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NSA Comes Out of Hiding

Media: Commercial, broadcast
Client: National Security Agency
Industry: Government
Published: circa 2010

There’s an old joke at the National Security Agency that NSA stands for “No Such Agency.” Yes, super-secret clandestine agencies tend to fly under the radar. Or at least want to. You can imagine how challenging the recruitment environment is in this kind of atmosphere. But when you’re in direct competition with Google, CIA, and FBI for the world’s smartest people, it’s advisable to come out of hiding. Producing your first ever television commercial and airing it in highly targeted markets during the season premier of Lost is a good way to do that.

All Hail the Uber-Geek

Media: Digital Multimedia
Client: National Security Agency
Industry: Government
Published: 2010

The general population pretty much ignores the world of digital threats. Let’s face it, most of us are happy with our cute cat videos, cheeseburgers, and reality TV. But not the uber-geeks at NSA. They deal with digital threats 24/7/365, delight in a universe of digital challenges, and regale in their ability to face those challenges. In 2010, I collaborated on this digital multi-media to illustrate the threat to our nation, NSA’s role in defending the country, and how cool it is for the uber-geek to work there.

Theme of the Moment

Army National Guard Leadership Poster

Media: Print
Client: Army National Guard
Industry: Military
Published: Available Nationally

Comment: Campaigns are often built around themes and this ad, like the previous one, is part of a larger campaign focusing on the term “Moment.”

The Exception to the Rule

Army National Guard Kiosk Poster

Media: Print
Client: Army National Guard
Industry: Military
Published: Available Nationally

Comment: The rule is that posters are supposed to have limited text, kind of like a billboard. That is unless it’s a poster intended for bus kiosks and subway stations. A little extra text gives transit users something to read while they’re waiting for their ride to work or school.

Discrimination is a bad word, right?

NSA Diversity Ad Concept We Discriminate

Media: Print
Client: National Security Agency
Industry: Government
Published: On Spec

Comment: Hiring is a naturally discriminatory process. You’re taking a large pool of candidates and narrowing it, eventually, to that one person who will best fill the necessary role. This ad, intended for placement in a diversity publication, takes the idea of discrimination and turns it on its head to illustrate that point.

Advertising Answers the Questions

Army National Guard B&W Ad

Media: Print Ads
Client: Army National Guard
Industry: Military
Published: Available Nationally

Comment: There are questions in all advertising, be they implied or implicit, my job as a copywriter is to answer them.

Watch Your Language

Army National Guard Online BannerArmy National Guard Online BannerArmy National Guard Online Banner

Media: Banner Ad
Client: Army National Guard
Industry: Military
Published: Online at MaxPreps.com

Comments:  A fly pattern is a route run by a wide receiver in football. The Give and Go is a play run in basketball. The slam dunk, clearly, is the spectacular feat that takes you to the hoop. These banners (which were originally animated, but aren’t supported here) were used during their respective seasons (football, basketball) on a Web site that caters to high school athletes and their supporters (www.MaxPreps.com). Using language that the players would immediately identify with their sport creates a positive association between the Guard and the high school student athletes that are prime candidates to become recruits.

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