Sr Copywriter & Brand Builder.
USA TODAY
Brand Copy, OOH Copy, Social Media, Conceptual Thinking
The Tennessean Brand Campaign
Brief: Create a local media brand campaign to help raise awareness.
Insight: Housing cost and transit are hot topics in Nashville. Things are so ridiculous that if you don't laugh, you'll cry.
Idea: I poked fun at Nashville but fostered curiosity in Nashvillians. These lived downtown where construction runs riot, but transit is far behind.
USA TODAY Brand Platform Ads
Brief: Increase brand awareness in new audiences using our "news to the point" platform.
Insight: People are busy and information is often convoluted.
Idea: Centered around getting clarity fast, I wrote up several playful lines to drive home this strategy in a memorable and snappy way. Click the arrows to move through the gallery.
WITNESS True Crime Launch
Brief: In our effort to produce flanker brands that enhance our offerings, we're launching WITNESS, a true-crime platform powered by our own local investigations.
Insight: True crime is beloved across the nation because people enjoy solving mysteries and exploring human psychology.
Idea: We locked in on our biggest differentiator – owning the journalism behind our true crime stories.
USA TODAY Brand Campaign
Brief: USA TODAY is known for its clear, quick-hit reporting. Double down on this benefit in a creative way.
Insight: Many media orgs give off an elitist vibe and their stories are often complex for no good reason.
Idea: Poke fun at the competition by showing their version of a headline vs our simplified, all-you-need message.
USAT NETWORK Locals Only Ads
Brief: Connect with locals in our growth markets and raise awareness of our brands.
Insight: Misery loves company, and even the worst parts of a community keep it connected.
Idea: Take a hyper-specific point of contention and turn it into a tongue-in-cheek headline that delivers an 'aha' moment that only real locals would understand.
Click the arrows to move through the gallery.
