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Project
Walmart launched a grocery pickup service, integrating online and physical store resources. They needed a fresh new voice that appealed to millennial shoppers.
Results
- Went from two test markets in the Bay Area to over twenty across the country
- Strong performance across dairy, meat, and produce categories
- Increased share across all demographics, notably among higher-income households
Project
Palisades Village is a bespoke walkable village home to over 40 uniquely curated boutiques, entertainment and fresh-food experiences, featuring the most coveted names in local and international food and fashion.
Deliverables
To promote the opening night gala, we created The Village Post, a publication giving locals a taste of the exceptional offerings at Palisades Village. A digital version was featured in the LA Times.
Concept
Where the Stars Meet the Sea
In 2001, I helped write an early draft of Rescue Dawn for German filmmaker Werner Herzog. The story is about a U.S. fighter pilot's epic struggle of survival after being shot down on a mission over Laos during the Vietnam War. It’s based on Herzog’s own 1997 documentary "Little Dieter Needs to Fly.”
This was Herzog’s first screenplay in English. I was brought on because he wanted a native speaker who could help with dialogue.
Although I would have done many things differently, I left with nothing but respect for Herzog and his art.
Project
Portfolio site and artist biography for Shahrokh Hatami, one of the great photographers of the 20th century. Despite a career that spanned five decades, and covered everything from celebrities, film and fashion to politics, war, and social change, Hatami’s presence online was limited.
Results
- Secured major licensing deals
- Increased search traffic exponentially
- Print sales at official gallery skyrocketed
In terms of digital presence, Walmart is one of the most loved brands in the world. And as copywriter for the consumables vertical, which included baby, toys, photo, food, pets and household essentials, as well as lead writer for several global marketing campaigns, I really tried to push the envelope in terms of creating a fun, clever and engaging brand voice that spoke to Millennials and Gen Xers.
Haiku is a marketplace that connects freelancers with quality projects throughout the world. I launched and currently manage their official blog, centered on conversations about the future of work. Below are the articles I wrote:
How I Learned To Stop Worrying & Love Freelance Life
Freelance Test Projects
Think Outside the Hiring Box
Build A Flexible Team of Freelancers
What Pricing Structure is Best for Freelance Talent?
How To Make Your Profile Shine
At ZipRecruiter I wrote sales and marketing collateral for JobBoard.io, a powerful white label job board solution. This included landing page copy, pitch decks and sales one-sheets.
The San Francisco Art Exchange focuses on the art of popular culture, particularly rock and roll. As the content developer and creative strategist for the gallery, I helped create a fresh look and feel to the brand that was was faithful to its roots, while speaking to a new generation of art collectors and music aficionados.
Ultimately, I was responsible for all brand collateral. This included content development and creative strategy; designing print invitations, magazine ads and posters; curating photography collections and crafting item copy for the web site; and writing press releases and artist biographies. I also managed the social media and email marketing programs.
An inspiration feed that focuses on the intersection of photography, literature, film, music, architecture and design. It’s a place where I document the words and images and sounds that I come across each day, things that I find captivating or beautiful or thought provoking.
The title of the site comes from a PBS documentary about architect Frank Lloyd Wright. Disappointed worshipers described the exterior of their new Unity Temple as looking like a prison gate house, an ice factory, and a Mayan handball court. And yet, over time the building has become one of Wright’s most beloved creations and is recognized critically as a crowning achievement of modernism.
There’s a metaphor there about misunderstood or overlooked brilliance that I find refreshing.
Front image © Stephen Shore
