TV and Video Copywriting

Even as a copywriter whose business is videos, the first thing I do when I am invited by a brand to watch their video is look at the length. Am I really willing to commit three minutes of my life to this? Too many people start by thinking they need an X minute video, before thinking what the video needs to say and do. The best approach, as with all persuasive communications, is to lay out the goal, then work backwards. And think: what’s the very minimum I need to tell people? The same thing I said for radio applies to video: If you want to say something to someone that will actually be registered, you never go, “Look: I need you to know seven things.” As for budgets, today’s production possibilities make multiple videos much more affordable: the many viewing platforms make them a smarter choice. This even applies to media-based ads that have a prescribed 30 or 15-second length. Will the broadcasters let you chop it up into a lot of tempting little pieces? That lead to a more fulsome video on your site? Like the IKEA 10-second ads at the bottom of this page. But if all you want is one, make it as fearless, imaginative, and clever as you are. Hold nothing back.

Unflood Ontario
Launch video for campaign launching Spring 2021. Freelance Copywriter and Creative Direction.
Art direction: Inna Gertsberg.
Unflood Ontario
Simple, handmade animation is a smart idea if you want people to think your product or idea is simple and doa-able. Three videos of a series made for a new campaign launching Spring 2021.
Freelance Copywriter. Animation: Inna Gertsberg.

Text Now U.S. Campaign

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

Nokia Inc., "Networks Keep Us Going"
I was asked to put together Nokia's worldwide statement at a unique time. Concept, script, creative direction.

Nokia Inc., "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 Videos

I wrote and created a series of four simple videos on my Mac. They raised $180,000 for environmental groups.
It can be done. Copywriting and Production.
NOKIA: 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 the 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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