The facts
- Years: 2010–2013
- Media: outdoor · print · digital · TV · OOH
- Form: 25-page PDF
- Download: copywriter portfolio
The friction
A writer’s proof is the work. Creative directors skip. A 40-page leave-behind that explains nothing wastes everyone’s time.
The fix
Lead with voice. Show campaigns as systems, not one clever line. Pair smashmouth concepts with the media they had to survive. Ruthless edit: everything I wanted you to know, nothing I didn’t.
The finding
The book got meetings and proved craft. The through-line survived the career change: clarity, judgment, and taste under constraint — now aimed at readiness instead of taglines. Same muscle. Different material.