OAKLEY META LAUNCH
My favorite piece in my book is the comparison chart at the bottom of these keyframes. Although we made a bunch of these with different configurations, this one wins because it’s the most complex. Creating it tapped directly into my deep love of pretty copy. I get a thrill at making the line lengths match and starting the sentences with the same part of speech. In the beginning of my career, I was desperate for my work to get attention. Now, the goal is often to make the copy so efficient or captivating that nobody thinks about it at all. Funny how that is.
Ray-BAn MEtA (GEN 2)
Whenever we work on these launches and refreshes, I’m always amazed at the rest of the team whose job it is to actually make these things real and get them shipped in the world. I wrote hundreds of blocks of copy for this launch, but that became thousands of pieces across web, digital, retail, in-store, social, and more. We should seriously consider starting an award show that skips the creative work and instead gives out medals for the epic spreadsheets, docs, and trackers they put together to keep track of all of this. Without that, nothing else matters. Truly incredible.
Lilly rebrand
The team at Wieden were in the middle of a fascinating rebrand for Lilly when they asked me to come aboard. I admired the courage of both them and the clients to move Lilly toward a bold, empowering message that focused on people. My role was helping WK expand their concept across eight pages of website copy, including all the small little nooks and crannies you don’t think about until it has to become real. Although much work was done before and after, I was grateful to play a small part in helping Lilly tell its story.
Apple News+ Subscriber Emails
The voice of Apple News is confidence with a smile. Rather than have a World Cup headline that says, “Unparalleled coverage of the world’s biggest event,” we search for the play on words with “Unmatched.” Similarly with “stars” in, “Entertainment news, starring your favorite publications.” Not everything we do needs to hit that bullseye completely, especally since finding those often takes more time than often we have for the project. But when it does, it’s a thrill.
Apple News+ Digital
I don’t think most consumers understand digital ephemera like this is actually written by anyone. That’s why I love working on brand services. I’ve been that customer. I’ve been annoyed at this stuff when it’s not done well, and sometimes these are seen by tens and hundreds of millions of people. If I can make a paragraph a little smoother, a headline slightly clearer, a message a tad less disruptive, perhaps even welcoming and rewarding—the cumulative impact across all our customers is mind blowing.
