Pitched, won, and wrote these fun and honest spots for Public Storage. It was a simple premise. Storage is not about space, it's about stuff. Your stuff.
Garage sales are not for everyone. This was the premiere spot for the new Public Storage campaign that we conceived based on the simple premise that storage is not about space, it's about stuff. Your stuff.
He loves motorized watercraft. You love your nice, empty driveway. Public Storage understand this. Storage: saving marriages one jet ski at a time.
We all know this guy. Maybe you are this guy. Whether it's unicorns, Lladros, or porcelain squirrels, there are better places to keep them than in your living room next to your tiny TV.
Most people who buy an SUV do not use it to outrun lions over African terrain or in rogue bungee jumping attempts off a bridge. But all of the SUV ads at the time highlighted extreme sports enthusiasts. The question was - do we aspire to be them or do they aspire to be us?
Our idea stemmed from the truth that LA is full of characters, actors or not, so this being LA there would be some serious talent trying out for the marathon.
The Golf Alltrack is the first wagon that was equipped with all this great outdoorsy engineering like an off-road mode and Downhill descent. So we appeal to those people that consider themselves outdoorsy beyond drinking booze on patios. Although, I have a deep appreciation for that kind of outdoorsman too.
Copy:
When it comes to the moments we remember, how many take place in a living room? If you’re still trying to recall, perhaps it’s time to reacquaint yourself with a world beyond Wi-fi. The Golf Alltrack comes with 4MOTION all-wheel drive, off-road mode, and enough turbocharged power to motivate you off the couch. And remember that happiness favors the spontaneous.
Copy:
We could all use a little more dirt in our overly hygienic lives. Because with dirt also comes green grass, tall trees, fresh air, and paths far less traveled. That’s why we equipped the Golf Alltrack with 4MOTION all-wheel drive and an off-road mode so you can go out there and seize the beauty of this dirt-covered world, get your wheels muddy, and wash off all that civilization. After all, dirt is the greatest of cleansers.
Volkswagen Touareg is basically everything that VW does best, under one big panoramic sunroof. They wanted to appeal to people who definitely wanted luxury but still actually made use of the "utility" part of an SUV.
Volkswagen Touareg is basically everything that VW does best, under one big panoramic sunroof. They wanted to appeal to people who definitely wanted luxury but still actually made use of the "utility" part of an SUV.
There's that luxury thing again...
That panoramic sunroof really is spectacular, more so even under the stars than under the sun. That gave me an idea.
It had taken me a while to fall in love with Los Angeles. So, when we pitched the Los Angeles Visitors Bureau, it forced me to recognize what it is about this enormous, sprawling, strange and incredibly inspiring city that I love so much. It came down to this: When you're here, you dream bigger.
Construction products. Weyerhaeuser makes some of the best but I didn't know that until I really deep dove into it. Hell, I didn't know anything about floors other than the fact you shouldn't wear spiky-heeled boots on them. But as it turned out, I loved working on this. And, ss with every new project, I learned a lot.
My partner, Sarah Zoraya and I created a direction for the Volkswagen Website. It was a quarterly online magazine that told stories (both literal and metaphorical) about journeys people take in their VWs. Of course, it also provided all the relevant info for car buyers too.
I was the content writer for the entire VW website. Every headline, every copy block, every feature description. Which means I know a lot about Volkswagen, including it's irreverent, clever tone. Want to know about the limited slip differential on the Golf R or the Fender® Premium audio on the Beetle? Go ahead, ask me anything.
My partner, Sarah Zoraya and I created a direction for the Volkswagen Website. It was a quarterly online magazine that told stories (both literal and metaphorical) about journeys people take in their VWs. Of course, it also provided all the relevant info for car buyers too.
The Global Rally Cross, a Red-Bull infused event full of dirty, superfast performance cars. In our case, it was a Beetle with 553 horsepower. Print and banners were supposed to accompany a HPTO that involved our Beelte GRC racing around the page spraying dirt everywhere. Once again, budget cuts shredded my dreams.
Tanner Faust and Scott Speed lit up the night with 553-horsepower under the hood. They outran the fast crowd.
Of all the VW models, Tiguan was the most fun to work on. Versatile, roomy, super luxurious yet sporty. Hell, I almost bought one. We did a super slick website page for it too.
Working on Teva felt like the embodiment of the shoe itself, action-oriented, fun, and most of all inspiring. When they wanted to break into shoes in addition to sandals, their goal was to appeal to the same outdoorsy, extreme crowd that loved their sandals. Soon after I finished this campaign I rafted down the middle fork of the Salmon River in Idaho, completely Teva-clad.
The 6-speed Honda Accord was rare. Spookily rare. So rare was this seamless shifting into that higher gear that the world around us seemed to know it too.
Working on luxury brands gets tricky. You have to find the balance between being enticing but to sensibilities, not just bald-faced desire. Being subtle and elegant in tone when you're selling the world's finest service, wasn't hard. The only hard part was when we realized we weren't going to be flown to hotels all over the world in the name of hands-on research. Win some, lose some.
Copy:
Let us introduce you to your inner celebrity.
Let us create the social event of the season, every week.
Let us provide an occasion to flaunt your glamorous side.
Let us invite you to sparkle along with the champagne and the stars.
Copy:
Let us challenge your skills against a course designed by a Shark.
Let us serve up cocktails with creativity at the 19th hole.
Let us offer dining al fresco with a culinary master of Tuscan cuisine.
Let us honor your love of the game with an unparalleled experience.
Copy:
Let us indulge your toes with our signature Hops ‘n Honey Ultimate Pedicure.
Let us ease away tension with the soothing warmth of a Colorado River Stone Massage.
Let us replenish your skin with our special High Altitude Oxygen Facial.
Let us allow you to contemplate nothing more serious than the aroma of your therapy.
Copy:
Let us become your epicenter steps away from everything.
Let us rejuvenate your body and spirit with a private yoga class.
Let us tantalize you with fresh Nova Scotia lobster and raw oysters.
Let us offer a stay you’ll always remember with friends you’ll never forget.
This drew a rather sympathetic yet vengeful crowd. But I sold everything!
![Alltrack_NEW_ADS_001[1].jpg](https://static1.squarespace.com/static/56cca48b2b8ddefb33da60a5/t/57d2f25ef5e231551c6faa51/1473442400407/Alltrack_NEW_ADS_001%5B1%5D.jpg)
