CREATIVE COPY

Bringing a new product to market is never easy. New barriers in beta-testing turn into additional expenses and marketing can commonly take a backseat to product development. Thankfully, I was able to develop all materials in-house, and execute detailed marketing plans through researched strategies.

Imagined as an anti-endorsement advertising campaign, I worked to bring Charles Barkley as the next anti-spokes person for Nike Golf. Playing on how poor of a golfer Mr. Barkley is, I pitched the idea of him formally stating that he doesn’t use Nike Golf, because it’s for the “best in golf,” which he is not.

Re-branding the industry leader in point-of-care CT was not a downward battle. With the launch of the first new product in several years, Xoran was looking for a unique look, while sticking to the overall image of the existing company.

In 2015, I developed a shop site for Xoran Technologies and an advertising campaign to market this site to existing customers. This included a dedicated email campaign and mailer, as well as hands-on customer outreach.

Designed as a luxury loft complex for University students living in Ann Arbor, MI, 4 Eleven Lofts was looking for a video that offered insight into what day-to-day life for residents would be like. I drafted a script and directed a video that walked future residents through the property and helped them envision the lifestyle offered by 4 Eleven Lofts.

How you dress impacts how you are perceived. Certain clothes are demanded for specific professions. What if it’s not about dressing well, just about dressing well for a particular job… no matter what that job is?
Mark Twain said “Clothes make the man.” In addition to rebranding Mark Twain’s iconic phrase, this advertisement offered a unique perception of what the clothes really say about the person.

This advertisement was geared towards marketing the Dyson vacuum as something completely different from standard vacuums. It doesn’t clog, it doesn’t lose suction, it doesn’t require bags… is Dyson a vacuum at all?

Wiford Brimley isn’t new to advertising. Over the last 20 years, if you have caught yourself at home at 11am watching the Price is Right, chances are you’ve listened to him sell a better treatment for diabetes through Liberty Medical. In fact, seeing his face may conjure up different pronunciations of his personal illness. My pitch for Doritos was to employ Wilford Brimley to start a viral campaign on the correct pronunciation of this iconic chip brand.

How much does Marlboro spend on advertising in regards to television, radio and magazines? Not much in the United States, but the American Tobacco Company spends over two billion dollars in advertising each year globally. This is simply a tongue-in-cheek take on why they aren’t allowed to advertise in the US.