Georgia-Pacific was looking for an agency to bring their new "Simple" positioning to life across their Commercial Paper brands.
We pitched a concept that took Simple to a new level by wiping the package clean of all traditionally used information, and then adding only the most vital information – written in a way people actually talk. Before long, the real opportunity was clear: GP could be the smart, cheeky perspective of the needlessly complicated paper world.

Samples include a B2B sweepstakes for an office makeover, banner ad, and box stuffer.

I developed the concept, wrote copy, and pitched to the client.

For our agency's 2011 holiday self-promotion, we decided to create The Christmaser - a virtual machine that takes anything in the world and makes it Christmasy, just by typing in the word. And since we’ve learned that tasteful silliness spawns entertainment, we knew just what to do to these objects to make them officially Christmased. Our machine generated trendy, on-the-fly animated GIF that put lights and snowflakes on top of a Google image, and threw the word Christmas in front. Our goal was literally to make people, through their laughter, say the phrase, “Wait, it just adds those things to an old image?”

As playful as the idea was, we built it with serious strategy. For instance, we wanted to make sure users felt like using the machine over and over again, instead of just Christmasing one object and leaving the site. So we tested where to place the search bar and how to write the copy to inspire the most people to use it more than once.

Launching less than a week before Christmas (how’s that for cutting it close?), The Christmaser managed to cut through the clutter and steal serious attention from stressed-out shoppers. In fact, the average visitor stayed on the site for more than seven minutes, Christmasing everything from themselves to their old high school soccer coaches to [words I shouldn’t type on my site].

I developed the concept and wrote copy.