headlines
I love writing headlines. Here’s a collection of print/social media ads for several clients I’ve worked with over the years.
SPRITE: THE MCFISH RETURNS
CHALLENGE: Announce the return of McDonald's McFish after a five-year hiatus.
INSIGHT: As a combo with Sprite, the freshest soda, there's no burger better than one containing fresh fish.
IDEA: Create banner ads to reel in Brazilian customers, highlighting the McFish's freshness and unique origin.
MY ROLE: Copywriter
Client: SPRITE + MCDONALD'S
Agency: OGILVY BRAZIL
Creative Director: RUBENS CASANOVA
Assistant Creative Director: ALEXANDER DAVIDSON (BIG)
Art Director: THYAGO NEVES
Account Manager: LUISA KNEIPP
PLAYSTATION: exclusive launches
CHALLENGE: Create Facebook posts to announce the launch of the PlayStation 4’s exclusive games.
INSIGHT: The gaming experience is super realistic, so what happens in the game affects how we feel in the real world.
IDEA: Appeal to gamers by speaking their own language, highlighting each game’s main selling points with humor and wit.
Swoop is one of the game’s five playable characters. His main abilities include flying, gliding, and picking up grabable items.
OddSock’s name says it all. This little guy’s abilities include jumping off walls and running really fast.
We focused on the game’s hair-pulling aspect — it’s annoying difficulty. Even seasoned gamers are sure to die several times whilst playing. It comes with the package.
For this execution, we focused on how much of a nightmare the game is. The game’s developer (FromSoftware) is notorious for making games that are fantastical and terrifying, with creature designs worthy of an Oscar.
MY ROLE: Assistant Copywriter
Agency: DAVID (BRAZIL)
Client: SONY PLAYSTATION
Art Director: DAVI CAMBRAIA
Creative Director: JUANA O'GORMAN
Creative Director: EDGARD GIANESI
JAGUAR: THE FAST REPURCHASE
CHALLENGE: Promote Jaguar’s repurchase program in Brazil, letting drivers know they could own a new Jaguar in just 24 months.
INSIGHT: It’s easier to achieve something when we break it down into smaller increments.
IDEA: Drive home the fact that owning a brand new Jaguar can be faster than most people imagine, by showing that time is relative.
These print ads were circulated in-store at Jaguar dealerships in São Paulo, Brazil. This one appealed to drivers’ desire to collect nice things. In this case, the more the better.
Everyone knows Jaguars are fast. What they don’t know is it’s also possible to slowly buy another one, by using this repurchase program's installments.
MY ROLE: Assistant Copywriter
Agency: DAVID (BRAZIL)
Client: JAGUAR
Art Director: DAVI CAMBRAIA
Creative Director: EDGARD GIANESI
COCA-COLA: TASTE THE CHRISTMAS FEELING
CHALLENGE: Bring all the appeal of Coca-Cola to the Christmas season — a time when brands are competing fiercely for consumers’ attentions.
INSIGHT: Coca-Cola is more than just a drink. It brings the ones you love closer to you, especially during the holidays.
IDEA: Create a deliciously good-looking print campaign, while emphasizing the human connection you get when you share Coca-Cola on Christmas.
I had a blast working on this campaign — both because of Amanda (a monster of an art director), as well as the chance to create something magical for the world’s best-known brand. Check out more of Amanda’s work in the credits below.
Coca-Cola during the Christmas season is all about sharing it with the family and bringing home some love.
Tender moments like this were shown throughout the campaign, with top-notch photography and talent.
We took full advantage here of the double meaning in the headline to convey that cozy, get-together feeling.
This is a point of sale strategically placed at the impulse shopping moment, when consumers are more likely to buy based on their desire to drink or eat a product. Hence the copy with appetite appeal.
The same headline applied on another in-store display, this time for the smaller Coca-Cola cans.
MY ROLE: Junior Copywriter
Agency: GEOMETRY (BRAZIL)
Client: COCA-COLA
Art Director: AMANDA MAYKOT
Creative Director: RICARDO LEME LOPES
POWDER MOUNTAIN: SO AWESOME, IT’S AWESOME
CHALLENGE: Powder Mountain is North America’s largest ski resort, with over 8,400 acres of skiable terrain. However, few people actually know this.
INSIGHT: With so much skiable land available, it’s like you could actually be alone out there, away from the world and all its problems.
IDEA: Create a print campaign that celebrates being alone in a massive snow mountain.