Creative campaign strategy and full stack copywriting.
Gerry the Ghoul
We had a small budget for a Halloween campaign, but in true form, we wanted to squeeze as much as we could out of it.
I pitched Clayton as a way to avoid the cost of shooting in house while working with a content creator who just gets social. He does amazing characters and I knew we could create something spooky (and hilarious) with him.
Performance metrics:
Video 1 - clocks in at the highest viewed video on Thumbtack to date with over 8% engagement rate, and 20k impressions in less than 24 hours without boosting. Record number of shares and top performing boosted post.
Video 2 - saw over 9% engagement rate.TikTok paid media saw a +121% video completion rate and +80% average watch time compared to business as usual ads.
In house work
Thumbtack
Outervention
Needing an intervention but… outside? Backcountry took three people on an Outervention of a lifetime, traveling through the jungles of Costa Rica, the glacial valleys of Iceland, and the mountain bike trails of Cascadia in the PNW.
I lead copy direction and narrative development for this campaign that spanned long-form video, website, social, email, blogs, and a catalog. I lead the interview process for each video, teasing out the narrative through-line and bringing it to life in collaboration with production.
Director: Sunn Kim
Videographer: Caleb Hawkins
Production: Tyler Arrivillaga
In house work
Backcountry
Winter Olympics Ad Spot
How to make the best outwear… start with Backcountry. This ad spot aired during the 2022 Winter Olympics and received over 60 million unique impressions. I wrote the voiceover copy and my dog, June, and I both acted in the spot.
Director: Sunn Kim
Videographer: Caleb Hawkins
Production: Tyler Arrivillaga
In house work
Backcountry
Creative Copywriting