The audio for this clip starts up later, to demonstrate the user experience.
This award-winning full-blown rich media campaign was born out of the technical restrictions on the YouTube video masthead ad--it would let us play a short video clip, but only allow audio to play, once the user clicked. We used that to our advantage, and created a fun little online video ad that gained better response than the client's previous efforts. It included a video masthead ad on the YouTube home page, a Yahoo! home page takeover ad, and many banner ads. We retained some of the cast from our broadcast shoot and did a separate shoot for the digital project.
WellPoint: True or False Web Videos
As part of our Fall/Winter 2014 campaign for health insurance giant, WellPoint, we put together a series of web-only videos featuring our main talent from the broadcast ads. With a miniscule crew, budget, and timeline, we came up with content that rivalled the big-budget broadcast piece.
WellPoint True or False Web Financial Help
WellPoint True or False Web SEP
WellPoint True or False Web Just One
Kärcher: Follow Me Landing Page
This companion site serves as the landing page for the Karcher: Follow Me long-form DRTV and short-form ads. It carried over the imagery of the TV spots, and added in more detail to help customers make a more informed buying decision. We used a simple design and were able to leverage video content that didn't make it into the TV ads.
Levi's.com: Perfect Jeans Finder
Working with Razorfish, this pitch was for adding a more engaging shopping experience on the Levi’s e-commerce website. With a super-short deadline, we managed to assemble a top-notch proposal. We used the “Go Forth” rebranding as a creative springboard. The main writing challenge here was to alternate between styles from headlines and touts, to editorial, to an instructional tone, to making fake social networking posts sound authentic.
Visa: Olympics Website
Working with Razorfish, this promotional microsite was a subset of Visa.Com, encouraging customers to use their Visa cards in hopes of winning a trip to see the Summer Olympic Games in Athens. The site highlighted Visa’s involvement as a sponsor of the US Olympic Team, and offered an online code and offline coupon for saving money while shopping at official US Olympic Team retail stores. The copy needed to be consistent with existing print promotional materials and the rest of the Visa.Com website. The project also involved writing copy for small banner ads that appeared throughout Visa.Com, including the home page.
Intel: Retail Edge Retail Program
Working with the agency, Via Training, this project was part retail-sales person training and part brand-loyalty building. The style was edgy and aimed directly at a 20-something audience. The project spanned nine episodes that ran on two-week cycles, consisting of articles on PC-related technology issues, interactive training modules that we built, sweepstakes, and a discount purchasing program. I was responsible for all of the copywriting for the site.