Instead of just adding links to my work, I thought I’d use this page to highlight a few projects in each of the disciplines where I enjoy working as well as outline my process to delivering for my clients. I know, it’s a lot of writing, but what can I tell you, I’m a copywriter.
B2B CONTENT
I have a great deal of passion for writing corporate communication scripts. My first step is to get to know the brand’s voice, promise, and mission. Next, I dive deeper into their visual identity and company-wide marketing efforts. With a holistic understanding of the client, I design a set of concept boards to ensure that I’m headed down the right path. After the initial concept is approved, I start working on a new set of storyboards and work on the script can start.
- The American Woodmark team needed a piece of content to be a part of their Home Depot virtual trade show. The challenge was to summarize the brand’s 40-year history into 4:00 and also outline the core offerings to their sales partners. After the concept boards were approved, the script was written and an animator was contracted. The end result was a video that exceeded the client’s expectations.
- Writing scripts for a large brand like Aetna takes a great deal of understanding and patience. Done correctly, you really get to know the brand inside and out. You also come to realize that any parameters or legal restrictions around the project simply force you to be even more creative. This video shows I like a good challenge.
- I wrote and directed this branded content piece for Cedar Capital back in 2014, and it still remains one of my favorites. The organization needed to re-define itself and chose video as the method to deliver the message. Having each business partner read their lines off a teleprompter as if they were being interviewed resulted in earnest performances from the non-actors. With the help of a great DP, the video turned out great!
- Oftentimes, one piece of video content can serve several marketing needs, so I do my best to make sure the copy and the visual theme are somewhat universal within the brand’s needs. This was the case for the script for Davis Vision and Versant Health. The video would be designed to work in a digital experience first, then used for branded content on different platforms.
More examples of concept boards and scripts for B2B videos include: Blue Star Families, Dell, H&D Distributors.
EVENT MEDIA
I’ve been fortunate to write and produce a wide variety of content for virtual and live events. It’s always important for me to inspire the viewer with copy, and move them emotionally with strong visuals, but at events, you have to take it one step further and lift the audience off their seat, get their blood pumping, and fuel their enthusiasm for the upcoming year.
- Here is a a virtual event deck I wrote for my friends at DuPont. It is a pretty good example of the process taken to build an event from scratch, starting with the theme, and ending with a run-of-show and a great deal of media. After we decided that a NASA based theme of exploration would inspire the organization’s young leaders, we on our way. Here is the conference’s opening video.
- PSCU was a fun event to be put on. I was asked to concept an opening video that also incorporated a live element. With the theme of “Beyond Limits”, both the script and the on-stage act had to emphasize the benefits that come from taking chances in order to achieve greater success. Both the video and the live experience were a hit.
- In 2024, I was asked to put together “News & Brews” for Informa Markets. I built an activation deck, cast a team, designed the media, and produced it all inside the Anaheim Convention Center.
- KB Home is a wonderful client to work for. In 2019, the client wanted to step up the exposure of the dozens of brands that participated in the conference. The concept behind the DME (Digital Motion Environment) was to take elements from their style guide and create an animated puzzle to reveal all the logos on the ultra-wide screen in the general session room. Once the video was approved, we were asked to brainstorm around how that experience could live in the concourse of the meeting hall, for more direct interaction from attendees. This traveling exhibit has proven to be an engaging messaging tool for the client for several events since 2019.
More examples of event media scripts for Live and Virtual events include: iRI, KB Home 2020, Honey Baked Ham, and the CMO Club.
BRANDED ENTERTAINMENT
I define branded entertainment as programming with an agenda. Successful branded entertainment has three equally critical parts, without all three… true success is not possible.
#1 – The Sponsor / Foundation – If the content doesn’t propel the brand forward, and deliver on the goals of the engagement, it won’t be financed for long.
#2 – The Idea / Creative – If you’re just selling a product, listing some information, or not putting any thought/money into the production value, including ensuring it is well-written, don’t even bother shooting it. You are not entitled to an audience, you must earn their loyalty. Make sure the content is worthy of the audience’s time and the sponsor’s resources.
#3 The Audience / Distribution – Many content creators stop after getting a sponsor and having the creative in place. If there is no plan for sharing this content and distributing it to a wider audience, then what’s the point?
- How To was a series I wrote for MSC Industrial Supply. The challenge was to tell the story of an individual sponsor, without it turning into a commercial. The content had to inform the audience by giving them actionable advice without the need of buying the sponsor’s product. Here is one of my favorite episodes.
- This is Tag, You’re It, it was originally written for an L.A. based production company that needed a concept that appealed to a retail sponsor and their millennial mom target.
- Carpool was written for Nickelodeon (Nick Mom) so they can get a car sponsor. The idea was well-received, but not sold.
- A colleague at Variety Magazine was in charge of launching a content studio for potential sponsors, and I was asked to create a series for Sling TV
- The Fighting Blue Birds is a series developed for Nationwide Insurance as a potential sponsorship vehicle for the NFL draft. An experiential element was added for onsite activation.
More examples of branded entertainment concepts, include: Lyft, Tim McGraw, If The Shoe Fits, and Office Crash.
DIGITAL
My role in digital projects (as either a creative consultant or an in-house creative director), is to listen to the client’s needs and ensure expectations in functionality are being met and the goals in the creative vision are exceeded. Much like my process for storyboards and mood boards, I create videos, I start by putting together a wireframe drawing (Illustrator) of what could be the customer experience, and I’ll suggest what the content could be in support of the marketing strategy. I typically will help source web designer options and manage their creative output. I often write a great deal of the content and manage the production of the art assets to be used.
If you’re looking for more scripts or storyboard examples of my work, please feel free to reach out to me.
CREATIVE ARTS CONSULTING 