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From a series of webisodes introducing the new Cranberry Raisinet. The copywriting was split between myself and Matt Christiansen at Ogilvy. This first episode is primarily me - but Matt added a gem of a line about Cran hitting the chocolate “haard”. Oh, yeah she does.

Episodes as they are released will appear here.

Lately, I’ve been working on a project for a financial client in London. It’s been great working on the launch of - let’s just call it “The Thing I Can’t Name” - from the get go. From the very germination of the brand, to thinking about how it will launch internally (they need their own people to use this thing), and externally to the world. This work was the internal teaser, created by Zolty and myself before he so rudely moved to London.

We wanted people to get excited about “The Thing I Can’t Name”, so we put several of the above installations in the elevator lobbies on each floor of their corporate headquarters. Each installation demonstrates the idea of product evolution - of how you never look back at the thing that is replaced - and included a matching copy line that helped drive home the idea.

See pics of all installations here.

At the same time, throughout the offices we continued the theme with posters sans installations. Click through to see a bunch of featured copy lines here.

The external launch is not due until February/March 09, which is when I’ll remove all this cloak and dagger stuff.

A client book from Noodle on Vimeo.

Here’s something I wrote for a TV client to present some campaign ideas we’d had for their re-brand and new summer show. But we also used this book as a way to challenge them into thinking about how television networks should approach this freaky-deaky internet when it came to their content.

Dell (PRODUCT)RED is live. Andrew Z and I wanted to build a site that showed the cause and effect of buying a (PRODUCT) RED computer. Basically, you do this (consume), and people in Africa get this (medication and more). Regardless of whether or not people see it as an insincere “increase their profits” thing on Dell’s part - this is how I see it. The more they sell, the more money goes to Africa. And quite frankly, that’s all I care about.

I am Gaming from Noodle on Vimeo.

“Hey, we wanna mark ourselves in the Gaming space. Ya, dig?”

We dug. And we went in there with our frags notched on our belts and gaming juice running through our veins. A lot of stuff came out of that presentation - and ultimately, none of it lived to see the light of day. Until now! Working with Mother, we created a new kind of catalog (which I’ve spliced together in the video above, minus the product pages. You can read the Gaming Catalog copy here.) The challenge as a copywriter was to tap into the spirit of gaming, while also showing how Dell computers could live in the same catalog as Alienware and gaming consoles. Because Dell sells them all.

But of course, the strategy for gaming was a two pronged instrument. We went in guns-a-blazin’ with Mother to show how things lived in perfect harmony online and off. This is how it would have lived digitally with the gaming microsite.

Dell is marching on with new product designs. Designs to help make them players in the style space. Here’s a nice assignment - create a teaser for Dell’s first All-in-One. Mr. Zolty and I set out to do just that. Although this concept and execution was greatly loved by us and the client, it was ultimately killed. But still, I choose to show you the glowing embers of its joy, including some banner options.

Just to give a sense of what the movement was going to be like on the homepage, we got Caius Wong to knock us out a motion study.

Motion Study from Noodle on Vimeo.

One of the problems of a sell point like “Phys-X card included” is that not many people really understand the what that actually means in layman’s terms. So we created a really simple unit to demonstrate. It’s simple, gets the job done, and lets you shoot a big gun.

SAD: Andrew Zolty
Design: Andrew Hess
Flash Developer: Chuck Masucci

Designed to bet the ying to Mother’s print yang, this site sadly never saw the light of day. At the top, we see the landing page state. Once you interact, the site spins to show you what’s goin’ on inside - not just the computer, but how playing on the Dell affects you physically. On the bottom right, an example of one of the banners to drive to the site.

Just a couple of banner concepts for the XPS 1330

I love to pitch. Just love it. There are moments during the process where I absolutely detest it, and I know this one had those moments. But still, I look back at it and just remember how much fun it was. We pitched for two brands - Dunkin’ and Baskin Robbins, and Zolty and I came in towards the end of the pitch to work with the team and help the team carry the ball over the line. I actually took a lot of photos during this pitch and will post a video talking about the pitch shortly.

One of the specific things I love about pitching is working out how to present the ideas. Throwing the ideas up and a wall and thinking of a way to put them together in a narrative. The Dunkin’ story ended up being a book. I went a different path with the Baskin presentation.

The making of the Dunkin’ Book

The task: gather all the pieces of the Baskin Puzzle and make something out of them. This one’s not a book, so I can’t show it.

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