TV and Video Copywriting

The very first thing I do when I am invited by a brand to watch their video is look at the length. I'm sure many people do the same. Am I really willing to commit three minutes of my life to this? Too many marketers, when contemplating a video, start by thinking they need to make an X-minute-long video, before thinking what the video needs to say and do. The best approach, as with all persuasive communications, is to think, what’s the very minimum I need to tell people? What I said for radio applies to video: If you want to say something that will actually be registered, you never go, “Look: I need you to know seven things.” Make one or two points. As for budgets, today’s production possibilities make multiple videos on a subject much more affordable: the many viewing platforms make them a smarter choice. And they're easier for people to sit through and get. But if all you want is one video, make it as fearless, imaginative, and clever as you are. And please, keep it short.

ALLY GLOBAL
NEW BRAND IDENTITY / POSITIONING

Freelance copywriter, Co-strategist.

The war on child sex trafficking needs allies. And blunt messaging.

Worked with the great Veto in BC to re-launch this global, on-the-ground charity.

Developed their new positioning: Protect childhood. Wrote this and tons more.

NOKIA GLOBAL
"SOMEDAY IS HERE" CAMPAIGN

The biggest B2B production in Nokia history, and a refreshing twist: humour.

We've been talking about AI and all it will bring for years as "Someday." Well, Someday is Here,
and Nokia's bringing it to data centers, where the company is betting big.

Client testimonial: "Never in my 29 at Nokia years have I seen network engineers
react to a campaign like this."

I concepted, wrote, creative directed and co-produced four online TV spots, landing page,
digital ads, podcast radio and much more.

This video (below) launched the campaign, co-created with my good friends
at the legendary Valve studio in Helsinki.

ALLIANCE FOR A LIVEABLE ONTARIO
"FIVE WAYS HOME" AFFORDABLE HOUSING CAMPAIGN

The biggest coalition of housing advocates in Ontario's first-ever media campaign. I wrote six videos
(and searched and searched for images) with my great editor/designer, Ericson Balagtas.

NOX HEALTH
NEW BRAND LAUNCH

I created the launch for the world's leading corporate sleep health company.
I also wrote their site, story and more.

FAIR SQUARE REALTY

New Brand Launch, January 2022

I was asked by Jacknife to conceive and write the launch of this new, national full-real estate brand: TV, radio, website, social blurbs, outdoor. Our goal was to be very clear that there's a new way home.

UNFLOOD ONTARIO

Launch video for campaign launching Spring 2021. Freelance Copywriter and Creative Direction.
Art direction: Inna Gertsberg.

UNFLOOD ONTARIO

Freelance Copywriter. Simple animation is a smart idea if you want people to think your product
or idea is simple and do-able. Winner: Best Shoestring Campaign, Applied Arts, 2021.
Animation: Inna Gertsberg.

TEXT NOW
U.S. ADVERTISING LAUNCH

This Waterloo-based tech upstart needed ads as fun as they are.
Freelance Copywriter. Agency: Jacknife.

NOKIA GLOBAL

"Networks Keep Us Going"

I was asked to put together Nokia's worldwide statement at a unique time. Concept, script, creative direction.

NOKIA GLOBAL

FP4

B2B Video to network operators and engineers. Concept, script, creative direction.

CONTINUITY-X

Launch Video

The video was inspired by the name and the promise: continuity for your business even under the toughest cyber attack. B2B New Company Launch. Script, co-creative direction. Jim Diorio, Freelance Copywriter, and Inna Gertsberg.

GREEN FUTURE FUND

I wrote and created these simple videos on my Mac for $0. They raised $180,000 for environmental groups.
It can be done. Copywriting and Production.

NOKIA WORLDWIDE

Go Allwhere Global Campaign

Kudos to Nokia for showing whimsy and imagination. Oh, and for being named Marketer of the Year, too.
Jim Diorio, Freelance Copywriter, and Inna Gertsberg, Art Direction.

MERCEDES-BENZ M-CLASS

Canada became the only market in the world where the M-Class out-sold its Lexus competitor.
Copywriter. Agency: Roche Macaulay & Partners

TRUSHIELD INSURANCE "COVER YOUR ASS" CAMPAIGN

Business went up 128% after this fun campaign ran. Freelance Copywriter. Agency: Jacknife Design

NATIONAL READING CAMPAIGN

Creation of Canada's first national reading campaign. Creative Direction and Copywriter. Agency: Manifest.

PORTS TORONTO

Copywriter. Winner, Applied Arts Magazine Annual, Promotional Design.

IKEA
Try Something Different Campaign

Ad campaign for IKEA's global market. Copywriter. Art Direction: Jason Kinsella
Agency: Roche Macaulay & Partners

IKEA
Swedish Solutions Campaign

10-second ads that let the retailer push individual products in a creative way.
Copywriter. Art Direction: Jason Kinsella, Dave Federico
Agency: Roche Macaulay & Partners

CANADIAN CHIROPRACTIC ASSOCIATION

That poor actor earned his money that day. Manifest Communications. Creative Direction, Copywriter.
Art Direction: Shawn Murenbeeld

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