Deirdre Corley

Downy Wrinkle Releaser Fabric Care Guide

2012-03-11T21:37:24Z

Mad Men is one of my favorite shows, so I was clearly thrilled when I was asked to work with the show's stylist, Janie Bryant on a promotional fabric care guide for Downy Wrinkle Releaser. Using Janie's voice and expert tips, I created copy that would introduce readers to the best way to care for both new and vintage garments, and of course, the benefits of using Downy Wrinkle Releaser. Click here to see a pdf of the booklet.

Kidrobot Print Ad (Student Work)

2011-11-09T15:07:41Z

I conceptualized this ad for my Creative Concepting class at AdHouse. Kidrobot produces very cool limited edition vinyl toys, designed by artists from around the world. I wanted to convey how rare some of their pieces are by comparing them to the animals you see in dioramas at the Museum of Natural History.

Human Rights Logo Unveiled in New York/Mail.com/September 2011

2011-09-30T15:32:48Z

Click here for link to article. Human Rights Logo Unveiled in New York The first ever logo for human rights was unveiled Friday night, at an event in New York hosted by the global charity organization, Cinema for Peace. The logo aims to become a universally recognized symbol for the promotion and implementation of human rights around the world. It comes at an important time, as millions of citizens in the Middle East and around the world are struggling against oppressive regimes and myriad human rights violations. In a presentation introducing the logo for the first time, news anchor Ann Curry explained the concept of the logo, stating, "If symbols are a way to communicate what we value most, it is time for a symbol for human rights." The new design, which brings to mind both a human hand and a bird in flight, was created by Serbian designer Predrag Stakic. Stakic's logo was the winner of an online contest, and was chosen from overwhelming pool of 15,000 entries which were submitted by designers in 190 countries The field of entries was narrowed down to 10 finalists by a panel of judges that included some of the world's most important leaders and human rights defenders. Nobel Peace Prize Laureates Aung San Suu Kyi, Jimmy Carter, Muhammed Yunus, Mikhail Gorbachev and Shirin Ebadi, as well as Chinese artist Ai Weiwei, Cambodian human rights activist Somaly Mam, Wikipedia founder Jimmy Wales, Columbian musician Juanes and UN High Commissioner for Human Rights Navanathem Pillay all voted for the new human rights logo, which they hope will some day be a globally understood symbol of hope. When asked about the project, and its impressive jury, Human Rights Logo supporter and CEO of United Internet Media, Matthias Ehrlich said, "The jury reflects the diversity of the world, with people representing nearly every continent. Most importantly, they are people who are engaged in the human rights movement, meaning that the movement itself is choosing its symbol." In a video message to those gathered at the presentation, Burmese opposition politician and human rights icon, Aung San Suu Kyi said, "I look forward to the time when this logo will be seen all over the world, from the smallest towns to the biggest cities. I hope that little children and babies will see it and it will be a sign of happiness, peace and security to them." After the unveiling of the logo, Cinema for Peace and United Internet Media (parent company of Mail.com) hosted a dinner reception at Gustavino's restaurant. Guests included Robert De Niro and his daughter Dreena De Niro who served as a co-host, alongside world leaders and activists such as German Foreign Minister Guido Westerwelle, One Campaign president Michael Elliott, Ugandan children's activist Angelina Atyam, human rights leader Caroline Gomes, and opera singer Jessye Norman, who wowed the crowd at the presentation with a rendition of "Amazing Grace". Also in attendance were Leila and Manoubia Bouazizi, sister and mother of Mohamed Bouazizi, the man who inspired the Arab Spring by committing suicide by self-immolation in January of 2011. The assembled audience was moved as the pair spoke of his life and the repercussions of his death. Through a translator, his sister Leila Bouazizi expressed solidarity with the revolutions taking place across the Arab world, and called upon human rights leaders to stand with those who had sacrificed themselves for freedom, justice and dignity - the ideals of the Arab Spring. As citizens around the world protest and make sacrifices for the ideals Leila Bouazizi spoke of, they will have one new tool in their arsenal, a symbol that demands human rights for everyone, in every language.

"Oscars with Brains:" Cinema for Peace/Mail.com/September 2011

2011-09-29T16:00:20Z

For link to full article click here. There are few mediums with the power to effect change the way that film does. Whether its a summer blockbuster sparking a new fashion trend, or a stark documentary exposing the realities of war, film has an emotional reach that most other media just can't touch. Over the past ten years, Cinema for Peace has taken this idea to the next level. The organization was started by event producer Jaka Bizilj in 2001, as an annual award gala to honor films that communicate important humanitarian, social and environmental issues. The event soon began attracting some of the most famous and important people in the world, and evolved into something much greater than your typical film awards ceremony. In addition to bestowing awards such as the International Green Film Award, and The Award for Justice upon deserving filmmakers, the organization recognizes actors and celebrities who work towards global change. Sean Penn was honored at the 2011 gala for his work with Haitian relief organization J/P HRO, and past honorees include George Clooney, Leonardo DiCaprio and Richard Gere. Referred to by supporter Sir Bob Geldof as "the Oscars with brains", the Cinema for Peace Gala has become a forum for issues-minded stars to speak out about their favorite cause. When Leonardo DiCaprio was celebrated by Cinema for Peace for his work on environmental issues in 2009, the actor used the opportunity to implore the audience to take more action on the environment, stating "Solving the environmental crisis is our turning point; it is our next Berlin wall". Cinema for Peace is also a charitable foundation, using its gala events to raise money as well as awareness for the causes it champions. The Cinema for Peace Foundation uses its funds to support the creation and distribution of films that deal with important issues such as human rights violations and Aids in Africa. One such project funded by Cinema for Peace Foundation (CFPF) is THEMBA, a screenings program aimed at raising awareness about AIDS/HIV in rural South Africa. To date, the program has educated 7,000 South Africans about AIDS prevention, and the project is being expanded to Zambia and Botswana. The foundation also gives financial support to many charities and aid organizations such as UNICEF and UNIFEM, Richard Gere's "Work for Tibet,” the Leonardo DiCaprio Foundation, the Elton John AIDS Foundation, the Human Rights Film Network and others. The next big project supported by Cinema for Peace is the brand new Universal Human Rights Logo, which will be unveiled in New York on September 23rd, 2011. Organizers hope that this new logo will soon become as ubiquitous as the peace sign, and serve as a symbol that transcends language for protesters and others fighting for humans rights around the world. After the unveiling, Cinema for Peace will host one of their glamorous trademark dinners, bringing together human rights activists, and people from the worlds of politics, film, and business.

Make Your Own “In Case of Investigation: Discovery” File / The Hairpin / 2011

2011-08-15T22:32:05Z

From The Hairpin, August 2011 Make Your Own “In Case of Investigation: Discovery” File by Deirdre Corley I watch a lot of what can be described as“Murder Shows.” Dateline on ID, Snapped, On the Case With Paula Zahn, Cold Case Files — pretty much whatever's on Investigation: Discover at any given time. If a nurse in Alabama murdered her husband using some obscure paralysis-inducing drug for insurance money, I want to know about it. (This happens more than you'd think.) The problem with watching a lot of murder shows, though, is that you realize a lot of people who aren't all that different from you are getting murdered all the time. Women in their 20s who just wanted to have a good time with their friends –until they were killed by some dude they went on a date with. And so, much like planning the details of your own imaginary wedding while sitting at someone else's (“she shouldn't have gone with colored table linens — gotta remember that”), you start to envision your own murder and its subsequent news coverage. How will they portray me? Middle class Irish girl from Long Island moves to the city and gets murdered while drunkenly stumbling home one night? Or sophisticated city girl gets stabbed before entering her super-cool apartment on the way home from a glamorous party? This is way too important to be left to chance, so I'm making a folder called “In Case of Investigation: Discovery” on my computer, just in case the murder show producers come knocking someday. Step One – Photos: The victims' families invariably provide the murder shows only two or three photos of the deceased, which are then cycled through the show over and over again, until the viewer has seen each photo at least 20 times over the course of an hour. These photos aren't always flattering, or recent, so, first thing you want in your file is a dozen or so good photos of yourself. You wouldn't let your family choose your Facebook profile picture, so why let them choose the photos that will represent you after your body is exhumed from a lake? Your photos should be recent, happy, and should play into the narrative you'd like to be remembered for. Are you an outdoorsy sort? That shot of you scaling a shear rock face in Alaska needs to be first and foremost among the selection. More of a big city glamour girl? Photos from rooftop cocktail parties, and that time you DJed your friends birthday party ought to do the job. Its a good idea to include at least a few photos of yourself with a baby, your grandparents, or a cute animal. Step Two – Define your narrative: This part is important, because if you want the producers to say anything about you besides “She was young, beautiful, and had her whole life ahead of her,” you're going to have to throw them something other than your long-forgotten MySpace page. First, make a Word document with a list of your hobbies, or even hobbies you plan on getting around to someday. (“She was a talented dancer, and was just starting to get good at the ukulele and southern French cooking.”) If you have some photos to back them up even better. Then, point out awards and achievements and list some things you want people to know about you — charity causes, places you've traveled, arts and entertainment preferences, any celebrities you might have slept with, that kind of thing. You can think of it as a sort of online dating profile, for the afterlife. This is also a good place to suggest likely suspects in your murder, if any. Step Three – Suggest interview subjects: It's possible your parents will be too upset to discuss your tragic end, in which case the producers are going to go sniffing around your circle of friends. If you don't want that skank Melissa having the last word on your life and untimely death, now is the time to speak up, because you know that bitch is desperate to get on TV. Choose friends who know you well but aren't stupid enough to mention that thing you did in college. Step Four – Tell someone: Someone needs to know this exists and where it is, otherwise the whole thing is useless. You need a friend who's media savvy and, if possible, as vain as you are, to avoid any judgement. If you have friends who are publicists or aspiring actors, these are going to be your best bets. And that's it, in four easy steps! The only downside to this is that after you're dead, all your friends will all find out what a weird, morbid, narcissistic control freak you are. Oh, and the whole being-murdered thing.

Scripts for Fuel TV Promos

2011-06-21T16:21:40Z

Fuel TV is the channel for extreme sports - snowboarding, BMX, skateboarding, motocross, wake boarding, possibly some other kind of boarding only teenage boys know about right now, you get the idea. Fuel came to We Are Plus and asked us to pitch them a bunch of ideas for on-air promos that would convey their edgy, quirky, young, male identity. Below are scripts I wrote based off the ideas we brainstormed. Direction 1: The Downside Surfer VO – Surfer dude - Every morning you wake up, you brush your teeth, you put on a pair of clean underwear, you eat some cereal. You leave the house hoping for a good day. I do too. The difference between me and you is that you leave the house knowing, with 100% certainty, you will not be attacked by a shark as you go about your day. I just don’t have that luxury. The spot is driven by images of a guy getting ready in the morning getting in his car, driving to the beach, and walking into the water with a surfboard. Snowboarder VO - I could have been a baseball player. I was really fast in high school and my dad kept telling me to try out for the team. I’m sure I would have made it. I could have been a baseball player, and I would never have to think about things like avalanches or frost bite. I could have worn tight little pants, and run around in a circle. (beat) I’ll try my luck with the avalanches. Images of a snowboarder putting on his gear and heading out combined with landscape images of a huge mountain. Motocross- VO- “The dirt, its just everywhere. It ends up plastered on your face, all through your hair. You come home and take a shower, and you still find it in your ears, it ends up in your bed. I mean, if I had decided to be a swimmer or something instead, my apartment would be so clean. I’d probably have all my original teeth too, but oh well.” Images of a guy cleaning his room, vacuuming, wiping down a dresser etc. Direction 2: Decisions, Decisions A guy wakes up in his bedroom. We see an assortment of anthropomorphized sports equipment around him. A snowboard, a skateboard, wake board, a BMX bike. Each of these have googly eyes, and wake up along with him. They watch as he gets ready, getting excited that they might get taken out today. They try to judge who hes going to choose based on what hes putting on. He puts some swim trunks on, and the wake board glances excitedly at the surfboard. He chooses the bike, and the boards settle down, looking glum. Direction 3: Call Now! We see a puppet dressed like Vince the Slap Chop guy standing in a moto cross course Puppet - Are you tired of using your slow, stupid legs to get around? (Cut to shot of a kid walking and looking exasperated at his own legs, glances at his watch) - Do you days just drag on and on without you catching any air whatsoever? (Shot of a guy pathetically jumping a few inches off the ground.) - Those ugly sneakers aren't helping anybody! - Are you up to your neck in ramps and mud pits that you just don’t have a use for? (Shot of a guy sitting next to a mud pit, looking bored) - Do you have an ACL that needs tearing, a spleen that needs rupturing, teeth that need busting?!?! Try Motocross! Its loud, its dangerous, and its guaranteed to get you laid within 30 days, or we’ll double your money back! Call now! Fuel TV logo is included in the fake ordering info at the end of the spot. Direction 4:Simple Math Super slo-mo, close up shots of athletes doing tricks are seen as math equations and information about the physics of whats happening animate on screen as if on a blackboard. The measurements could include things like force, angle, trajectory, speed, wind resistance, rotation speed, etc. Could include shots of crashes and show impact etc. Fuel TV logo could animate onto the screen in the same way the stats do. Direction 5:True Love This is a parody of an 80s dating video. There would be a cheesy animated open, followed by 5 or 6 different guys talking about what they want from a girl. The spot would consist of fast cuts between them as they say awkward, creepy things. Sorry, this is my first time. I’m a little sweaty. Im looking for nice curves, but… you know, no fatties. Is this thing on? I like to ride bikes. Looking for someone who knows how to dress a wound. A strong swimmer, you must have excellent speed and agility. You should be down with me talking to other chicks, I tend to get a lot of attention. I’m just here to help my friend out. I do just fine on my own. Juuuust fine… I enjoy spending time by the ocean. Just looking out at the waves… My friends call me Big Dick Mike. Take from that what you will. A girl with money would be good. Maybe you have a rich dad or a job or something. I just want to hear the sound of your breathing as I watch you sleep. Looking for someone local as my car got a little bit reposessed. As you can probably guess, this body gets me into a lot of wild situations. Are you ready to experience passion like you have never known? I know I am. Tag line reads – Find True Love – Fuel TV

Treatment for Reality Food Show

2011-05-23T18:34:01Z

Last year I decided to try my hand at writing a treatment for a reality television show about rivalries between restaurants around the world. A few weeks after cementing the concept, and some initial meetings with industry people, I was saddened to find I had been beaten to the punch by two shows about to premiere, both with almost the same concept I had been working on. Though it was a disappointment, writing the treatment was a fun creative exercise, and a worthwhile experiment. I am currently working on several other concepts which I hope are further ahead of the curve. Title – Food Feuds Genre – Food/Travel Reality Series Synopsis - Few things inspire passion among foodies so much as a good old fashioned restaurant rivalry. These battles come in all shapes and sizes from good natured competitions between well loved local joints, to acrimonious family business battles, to bitter conflicts between mentors and their young cooking protégés. When these battles heat up, all of a sudden everyone’s a food critic. In Philly, the cheesesteak war between Pat’s and Genos has kept stubborn Philly residents divided for decades. Few in New York can recall the origins of the labyrinthine Lombardi’s vs. Totonno’s vs. John’s vs. Patsy’s vs. Grimaldi’s pizza feud, especially since it originated way back in 1917. In Tokyo, a recent squabble between competing ramen shops became so intense that it resulted in the kidnapping of one noodle chef by the other. Whether its New York pizza wars or Middle Eastern hummus conflicts, Food Feuds aims to explore the big personalities and beloved dishes that make these rivalries the stuff of legends. Food Feuds will document the history of each rival establishment and how it relates to its city, its cuisine and its culture. After an impartial explanation of the feud, the owners and chefs will have a chance to tell their side of the story, and to talk about what makes their restaurant so special. Locals who have chosen sides will have a chance to defend their favorite eateries through on-site interviews. Each show will culminate in a cook off with a panel of judges picking the best dishes from each restaurant. Food Feuds would not only give viewers a chance to learn about the cuisine and the culture of the cities it visits, but would highlight the personalities of the locals in each episode as the feuds bring out their passions and loyalties. Possible segments: Introduction and background The restaurant would be introduced, along with its owners and chefs. The segment would explore each restaurants history, and would tie it to the history and cuisine of its city. Each restaurant’s menu would be explored and the cameras would go inside the kitchen to see specialties being prepared. Inside the feud Background on the feud itself would include an impartial breakdown on the history of the rivalry, and the local rumors surrounding it. Interviews with chefs and owners would be interspersed, and they will have the chance to state their case and explain why their restaurant is superior. Locals eating at the restaurants would be interviewed as to why they choose their side and what they think about the feud. The cook off Each chef will prepare their specialty or the object of the feud and present it to a panel of opinionated locals who will try the food in a blind taste test. Each of the jurors will critique and compare the food, and will pick their personal favorite. Alternately the jury could be comprised of the show's host and a panel of well known chefs or food critics. Possible episodes- Pat’s vs Genos – This well publicized Philly rivalry is one of the biggest food feuds in America, drawing locals and tourists alike to decide who's got the tastier cheesesteak. Manganaro's Food & Restaurant vs Manganaro’s Hero Boy – These New York brothers with Italian restaurants next door to each other have not spoken in 25 years. Lombardi’s vs. Totonno’s vs. John’s vs. Patsy’s vs. Grimaldi’s – Nearly a hundred years of battling between once aligned pizza shops leaves New Yorkers struggling to remember what started it all. Magnolia vs Buttercup – When a former Magnolia employee set up her own bakery across town, a cupcake battle ensued. Browns vs Markeys – Two similarly casual lobster restaurants that sit across directly across the street from each other in Seabrook New Hampshire have a friendly relationship, but elicit extreme loyalty and strong opinions on lobster roll superiority from local residents. Abu Shukri vs. Abu Shukri - Two hummus joints with the same name in the village of Abu Ghosh Israel, battled for years over hummus superiority before they were publicly reconciled on national TV. Hawa vs Kawashima - This ramen rivalry turned violent when Hawa's former protégé Kawashima garnered fame and fortune for his recipe. Hawa seemingly lost his mind and kidnapped Kawashima, driving him around Tokyo for six hours and leaving him badly beaten. Deirdre Corley 12/23/09

Hennessey Black Print Ad

2010-06-24T02:26:36Z

Recently I worked with the MME agency to create several different directions for a trade show print ad for their client Hennessey, as they launched their new cognac, Hennessey Black. I presented the agency with copy based off the brand's existing "Done Different" tag line, as well as new directions to consider. I was asked to come up with some examples that incorporated business language that would appeal to trade consumers, as well as more general copy and headlines that spoke to the liquor's light flavor, mixability and its sleek, shiny bottle. Ad body directions: From the #1 cognac brand in the US comes Hennessey Black. Light and mixable, it appeals to trendsetters who want to stand apart from the typical vodka and tequila drinking crowd. Hennessy, the #1 cognac brand in the US introduces Hennessey Black, a new lighter cognac for trendsetting, younger drinkers who want to stand out from the vodka and tequila drinking masses. Headers Black is Bolder Everything Goes With Black Hennessey Black is in the Mix Black Will Attract Black Shines Brighter Desire Done Different Attraction Done Different High Volume Done Different High Turnover Done Different Superior Sales Done Different Black Outshines the Competition Consumers Will Go Back to Black Black is the New Bottom Line A Different Kind of Desire Sales That Won’t Fade

A Midwinter Night's Dream Backgrounder (PR Materials)

2010-03-15T04:25:35Z

In January of 2011, I helped out on PR and marketing for a wonderful charity gala held on Long Island called A Midwinter Night's Dream. I created publicity materials as I worked with Traci Coulter, the event's publicist. Below is a document we created to give journalists a clear, concise summary of the event and it's history. Background: A Midwinter Night's Dream is a fundraiser to benefit ALS (Lou Gehrig's Disease) research and related causes, held in Huntington, New York each year. The event began as a charity basketball tournament organized by the members of Northport High School's National Honor Society in 2004. The students had recently received the news that their teacher, David Deutch, had been diagnosed with the disease, and felt compelled to help. In 2005 their fundraising efforts evolved into a full blown charity dinner at the beautiful Oheka Castle, and the annual event was born. Thanks to the dedication of the students and their advisors, A Midwinter Night's Dream has grown into a highly successful philanthropic organization, and AMND Inc. has raised an impressive $1.5 million for ALS related causes. − AMND Inc. has implemented and funded four unique ALS related programs: An ALS Research Lab at Stony Brook University Medical Center. A patient services program where students visit ALS patients weekly. The Student Research Program, which sends students to visit ALS reseach labs across the country. The Philanthrophy Center, which holds classes to teach young people how to affect change through philanthropy. − A Midwinter Night's Dream is made possible with the help of over 1500 sponsors, and has entertained over 2000 guests since its inception. − Many notable guests have attended the fundraiser in past years, including: actress Edie Falco, actor Billy Baldwin, former NY Yankees David Cone & Joe Pepitone, former NY Giant Howard Cross, former NY Ranger Adam Graves, former Boston Red Sox Curt Schilling, NY Yankee Nick Swisher, comedians Caroline Rhea and Richard Kind, and Olympic Gold medalist, Sarah Hughes. − The seventh annual A Midwinter Nights Dream will be held at Oheka Castle on January 6th, 2011

AMC - Story Matters Here IDs

2009-08-13T19:13:57Z

When AMC adopted their new tagline "Story Matters Here," they needed a set of compelling new ID's to introduce it. As a freelancer for Plus, I conceptualized, wrote, and recommended film clips for the ID seen below and several offshoots which can now be seen on AMC. The concept hinges on the question - "What Makes a Great Story?" The answer comes in the form of common literary terms, such as Plot, Character, and Climax. The most memorable and exciting moments from films on the channel are highlighted, proving that at AMC, story really does matter.

AMC "Story Matters Here: Story Elements" from We Are Plus on Vimeo.

Here's a little bit of press coverage on the spots.

Mad Men Season Three Ad Campaign Pitch

2009-08-13T17:38:48Z

This spring I had the opportunity to work with New York creative agency Plus, when they were asked to present a variety of advertising directions for the third season of Mad Men. All of us big fans of the series, we had a lot of fun exploring the themes of the show and the traits of each character as we worked to infuse the drama, sex and incredible 60's fashion that makes Mad Men so amazing into each direction we pitched. Below are a few of the concepts presented to AMC for the campaign: DIRECTION 1 - FREEFALL: This concept is inspired by show packaging which depicts an anonymous suit falling through glass and steel canyons of advertising… The cast is captured fully airborne, caught in a moment of suspended animation as they plummet towards earth, subject to invisible forces they cannot escape. They are seen twisting and twirling through the air, nearly intertwined but just out of reach. Period dresses and ties twirl in the wind as they’re swept away. The state of free fall reflects the imminent change in the wind. Everything is spinning out of control. This a strong, simple theme for both ensemble and character portraits which focuses centrally on the actors. In lieu of detailed environments – the glamor and zeitgeist of the Sixties is still powerfully evident in personal fashion and style. Relationships and story references are exhibited through the positions and emotions of the cast. Print Campaign mock ups: On Air Promo directions: VO: ONCE YOU HAVE CROSSED OVER THE EDGE... Clips of the most shocking clips from Season 2, scenes that illustrate the characters going one step too far. Don cheating on Betty with Bobby, Betty cheating on Don, Sterling in bed with the secretary, Peggy with the baby, WHAT CAN YOU HOLD ON TO? Characters seen in the aftermath, Betty drunkenly wandering around the house, Don looking pensive in his hotel room, end with Pete in the chair, holding the rifle. THIS SEASON ON MAD MEN... THERE’S NO TURNING BACK. In quick succession we see close up shots of each of the six main characters looking into the distance followed by dramatic clips from Season three which act as teasers. Fade to black. Tagline is seen graphically... THE WORLDS GONE MAD MADMEN SEASON 3
Freefall Option 2 - VO DON: “I HAVE BEEN WATCHING MY LIFE. IT’S RIGHT THERE. I KEEP SCRATCHING AT IT, TRYING TO GET INTO IT. I CAN’T.” Clip of Don looking at his kids and Betty from afar, Don at work, not participating in conversation THIS SEASON ON MAD MEN, THERE’S SOMETHING IN THE AIR. Teaser clips of scandalous action from Season Three CHANGE IS COMING... Quick reaction shots of each of the six characters looking into the distance as if something is coming for them. AND NOTHING WILL EVER BE THE SAME AGAIN. Clips from Season Three of characters being emotional, crying, yelling, looking shocked. THE WORLDS GONE MAD SEASON THREE STARTS IN JULY. DIRECTION 2 - LIVING DANGEROUSLY Here we find the cast of Mad Men living like theres no tomorrow. The main characters are seen having a debauched cocktail party on the ledge of a building, letting it all go, seemingly unaware of the consequences. They are seen literally partying on the edge of oblivion, a reflection of the lifestyles they lead in the show and also a mirror of the events leading up to our own era. This is a way to exhibit the cast as an ensemble, and also to convey the balance between drama and flat out hedonism the show brings to life. We see the cast drinking, dancing, flirting at a high energy, glamorous bash that's just moments away from going over the edge. The secretaries are doing the twist, people are hanging out of the windows and climbing over one another as the party gets out of control. The combination of danger, sexiness and energy makes this direction eye catching and compelling.
DIRECTION 3 - SCANDALOUS SHINDIG This campaign is built around ensemble settings which, on the surface, evoke an idealized image of a wholesome, sophisticated 60’s social gathering – the cast of Mad Men are at a penthouse party, or a picnic in Central Park. On closer inspection, it becomes obvious that all sorts of sexy signals are being exchanged. Reframing and close-ups guide our eyes toward details that weren’t immediately obvious Examples: Peggy’s hand on the neck of the Priest’s guitar, Joan bending over to pick something up off the ground in front of Sterling, who is obviously ogling her, etc… This direction focuses on multi layered portrayal of the early 60s seen on Mad Men and in pop culture. On the surface, everything is picture perfect, but scandal and misbehavior is lurking just beneath. Print campaign mock ups -

Animal News Samples

2009-01-06T05:54:41Z

In my spare time I enjoy writing about animals and bizarre animal related news stories for a scarcely read blog hosted by my ex-roommate Josh. If you are looking for an animal news reporter, you would be hard pressed to find a more dedicated journalist than yours truly. Here are some examples: Is That a Slow Loris in Your Pants, or Are You Just Happy to See Me? An Animal Related Travel Story from Punxsutawney Pennsylvania An Update on German Celebrity Orphan Polar Bear, Knut

Branding and Copywriting for AMC Channel Re-brand

2008-11-02T23:00:07Z

When New York design and creative firm Plus et Plus was asked to re-brand cable channel AMC from top to bottom, they called me in to help out with idea generation and copywriting. I worked with them to create programming concepts, brainstormed tag lines and wrote copy for promotional contests and interstitials. Below are examples of some of the programming strategies that were presented to the client, some of which can be seen on AMC today.

Newsletter Copywriting/Client: Plus et Plus

2008-11-02T00:46:25Z

For the past three years I have worked as a copywriter for creative firm Plus et Plus, creating a voice for their website and company newsletters. More: Mathew Dear - Don and Sherry Music Video: While figuring out a direction for techno darling Matthew Dear's video for "Don and Sherri" we thought to ourselves, "What's more bewildering than Times Square at night?" Oh, how about being stuck inside a house of mirrors, on the back of a flat bed truck, while being driven through Times Square at night. Its not that we hate Matthew Dear, its just that we thought this was this was an appropriate erm, reflection, of his glitchy, disorienting brand of electronic indie music. So, onto the trailer he went. As we drove through the city, we shot him using 5 cameras simultaneously, capturing him singing the first single from his new album Asa Breed. A rig behind him spun 3 mirrors, reflecting the dancing lights of New York, while Dear busted out some of his dance moves of his own. As the video progresses, a moody, abstracted vision of the city slowly reveals itself - we still don't know who the hell Don and Sherri are though. See the video here. Ping Pong Tournament: So there we were. It was our chance to prove our superiority on the table, and in life, over the other teams at the Puma/French 77 Ping Pong tournament. All the local legends were there, MTV, Vice, Staple Design, XLR8R, and we knew we had to unmercifully destroy them all, or we would never be able to walk tall in this town again. And destroy them we did. Hour upon hour of crushing serves and breathtaking volleys ensued, leaving us victorious and worshiped at last, trophy finally in hand. We had never been so proud to call ourselves members of Team Plus Et Plus. Or... maybe we lost in the first round to College Humor.com, stole the trophy and had our picture taken with it. Whatever. Either way, it was an excellent excuse to wear a sweatband. Thundermutts: First of all, it’s called Thundermutt, so you know right off it’s probably awesome. Then you hear it’s a Japanese style vinyl toy designed by Plus et Plus, complete with a one of a kind handwritten fortune hidden inside its brain, and you’re all like, “Damn, put me down for 100.” Well, that’s all you’re gonna get, because that’s all that was produced in the limited edition of the little guys we designed for Thundermutt 14, a project conceived by Bernstein and Andriuli. Nine other artists including Tristan Eaton (the man who came up with Thundermutt in the first place), Gary Baseman, Kai and Sunny, and I Love Dust, were chosen to design their own ‘Mutts, which like ours, are also packing clever presents in their heads, from hand painted bottle caps to vials of NYC rainwater. Artful Dodger Design Collaboration: This fall, Artful Dodger is kicking it old school. Way old school, like, 1800s style. With a hand from Plus et Plus, the British "street sophisticate" menswear line continues their Dickensian romp through the seedy underbelly of Victorian London, telling the tale of their label's name sake and his merry band of criminals through bold all over graphics and ornate embroidery. Plus et Plus let the blood and guts fly across the graphics we created for the line, paying homage to old timey bad guys like Jack the Ripper and infamous human meat pie chef/murderous barber Sweeney Todd. Entrails are totally hot for fall. You heard it here first. +&+ 5 Year Anniversary: It's been 5 years this month since Plus et Plus started out, and it seems an appropriate time for reflection. We've learned a lot in our time together, and found out the answers to a lot of long pondered questions. For instance, is it possible to land yourself a huge corporate ad campaign using mostly popsicle sticks and glitter pens? (Yes, just ask the people at JetBlue). How much money does it take to get a grown man to dress up like a giant cell phone? (Roughly $500, see our Verizon Wireless spot on YouTube.) But questions still remain. How are we to quantify our success? What shall we look to as the mark that we have really made it? Is it seeing our work featured in exhibitions in New York, Tokyo, Paris and beyond? Is it the publication of our first book? Our recent move to a swank new Chelsea office? What about being chosen to create advertising and branding concepts for everyone from Coke to Nike? Oh wait… it’s all those things. Here's to us, for being the coolest 5 year old we know. World Of Coke: When it comes to global popularity, Coke is somewhere near the top of the list, probably falling somewhere between say, wearing pants and making out. Which is why when we were asked by Formavision to create a mural for the "Hub" of the new World of Coke center in Atlanta, we translated phrases that describe the Coke experience into five languages. (We would have gone for more, but no one around here seemed to know how to say "Fizzy" in Pashtun). Our vision was brought to life by the insanely talented mural artist Shinya Nakamura and his crew. Together we created a vibrant, abstract design inspired by the Coke ribbon to brighten the museum’s central meeting place.

Branding and Copywriting for Oxygen Re-Brand Pitch

2008-11-01T20:38:46Z

I recently worked with New York design firm Plus et Plus on a re-branding pitch for the Oxygen channel. I helped to conceptualize overall branding themes, generated ideas for possible taglines, and wrote copy explaining each concept for the pitch document. The project involved a complete brand overhaul, from the look of the channel to the music they used in interstitials and promos. Below are some music suggestions we compiled that reflected the new feel of the channel. (Note: The majority of the work I did on this project cannot appear here as it is falls under a non-disclosure agreement. I would be happy to answer general questions about my experience on this and other branding projects if asked.)