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USA TODAY

Brand Copy, OOH Copy, Social Media, Conceptual Thinking

The Tennessean OOH Ads

Brief: An OOH extension to our local media brand campaign needs to help raise brand awareness.

Insight: Housing cost is a hot topic in Nashville, to an extent where trying to afford a home is almost funny.

Idea: I poked fun at Nashville but fostered curiosity in Nashvillians. These lived downtown where construction runs riot on a constant basis. 

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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.

USA TODAY Acquisition Ads

Brief: Appeal to different customers' affinities to get new subscribers.

Insight: People enjoy different things, but everyone has one thing in common – they want to be in the know.

Idea: We locked in our biggest audiences and I crafted emotional, benefit-driven headlines that speak to these personas. Click the arrows to move through the gallery.

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.

USA TODAY Network BAU

Brief: Create out of the box messaging for a variety of content verticals that pushes the limits of our brands.

Insight: These were the winners of various focus groups.

Idea: Using set strategies and structures, I wrote a variety of creative and interesting lines that would shake up the boundaries of our voice and execution. Click the arrows to move through the gallery.

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