough to hire me for several more jobs.
Client-submitted copy came across my desk for an infographic. Good lord, that copy needed help.
“Edit this!” my editor sternly decreed. “Track changes! We need this today, dammit!”
I was — and still am — cool about this daunting prospect. How to turn almost 400 words into tight, infographic-worthy copy that doesn’t read like an 8th grade book report?
“I’ll fix this, boss,” I said grimly, my jaw set and implacable. “But the client’s feelings? Well, I don’t know what will fix them when I’m done. Their copy is …”
“Garbage?” The boss finishes, already moving on to the next task.
I didn’t reply. I just did work. The result is what you see here.
I’m working on Web copy for a new website. Muzik Press will offer a Wix-like service for musicians, artists, rappers and others trying to make it in the music industry.
The target audience is young people who are serious — or want to become serious — about their music. I decided to take the angle that this product will allow young people to express themselves not only through their music, but through a visual, interactive medium that will engage audiences and put their talent in the spotlight.
I’m angling my language choices to capitalize on the young musicians’ desire to express themselves, and capture the audience attention that makes a career in music possible.
Your music. Your website. Your way.
The world is listening. Show them what you’ve got.
I have also been tasked to create Google Ads and more items for the site, creating a cohesive tone for the entire project.
Musicians — Create your own professional website in minutes
No Coding. No Programming. No Compromises.
Your music. Your website. Your way.
Simple tools to create your site and get your music noticed.
Nothing too excessive. Just short and simple ads based on the client’s keyword choices.
I created a series of trade journal print ads for Ultherapy, an ultrasound facelift treatment. At GCG Marketing, we did a lot of work for these folks. Below are the full ads.
We also created delicious billboards.
Vertex Energy needed a full page print ad for a trade publication. Vertex reclaims and recycles petroleum products, so below are the concepts I came up with. This was a pretty cut-and-dry project.
Below is the final product.