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Creative Director | Senior Copywriter
Ok, so it goes a little like this: First I was a Copywriter. (A good one.) Then I was a Lawyer. (A bored one.) Then I was a Copywriter again. (Good to be back.) Then I was an Associate Creative Director. (Like a boss!) Then I married a Geek. (The best one.) Then I turned into a Geek. (Oh oh.) Now I’m a Geekywriter. (Yay!)
Creating a Fantastical World around the Ford Focus
Awwwards Site of the Day, August 25, 2015. A custom Tumblr showcasing a series of user inspired films for the release of the 2015 Ford Focus. A surprising Prologue inspired users to submit their ideas for Chapters 1 to 5. New chapters were shot every two weeks, based on the most inventive plots received. A very ambitious, seriously fun project! See it live.
Starting up Gain
I helped the team from Gain App develop a clear and concise way of communicating what their software service does in their website and demo video, as well as other online communications they send to their clients.
Storytelling with the Ford Fusion
In this series of TV and preroll spots, I got to tell really cool stories about an interesting mix of characters, which included a legally blind uncle and a scared Abuelita. My task was to show the new Ford Focus was designed for those special moments that keep us going.
Living in the Moment with Lincoln
I participated in a key moment for Lincoln Motor Company: launching the first-ever Lincoln MKC. I created prerolls and a digital campaign featuring moments in a woman's busy life to show how the Lincoln MKC fits in all of them.
Empowering women with Warriors in Pink
Nothing compares to the feeling you get when you know your work has made a difference in people's lives. It was a privilege to develop this breast cancer awareness campaign, to expose women in a truly unconventional way to the real, emotional reasons why they should check their breasts, and make the case for early detection.
Mission Control for the Fiesta Movement
The Fiesta Movement was a grassroots social media campaign in which Ford gave Fiestas to 100 social "agents" who were given missions and created content to broadcast to their followers. I edited prerolls and created iAds with the agents' content to increase awareness of the campaign among Hispanics.
Rallying for the iconic Miami Marine Stadium
I developed pre rolls, promo videos and radio spots to help Gloria Estefan and the National Trust for Historic Preservation in their campaign to restore the historic Miami Marine Stadium.
Unveiling a world of privileges for Lexus owners
I was part of the team that worked on the launch of Lexus Drivers, a website tailored exclusively for Lexus owners. I strategized on the best way to present membership information to this audience and developed copy for the site, staying true to the brand's voice and identity.
Around the globe with Copa Airlines
I handled all digital creative for Copa Airlines. Fun work like the Christmas e-card animation below, which won a 2011 Silver Addy Award, and my bread and butter work, developing microsites, email newsletters, banners and Facebook apps for U.S., Canada and Latin America.
Blogging and Strategizing for Social Media
Banco Popular was a long time client and they trusted me with strategizing, launching, creating content and managing their presence on Facebook, Twitter and YouTube. Together, we positioned Popular’s Facebook Page in the Top 10 Most Liked Banks Worldwide and #2 in Fan Growth in 2010. I also wrote weekly blog posts about personal finance as a featured writer in Banco Popular's blog.
I am always open to exploring new challenges and meeting new people I can learn from. Send me a line!