This project was part of a larger rebranding effort to position uni-ball as a young professional's tool for advancement. In order to do this and compete with higher-end brands, we decided to embrace the determined attitude of our target and motivate them to perform.
In copy, I drew parallels between the traits of these aspiring professionals and the benefits of each uni-ball pen (or pencil). It was a confident and sophisticated series, just like its audience.
Role: Copywriter
In order to drive interest and usage of Raise during the 3rd largest retail time period, we decided to tell Mom why she deserves a raise for Mother's Day with an integrated campaign and sweepstakes. Together with members, we celebrated everything Mom has done and continues to do.
Role: Lead Copywriter + Producer
We launched the campaign with a sweepstakes promoted through email...
...and created short clips to use on social media...
...that let employees talk about what makes their moms special.
Not only did the campaign bring a human element to a gift card marketplace...
...but it reminded us all what Mother's Day is really about. And that's spoiling the women who have and continue to raise us.
As part of an agency pitch for Pinnacle Vodka, we set out to redefine what today's pinn-up girl means. In doing so, we positioned Pinnacle Vodka as her co-conspirator to seek out new and unexpected flavor experiences.
Role: Copywriter
The mood boards above embodied the edgy and confident tone of the campaign, while the in-store and on-premise examples below show the versatility of the program. No matter where the placement, the goal was to stir up some trouble and have some fun.
The last part of the campaign was a contest that put female bartenders and mixologist in the spotlight. Fans could nominate their local favorites and vote for any of the women in the content. Plus, each bartender had to create a signature drink with Pinnacle Vodka and provide their recipe for anyone to try!
How does a financial institution stand out during March Madness? With a social campaign that shows just how much of a team player they are, on and off the court. Which perfectly ladders back up to their "Stronger Together" positioning.
Role: Copywriter + Actor
Look, it's me!
As part of the in-house creative team, we launched the brand's first OOH campaign during a key time period to increase awareness and promote the value of Raise. The goal was to show how saving on everyday purchases can add up to something so much bigger.
Role: Lead Copywriter
Raise took to the streets (literally) to get in front of potential members. I worked with the Creative Director to map out content for all publican transportation wraps and across all billboard placements in the city. Creating a series of unique headlines, I made sure the most relevant messages were popping up in the right places and at the right times.
In addition to offline placements, there was a series of digital banner ads and social to support the campaign online.
When tasked with creating an awesome holiday party, our team decided to break the mold of big parties. Instead, we wanted to take everyone on a winter vacation to the slopes. To do that, we created a full ski lodge experience from idea to execution.
Role: Copywriter & Co-Event Planner
We teased the party with a weather forecast to get people excited, using our very own in-house talent. And on the day of the event, everyone received their map (complete with runs for every client), ski lift tickets and lodge swag.
"Welcome to Three Peaks, one of the most fearless destinations to visit. With three towering mountaintops, you can find a slew of slopes to let loose on. Each with unique twists and kickers, cruise through and test your legs on all. With so many runs, please be sure to merge safely when entering, and let faster rides pass by. Also, we do ask that you observe signs and keep off closed trails."
