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HUGE

Android (client)

My work rebranding the Android voice and tone and the structure of Android.com led to two nominations for Webby Awards, as well as a Webby win. We won a Webby! Win!

Android 14 launch

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.

Narrative storytelling, content strategy and copywriting for Android Better Together

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.

Under NDA (client)

The enthusiastic AI trainer

One of my clients (a chain of fitness centers) tasked us with building an AI trainer that was more than a chatbot. It had to sound like the brand, like a trainer, create fitness plans and workouts and adjust on the fly. It needed to be a trainer.

I worked with the team consisting of design, strategy, engineering and program to create an MVP (minimum viable product) of the AI trainer. I developed a voice and tone for the LLM, wrote out tens of “happy path” conversations and golden queries, collated content (videos, workout plan examples, etc), tested with the live system and produced a sizzle reel to show it all off to investors.

Along the way, we confirmed the need for not only a copywriter, but a copywriter who could speak with all the different departments. A hub to the spoke of the project, if you will. In the end, we presented a functional AI trainer example that sounded like the brand, offered enthusiastic encouragement, provided workout plans and celebrated the successes for anyone who worked with the trainer.

Cordial search

The commonality with a lot of AI projects I’ve worked on has been flexibility and never was that more the case than with the building of a white-label dynamic search AI. Originally intended for a high-end watch company, this project imbedded natural-language conversational search to help users who may not know what they wanted.

Like with any white-glove service, this AI system needed to address users in much the same way an employee at a brick and mortar location would. The system needed to be exceptionally knowledgeable, confident, not arrogant, and make the user feel like they’re receiving all the attention. I accomplish that by spending a lot of time reading ‘Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect by Will Guidara‘ and learning from high-end hospitality.

From there I built out the content library, tagging each watch and compiling a consumable database for the AI to learn from with descriptions pre-established by the brand. As well as creating 50+ full conversation examples and golden queries.

The end result was a system that responded to uncertainty with guiding questions that learned and built a profile of the user’s wants, eventually suggesting that the user go into a brick and mortar location to make the purchase.

Internal

AI pitching AI projects

I pitched this project to the agency I was working with. It became an individual initiative to help streamline the generation of pitches for AI work.

Along with developing consumable data for the AI system (collating content like successful pitch decks, developing the journey map and building out both golden queries and “happy path” example dialogues), I built an in-depth LLM.

The goal wasn’t just to create an AI system that “talked the talk” like a traditional AI chatbot but also produce pitch decks in the room, while pitching to clients.

Rally Health

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. This was the kind of nudge you could get behind, or next to. Can you nudge someone from behind?

Kevin Hart: Demystifying copays

One of the most important things to 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.

Melvin Gordon Tips: Sleep Tips

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.

What Is Rally?

A regular ol’ animated video to drive engagement and awareness of Rally with both B2C and B2B audiences in mind. Also it’s animated.

Concept, script, team collaboration.

Rally on the Road

Landing page 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.

Press: 
WKYC

Messaging and localized content

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.

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Twilio

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.

IP Messaging Beta (Chat) 

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 Messagingthat 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.

Voice overview

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.

Signal 2016 promotional content

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.

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HotelTonight

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.

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Target

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.

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Tethered

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!

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Reading with Pictures

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.

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