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.

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 doa-able. Winner: Best Shoestring Campaign, Applied Arts, 2021.
Animation: Inna Gertsberg.
TEXT NOW -- U.S.

This Waterloo-based tech upstart needed ads as fun as they are. 
Freelance Copywriter. Agency: Jacknife.
NOKIA WORLDWIDE 
"Networks Keep Us Going"
I was asked to put together Nokia's worldwide statement at a unique time. Concept, script, creative direction.
NOKIA WORLDWIDE
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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