COPYWRITING

CASE STUDIES

SCHOOL OF PRACTICAL PHILOSOPHY AND MEDITATION
INTRODUCTION
The client has had a year over year declining enrollment of predominantly 50 and older students. The School was ready to invest in a campaign targeting a younger demographic of 20 to 40 year olds.

CHALLENGES
How to get the attention of NYC straphangers while not appearing like a cult or a scam.

SOLUTION
My strategy was to use humor about everyday problems with a modern mid-century aesthetic and one of the self-reflexive questions the School tells all students to ask themselves when conflicted about a decision “What would a wise person say?” In addition to the concept, design, and copywriting, I also created a new logo for them of the nesting heads, symbolizing the openness and ascension through the layers of self towards a personal truth.

 

 

 

 

 

SSCY BAGS
CHALLENGE
How to relay the unique functionality of the bag that is not obvious at first glance.

SOLUTION
I had to tell a story of how it could be used and why one would need it. Knowing a single photo on a website would not be clear enough to sell the product, I intentionally chose a blog format over the common e-commerce grid format. The customer needed to see the bag more holistically, not only as a lifestyle product, but also its functionality embedded in a narrative in both image and text. I shot photos that felt elevated in order to not only justify its price, but also relay a sense of quality, desirability, intelligence, good design, and a sense of style and adventure. I, then, wrote succinct copy that detailed not only the features/selling points, but also noted use case scenarios in a friendly, fun, and adventurous tone.

Additionally, looking at the bag on a shelf its unique qualities and use were not obvious, so an informative and instructive hangtag was attached to each bag style.

 

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HAND-DRAWN ILLUSTRATIONS
A small selection of hand-drawn illustrations where the copy is carefully constructed to give maximum punch with minimal words to make its meaning resonate and succinctly define what the image could not do alone. See more on INSTAGRAM

 

POETRY
I am also a published writer and poet.



behind the brush

behind the brush we could not have seen one

another then was only sky

we had to leave wondering

among other things where

birds came from where birds go to

camouflaged by our leaving

thoughts we saw only ourselves

alone envying stones we were saddened

by logs as arms cradled down

back until our branches touched

by chance there was never chance

we are trees we have always been together