My Work
What's here will give you a good idea of what I can do. This is a mix of recent projects plus a few, um, "oldies but goodies."
White Papers & POVs
Here are three examples of pieces I contributed to in various ways ranging from composing original copy, organizing the narrative and editing the text to researching and introducing new elements to make the content more relatable and/or relevant to the audience.
Moxie | The Revolution and Evolution of Marketing
This is the first chapter in a series of Moxie POVs about the evolution of mass marketing. In addition to editing and revising the content, I also provided original copy, where needed, to add personality and depth to the piece. |
Moxie | Who's Influencing you?
I worked in partnership with Moxie's Social Media team to write and edit this POV about Social Influencer Marketing and the Brand-Influencer-Fan Connection. |
Moxie | The Foundation of Personalization
An example of a more technical piece, this analytics white paper is about crafting a more personalized consumer experience. For this project, I worked closely with Moxie's Intelligence team to develop a narrative that would translate into layman's terms the highly technical and complex solutions Moxie develops and delivers. |
Videos
During my career, I've worked on an extensive array of videos with an equally extensive variety of purposes — product launches, brand sizzle, how-to's and more. Here are six examples, including three case studies, as they're a fairly frequent ask from my clients.
Disney Baby | Happy Mother's Day
The Disney Baby team asked me to write a "Happy Mother's Day" video script that would work in harmony with memorable moments from some of Disney's most classic and beloved animated films. |
Disney Pixar | Cars 2 Video Game Promo
This video was created to drive buzz, interest and buy-in for the launch of the Cars 2 Video Game. |
Disney Princess | Alfred Angelo Wedding Collection
Disney Princess teamed up with Alfred Angelo to release a line of wedding gowns inspired by some of Disney's most famous princesses. This sizzle video was created to showcase the collection. |
Chick-fil-A | Case Study - Social Media
Created especially for a new business proposal, this case study demonstrates how Moxie helped bring the unique spirit of the Chick-fil-A brand to life in the social space. |
Moxie | DecisionIQ
This promotional video showcases how Moxie's proprietary solution DecisionIQ helps brands leverage the power of data to create progressively more personalized experiences for their consumers. |
Ainsworth Pet Nutrition | Rachael Ray Nutrish
Here's how Moxie helped the family-owned brand Ainsworth Pet Nutrition build a new brand — and create a brand-new segment. |
Case Studies
I've composed a lot of case studies for clients. Here are three of them. There are a lot more ... like, a whole lot more. If you want to see them, I'm happy to share them. But when I do, just remember: you asked.
Arby's | Engaging a new audience by becoming a fellow fan
Here's how Moxie helped legacy brand Arby's connect with an untapped niche consumer segment by creating unique hand-crafted content that authentically celebrates the audience and its passions. |
The Coca-Cola Company | Creating and launching a groundbreaking social model
Working hand in hand with The Coca-Cola Company and its agency partners, Moxie helped develop and launch the North American Social Center of Excellence, a highly collaborative environment where multiple internal and external stakeholders work seamlessly together to create award-winning social content across Coca-Cola's brand portfolio. |
Porsche | Celebrating a first birthday in Porsche style
When Porsche wanted to celebrate the first anniversary of the Porsche Experience Center Los Angeles, Moxie's creative team set out to delivered a video and social campaign worthy of the brand's name. They succeeded — and with award-winning results. |
Retail
I've put together words to meet practically every retail need: product names, signage, end caps, product descriptions, style guides, editorial, tags, in-store banners, instructions, how-to's, brochures, websites, promos, POS and more.
Walt Disney Signature | Look Book & Brochure
Disney partnered with Drexel Heritage to develop a line of high-end furniture inspired by Walt Disney's legacy, work and, more directly, his office and home furnishings. Several of the pieces were replicas of his most cherished pieces, including the office desk where he kept an original copy of the script for Steamboat Willie, the animated feature that, in his words, "started it all." I worked on this brand from its inception, collaborating closely with Disney's product development team to shape its trajectory, anchor it in Walt Disney's story and ensure it stayed unwaveringly true to the man himself. I researched his life and work in order to compose the positioning statement, establish the brand voice and tone, develop the look book, create product names and craft descriptions for each piece. |
Disney Color | POS & Promotional
Disney Color, a brand inspired by the enchanting and emotive palettes of Disney's animated films, collaborated with BEHR to develop a line of interior paints designed to bring the magic of Disney's timeless tales and characters to the home decorating experience. The pieces featured here are a just a few of those created for the brand. In addition to developing a tagline, I composed content for the this piece, the Disney Color website and other promotional materials. Disney Consumer Products | Random Mickey - Teen Boys Segment Overview
This is an example of a consumer segment overview developed to inspire Disney teams creating Mickey Mouse-themed products for teen boys. For this piece, I worked closely with a designer to conduct and compile audience research and then, using the insights gained, provide a POV, positioning, look and tone, sample on-product editorial, etc. |
Disney | Classic Pooh - Style Guide - Holiday '05
I've worked on numerous Disney style guides, which Disney creates for licensees designing products inspired by Disney's properties and brands. Here's an example of a Classic Pooh style guide for Target Corporation. For each retail season, I helped develop an on-trend theme (in this instance, "Winter What-nots") based on the Classic Pooh brand voice and positioning. Each guide featured an original story, which I wrote, to lead into the program, as well as product editorial, packaging guidelines, design direction, etc. Disney | BOLT - Disney Pets - CPG
Strictly adhering to the brand style guide, I collaborated with the Disney Pets team to develop product names, a film summary and related packaging copy for a line of BOLT-inspired pet products. In addition to authoring product directions and details, I selected character quotes to complement each product and its presentation. |