My first day in advertising
My work
Avid Technology
My current position as copywriter.
I always felt our emails could look better at Avid. They didn't reflect the creative power that the brand stands for. ​​
​
One day, in a gentle protest, I wrote and designed an email in my free time and pitched it to my boss. ​
​
Now we send emails that look like these.
​
---
​
The goal: lure existing customers to start an Upgrade Plan subscription, which allows them to get the latest version of our software.
Pro Tools Sketch // App Store
Sketch is an iPad companion app for Avid's flagship software, Pro Tools.
​​
I was on the team of 3 who created the positioning strategy and wrote copy for the App Store page, webpage, and launch deliverables.
Avid VENUE // Live Sound Equipment
A mega-church is a lot like a concert venue. ​​​
​
In this full-page spread in Sweetwater, we're selling high-end live sound equipment to houses of worship. (Apologies for the poor resolution.)
"It's not you, it's me"
Discontinuing a subscription is like breaking up.
So I bottled-up the emotion of a breakup for our audience. With humor, of course.
New instruments included in Pro Tools
They're not new anymore, but when they were, it was exciting. I was asked to write a page for each of them.
Bits and bobs for the homepage
For many months, every month, I selected and pitched content and copy to highlight on the ol' Avid.com homepage. These are just three.
"Fidelity"
A personal assignment. Written and designed by me.
Goal: Sell Roth IRAs to Gen Z'ers. ​
"Clean Trails"
An idea. Copy and art direction by me.
"JBL"
Another personal assignment. When you bring the JBL, you bring the party.
(Inspired by real events.)
