Writer of copy, editor of content, purveyor of sass
Out East UX & Marketing
What's the proj? This year, Zillow Group and StreetEasy launched a brand new real estate site dedicated to the Hamptons (aka fancy as hell). Here you'll find everything from a screenshot of the homepage to social ads and even a magazine print ad and a 404 error page. Why'd it rock? Launching the site was a Herculean task accomplished by the tech, product, and UX design teams. My part (creating taglines, sprucing up micro-copy, and writing launch emails) can be found on these screenshots, and it's a great representation of what I can do when a brand is just learning to find its voice.
Hotel Thrillist New Orleans
What's the proj? Every year, Thrillist takes over a hotel in one American city for a full weekend of parties. This most recent installment went down in New Orleans. Alongside a few sponsors, we throw a series of parties that rivaled some of New Orleans craziest events. Why'd it rock? The challenge of an event this size it to write copy that resonates with a variety of different email recipients (press, B2B clients, and Thrillist readers alike). Pictured you'll find a few email invites, a banner driving to a post-even recap article, and a couple of printed handouts for exploring our party in New Orleans on-site.
What's the proj? Here you'll find a collection of Instagram ads -- you know, those graphical little guys that show up in between your Insta stories -- all done for a range of clients from StreetEasy to Thrillist and beyond. Why'd it rock? Instagram story ads live in a unique space where you need to combine Snapchat-style silliness with Instagram aesthetics and wrap it all up in a bow that is friendly to the advertiser (read: effectively selling what they want to sell). These accomplish that goal in unique ways.
What's the proj? A huge part of my role at StreetEasy is to help develop how the company talks to real estate agents. These first three screenshots show a soup-to-nuts, interactive microsite that aims to land agents or property developers on the right product page for their needs. The next screenshot is an agent invite to an event held at Nasdaq, and the last screenshot is a quick New Years ecard. Why'd it rock? The "B2B" space at StreetEasy is an interesting challenge because the tone needs to be serious and professional (because the audience cares about their business) but it also should be approachable and friendly (let's be real: these are real humans we're talking to). These examples show the breadth of my approach in solving that problem.
GE Hot Sauce
What's the proj? Thrillist partnered with GE to conceive the world's hottest hot sauce. Why? Well stay with me here: GE employs astro physicists to build rocket boosters, Thrillist employs lunatics willing to eat food so spicy they can't taste anymore. Natural fit. We produced the bottle from concept to production alongside GE, and pictured you'll find the full creative identity from announcement, to sale page, to content support, to the bottle and brochure itself. Why'd it rock? Well, just look at that bottle! Also this thing also won an award. Also also, it was a real challenge to tread a line between the usual hot sauce "inferno" language and GE's (sometimes insanely complicated) science talk.
What's the proj? TGI Fridays and Thrillist teamed up for a weeklong, cobranded content campaign during Independence Day week, where all Thrillist articles that were about America were supported by these cobranded banners.
Why'd it rock? Imagine if someone tried to write text versions of those absurd patriot t-shirts you find at Wal-Mart. That's what I was going for.
Smith & Forge
What's the proj? A sponsored content, video, and social campaign celebrating the robust, and hard-earned work ethic of generations past. Pictured are banners and skins displaying the overarching campaign name and tagline. Why'd it rock? The campaign aligned with Smith & Forge's "salty" brand voice while supporting some truly interesting content on Thrillist. The video portion was also an award-winning example of branded social video (seriously, it was one of the most streamed Facebook videos ever).
What's the proj? A cobranded content partnership with Tabasco highlighting summer meat recipes (get it?! chops), packed into an interactive quiz, a printed sampling insert, and accompanying branded banners -- Tabasco didn't have their own branded assets so we had to make them. Why'd it rock? Because it blended clever logic for the quiz, taking into account customer experience, with more traditional web banners that show off Tabasco's key brand pitch (a bold-as-all-hell hot sauce).
What's the proj? A partnership between Supercompressor and the Dodge Challenger featuring three articles about the awesomeness of American muscle cars. Why'd it rock? Because we got to treat this campaign like one of those epically cheesy 70s auto movie posters.
What's the proj? Corona's "Summer Up" campaign called for Summer-focused articles about road trips, patio drinking, and all the other ridiculous fun you get into in the warmer months. Why'd it rock? The banner shown not only drives home the benefit of the articles (having summer fun) but does so by assigning double meaning to the pictures—come on, a beach is totally a swim-up bar when you think about it. Also pictured is a sampling insert given with a sweet custom coozy in random boxes of Jackthreads merch.
What's the proj? These are Aidell's x Thrillist cobranded banners that drive to a piece of content about the Aidell's story. Why'd it rock? Because they look like sausage packages! Plus, I got to use the word "weiner". Twice.