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 ad for alcoholic beverage consumers
My role: Concepting, writing

The DC-3 airliner on the label of this espresso-flavored vodka evokes a nostalgic sense of adventure, so the headline playing with the double meaning of “spirit” almost seems like a no-brainer. We paid it off by placing the bottle on a runway and showing the plane about to fly right off the label.