ECOMM 8 NEW | PM Copywriting

Lincoln/Mercury

Background:

I wrote and produced these four spots, including a Super Bowl spot directed by Tarsem that was pulled two days before the game because it was “too controversial” while at Y&R Detroit.

Montrail

Copy:

TRAIL CALLED, SAID HIT IT.

And if you hit it in a shoe with FluidFoam you’ll never feel it hitting you back. Introducing the new FluidFeel II, the ultimate all-terrain running shoe.

Background:

The client wanted to tout their super-comfortable FluidFoam technology. I came up with "hitting the trail," a line that speaks to the obsessed trail runners and to the comfort of these shoes throughout the gait cycle, specifically the heel strikes.

Client:

Lincoln/Mercury

Background:

I wrote and produced these four spots, including a Super Bowl spot directed by Tarsem that was pulled two days before the game because it was “too controversial” while at Y&R Detroit.

Client:

Montrail

Copy:

Background:

The client wanted to tout their super-comfortable FluidFoam technology. I came up with "hitting the trail," a line that speaks to the obsessed trail runners and to the comfort of these shoes throughout the gait cycle, specifically the heel strikes.

E-COMM / DIGITAL