In its very first year on the road, Lucid Air won the most prestigious award in the industry: MotorTrend Car of the Year.
To get the word out, our in-house team worked together with Erich+Kallman to turn around a TV spot in just a couple weeks. We ran a full-page ad in the WSJ and NY Times, and the campaign also lived on lucidmotors.com, social, and within Lucid’s retail studios.
Role: CD
To celebrate Lucid going public, we wanted to build excitement for the brand. So in the days leading up to listing day, mysterious, black boxes were dropped around NYC.
Lucid had low brand awareness outside of the automotive crowd, so the only clue as to what was inside each box were small peepholes. But instead of giving a glimpse, they held QR codes driving to a teaser video.
The day $LCID hit the Nasdaq, we revealed what was inside: The new Lucid Air, the world’s longest range, fastest charging luxury EV.
Role: CD
One of my first projects at Lucid was totally revamping the Lucid Air product page. I started with a content outline, mapped the structure, and simplified the site into four sections: Design, Performance, Connectivity, and Charging.
From there we got to work crafting the headlines, body copy, and interactions of each section. I’ve included some favorites, but you can cruise the experience at lucidmotors.com/air.
And if you’re curious, here’s the full headline explore.
Role: CD
To announce DreamDrive — Lucid’s advanced driver assistance system (ADAS) — my team worked closely with Lucid engineers to identify USPs, then crafted a content outline, script, video, and social plan introducing the technology.
Role: CD
To delight some of our customers for the holidays, we delivered their Lucid Air Dream Editions while they were dreaming.
Role: CD
Working on Apple’s interactive team, I was the lead writer to launch iPhone 12 and iPhone 12 mini. I worked closely with our PMs to align on priorities, collaborated with design to solve the interaction of each section, wrote thousands of headlines (plus body copy) for every feature, then synced with dev to bring it all to life.
Role: Creative Lead
Historically, Pro Hosts haven’t been very visible in Airbnb’s marketing or host stories. These videos were meant to benchmark how Pro Hosts’ stories can be told through rich, narrative-driven content.
Role: Creative Lead
Over the past several years, I’ve worked with Apple’s interactive marketing team to launch a variety of new products, both hardware and software. I wrote and created the following sites from UX to finish.
iMac
Macbook
iOS 11
iPad Pro: How-tos
Clips
Apple Watch Series 2
Apple Watch: Nike
Airbnb Plus recognizes homes known for quality, comfort, and style. To help launch the program, I worked across content strategy, creative, and ops to craft the experience each host goes through to join. This included emails, landing pages, and product flows, as well as the messaging framework, glossary, feedback taxonomy, etc.
I also went through the onboarding process with my own home/listing to experience the product firsthand from a host POV.
Role: Copywriter
For the 50th anniversary of the Summer of Love, we created some chill, vibey, illustrative posters to draw in all the old hippies. We also built a landing page for event planners considering San Francisco.
Role: ACD
Intel's 360-degree replay technology is changing the way people experience sports. Now fans can watch the game from every angle. This :30 spot introduced the tech during the NBA playoffs and finals.
Role: Copywriter
For Apple’s spring window display, we wanted to show people that iPhone and iPad make the world a more creative and imaginative place. And by using them, you can find unexpected delight in everyday things.
The windows featured beautiful images of a common scene, and then brought that scene to life through video on the devices. It was accompanied by the headline, Filled with wonder. Full of surprises.
Role: Copywriter
For Apple’s summer/back-to-school window display we aimed to say a lot in just two words. The headlines: Enlightened above the iPad Air, and Empowered above the MacBook Air, accompanied colorful paper sculptures, flowing out from each product.
While the iPad Air is incredibly light, and the MacBook Air is super powerful, we also wanted to convey the endless inspiration and ideas that these devices make possible.
Role: Copywriter
After a long day of adulting, you deserve a reward.
Duraflame wanted to raise brand awareness among young people and join the conversation of #adulting. So we made a bunch of campy web spots, pre-roll, and social content around the idea that doing grownup stuff is hard, so you deserve to kick back in front of a fire.
Role: ACD
Google is building a series of satellite offices around the world. They’re thoughtfully crafted, multipurpose spaces, meant to host Google’s top clients, programs, and events. The ask was to brand these spaces. Something that felt sturdy and established, yet innovative and approachable. The name also needed to be simple, as it will be used in locations worldwide. We explored several options and landed on: Roundhouse.
Traditionally, a roundhouse is a place where trains roll in to be serviced, fixed up, and then sent off in a new direction. The origins are fitting, as Google intends these offices as places where ideas/projects/people come to be polished or reimagined.
Role: Copywriter
In 2018, I decided it would be brilliant to build a cabin in the redwoods. With my partner, Max, I bought land near the Russian River up high on Magic Mountain. We worked with an architect on the cabin designs, submitted them for permits, and since then have waited and waited. In the meantime learning far more about septic and soil than anyone ever should.
In 2019, we got impatient with the lack of progress, and bought a flooded Airstream from AutoCamp. We gutted it, built it back up, and now use it as a weekend escape. We even lived there for a few months in 2020.
This project doesn’t use the same muscles as my other work, but it’s been one of the most intense creative ventures I’ve embarked on and has helped me become more creatively decisive. The progress is occasionally documented on Instagram @mmmframe.
To hit the testosterone-fueled watchers of ESPN, we created posters positioning the risky Spanish tradition of running with the bulls as a sport.
Role: Copywriter
Houzz was looking for a series of spots that would show off their product functionality in a straightforward way. They felt people weren't understanding how Houzz works or what it does, and wanted to make things crystal clear.
We came up with the concept of a typography and device-led narrative, with a room evolving in the background.
Role: Copywriter
When people believe in a movement or cause, they ‘like’ it on Facebook to show their support. But liking doesn’t actually do anything.
So to earn some buzz for College Inn broth and give people an easy way to make a difference, we created The Social Kitchen. For every Facebook like it got, one bowl of delicious soup was immediately served to somebody who could use it.
Role: Copywriter
Behold, my blog. Within this space, I explore and document why so many men, regardless of hair color, have fiery, ruby-red beards. Follow my journey at beardsofrouge.com.