So HomeAway was like, “Millennials. What’s up with ‘em?”
And my Art Director Sonia Georg and I were like, “Let’s find out.”
HomeAway wanted to create an “outreach” campaign to millennial travelers and increase consideration for the brand.
We started with data and anecdotal research. There was plenty of each to back up the notion that millennials prefer experiences and stories over material items. So we positioned a stay in a HomeAway rental as the ultimate experience. This campaign is called “Go Home With a Story.”
I worked with my Art Director on this campaign from discovery and concepting phases to production and finally, the asset creation process. I wrote all of the concept work, video scripts, and marketing pieces for this campaign.
And the ultimate client award goes to…
Lovard’s Kate Falchi and Jeff Lincoln, who reached out to me to help tell their brand story before their launch.
Lovard’s clutches are more than just going-out bags — they’re versatile pieces that put your style first. They’re the anti It bag. It’s not about logos or fads — it’s about giving you timeless style that always pulls through for your most important occasions.
I worked with them and their Art Director, Brooke Domer (a former colleague of mine at Abercrombie & Fitch) to write their brand manifesto and then the bulk of the copy on their new website, email series and packaging. I also provided them with a bank of copy that they could use as they pleased on their social platforms.
This was one of my favorite projects and clients to date. The voice is so relatable, empowering and effortless.
So one day our stakeholders were all like “Tell a story in 6 seconds. With zero budget and zero time to shoot new footage.”
Cool, cool, cool, cool, cool.
In all seriousness though, my collaborator, video animator Jake Mendez and I actually had a lot of fun figuring out how far six seconds could take us and what stories made sense to tell. We made A LOT of options: sentimental bumpers, quirky bumpers, sassy bumpers and totally off-the-wall bumpers. In the end, these were the ones our stakeholders really gravitated toward.
Vimeo password for all videos: bumpit
Fun fact: The working title for this concept was “Harness your true magic, you glorious gem.”
What our marketing stakeholder wanted: “Breakthrough” social ads that promote our Trip Boards product feature for group trip planning.
Translation: Thumbs-stopping creative that incorporates some of the product UX but like, in a way that’s not totally boring.
I was inspired by daily motivationals and affirmations for this proof of concept. The idea was to present a positive, empowering and lighthearted take on a pretty thankless task (planning a group trip).
I wrote the longer script for a family trip, but the idea is intended to be easily adaptable for a myriad of group trip types (bachelorette parties, couples trips, etc.). I wrote a script that was inspired by motivational voiceover and decided to feature soothing vacation-themed imagery to match the overall tone.
The video in-situ is a 15-second cutdown version.
Thanks to Jake Mendez, motion artist, for his video skills and also for lending his seriously soothing voice to this proof of concept. Please note that this is not final creative.
Video passwords: magic
Imagine the brands that make you want to be a better person. You know like Warby Parker did for glasses, and Cuyana did for bags, and Reformation did for clothes. Think of the brands that inspired a movement, not just a lifestyle. Kinn is that brand for dinnerware.
The ask was to showcase the movement, without giving off pretentious Goop vibes. So we approached the content, not like we had something to sell, but like we had a story to tell. Stories about the regions and the makers behind the dinner plates, and stories of how customers use their linen napkins, not just to swipe up spilled Chenin Blanc, but to wrap fresh-baked bread in and gift to friends. This is a brand that is designed to be woven into your day-to-day life, bringing joy and elevating the everyday.
I worked with the company’s founder to build Kinn’s voice and tone from scratch, starting first with a brand manifesto and then moving on to the site’s About pages, the product descriptions, and the product names.
This was probably my favorite activation idea I pitched during my time at Vrbo.
It’s not sexy. There’s no whiz-bang animation or A-list celebrity. No flashy data visualization. Just some good ole Google Ads… with clever, unexpected copy.
At the time, our platform promise was that we could help you find the perfect vacation rental for you, no matter what you were into. Even if you were into weird stuff.
So the idea was to buy up a catalog of hundreds (and eventually thousands) of Google Ads for totally random search terms (think Penguin in Sweaters, How to make s’mores on a grill, lumberjack outfits) and take whatever the search term was and tie it back to vacation rentals.
During my brief stint as an agency copywriter, I was on the Microsoft Store account.
Real talk: Microsoft Store is tough brand to write for. At the time, their established tone was, well, no tone. But the MMS program was a special little pocket of the brand.
It was one of my smaller projects for them, but definitely my favorite. The idea was that we could depart from MS Store’s slightly cold and often sterile voice in the MMS space because it felt more personal, like a 1x1 conversation with the consumer. We often only used the MMS platform to talk about Microsoft’s “sexier” products, so I was determined to inject fun where we could. Especially for the Xbox pushes. And there’s something about a hard character limit that I actually really love.
