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

  • Travis Rice, Natural Selection Tour

    I lead copy for this partnership that spanned over three seasons. Work included drafting interview questions for all Natural Selection Tour athletes, and developing copy for a full-stack campaign.

  • Abodu, multiple campaigns

    I was contracted by luxury accessory dwelling unit company, Abodu, based in California. I wrote multiple full stack campaigns and landing page redesigns alongside their creative team.

  • Catalog

    I wrote, lead copy direction, and edited multiple catalogs during my time with Backcountry. Each catalog took the reader on a narrative journey through the entire book, including Gearhead tips, local recommendations, and interviews.

  • Email

    Email

    With everyone fighting for precious inbox space you need copy that stands out. Whether you’re looking for brand forward copy or a strategic overhaul of your email marketing, you’re in the right place.