Campaigns & Content Strategy
“Annual donations increased by 20%.”
campaign
As a principled nonprofit deep in the weeds of scientific research and its difficult realities, BCRF is loathed to talk about a “cure” — so the campaign challenge became about inspiring and activating their audience in a more nuanced but still compelling fashion.
Working off the clinical detail that cancer cells spread in the human body by dividing, the “Cancer Divides/We Unite” campaign I conceived and pitched, in partnership with digital creative agency HD Made, invoked broader connotations to succinctly express BCRF’s effectiveness at bringing leading researchers together with survivors and the financial resources of the donor community.
content strategy/events
Composed strategic creative content for a blogger conference event organized by creative shop Bond Influence to promote Babybjörn’s Miracle Carrier.
Creative document here.
campaign content strategy
The Head of Growth & Marketing for Ecommerce company/social marketplace Peddler retained me to generate concepts for a 2018 holiday campaign. After I generated a set of options responsive to her creative brief, Peddler’s CEO selected one and commissioned me to write it up as a video script, which they now plan to produce in 2019.
Brand content strategy
Composed a strategic plan, in partnership with digital creative agency HD Made, for client FanDuel to reposition their brand in the wake of adverse legal challenges and rulings.
Strategic document here.
other projects
Commissioned through creative fashion shop GB65 to write the promotional copy for Ermenegildo Zegna’s Fall/Winter 2011 collections and write a high-concept minisite for MaxMara. Penned the treatment for designer Giovanni Bianco’s Naomi Campbell fragrance TV spot and for a Madonna book project he was developing.