Motimatic Guidepost
Motimatic utilized motivational science to encourage students to return to places of higher education. As the principal copywriter for the young startup, I was in charge of concepting, designing, and writing all of Motimatic’s “guideposts”, or advertisements, while also following our client’s tone and style guides.
In this guidepost, I tap into pop culture to relay the message that: if you don’t believe in yourself, who will?
This post performed extremely well, reaching 10,000 users, and had some of the highest user engagement in Motimatic’s history. In the process of concepting this advertisement, I realized that there’s a delicate balance between leveraging pop culture nostalgia, and positioning yourself as a resource that cares for a student’s success.
Ice Spice - "Did It First" video concept
This is a passion project, not a client / or commissioned work
After looking at Twitter (X), Instagram, and TikTok discussions, it seems like people want more from Ice Spice: the ginger haired rapper. Discussions of lack of effort and tired formulas around her music and music videos filled my search results leading up to this debut album.
Ice Spice’s Y2K project had the opportunity to borrow from several iconic early 2000s fashion trends, music samples and website designs - but most importantly had the opportunity to add more depth to what we know of this artist.
This video concept borrows audio from Spy Kids (2001) and puts Ice Spice in a position to show off her acting skills and sense of humor. On her wedding day, Ice finds herself in for a surprise when she has reason to believe her husband is cheating on her. Throughout the video she wears various disguises to catch him in the act.
I imagine this video would have been met with a positive response. This concept shows a much broader skillset than Ice Spice’s team has shown thus far, and because of it, I imagine the internet would have started giving this artist more grace as a developing talent, than they are currently. (10/2/2024). An homage to a well known movie, storytelling, and control of social media algorithms leads to a highly discussed piece of art.
Freddy Krueger PR
This is a passion project, not a client / or commissioned work
Freddy Krueger is one of horror’s most controversial and recognizable figures. With the lack of recent franchise reboots for our nocturnal friend, and ever-increasing popularity of other horror figures, Krueger is locked into a sticky situation.
Krueger derives his power from being known, and in that way he’s a social media influencer. I’m interested in figuring out potential partnerships that would 1) make sense for his brand as the guy that wants people to sleep and 2) would help him continue to do his thing as a creepy villain.
1.NyQuil
2.Vogue
3.Sleepytime Melatonin
NyQuil helps people sleep when sick. Sleepytime tea helps get people calm and relaxed before bed. Vogue covers generate a lot of attention, which in turn makes Krueger a topic of conversation… making it easier for him to return to his prime as a pillar of horror.
Motimatic - Explainer Video
As an education startup, Motimatic is interested in further solidifying its place in the industry while also emphasizing how their unique approach to advertising creates a difference.
I was in charge of tackling this problem: in a saturated market, how do you stand out? Writing Motimatic’s first explainer video was a fun learning experience. The process of breaking down copy into a digestible, yet informative, piece of explanatory writing involved several copy reviews, input from managers, marketing specialists, and the CEO.
Unfortunately, this was never uploaded due to shifting priorities, but I am so proud of the work put into this video and am excited to build on these skills in the future.
Shamrock Farms / Rockin' Protein Content Calendar
Shamrock Farms & Rockin’ Protein were looking for ways to shift their social media posts into more trendy, and metric friendly content. Alongside a great art partner, we set out to bridge the gap between an exercise brand, copy that has personality, and memes.
Google website
Inclusivity has been top of mind for many tech companies. When Google adopted “Belonging” as a framework for inclusion, they not only set out to spearhead change in the tech industry, but also commit to a constant internal evaluation of their own policies. My job was to capture that intention, and word it in an easily digestible manner on their “Belonging” site.
Covered California
In 2022, I had the pleasure of being a head writer for Covered California’s open enrollment campaign. The campaign came with questions of cost, accessibility, and relatability after a rather hectic time in health care. The solution: radio ads that spoke to a variety of experiences and backgrounds in order to reach demographics they might have lost.
Google magazine
How do you build relationships within one of the largest tech companies in the world? You create an art journal to highlight the hidden and un-noticed talents of your co-workers. Gleams was named after one feeling: that twinkle in your eye when you nerd out & experience something good.
Producer: Paige Prevost
Writers: D’mani Thomas & Annalie Juan
Art Direction: Samaaya Jayamaha & Jennifer Jimenez
Enjoy a small excerpt below
Sluggshella
Design a unique music festival that rivals Coachella? Challenge accepted. Sluggshella is the brain child of Emmanuel Knighton, and after I came on the project with some new concepts, some creative copy, and a few slug puns… we ended up with this slugtacular roll out.
This was the first time i’ve been able to create without any financial constraints (besides our own as independent creatives), and it was amazing to see what could be done when we just let our imagination run wild. I proposed the idea for magazine covers, and interviews, to give our headliner a more “superstar” vibe. I proposed making the tickets present in a more surreal manner to keep the “slug” theme throughout all of our creative. If we were going to flesh out this concept, then I thought we should lean into it.
UCSF x YouthSpeaks
YouthSpeaks, a youth literacy and creating writing organization, partnered with UCSF, one of the nation’s leading medical centers, for “The Bigger Picture” project.
The Bigger Picture Project calls on young writers to speak out against type 2 diabetes, climate change, police violence, and other violences that disproportionately impact our communities. I was asked to create a piece that raised awareness around the COVID vaccine for communities of color, specifically Black communities.
VCU magazine
How do you write about gender and sexuality in a provocative way? A magazine at Virginia Commonwealth University wanted me to answer this question for one of their issues.
Vigilare
Refusing to look at the camera and love it
I think a heart was broken when this was taken
Society told me to be submissive
So I started smoking and changed my pronouns to hurricane
Dry Heat
Masculinity is a dry heat
a heavy handed slap
the fall afterwards
If I told you there was a utopia here, would you believe me?
If I told you that this sand held god
Led them to sleep
Would you come be with us?
Come be with us