Shhhhhh…..
Whispering
I’m currently leading a complete refresh of the AWS verbal identity. However, that work is under an NDA. If I share, I run the risk of a Prime delivery drone bursting through a window to drop off my termination letter.
However, I can tell you this work involves strategic foundation development, gap and competitive analysis studies, stakeholder interviews, brand voice logic and principle building, and more.
Day to day, I’m responsible for defining, elevating, and scaling the AWS brand voice. The core of my work is split into three main areas:
1) Brand resources and tools like the AWS brand guidelines, industry-specific messaging frameworks, and live event styleguides.
2) Consultation - serve as a verbal identity expert and reference for business and agency partners. I provide guidance on creative brief development, setting the tone of voice, and high-level creative reviews. I also am a part of weekly brand creative office hours offering voice instruction to marketers across the world.
3) Copywriting - I lead copy development for high-impact projects across the org, from live events to sports marketing to digital campaigns.
Role: Senior Copywriter
I owned and evolved Prime’s verbal identity, developing the guidelines, brand tools, and cross-org relationships needed to unify and scale the cheeky brand voice. This included collaborating with global teams to create the first-ever global messaging launch kit.
I also served as the principal copywriter on high-visibility content such as The Best of Prime, Prime Day, Prime packing tape, the Prime homepage, OOH campaigns, and more.
Speaking of more, here’s another paragraph. Since copy creation for Prime is decentralized and often at the discretion of our marketing partners, I established weekly office hours to guide and inspire my business counterparts as they began using Prime’s updated brand voice.
Role: Senior Copywriter
#❤️☕️
Alongside a team of strategists and community managers, I shaped content and copy direction across all Starbucks social channels—and hoo boy, was it a blasty-blast (I think that’s the free and unlimited espresso talking)!
Creative content stretched across a wide range of form and function: dark-targeted ad units and organic posts, IG stories, Facebook Live and UGC campaigns, Snapchat lenses and filters, mission and value narratives, crisis response, and more.
I was also the key advisor and consultant on social brand voice for agency partners. This manifested in a a myriad of ways, from brief development to creative reviews to weekly check-ins to workshops.
Role: Lead Copywriter
Tasked with a teaser trailer for a new VR headset from HTC & Valve, how do you present the imaginative force of virtual reality without the magic of actually demoing the device?
Client / HTC & Valve
Agency / Digital Kitchen
Role: Creative Director and Copywriter
Microsoft SkyDrive wanted to introduce themselves to the ever-evasive 18-25 crowd. Hulu pre-roll.
Client / Microsoft
Agency / Publicis Experiences
Role: Creative ideation and Copywriter
🦄🌈💖
To help this majestic treat roam free, I poured as much magic as I could muster into developing its Snapchat Lens and social launch posts.
Role: Associate Creative Director and Copywriter
Curiosity has landed! The Floogals were coming to Earth – and to screens – for the first time ever. To get these tiny explorers on family’s radars, we had them and their imaginative POV crash-land all over the world and the web.
The campaign included OOH creative, targeted banners, social posts, and the Floogals “invading” a video from a popular children’s YouTube channel.
Client / NBCUniversal
Agency / Digital Kitchen
I wrote and recorded a little ditty about dream catchers. My friend Tom DeLongchamp animated it. The video received a Vimeo Staff Pick and made the front page of Gizmodo. Neat!
Role: Associate Creative Director and Copywriter
I helped Howard Brown craft a new brand inspired by the colorful and spirited community they serve. As one of the nation’s largest LGBTQ+ organizations, Howard Brown Health has a proud history of providing diverse health and social services to their community.
This work featured a new brand messaging framework, brand guidelines, digital/OOH/mobile ads, and website overhaul.
Role: Associate Creative Director and Copywriter
Brooks Running needed a holiday campaign emphasizing the “epic support” of their new GTS 15.
So, I helped create personalized messages of support for Brooks’ social followers. We’re talking tweets with customized donut trophies, dedicated pump-up jam YouTube videos, and ever-flowing chocolate milk champagne pyramid recovery drink gifs.
For further support, we introduced the Brooks Holiday Coach via Instagram. He’s an elf full of encouraging words and tiny, illustrative props to get you running happy.
And in partnership with MapMyRun, our team also developed The Holiday Marathon, a gameified running challenge.
Client / Brooks
Agency / Digital Kitchen
Role: Writer and Researcher
This is one of the hardest and most rewarding projects I’ve ever experienced. I worked with research teams and Bill himself to write and design his TED talk on the “pension bomb” within state budgets.
Fun fact: I also designed the presentation visuals because we had no art director bandwidth at the time. Neat!
Client / Bill Gates
Agency / Publicis Experiences
Just for funsies, I turned an elevator at Publicis into a lounge.
