My first steps in copywriting involved a lot of Explainer Videos. I've written scripts for big companies, like Uber Eats and Capital One, and many, many small businesses. While my time was always crunched with these projects, this is where I learned my initial process as a copywriter. I talked with my client about their brand and goals, researched the space they were in, followed current trends and delivered a range of ideas.

While I don't write many explainer videos anymore, I will always have a soft spot for taking a new brand and their product and boiling it down into a quick script.
This video helped rebrand YoPortfolio's simple investing platform as a fun, not-so-serious, but still trustworthy app. It helped them reach a wider audience, not familiar with investing. 

My goal for this video was to take out the complex ideas of stocks and remove the barriers of investing. I decided not to highlight "returns" or "growth" but instead zone in simple lines delivered in a conversational tone targeted to the 35 and under crowd. Everyone knows that when they invest, they think they'll think money. What they don't know is that they can do it on a convenient app that makes buying stocks as easy as ordering an Uber.
Speaking of Uber, Uber Eats needed to explain to their employees why their April Fools prank went viral on social media. Between adults morphing into children and presenting the numbers in a digestible way, I struck a balance between kitsch and comprehensible.

The process for this video wasn't just about bragging about a fun campaign Uber Eats did. It was meant to get other Uber employees excited and inspired. Using a friendly tone that is easy to grasp, the door for entry is left wide open for other Uber employees to come up with more off the wall social media ideas.
Bros Trend wanted to showoff how they can boost the wifi in your home. They thought highlight specific details and stats were the way to go.

​After a bit of push and pull, I convinced them that a light-hearted video that discussed the statistical benefits with a few jokes worked better. Their target audience just wanted to fix the problem and didn't care how that happened. 
With Loop, they had strong brand identity already. They wanted to leverage this into a simple explainer video that helped people get excited about something most people hated: the dentist. 

I embraced their playful geometry, established upbeat tone and simple messaging to deliver a video that talks about what Loop is and exactly how it works. Loopt allowed us to use their brand identity as a wayward star rather than a ball-and-chain. For instance, I came up with the idea of squiggling their white line to show when things get discombobulated. Instead of muddying their brand, it showed off their playful tone.
In a few seconds, I used a relatable example for how Art To Frames operates. By leaning on pathos, I highlighted the benefits without listing them off.

There are a lot of reasons for how Art To Frames can save the day and make life easier. But the most important reason is that is helps you tell your life story. Forget looking for new frames or ordering custom ones. Those issues are temporary. Someone's story and important life moments are what sell Art To Frames.
Braintek wanted to change their brand. They started as a serious IT company and were interested in seeing what adding a bit of levity would do for their brand.

​I decided to use humor to add both heart and trust to their brand. We were able to explain how they operate while using fun jokes and images to keep the viewer intrigued. I mean, who doesn't love an IT Fairy Godmother?