A Creative Director, Copywriter & Brand Builder.
USA TODAY
Brand Copy, OOH Copy, Social Media, Conceptual Thinking
The Tennessean OOH Ads
An extension to our local media brand campaign, I worked to craft OOH copy that poked fun at Nashville and fostered curiosity in Nashvillians. These lived downtown where construction, bachelorette parties and general celebration runs riot on an almost constant basis.
USA TODAY Brand Platform Ads
In order to increase brand awareness in new audiences, USA TODAY launched a campaign celebrating its "to the point" nature reporting. 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 below.
Acquisition ad utilizing our USA TODAY's new brand platform.
USA TODAY is to the point, giving you the information you need, so you can get on with your day.
USA TODAY brings clarity in a world of misinformation.
Acquisition ad utilizing our USA TODAY's new brand platform.
USA TODAY Acquisition Ads
Revamping our acquisition strategy, we wanted to appeal to different customers' affinities. In doing so, 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 below.
Created for a news-hungry growth audience
Created for a politically-inclined growth audience
Created for a health & fitness-minded audience
Created for a news-hungry growth audience
USAT NETWORK Locals Only Ads
In order to connect and resonate with locals in our growth markets, I had the idea to 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 below.
