As Copywriter and Brand Consultant for the online kid’s clothing brand PRIMARY.COM, I developed strategic positionings and invented language to launch new products, refresh favorites and find a new twist on the overall brand positioning. Oh, I also crafted the entire site of category descriptions and product language.
WRITER/BRAND CONSULTANT, PRIMARY.COM
Being VP/Creative Director and Copy Chief for L’Oreal Paris was often a tricky task. When you’re selling fashion, beauty and fragrance, a picture really is worth a zillion words. So, if you’re gonna use words at all, they better be, um, pretty well chosen or why bother. So we bothered. Quite a lot.
WRITER/VP CREATIVE DIRECTOR
McCANN ERICKSON WORLDWIDE (NEW YORK CITY)
L’OREAL PARIS
As VP/Creative Director and copy lead for numerous consumer products, I found that the best positioning and language for a brand was often the simplest and friendliest. Sometimes literally the friendliest. This international campaign for an iconic breath mint had a universal language and look that had broad sales appeal. Oh, and as a little perk, the ads actually made people happy. So that was nice.
WRITER/VP CREATIVE DIRECTOR
McCANN ERICKSON WORLDWIDE/NEW YORK
TIC TAC/ROCHER INTERNATIONAL
As VP Creative Director of Cartoon Network, I didn’t just write for kids and moms (and stoners) we also had to appeal to the trade, to networks, advertisers, animators, oh yeah and once a year or so, emmy nominating committees.
CREATIVE DIRECTOR
CARTOON NETWORK (IN HOUSE)
Sometimes, most of the time, simplicity is the accomplishment
When the largest video game in the world had the largest live off line secret experience, it attracted celebrities, gamers and millions of on-line fans who watched virtually. And the promotions and event won pretty much every award that year - and won the heart of the rabid fans.
WRITER/BRAND CONSULTANT
NCOMPASS INTERNATIONAL
ACTIVISION/CALL OF DUTY
These pro-bono posters for NYC transit and guerrilla postings definitely gave a new pov and unique angle to gay rights and queer acceptance.
