Lifestyle: Campaign Strategy & Creative
CASTING NETWORKS | SETTING A NEW SCENE
The Future of Casting is Here.
When Casting Networks reinvented the casting industry, they needed a new brand identity to reflect their game-changing platform. To appeal to multiple segments of users from actors to casting directors to creators, I developed a brand voice, tone and messaging that was both professional and personal. This is How We Role.
As part of the team leading the brand identity and website redesign, I created the voice, tone, content strategy and the brand tagline as well as scripting brand videos.
Client: Casting Networks | Project: Website Redesign, Brand Identity | Assignment: Content Strategy, Copywriting, Style Guide, Video Scripts | Agency: And Company
WONDER | DETROIT BRICK PIZZA CO.
A Slice of Motor City Life.
Let Detroit Cook
As Senior Copywriter and Strategist, I crafted the brand identity, tone and voice as well as the narrative for Wonder’s Detroit Brick Pizza Co. The copy positioned the restaurant as a welcoming destination bringing the spirit and flavor of Detroit to destinations nationwide. Our marketing creative provided all the ingredients to turn Motown into pizza town.
Made In Detroit
Our recipe for marketing success was authentic, artisanal and modern, as the strategy aligned the pizza company with Detroit legacy brands Faygo, Vernors and Strohs. As a Detroit native, it was a nostalgic journey to help bring the iconic four-corner pizza to all corners of the country.
Client: Wonder | Project: Detroit Brick Pizza Co. | Assignment: Strategy, Copywriting | Style Guide | Brand Platform Lines | Agency: And Company
MACERICH | LET THE GAMES BEGIN
Just Macerich It!
When the real estate company, Macerich wanted a fresh way to show that their team was at the top of their game, we created a mock Olympics campaign timed with the Paris Olympics.
The campaign featured several heroic posters of the team in their matching Macerich branded uniforms, a detailed print brochure, as well as a playful video of the team in action.
THE GOLD STANDARD
From developing the concept to writing the script to producing and directing the photo and video shoot, the print brochure and promo video won gold-medal approval from the entire Macerich team.
The campaign video began with an animated title sequence that showcased the company properties across the US, and hinted at the playful team introductions in the sequence that followed.
Client: Macerich | Project: The Other Olympics | Assignment: Creative Direction, Copywriting, Video Scripting and Directing |
Agency: David Saltzman Creative
CAL STATE | CAPITAL CAMPAIGN
Foundation for the future.
When Cal State University Dominguez Hills was launching a capital campaign to fund the new Innovation Building, I developed strategy and copy for this key university initiative. Through extensive interviews we documented many great student success stories. It was an honor to help support the future of this vital part of the Cal State system.
Seeking Sneaker Bliss.
To create this inclusive sneaker experience, I developed the brand identity, voice and messaging to embrace true believers and welcome new converts. Everyone can be a ‘sneakerhead’ at Sneaker Garden.
With grand openings in Hollywood and Las Vegas, a fresh sneaker brand takes root.
Client: Sneaker Garden | Project: Brand Identity | Assignment: Strategy, Voice & Tone | Tagline: All Soles Welcome | Agency: And Company