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PERSONAL ROLE:
Campaign development, original concept, copywriting, product naming, brand development FULL TEAM CREDITS: IN-HOUSE: KEYSMART EXECUTIVE CREATIVE DIRECTOR: ANDREW BEDELL ART DIRECTOR / CREATIVE DIRECTOR: ALYSSA MATTERO, MICHELLE MARTINEZ PRODUCER: KEITH ALLEN ANIMATOR: BRIAN RAIDA |
I wrote paid ads for KeySmart designed to move people from scroll to “Add to Cart.” The work balanced proven norms with unexpected angles. This swayed between product specs to letting single visual do the heavy lifting.
When ads outperformed predicted ROI, I expanded the campaigns. One standout was SafeBlade. Using an “if this is true, what else is true?” mindset, I reframed the product around a simple insight: for many jobs, a sharp box cutter is overkill. By pairing exaggerated scenarios with clear, honest explanations, the campaign drove strong watch time, clicks, and conversions. |
SafeBlade Campaign
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New Product Launches
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