Welcome to the portfolio section of davidprecht(dot)com. Within these 1s and 0s, you’ll see a selection of freelance, full-time and agency (client) projects I worked on organized by project type. You can also view the portfolio by associated companies.
Did I mention I was nominated for and won Weebys for my work rebranding Android voice and tone?
Building an MVP (minimum viable product) AI trainer for a chain of fitness centers was a challenge in the ever evolving nature of copywriting. How do you make sure the AI sounds like a trainer? Can build and adjust workouts on the fly like a trainer? Provide encouragement and visual examples of each workout?
I developed a comprehensive LLM with a large dataset which included video, conversation and golden query examples which gave our AI trainer the experience to respond, encourage and adjust where necessary.
Created comprehensive voice and tone guide, LLM and consumable data. Interdisciplinary coordination and collaboration.
Clients of luxury brands don’t always know what they want when they arrive in a store. They know they want a watch and some general ideas but it’s hospitality that helps them find the perfect item for them.
Building an AI search system for a theoretical high-end watch brand required taking on the thinking of a white glove sales associate. I spent hours learning about ‘Unreasonable Hospitality’ and mapped out conversations a sales associate would have, the questions they’d ask, someone in a store.
Built content library, LLM, voice and tone, golden queries and in-depth “happy path” examples.
Pitching work to clients is extremely time-consuming, so I pitched an AI system that pitched AI projects to perspective clients.
After building out an LLM including voice and tone, examples, definitions, etc, I worked with strategists, engineers and AI specialists to build out the first version of this pitch bot, a chatbot. When that was successful, I went on to collect successful pitch examples, expand the LLM and began work on an AI that generates pitch decks on the fly.
Developed concept, coordinated and collaborated interdisciplinarily, built LLM and QAd.
After successful efforts to rebrand Android’s voice and tone to speak to a Gen Z audience, my team relaunched Android.com and prepped for the launch of Android 14.
Android 14 required very different style and intention than past OS updates, with an increased focus on interaction, engagement and addressing a new audience without pandering or talking down. The page should feel more like an experience than just reading exciting copy, with step-by-step demos and aspirational language.
Rebranded Android voice and tone for Gen Z audience, established branding story and wrote copy.
Android wanted to tell a new story with their Better Together work. We proposed not only realistic use cases but the story that surrounds those use cases. From paring your earbuds to setting your watch to doing a voice call when you returned from your run, the stories needed to feel complete and human to encapsulate not just possibilities but reality.
This relaunch coincided with an in-person booth experience for CES 2022.
Created taglines, content structure and story flow. Wrote copy and managed copy team.
HotelTonight is a mobile travel app that allows users to find discounted hotel accommodations at the last minute. I was tasked with creating copy for new Facebook ads for the five different personas HotelTonight had been focusing on for a new campaign.
5 personas worth of Facebook ads to drive awareness and engagement. Focused on entertaining, friendly and sassy messaging. Contract work.
Twilio is a cloud communications platform company with a bunch of apps, programs and services that help companies better connect with customers. Phone calls, text messaging, video chat and more, probably.
I was the first copywriter in the company’s history, which was a surprise. I sharpened the Twilio voice, collected and refreshed content and developed a consistent brand guide.Twilio’s voice was exclusively focused on speaking to developers, but when a beta launches that appealed to marketing departments and executives as well, it took a different approach. A more human-y voice for humans.
I collaborated with product marketing managers, designers and developers to establish accessible content for multiple audiences. As a product launch beta page, I ensured consistent copy for IP Messaging that adhered to style and maintained readability.
Developed style, drove sessions to simplify language and wrote copy.
Conference product copy
Twilio’s content was largely focused on developers, hoping that engineers would find products and tell higher ups about it. But that...doesn't always work, for obvious reasons, so it was important to write this copy for a broader audience in mind. Because everyone begrudgingly has conference calls.
I met with product marketing managers, designers and developers to establish accessible content for multiple audiences. As a product launch page, I ensured consistent copy that adhered to style and maintained readability while including as much information as was needed to inform and sell the product.
Developed style, drove sessions to simplify language and wrote copy.
What happens when you have a bunch of under-performing content without much in the form of SEO? Find out below!
Spoiler: You rewrite it with new SEO research and content and improve the conversion rate. BAM!
I worked with the analytics team, product marketing managers, designers and developers to refresh content for multiple audiences. Adding SEO keywords and more consistent copy that adhered to style and maintained readability, led to a 5% conversion jump.
Refined style, drove SEO conversations and wrote copy.
Rally Health is a health company that works with employers to get their employees healthier, thus reducing costs for everyone. They used simple activities and fun rewards to motivate and consistently nudge people toward better health.
One of the most important things for Rally is making complicated health terms and concepts simple; which led to a series of videos breaking down health care vocabulary. In this video, the personification of Rally explains copays to Kevin Hart. Plus, there are jokes.
Kevin Hart and the personification of Rally simplify copays and deductibles. Let’s learn together!
Concept, script and some creative direction.
Rally Health Ambassador Melvin Gordon talked about the importance of getting enough sleep while providing simple ways to help you your z’s. “Z’s” means sleep. It’s short hand for sleep. I don’t understand it either.
Concept, script and some creative direction.
A regular ol’ animated video to drive engagement and awareness of Rally Health with both B2C and B2B audiences in mind. Also, it’s animated.
Concept, script, team collaboration.
Signal is a developer conference where Twilio showcases all the cool stuff they were releasing along with tutorials on current Twilio products. At Signal 2016, they gave away dope backpacks with light-up, Arduino LED screens. What will they think of next?!
Created a simple teaser to both raise awareness and get people excited about Signal 2016 using a fun robot voice.
Concepted with a team and scripted.
I was contracted to write a bunch of in-store ads for costume jewelry and earrings for a little company called Target. I guess they’re located around the world. To see my copy writ large, on giant vinyl banners in store was wild.
Wrote sales copy for in-store advertisements leveraging punk rock aesthetics, language and vibe.
The majority of my projects for Rally were B2B2C, and this new event, a health fest bus, would bring everything that is Rally to employers AND the public at large. From activities to rewards to surprise appearances by Health Ambassadors Kevin Hart. Woo-boy. It was a hoot.
City-specific pages for Rally’s inaugural bus tour, taking the message of Rally, activities and prizes across the US.
Developed style guide for the tour including taglines and city-specific content.
Brands that focus on an individual gender often direct their branding in…stereotypical ways and Roman often employed language that sounded a little too bro-ie. Saying things like “Hey guys” is fine for making people feel comfortable and casual, but sexual health is implicitly uncomfortable and worrying. I worked to reframe all Roman language to read as relaxed but compassionate, making the process of finding solutions less blush-worthy and more comforting.
Developed language and branding for the release of Swipes, Benzocaine wipes to treat premature ejaculation.
Led naming and branding workshops and collaborated with designers to establish visual language.
Coin Exchange and reviving excitement
One of the keys to Rally’s success was Rally Coins, an in ecosystem currency Members could redeem to enter sweepstakes. But Members were getting bored of missing out and, eventually, we started a campaign make it possible for Members to exchange Coins for items. The goal was to announce the new Coin Exchange and get Members excited again. The above email led to 6979 Rally Coin redemptions and led to engagement that Rally hadn’t seen in years.
New product experience launch and excitement over new Rally Coin redemption.
Tethered is an existentialist zombie original graphic novel influenced by Albert Camus’s The Stranger and Jack Kerouac’s On the Road. In the words of Rainn Wilson, "Tethered reimagines the zombie universe with a terrifyingly dark spiritual twist. Haunting."
I worked with an amazing team (artist Danny Luckert and letterer Lindsay McComb) on my self-published graphic novel (which is a fancy way of saying long comic book).
Press:
Comic Bastards
All-comic.com
Nerds of a Kind
Shortboxed
Fanbase Press
Escapist Comics Podcast
I wrote this!
Reading With Pictures is a nonprofit started to help kids learn to read through the medium of comics and bridge the gap between entertainment and education.
I spent two years living in Seoul, South Korea, teaching English and writing, and while there I got the chance to write about trying to understand and connect in a place where I didn’t know the language. This became the basis for my short story, Visual Cues. Plus, I got to work with an awesome Korean artist (Cho Youn Chul).
Press:
Bleeding Cool
Wrote and developed an original graphic short story for the Reading With Pictures Anthology, Volume 1.
