I am an award-winning Creative Director/Senior Copywriter with extensive motorsport and automotive expertise. From positioning new products and services to reimagining legendary ones – I have a proven track record of success for a wide range of clients, brands and marketing challenges. My multi-disciplinary expertise includes engaging copy and content development for videos, websites, social media, digital, broadcast, mobile, print, brochures, email and more.
This campaign delves into the inner minds of amateur motorcycle racers to uncover insights on what makes them tick and why they ride. The result was a long-running engagement between the Yamaha brand and its core audience.
First longform video that kicked off the campaign and set the tone for the entire marketing effort in support of Yamaha YZ motocross bikes.
I created all the copy for the Yamaha website (CLICK) and oversaw its entire strategic and creative development.
Developed content for Yamaha Motor USA instagram & FaceBook.
This was the very first Digital Video/TV spot in the long-running campaign. We attended amateur motocross races and asked Yamaha YZ owners questions which forced them to take a long, hard look inward.
We asked dozens of real Yamaha YZ racers one simple question: What pushes you? The most common answer? “To be the best.” That’s what drives Yamaha too.
Longform video for the YZ450F and YZ250F Champion Motocross bikes in which we asked pro racers what does it take to be a champion.
Along with establishing and executing the creative strategy, I concepted and created all the copy for this campaign which launched Yamaha’s first new long-distance tourers in nearly a decade – by tapping into the unique mindset of those who live to journey further than ever.
Long distance motorcycling is all about the journey, rather than the destination. I traveled the U.S. to interview Yamaha Star Touring motorcycle owners to create this emotional video campaign that taps into the passions of two-wheeled wanderers.
Online video introducing the all-new Yamaha Star Venture.
COPY: There’s a wondrous and vast world ready for you to explore. Filled with majestic mountains, colorful deserts, wide-open highways, twisty mountain passes, bustling cities, picturesque towns, old comrades and new best friends. Sure, you could fly or drive there…but what fun would that be? You were born to journey further on two wheels. To discover all the incredible sights, smells, tastes and sounds you can only experience seeing the world on a motorcycle. All while rediscovering the magic of yourselves.
COPY: Whether your idea of the ultimate two-wheel journey is a transcontinental expedition across North America or a morning ride across city lines, we’ve got you covered. The all-new Venture takes long-distance touring to a whole new stratosphere of handling, comfort, performance and cutting-edge infotainment technology. While the all-new Eluder single-handedly redefines the bagger class with more agile handling, comfort, power, innovation and style than ever. Either way, if you’re ready to journey further, you’ve come to the right place.
SUBHEAD: THE ALL-NEW STAR VENTURE. THE ULTIMATE TRANSCONTINENTAL TOURER.
COPY: Introducing the world’s first transcontinental tourer to combine the emotional performance of a huge and ultra-advanced 1854cc V-Twin engine, state-of-the art comfort and handling, fully integrated infotainment system and highly adjustable ergonomics. The result is a touring machine so powerful, nimble, comfortable and forward-thinking, you and your passenger will journey further with a greater sense of control and confidence than ever thought possible.
COPY: Prepare to journey further with greater performance, comfort, ultra-light handling and technology than ever: powerful fuel-injected 1854cc V-Twin engine; all-new 6-speed transmission; exclusive, electric Sure-Park™ forward and reverse parking assist; state-of-the-art infotainment system with 7" full-color LCD display providing a huge array of data via touchscreen, handlebar controls or voice commands; advanced audio system with onboard USB, AUX stereo and Bluetooth® wireless to access your favorite stations via AM/FM/WB radio, stream Pandora® from your smartphone, or play prerecorded music; exclusive Dual Zone audio control that allows rider and passenger to select different audio sources, hold private phone calls, etc.; adjustable ergonomics including handlebar, windscreen, hand levers, rider backrest and passenger floorboards; grip warmers and heated seats for both rider and passenger; long-reaching LED headlights – 2 for low beam, 4 for high beam; large analog speedometer, tachometer and fuel gauge; huge, electric remote locking saddlebags and tour trunk with passenger backrest; exclusive Drive Mode and Traction Control; cruise control for less fatigue and improved fuel economy; and much more.
SUBHEAD: THE ALL-NEW STAR ELUDER. THE ULTIMATE V-TWIN BAGGER.
COPY: Introducing more performance, more light, agile handling, more comfort and more technology than ever before in a bagger. The all-new Eluder combines huge, emotional V-Twin power with state-of-the-art comfort, styling and infotainment features for the ultimate riding experience. Plus, with a long list of exclusive innovations and custom accessories, you’ll be journeying far into the future with no risk of ever blending in.
COPY: The world’s ultimate V-Twin bagger, the all-new Eluder is packed with exclusive and class-leading features: ultra-powerful fuel-injected 1854cc V-Twin engine; all-new, smooth, 6-speed transmission; advanced, hybrid chassis for light and nimble handling; integrated infotainment system with paired fairing-mounted speakers and a large, high-mounted, touch- and voice-controlled 7" full-color LCD display that puts you in command of music, navigation, communications and bike data in a single, state-of-the-art system; adjustable ergonomics including customizable hand levers and passenger floorboards; adjustable heated seating for two, with available accessory grip and hand warmers; long-reaching LED headlights – 2 for low beam, 4 for high beam; large analog speedometer, tachometer and fuel gauge; huge, electric remote locking saddlebags; Drive Mode and Traction Control; integrated cruise control using YCC-T ride-by-wire technology to reduce fatigue and optimize fuel efficiency on long freeway jaunts; and so much more.
COPY: When we set out to build the world’s most comfortable, powerful and technologically advanced transcontinental tourer and V-Twin bagger motorcycles, we started with a clean slate – and a new design philosophy: Refined Dynamism. Everything we engineer is purposely designed to stimulate passion and fuel emotions, have lasting integrity, possess elegance in motion and light up every corner of the owner’s life and experiences.
Until now, transcontinental touring meant having to make a choice: traditional/emotional power and performance; or modern/luxury comfort and technology. But the all-new Venture and Eluder appeal to both your emotional desires and your functional needs. The result is a whole new level of massive V-Twin character and torque, modern yet timeless styling, rider/passenger confidence and comfort, and integrated, state-of-the-art technology and innovation.
This award-winning multi-channel campaign resulted in huge sales and brand awareness gains for Yamaha’s cruiser line. I created this campaign to go head-to-head against iconic industry-leader Harley Davidson by recruiting former Harley owners who switched to demonstrate their authentic passion for Yamaha’s Star Cruiser brand extension.
This spot kicked off the campaign that helped put Yamaha cruisers on the map. It features six former Harley owners who switched to Yamaha cruisers, and showed their passion by singing its praises.
This spot launched the all-new Yamaha Warrior cruiser. It stars five Harley loyalists who discovered Yamaha cruisers and never looked back. Featuring a classic soundtrack, it demonstrates the Warrior’s powerful 1700cc engine which provides the smoke needed to tell the story.
Execution number three tells the tale of four former Harley owners who now pledge their love to the Yamaha Road Star.
Ad for the Road Star, featuring the world’s biggest V-Twin engine.
Ad for the all-new Warrior, featuring the world’s most powerful V-Twin engine.
Ad for the highly affordable Yamaha V Star 1100 Star cruiser.
How do you brand a road? Especially one that costs money to drive on, and whose competition is free? My team and I competed against 30 agencies and won this account with a campaign I created called “Drive Less, Live More.” The idea was to remind commuters when you’re stuck in traffic, you can’t be with loved ones. The executions were simple, funny and memorable. And the results of this award-winning work were huge increases in ridership and brand goodwill.
Constantly being stuck in traffic could drive any marriage into therapy.
What’s a loving wife to do when her husband is always stuck in traffic? Watch and weep.
Created content for mobile and the Toll Roads website (CLICK)
Yamaha R1 and R6 supersport motorcycles are synonymous with Race-Ready championship-winning performance. I’m proud to have played a major role in shaping the brand image over many years with a large volume of award-winning creative – which has consistently kept Yamaha #1 in this highly competitive category.
Rated “R” for graphic power and handling.
Wrote all Yamaha website copy (CLICK)
How does it feel to ride the 3-straight Superbike Champion R1? Like a dream.
Launch of the all-new 2017 R6 race bike.
Print ad introducing the new and refined Yamaha R1 race bike.
Ad for the Champion R6, ready to race right out of the crate.
Ad introducing the new R1 with over 150 improvements.
Ad for the all-new sharper, meaner, nastier R6.
I played a major role in the advertising that helped grow Toyo Tires from a $400 million niche brand to a $1 billion high-performance tire manufacturer in the U.S. in just 7 years. My work spanned everything from digital and broadcast to print and collateral for all of Toyo Tire’s categories, including passenger car & minivan, light truck & SUV, crossover, sports cars, competition, luxury sedan, and commercial trucks. Toyo Tires is North America’s sixth largest player in new tire sales, topping over $1.5 Billion.
Ad for Toyo Proxes high-performance tires.
In urban slang “shoes” means “tires.” This spot introduces Toyo Proxes STII tires to its 18-30 urban male target. Enough said.
Ad for Toyo Proxes R888 race tires.
Ad for Toyo Proxes RA-1 race tires.
Ad for Toyo Proxes high-performance tires.
Ad for stylish, high-performance Toyo Proxes tires.
Intro ad for Toyo Versado luxury all-season tires.
Ad for Toyo Proxes STII tires.
Mothers high-performance car care products are used by many of the world’s most discriminating auto enthusiasts to keep their vehicles looking their very best. This 2017-2018 print campaign tells the story of each product’s unique selling point in attention-grabbing style.
Copy: Mothers Carnauba Wash & Wax
No one can resist that “just waxed” shine of Mothers Carnauba Wash & Wax. It quickly and easily removes stubborn road grime and dirt, while boosting your existing wax. Plus, its environmentally friendly formula rinses quickly to deliver a spot-free, “impossible-to-ignore” shine, every time.
Copy: Mothers California Gold Clay Kit
There’s no better way to bring your vehicle’s paint finish back to life than Mothers Clay Kit. Our new Value Pack includes two larger, bonus-sized clay bars, at no extra cost. Simply spray, clay and wipe away particulate debris and contaminants that washing and polishing can’t – leaving your car’s surface perfectly clean, smooth-as-glass and ready for waxing.
Copy: Mothers All-New Speed Line
Short on time? Get up to speed with Mothers all-new Speed Line, a collection of car care products specially formulated to provide superior results faster and more efficiently than the competition. Because when the lights go down, there’s no time to mess around.
HKS is a manufacturer of high-performance auto parts. Passionate driving enthusiasts love two things: speed and adrenaline. This “Road Signs” branding campaign, which appeared in enthusiast digital pubs taps into the target market’s mindset. HKS customers don’t view street signs as warnings – but rather as challenges. These ads are designed to show how HKS products helps them “answer the challenge.”
Campaign speaks to the target audience’s love of driving fast.
How do you market a private high school with annual tuition of $40K when its competition are top-rated public schools that are free? The first step in helping Sage Hill, an independent college preparatory high school in Newport Coast, CA, was to conduct research. Next, I led creative development that re-positioned Sage Hill using current students and alumni as brand ambassadors to convey its highly personalized approach to learning and cultivating student’s interests. I also created the school’s new theme line: Your Journey. Your School. Results included growing open house attendance by 38% and website inquiries by over 100%.
Video aimed at recruiting middle school students about to enter high school, featuring current Sage Hill students, faculty and staff.
Recent graduate Brooklyn talks about how Sage Hill helped prepare her for studying acting at NYU.
Helped develop and write Sage Hill website.
Direct Mail inviting prospective students to an admission open house event.
Sage Hill senior Miles talks about his experience at Sage.
Recent graduate Amanda talks about how Sage Hill helped shape her personally, socially and professionally.
Overview video of how courage, integrity and passion are just three of the Sage Hill School Athletics program’s driving forces.
Ad created to attract prospective students and their parents to learn more about Sage Hill School.
Helped develop new brand logo.
