LTO is a feature documentary that follows former Los Angeles gang members through the summer “killing season” as they work to curb the violence they started, and bring healing and redemption to south Los Angeles. Produced by Omelet and Foundation Productions for non-profit, A Better LA.
While the filmmakers hit the streets in Kevlar, I hunkered down in Omelet’s AC to write the webcopy, kickstarter page, updates, piles of tweets, etc. We raised over $50,000 to fund post-production, kicked up some PR, while building an audience invested in the film’s success before the edit was even locked. AD/Design: Nick Kamei
As ACD + Creative Lead at TBWA\RAAD, I wrote and led creative for the pitch and 360 global launch for Ferrari World Abu Dhabi.
Here’s a peep into Brand Voice, BTL, webcopy, etc.
Website excerpts
Brand HL, product-driven body copy
Brochure
Posters, postcards, social
Seasonal F1 events - we started to open up the visual style and show how “your turn” can gives us a handle for just about anything, and work anywhere in message hierarchy, all the way down the funnel to “It’s Your Turn to buy tix. Seats are going fast.”
Copy garnish - Or as Milos (ECD) liked to call it, “The Oregano.” Good for social, or a breath of emotion to pair with the more functional dry info-dumps. Can also help product copy feel big, and part of the flow, rather than a generic afterthought.
Ferrari World Pitch
Woulda been fun to make this. Finding files…
Twix - microsite/game
Tr@mp Rio Grande was a fake Parody Hotel on the US-Mexican border to raise funds for RAICES TX - a non-profit providing legal support to refugees on the US-Mexican border.
Website - Links at the bottom took folks to a fundraising page, hosted by Raices TX, so there was no question where donations would go. This was a…very fast adventure in 1A parody law and feeling nervous in country where Freedom of Speech used to be an absolute given.
HelloHumankindness.com
Project Humankindness, playlist digital content w/ RGA
World of Healing - webby
influencer/OOH best medicine
brand voice - HHK festos, print - mamo, nurses week, silky’s vac headline (add to the DH pg)
Breath of Fresh Air landing page + social vids
GMC Denali - Website, Social, Twitter contest —> Network TV Partnership (assets?)
Omniyat?