Qik was a Snapchat-type ephemeral messaging app. Not only was it Skype's first new product in 15 years, it presented a chance to market to a younger, faster audience.
My copy work touched every piece of media in the launch: taglines, banner campaign, email, app store, and even the brand guidelines.
Skype Qik: Capture the Moment
Launch Video for Skype Qik.
Skype Qik Launch Tag Line
Skype Qik Launch Display Banner
Skype Qik Launch Display Banner
Skype Qik Launch Email
Skype Qik iTunes Page
MuleSoft + Visa "The ABCs of APIs"
Not sure what APIs are? Watch even the first twenty seconds of this and wonder no more.
This first video in a partnership between Visa and MuleSoft explained APIs to the layperson using simple metaphors and language. I added the humor to keep the viewer engaged. My estimable art director/animator, Chris Payne, added another layer of creative flair on top. An accompanying infographic quickly followed. If Visa and MuleSoft collaborate as well as Chris and I did on this project, they're in for a treat.
The ABCs of APIs - from MuleSoft and VISA
MuleSoft / Visa API Infographic Side A
MuleSoft / Visa API Infographic Side B
Skype for Mac Launch Campaign
I penned the rollout campaign of Skype's latest Mac edition. The video told the story of AppyParking, an actual London-based startup that depends on Skype to communicate, share files, GTD, etc. A pre-interview with them garnered the quirkier parts of the piece, including the founder’s adorable dog. Social and email followed.
Skype for Mac 7.0 Launch Video
Skype for Mac Launch Facebook Post
Skype for Mac Launch Email
Skype for Mac Launch Twitter Post
DealAction How-to Video
How do you convey how simple (and catch-less) a rebate site can be? You show it's so easy a seven-year-old could explain it.
Written for Funworks with the able animation of Paper Dog Video, we created this video to instruct DealAction.com visitors how to use the site, and even brought the "easy to use" point home with a voiceover from the founder's son, Asher.
I concepted the video, wrote the script, and storyboarded it. Funworks liked my storyboards so much they used my art in the video.
DealAction Introduction Video
Aldea Home Print Ads
Shopping with a smidgen of snark: That's what the discriminating Aldea Home customer likes. These ads, placed in the holiday issues of national pubs like LUCKY and DOMINO, resulted in a 36% boost in traffic to Aldeahome.com, not to mention their brick-and-mortar San Francisco store.
Leveraging Aldea's innate taste in tasteful artisan gifts and furnishings, the ads played to complimentary sensibilities: people who gift to impress, who don't mind picking up a thing or two for themselves why they're out.
The fight for Bay Area talent is, to many, epic. Why not bring super powers into the mix? That's the idea our marketing team at MuleSoft plastered over every available inch of media space in the San Francisco Caltrain station (pillars, flags, walls, etc.) with dramatic, powered-up photos of our team members.
I created their characters inspired by their jobs and skillsets — our DevOps engineer as "protector of the stack," a sales rep as a Green-Arrow-style "hunter," etc. — and paired each with copy that paid off their powers.
By making current MuleSoft employees look like a team of super heroes a la The Avengers, our Caltrain takeover succeeded on three levels: Conveying MuleSoft as an aspirational place to work, a destination for marquee-level talent, and a company that deeply appreciates its employees to the point of light-hearted glorification.
The returns on the six-week campaign were equally block-buster-y, with huge spikes in job applications, views of the MuleSoft careers page, and candidate referrals. Social media hits and coverage in design and HR blogs, including LinkedIn, further validated the campaign's success.
"The Skype Six" Tour Promotion
The second leg of Skype's Ones To Watch sponsorship was suffering from fatigue and needed a new hook. Since this leg would sponsor six bands touring across six cities over six weeks, I pitched calling it “The Skype Six” — and the name stuck.
The tagline I developed stuck as well: Six Bands. Live on stage. Life offstage. I wrote all site collateral, video text, and email.
The brand refresh resulted in spikes in both social pass-around and ticket sales across the board.
Microsoft Office Email Campaign
This email campaign for MS Office apps remains one of the favorite email campaigns I've written. We introduced a new design for the promotion, and a more engaging copy style that you don't normally find in Microsoft campaigns.
Directed at Word app users and intended to cross-sell the rest of the Office mobile app family, it resulted in better open rates and greater engagement on the landing page.
Skype Sasquatch! Festival integration
Skype is no stranger to music-industry integrations, but in Spring 2014 we decided to go big, giving every festival-goer at Washington’s three-day Sasquatch! Festival their own chance to perform. We built the Skype Music Room, an interactive installation where you could make a Skype video message and send it through a processor that it up into samples, which you could trigger on a MIDI touchpad and jam for a dance-floor crowd.
We created a whole ecosystem of promotion around the music room, which I wrote: sponsorship slides for the stage video screens, signage in and around the festival, digital banners, web presence, even messages on the official Sasquatch! app. We also shot interviews with the bands, for which I supervised script and wrote all the title cards and YouTube copy.
The campaign proved a huge awareness-raiser, resulting in 3x more e-mail signups than estimated, not to mention level-setting amounts of engagement with our videos and social posts, plus packed Music Room dance floors.
"Spider" banner for Skype/Sasquatch!
"Friday" banner for Skype/Sasquatch!
"Camp" banner for Skype/Sasquatch!
American Standard Air Web Site
The initial American Standard Air site was, at best, a catalogue site, listing dozens of air conditioners, heaters, coils, and other machines sure to confuse a consumer into clicking away. My FCB team re-built the site from the ground up, turning it into a friendly destination that gave visitors an experience as helpful and comfortable as the products themselves.
Hardly anyone knows what kind of heating or air conditioning system they have, much less need. We made that part easy, creating a tool where a user merely had to type in her zip code to understand what kind of system she had, how they could replace or improve it, how much that might cost, and where they could find a helpful local AmStan dealer to get the components they'd need. All in four steps. Several re-designs later, the current site still uses a version of this selection tool.
I also re-designed their product copy templates with new hierarchies that could be applied to every product page. The new templates were easier to understand even with a quick scan.
Mulesoft Digital Transformation video
An ad for MuleSoft's 2016 Benchmark report. We used a friendly but fairly objective visual conceit to convey the difficulty of entrprise digital transformation, and present APIs as the saving grace.
The State of Digital Transformation and APIs
An animated campaign I wrote & directed for private social network provider NationalField. I also storyboarded the pieces and cast & directed the voice actors. Fun stuff.
"LIkes" / Nationalfield.com
"Noise" / Nationalfield.com
"Adoption" / Nationalfield.com
E-File Digital Campaign
Tell someone your client is the IRS and watch their eyes glaze over. And yet we managed to make our 2005 E-File banner campaign engaging and fun. We started with the various pitfalls of paper tax filing and presented E-File as a simpler, less error-prone alternative. It resulted in new records for banner clicks and site visits for the IRS. Here's a taste.