brand work (mostly copy)
These are some highlights. I’ve written and edited headlines, videos, display ads, paid social copy, landing pages, websites, digital magazines, organic social copy, blog posts, banners, printed guides, brochures, and more. I can’t put it all here, because I know most people don’t even scroll to the bottom of the page. I’m pushing it here already.
Please note: There are dozens of videos, podcasts, and more that I’ve written and directed that unfortunately I cannot place here due to the confidential nature of their content.
Your internet. For everything.
We launched this campaign during COVID-19. I wrote the text-based YouTube videos, which were used organically and as YouTube and banner ads. I was part of the team that worked on our anthemic video that showed how people are using their internet.
I worked on a 360 campaign to get people to cut the cord. These are some video ads I wrote. I also developed a landing page, wrote and oversaw the copy development of paid display and social ads, and developed a 360 organic content campaign (a blog series, a social campaign, emails). Additionally, I led copy development for corresponding print collateral that coincided with this campaign. I partnered with several agencies as well as internal stakeholders. Writing doesn’t ever happen in a vacuum.
At Whole Foods Market, I conceived and edited multiple seasonal digital magazines. This content had to match our brand strategy briefs, our marketing and business goals, product priorities, while working in tandem with paid media, social, what was going on in-store, and more. There was lots of collaboration. This one will always be one I remember, because our “summer food guru” was Antoni Porowski from Queer Eye!
Working on holiday content was super fun, because that meant…e-commerce! Creating content that would crush it on social and in email and in turn inspire people and then make them click and shop! You better believe I love turning inspiration into results.
Above: In summer 2018, Whole Foods Market’s Instagram white-out got national attention. I was the copywriter for that campaign. / To the right: The lede of a story I edited for Whole Foods Market featured on the Prime Insider website. I edited Prime’s version of the story, as well.
Things I’ve done you can’t see: Voice and style guidelines, rules and standardization, voice and tone trainings/writing guidelines for cross functional teams. In case you can’t tell, I am obsessed with voice, tone, and style. And the Oxford comma.