Tyco / ANSUL Fire Protection

Role: Senior Copywriter

ANSUL is the name in fire protection. You’ve never met a group of people more passionate about what they do. For its 100th anniversary, I led the team as we pitched and executed the Passion for Fire Protection campaign. An interactive, virtual museum complete with a video series featuring real ANSUL customers and employees helped commemorate the milestone.

 

Passion for Fire Protection Videos

I was on set to interview ANSUL employees and customers about their experiences and memories of ANSUL. Every single person had clear passion for the brand and it comes through. Watch two from the series below.

 

 

Virtual Museum Website Tour

Take a quick tour of the museum website experience featuring multiple wings and many facts about the history of fire protection. Or check it out for yourself.

 

Print and Social

 

HARMAN

Role: Associate Creative Director, Copywriter

HARMAN needed a way to introduce its new Connected Services division to a B2B audience — so I thought the only way to do it was by creating a whole new medium. Introducing the infopaper. It’s an interactive, digital whitepaper that incorporates a fictional narrative, influencer opinions, infographical stats, and HARMAN sales information to educate, entertain and drive response.

It launched at Mobile World Congress with an integrated paid, owned and earned campaign. Results greatly surpassed benchmarks and expectations.

Page Family Foundation

Role: Senior Copywriter / Copy Lead

The Page Family Foundation had a goal to make kids, teachers and families healthier in Oakland, California. How? With Shoo the Flu, a free in-school vaccination program that required no insurance and no need for parents to take time off work for a doctor visit. The challenge was to get the message across to a diverse, multi-generational and multi-lingual audience who is already skeptical about vaccines.

One of my favorite tasks was naming and writing bios for the cartoon flu characters who helped us teach kids that getting the flu vaccine isn’t so scary after all. I was the sole copywriter for a parallax website, print flyers, outdoor, video, social and more. It was a fully integrated paid, owned and earned campaign with content translated into 6 languages and distributed to thousands of students and their families.

 

Educational Video

Collaborating with the multimedia team, I concepted, scripted and directed this video detailing a day in the life of the in-school vaccination program. The goal was to help parents, teachers and students understand what to expect.

 

Website, Outdoor, Print, Digital and More

 

Project Management Institute

Role: Associate Creative Director, Creative Lead

PMI, the world’s largest professional organization for project managers, had a brand continuity problem. I led the creative team as we pitched a fully integrated global campaign that would help unite and humanize the brand. A big piece of solving that was featuring real project professionals in advertising and redefining their brand voice as relatable, empowering and straightforward across paid, owned and experiential channels.

We conducted photo shoots abroad to fuel creative. In all, I led the team through campaigns for events, education and more, which included digital banners, audio ads, video and social. I worked with copywriters and art directors to push the brand and deliver cohesive, effective creative driving response and brand awareness.

Pittsburgh Steelers

Role: Associate Creative Director, Copywriter

The Pittsburgh Steelers wanted to excite their internal teams and make sure everyone was aligned under one definition of what it means to be part of the Steelers family. Our team helped the Steelers define their values and build an anthem video worthy of Steelers Nation.

 

Brand Essence Video

After scripting and storyboarding, I headed down to Pittsburgh with the team to shoot the video everywhere from inside Heinz Field and the front offices to the locker room and practice fields. I coached Tunch Ilkin, former Steelers player, through the v.o. recording and played a key role in helping the whole video come together.

 

Employee Handbook

A big piece of this endeavor was giving employees something to hold in their hands that reiterated the values and gave them pride about where they work. This employee handbook was the answer.

John Deere

Role: Associate Creative Director, Copywriter

John Deere is changing the way the world farms with precision agriculture technology. It’s helping farmers all over the globe do more with less time, money and resources. The problem: not everyone knows about it or understands it fully, including farmers, dealers and media. Our goal was to make the conversation accessible to all these audiences while playing up the benefits and getting more people to join in. I spearheaded a multi-channel campaign that did just that.

 

Narrative Video

Part of our hurdle was farmers don’t always trust new technology. They trust the way their family has been farming for generations. To help gain points with our main audience, we had one family help give context with a look at how the technology helps them every day. From concept to script to screen, I led a team as we brought their unique story to life. I directed on location, worked with the family to capture the right content, and then headed to the editing room where what you see below came to be.

Interactive Infographic

To help individual John Deere dealerships start the conversation with customers, I helped craft an interactive experience that gives farmers a concise, high-level look at the main benefits of precision ag. It lives on and off-line (in case any of those farmers need to set up the meeting in the middle of 10,000 acres).

Print, Social and More