PACCAR cross-media B2B copy: high standards for a venerable account For five years I was the lead copywriter on the FCB’s PACCAR accounts, encompassing Kenworth Parts & Service, Peterbilt Parts & Service, and TRP® Parts, plus social work for PACCAR […]
TrueTear website UX copy, messaging: unorthodox approach for an unorthodox treatment My first assignment in healthcare at FCB was the accelerated development for a website for TrueTear, Allergan’s novel nasal neurostimulation device for dry eye. Many caveats: TrueTear was indicated […]
Practice Product Sales Resource copy, UX copy, messaging: professionalizing Allergan’s intranasal neurostimulator In 2018 FCB created an HCP-only site called TrueTearPro.com filled with resources to help doctors incorporate TrueTear into their practices. I was the sole copywriter. This is a long-scroll […]
NUEDEXTA content, UX copy, collateral: straightforward and sympathetic to reach the PBA community We were briefed just after the turn of the year 2018 on NUEDEXTA, for the condition called PseudoBulbar Affect, with a timeline for campaign launch (tied to […]
Cox Communications Order Flow UX Copy: friction-free experience is always the goal In the summer of 2014 I was engaged at FCB to write UX copy for a Cox Communications order flow redesign. The funny thing about user experience copy […]
UX Copy, IVR copy/VO and Banner Campaign: surrounding the user in messages of care Blue Cross Blue Shield of Florida’s The Power Of the Human Voice (POTHV) campaign debuted April 2008 and was one of my more fascinating professional experiences. […]
Concept, Branding, UX copy, Programming: the social network your friends update for you What if you trusted your closest friends to update your status on a social network, and they trusted you in turn? What if every post was a guest […]
Content architecture and UX copy: fusing corporate legacies I was engaged at DraftFCB for the 2008 launch of Molson Coors’ corporate website, handling content inventory, analysis and requirements gathering; content architecture collaboration with internal stakeholders; content generation and curation; and […]
Enova Oil Microsite Copy, Infographic Script: getting past the unfamiliar Don’t change the way you cook Don’t change the way you eat Don’t change the way you live Just change your oil Enova oil was a 2002 attempt by Kao […]
UX Copy: forging travel UX from the early days American Airlines – Quantum Leap; UX Copy, Advertising, Platform Email American Airline’s 1998 site launch was a major event in the airline industry. It was perhaps the first fully modern, dynamically published […]