BRANDING, CONTENT > Concept/ Copywriter. There are still some folks who say "small" vs. "tall," and love the ritual of home brewed coffee. These spots capture the real side of Eight O'Clock coffee.
I was honored to have helped out on the script for this alongside my talented friend and director, the late Andrew Shapter. He joined Bono, C3 and the State Department to produce this piece encouraging other world leaders to step up and help refugee children and families find a safe home. It premiered today during the President's final appearance at the United Nations.
BRANDING, INTEGRATED CAMPAIGN, VR > Creative Director/ Copywriter. I moved to Portland from the woods of New Hampshire and found myself of the target audience I would be concepting and writing for—newbies to the one-of-a-kind Portland. (Don’t get me wrong, having lived in Austin and New York, Portland feels like their lovechild of the west coast, but of course in its own Sasquatch hoodie.) In this case, we’re inspiring worldly meeting planner travelers to experience, first-hand(made) the creativity, multi-cultural zeitgeist that people from all over have come to love. And meeting planners are unsung magicians of the biz travel world. They’re the first ones to the office and the last one to leave. They’re pragmatists who have had their share of swag hit their desk, and handed to them at Vegas trade shows. So, we created a holiday just for them—Maker’s Day—and their very own cubicle makeover kit to honor it. (No stapler is complete without a handmade alligator sweater.) From transforming their website experience to designing the one-of-a-kind trade show space—doughnut headphones anyone?—to integrated campaigns including an anthem, animated ads, print, and emails that invite you to choose your own Portland experience, the new Let’s Portland! platform extends our best warm, only-in-Portland welcome. Since partnering with Grady Britton they’ve seen 127% increase in site traffic, and $37m contribute to community economic impact. I’ve worked on this account for almost 4 years now. And I still feel like a newbie, thanks to always-evolving Portland.
Last summer, we went into production for two VR experiences. This was an incredible undertaking. I’ve worked on plenty of TV spots, but I’d never concepted, scripted, cast and shot anything for VR before. It’s an entirely different skillset. Working alongside the fearless and talented team at Giant Astronaut, we created two 360 VR pieces that showcase the Top 10 After-hours hangouts in Portland as well as Castaway, an event space where Soul’d Out Music Festival was kicked off.
Be sure to have your settings adjusted in YouTube to 1080s and feel free to look around! Literally. Use your mouse or trackpad left, right, up, down to immerse yourself in Portland’s hotspots.
DIGITAL/ SOCIAL > Senior Copywriter/ Concept. As part of the HUGE BK pitch team, we captured the bold, adventurous spirit with Daring Journeys: 6 Audi A6 cars in 6 cities. The locations are revealed on Twitter. Whoever finds the car must complete 3 dares. The dares are submitted and chosen by the Twitter followers. Success means the driver keeps the car. Failure means the process starts over. The entire journey is filmed from inside the cars. Social component invites players to follow A6DaringJourneys on Twitter to locate the cars and to keep up with the drivers as they perform the dares.
BRAND POSITIONING, DIGITAL, INTEGRATED CAMPAIGN > Creative Director/ Copywriter. Maybe it’s not the sexiest name (or category), but it's not often you're invited to take on healthcare for Portland’s foremost, widely-respected, ladyparts provider. The inspired new voice and identity was activated across digital and social channels, targeted outdoor, transit and activations downtown and in the burbs.
Through discovery, we learned that even the most familiar images of women in everyday life, can be polarizing; especially for millennials. We leveraged the power of words instead, to say that no matter what your experience is or what your position may be, WHA is there to take care of you, minus the judgment or healthcare jargon.
We went to work creating the "Journey well" brand platform and identity. From the poignant to playful language, to the bold, graphic style, the campaign is designed to stand out from the clinical and sterile vibe of other healthcare providers, and ultimately reinforce WHA’s commitment to “liberating options” for all women—we accept women without judgment and provide the support and information they need to make decisions that are right for them.
Grassroots efforts led us to partner with a local bike delivery company to deck out their bike in hot pink and distribute “ladybits bags,” including nail polish, tampons, and maxi pads at local community events as well as at predominantly female staff offices.
• 25.3M impressions throughout Portland
• 853% increase in post engagement
• 510% increase in Facebook post shares
• 196% increase in Facebook followers
• 1000+ Ladybits bags distributed to women in need
BRANDING, DIGITAL > Senior Copywriter. As member of the R/GA team who conceived, wrote and launched Target’s microsite, designforall.com, I was given the lead story, the newly designed ClearRx pharmacy bottle. Target launched the Design for All campaign to position the brand as a design leader and tout its belief that good design should be available to everyone. The microsite showcased many of Target's known designers, their products and stories. In addition to the site development and build, I interviewed ClearRx designer, Deborah Adler—and her design mentor, Milton Glaser, who hooked her up with Target to begin with. I went on to work in-house for Target creating concepts and name generation for Target soft lines & beauty. The microsite went on to win a Cannes Bronze Lion, among other awards and is now in the Cooper Hewitt National Design Award Gallery, NY.
BRANDING, INTEGRATED CAMPAIGN > Creative Director/ Copywriter. The Oregon Coast Aquarium—that gem on the coast—was facing a tricky year; with new, increased ticket prices, and without the pull of a brand new exhibit to showcase. Not to mention, the reality of a 3-hour drive from Portland to get to the Aquarium. This can make for a hard sell for families who have limited vacation time and dollars (not to mention "Are we there yet?!" kids in the backseat). To combat those challenges, our team at Grady Britton wanted people to value the Aquarium in a whole new way. We thought it time to showcase its educational value, as well as its entertainment value. Here’s a chance for families to learn something new, engage their brains, even have fun as parents combat the dreaded “b” word—boredom happens on rainy weekends—all with a good use of discretionary income. In short, we wanted to inspire people to become marine ambassadors. We developed an integrated campaign that utilized highly visible billboard and transit placements that brought the wonder of the Aquarium’s animals to people along the routes from Portland all the way to Newport. The media worked to capture people’s attention along commuting routes—taking advantage of Portland’s sometimes less-than-swift traffic flow.
We inspired 32.5 million parents, kids, and Aquarium fans to experience the wonders of the Oregon Coast and her creatures. We garnered 32,565,287 impressions in the short space of five months, accomplishing an 85% reach and 14x frequency. We also won the AMA PDX MAX Advertising award, and The Oregon Outstanding Integrated Advertising Award hosted by the Governor’s Conference on Tourism.
CAMPAIGN > Copywriter/ Concept. For GSD&M, this ad is an example of how "writing" is just as much about editing—and stepping aside for the story. The branding challenge here was how to depict quirky Southwest Airlines as cultured and an integral supporter in the Arts scene. Ideas are really what it’s about. No matter what the medium—digital, social, tv, print—it’s the idea that carries it. This ad appeared in the Communication Arts Advertising Annual.
CONTENT STRATEGY, DIGITAL > Creative Director/ Copy & Copy support. Alongside the team at Grady Britton, and after a nine-year-old, work-horse of a website, it was finally time to rebuild. Extensive discovery and focus groups taught us that women wanted more from their health provider than just insurance and location info—although that was sorely in need of improvement too.
What would be great is understanding what to look for…a woman’s body is always changing. Life stages come with their own surprises. So, why not provide content that gives women a heads up on what changes, preventative screenings, tests and possible issues to look for? This is a once-in-a-lifetime client. They care about women. They listen. They walk the talk. Instead of waiting until “phase two” to run with juicy content (which has often been my experience in building sites), we launched with it.
Since the site launched, they’ve seen a 45% increase in site traffic.
INTEGRATED CAMPAIGN > Associate Creative Director/ Senior Copywriter. I was a travel blogger for the Discover America Road Trip crew and Geometry Global. Brand USA partnered with Google, Spotify and Enterprise Rent a Car for this one. We covered the Pacific Coast Highway, the Texas BBQ belt and the Hana Highway for international travelers. A memorable project for its tight deadlines, teamwork and eye-opening views of our country.
INTEGRATED CAMPAIGN, ENVIRONMENTAL DESIGN > Senior Copywriter/ Concept. Pioneer and powerhouse of the green beauty industry, Aveda UK opens in Selfridges, London. Always popular backstage with stylists and make-up artists, these wall murals speak to Aveda's rich environmental heritage—and its ties to the fashion world. Working in-house for Aveda as a Sr. Copywriter, I was called on to name products, create campaigns, collateral, in-store signage, as well as write ingredient stories, magazine copy, web copy, radio scripts, and score free stuff when lucky.
BRANDING, DIGITAL, ACTIVATION > Senior Copywriter. Coke (RED) had a mission to usher in the first generation born free of AIDS, with zero deaths by 2015. I worked with ignition, the global experiential agency to craft the manifesto. The world's largest dance party brought hundreds of thousands of teens together to make it happen, along with Tiesto, DeadMau5 and Skrillex.
Now 2019, I wanted to know. What happened in 2015? According to Avert.org, global info and education on HIV and AIDS, “By 2015, seven countries in East and Southern Africa had greater than 90% coverage of PMTCT services. This includes South Africa, which is home to 25% of the region’s pregnant women living with HIV. East and Southern Africa has achieved the largest decline in MTCT anywhere in the world, falling from 18% of infants born to mothers living with HIV in 2010 to 6% in 2015—a threefold decrease.” 28. I’m not disillusioned in thinking this site or these words had anything to do with this modicum of hope. I do think I learned something (thanks advertising?).
CAMPAIGN > Copywriter/Branding. This campaign is pre-Katrina. Posters. It speaks to my fondness for the birthplace of my Mama (French Quarter) and Daddy (Ninth Ward). Art directed/designed by Austin CD, Seth Taylor, we created this awareness campaign and logo design, for the New Orleans-based, only full-time professional orchestra in the Gulf South. Side note: Thankfully none of my 45 first cousins were harmed during the hurricane. And as you may know, the music scene is only stronger.
PRODUCT LAUNCH > Creative Director/ Copywriter. Bob’s is a beloved Northwest brand, known for its no-nonsense, clean ingredients. It’s not always the case that you can use genuine and brand in the same sentence. Launching their new protein powders to buyers was just as much about the embodying the ethos and character of Bob’s, as it is delivering the goods in a unique way. As a writer, it’s a fantastic day when you’re asked to execute such a finely-tuned tone. Bolo ties off to Grady Britton who have partnered with Bob’s Red Mill since 2010 and invited me to the party.
DIGITAL/ PRODUCT LAUNCH > Senior Copywriter. Web site, magazine launch. Worked with Mario Cubillos as writer and editor for this Brooklyn-based online art/surf magazine.
CAMPAIGN > Creative Director/ Copywriter. Democratic National Convention. A simple idea speaks to the complex issues that surround motherhood.
Photographer. Sanctuary was an ethnographic photo essay that sought to dispel the notion that New Hampshire is a homogenous place to live. After I moved there with my family from lower Manhattan, I was struck by the growing diversity in nearby Concord and Manchester. Around the same time, I had some NYC street work hung at a pop-up gallery. I was approached by the Manchester Arts Commission to photograph what was at the time, the new population of refugees and immigrants for an upcoming show at the local City Hall. Manchester was one of the few sanctuary cities in New England. They came to live in New Hampshire from as far away as Africa, Bosnia, Bhutan, Iraq, Nepal, and Turkey. These are a few selects.
Each subject was shot on 35mm film with natural light, and handheld, using a Nikon FM2. All lenses are manual. I’m a self-taught photographer, inspired by numerous mentors, some living and working in LA and NYC, others whose legacy I admire, like Irving Penn, Henri Cartier-Bresson and the raw spirit of Elliot Erwitt’s street snaps.
Many of these photos, along with others from the shoot, hung as OOH posters throughout Manchester for the TEDx Inside Out Project.
CAMPAIGN > Creative director/ Concept/ Copywriter. Most times, it’s the insight or brand “truth” that leads to a memorable idea. in this case, it’s just as much about what you see— Handmade Freed Point Shoes since 1929—as what you don’t see; the hard-earned corns, hammer toes and years of wear and tear. Just as well. I worked hard for my bunions, so it was personal experience that led me to this spec passion project. Art directed by the talented, and former partner, Seth Taylor of Austin.
BRAND REFRESH > Associate Creative Director/ Copywriter. In collaboration with Think Studio NYC, the legacy of the MH was given a new identity, logo, tag line, and the launch of new web site. Aside from shopping Bergdorf's or Barney's everyone asks, Is that a real Miriam Haskell? In answer to the inevitable question, the fitting tag line "Yes it is" was born. The woman who flew to Paris to select pearls with Coco Chanel over tea created the legacy that is now collectible costume jewelry. The flagship label needed its own attention after time had been spent on a healthy list of licensed labels. To write about this fashion maven's history, I poured over coffee table books, lingered in the halls of the fashion district office, and watched who are but a few trained jewelry designers hand-bead the still hand-made works of MH.
Poet/ Curator of Reading Series. Work has or will appear in Berkeley Poetry Review, elimae, Poetry International, The Cultural Society, Literary Mama, Scapegoat Review and others. I founded and curated the Datum:Earth Reading Series after earning my MFA in Poetry, introducing poets & writers to the Monadnock region of New England. Check out www.datumearth.blogspot.com for details, bios, and the occasional cool poster.
• Fresh thinking & language, curiosity & culture
• Conceptual, strategic ideas
• A storyvore—I love to write—brand work, integrated campaigns, taglines, scripts, websites, experiential—& poetry when no one’s looking (or paying)
• Pitch-happy. Seasoned presenter. Budget conscious.
• Listening. To C-level Execs, kiddos, strangers, rain and Funk
• B corp., big agency, start-up, non-profit & client-side savvy
• Leading accounts & driving a creative vision—from small budgets to $800k annual business
• Developed agency-wide process plan with Executive Leadership
• Annoyingly high standards for accuracy and quality
CREATIVE DIRECTOR/ ACD/ SR. WRITER > Grady Britton, PORTLAND, OREGON, 2015-2019
SR. WRITER/ CD, FREELANCE > Skype, Nike, razorfish, Publicis, MDC Partners, R/GA, HUGE, Digitas, Geometry Global, Tribal DDB, New York & Boston, 2002-2015
SR. WRITER/ ACD > Publicis Modem Media, New York & East Norwalk, 2000-2002
COPYWRITER/ FREELANCE > GSD&M, et al., Austin, 1996-2000
PROFESSIONAL DANCER > Bruce Wood Dance Company, Ariel Dance Theater, Tapestry, Austin, 1996-2000
HOSPITALITY—1 Hotels, Renaissance Hotels, Marriott, Starwood
TECH—Skype, Amplify, IBM
RETAIL—Target, Nike, PBTeen, Aveda, Ann Taylor, Adidas
TRAVEL & TOURISM—Travel Portland, Brand USA, Delta, Oregon Coast Aquarium, Marriott
CPG—Bob’s Red Mill, Unilever, Snickers, Kraft, Lipton, Coke (Red), Heineken
LUXURY—Christie’s, Perrier-Jouët, D’Usse, elit by Stoli, Audi, Miriam Haskell
BEAUTY—Aveda, L’Oréal, Estee Lauder, CHANEL, Lancôme, Maybelline
HEALTHCARE—Aflac, Women’s Healthcare Associates, Merck
NON-PROFIT/ B CORP—Friends of the Columbia Gorge, Boys & Girls Club, Herb Pharm, NHPR
New England College > M.F.A in Creative Writing: Poetry
Loyola University > B.A. Double major: Philosophy & Communications.
Tulane University > Dance minor. Newcomb Dance Company.
Industry honors > Cooper Hewitt National Design Design Awards Gallery. Communication Arts Advertising Annual. Print Design Annual. HOW. Cannes Cyber Lion, Target Design For All, Bronze E-commerce; Adtech Best Consumer Web site and Best of Show; WebAwards Outstanding Web site, Target. Snickers, Eyeblaster of the Year. ADDYs Austin, San Antonio (gold, silver).
Artsy fartsy > Featured artist on NPR’s All Things Considered. Poetry appears in Berkeley Poetry Review, Poetry International, elimae, The Cultural Society, Zone 3 & others. Classically-trained dancer.
Photography shows > White Flag Pop-up Gallery, Manchester Arts Commission Cultural Diversity Town Hall, TedX, Manchester, et al.
Life > Mother of two teenage humans, two doodles & friend to struggling orchids