Project: Book for pet owners
(sample pages shown)
My role: Research, writing
Urinating outside the litterbox is the number one reason people surrender their cats to shelters. But this behavior can be a sign of a treatable urinary tract condition. Educating pet parents about their cats’ health can go a long way toward keeping them together.
Project: Product detailer for veterinarians
(sample pages shown)
My role: Concepting, research, writing
Veterinarians tend to find motivation in a passion for patient care, fascination with science, and—in some cases—a bit of ego. This top-performing detailer played to all three drivers at once.
Project: New product launch print ad and campaign for veterinarians
My role: Concepting, research, copywriting
A long-acting insulin developed specifically for cats was a breakthrough in treating feline diabetes. Our launch campaign focused on time—both the longer time span of the insulin’s therapeutic action and the longer lifespan it could give to patients.
Project: Print ad for pet owners
My role: Concepting, writing
People love their puppies and want to give them the best care. The copy in this ad focuses on that emotional bond more than technical aspects of the product’s mode of action.
Project: Print ads and detailer for dentists and dental hygienists
My role: Concepting, writing
To launch the Colgate 360 toothbrush to the dentist and dental hygienist audience in a standout way, I suggested treating the product like a car. The photo’s dramatic angles and lighting highlight the contours of the distinctive-looking toothbrush, and the copy gives a subtle nod to the language of luxury car ads.
