Part of an all-star team drafted to distil the ethos of The Tampa Bay Buccaneers NFL into a brand impression larger than the sum of its parts.
MY ROLE:Communicate to motivate. I got to sell the excitement of new talent on the home team online, outdoors —as well as via very special events.
Transforming a Pay TV satellite provider into a category- dominant player took a stellar rebranding campaign—and a complete transformation of their website. I was on the team charged with turning theit new brand identity into an irresistible and lucrative online experience.
My role: Content pioneer. I got to write online content for DirecTV’s hot new range of bundled programming —under the new umbrella.
Once you experience streaming, there is no going back. Thanks to impressive iinnovation, DirecTV took an early and commanding lead in this now indispensable technology.
My role: Magic. I got to put the life-changing joy of streaming DirecTV across devices into words.
Sports are a monster player in DirecTV’s growth. Dive into their deeply immersive eight-screen coverage of every imaginable Tournament, Championship, or World Cup just once —and you won’t want to experiece any final any other way.Ever.
My role: Moivate in 80 words—or hopefully less. Knocking out content for sports packages as well as Pay-Per-View fight nights online and in print. Sports writing taught me to use only enough scliff hanger story to motivate a purchase. No more, no less.
With one perfectly targeted letter—The American Express® Platinum Card changed the card industry forever.
My role: Ideate tone, manner and more. I made the call to eradicate adjectives. Writing the letter that would launch a gamechanging new generation of benefits, concierge services and annual fees was gravy—once I ideated its high-brow yet straightforward copy tone and manner style guide.
The ongoing success of The American Express® Business Gold Card is simple: no one builds relationships with customers over time as strategically as American Express.
My role: Keeper of the brand —and lead creative —on all customer acquisition and retention direct response, print advertising, and even airport kiosks for five years.
Pitching new business for a blue chip agency as a freelance Creative Director is rare enough gig to warrent breaking out the tequila.
My role: Create a brand on a budget.To ideate and execute an entire acquisition and upsell campaign for a cable company in a single week required keeping all the parts simple. The end result was a thrifty high-speed, color-popping, headline-driven postcard campaign that could double as print ads..
It took a lot of unexpected deliverables, weeks of living on-site and at least a hundred split-second aesthetic decisions to find the words, images and even scent needed to sell the most expensive spa in America —while it was still under construction in Litchfield, Connecticut.
MY ROLE: Maestro of the merger. Joining a holistic new Spa with the existing Mayflower Inn into one new and unique brand —synonomous with luxury —required separating the trees from the forest. Naturally, its ever-changing and idyllic woodland setting won out and drove every word of its launch website, its collateral— and its raft of press materials.
Sedans were pretty much the beige of the auto industry. Until our Mazda campaign bulldozed through every coupe cliché imaginable.
My role: Pump the brakes! I got to write about the Maxda engine: part by part by part — without any oversell. my creative still won awards and generated a truly remarkable number of test drives .
The Washington Post
“The trouble is: You think you have time.”
That Buddhist-sounding quote from a fortune cookie rattled around the back of my head for decades, seemingly for no reason. Now that I find myself living with my 94-year-old mother in a Florida city where preacher Billy Graham got his start and being a never-wed 60-something has made me a tourist attraction of sorts, I finally understand why I thought the repercussions of growing old without a child or two would not apply to me: I was just plain delusional…
The Washington Post
Nobody wants to kill her own mother by accident. Luckily, mine pulled through.
As teachable moments go, this one was huge. I learned that once you or someone you know hits age 65, it’s time to learn which drugs can increase the risk of dementia when taken for long periods. And which, for people who already have dementia, can make them psychotic.
