My first day in advertising

My work

Avid Technology

My current position as copywriter.

I once felt our emails could look better at Avid. The brand represents creativity. Our emails didn't.

Now we send emails that look like these.

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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"

"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.)