Kensington Cat And Dog Home - Web Page [Spec]
Client: Kensington Cat And Dog Home
Tone: Empathetic, supportive, and caring
Audience: Animal Lovers over 50 years old, typically business owners or retirees unable to adopt another animal
Challenge: The company’s existing About Me page doesn’t have a clear call to action, as this is its first time focusing on web-based fundraising.
Solution: To generate online donations, I called the animals superheroes, because the people most likely to donate already believe in the power of human–animal connections. They probably own or have considered buying something that says, “Who Saved Who?” Donating makes them feel like a hero by saving an animal they can’t adopt and allowing that pet to rescue a human family in need.
To stay positive, I didn’t write about the number of pets euthanized or animals without homes in the community. Instead, I emphasized the number of animals that Kensington has saved and the impact donors and volunteers have had on the animals and the community. This prevents the statistics from overwhelming the audience and allows readers to feel like they can be part of the solution.
Neoni Whisky - YouTube Script [Spec]
Client: Neoni Whisky
Tone: Traditional and refined with a slightly rugged, outdoorsy edge
Audience: Adventurous, white-collar male whisky enthusiasts aged 40-65 with established home and professional lives and annual household incomes over $175,000.
Challenge: The company wants to reach its target audience and drive traffic to its website using 30-second YouTube ads that overcome potential customers' objections. The Isle of Skye-based company is proud of its Gaelic heritage and commitment to offering a non-alcoholic whisky that even the most refined tastes will enjoy.
Solution: To overcome objections, I gave the actor a professional office and attire with subtle Gaelic accents that resonate with the audience before any words. They should see themselves in the office.
Then, I focused on the whisky’s refined label to pique their interest and visually indicate that this non-alcoholic option is as refined as the high-quality whiskies they’re connoisseurs of.
The words and the scene change as the man takes his first sip, promising the same heady experience and traditional flavor they enjoy from traditional whiskies.
Personable Print Flyers
Simply Effective Digital Copy
Eye-Catching Banner Ads
Engaging Emails
Simply Effective Digital Copy
Simply Effective Digital Copy
Simply Effective Digital Copy
Simply Effective Digital Copy
Simply Effective Digital Copy