Work Examples
Click on the pictures to see each piece as a PDF or embedded file
Mac|Life Media Kit
After the successful relaunch to the Mac advertising ecosystem of MacAddict as Mac|Life, the publisher wanted to reach out to target lifestyle advertisers. We performed proprietary market research to portray the “Mac lifestyle” as attractive to high-end consumer good marketers. I wrote the copy, creative directed and worked with Mac|Life’s Art Director to get this done.
Future US Company Portfolio
In specialist markets where media products are the clear leaders in circulation and audience quality, most advertisers will already know the title and be inclined to buy ad space when it wants to be in a print venue. In other words, if a company wants to sell a guitar to a guitarist and want to buy a magazine ad, clearly Guitar World would be the first stop. My goal with this piece was to show all of the company’s properties equally to allow advertising sales teams to cross-sell into magazines with “adjacent” psychographics. I was the creative director, working with an outside copywriter and designer.
Qore launch video
In spring 2008, Future launched a media form that was truly unique: a paid-content downloadable ‘show’ on the PlayStation Network. Under license from Sony Computer Entertainment America, the company created the content and sold advertising space. As a new media option, our teams had to explain not just the advertising opportunity but in many cases the value of the PlayStation Network. This sizzle video was a first attempt. Working with outside filmmakers, I provided creative direction and most of the copy.
Note: This is an early draft that was subsequently completed after I left the company.
Maximum PC Media Kit
As with the Mac|Life Media Kit above, I provided the copy & creative direction and worked with the magazine’s art director. The goal was twofold: to show the audience as affluent and appealing to lifestyle advertisers; and to try to play up the readership’s interest in gaming so as to make it an easy incremental sale for our PC Gamer sales team.
Note: This version was updated with 2009 publishing dates after I left the company.