A curated selection of case studies spanning content development and strategy, brand messaging, public relations, social media strategy, email marketing, straight-up writing, and more. Continuously updated with the next best thing.
A work in progress, but aren't we all?
The Hollywood Roosevelt
Built in 1927, The Hollywood Roosevelt is a Los Angeles icon, once home to stars like Marilyn Monroe and Clark Gable, situated along Hollywood’s Walk of Fame.
The Hollywood Roosevelt’s parent company, Journal Group, wanted to pay tribute to the hotel’s storied legacy, while creating a space to showcase all of its modern amenities and happenings, rooms, bars, restaurants, and beyond.
In collaboration with the team at Funkhaus, I developed creative strategy to drive business and increase user engagement through compelling copy. From the user’s first interaction with the site, the copy sets a scene that reflects the hip-yet-timeless aesthetic of the hotel. Along with my team, we wrote every piece of copy on the site, from CTAs designed to invite users to engage with various event spaces in the hotel, to room detail pages, to their own cultural platform, Teller.
Scoundrel is a print publication that features individuals who approach their craft with originality and celebrates the cultural and artistic interests of its publisher, Funkhaus.
In 2015, I set out to create a piece of printed matter that represented our renegade sensibilities, witty voice, and refined design. The name came to me during a public reading of the script of The Empire Strikes Back, when Han Solo says to Princess Leia, “You like me because I’m a scoundrel. There aren’t enough scoundrels in your life.”
There are in fact not enough scoundrels in this life, but our magazine sought to highlight a few. I contributed words to the magazine and acted as editorial director for a first issue that includes interviews with activist/model Ollie Henderson, Perfect Pussy singer Meredith Graves, Sang Bleu founder Maxime Buchi, as well as photography from David Black, Devyn Galindo, Scottie Cameron, and Fred L’Ami.
The Storytellers series was concepted during my time as Content Director at boutique PR firm Raconteur in Los Angeles. Raconteur literally translates to storyteller, and storytelling is their approach to telling their clients’ stories, from individual pieces of work to company launches, and much more.
Our first set of stories came by way of individuals contributing to the ever-changing cultural landscape of Los Angeles. I was inspired by Paige Smith (A Common Name), who creates beautiful, complex geodes out of ordinary paper and spray paint, and implants them in decaying walls or crevices. I happened to notice one such installation near a coffee shop in the Arts District, and emailed Paige to see if she wanted to tell her story with us.
I developed, storyboarded, and produced the video in conjunction with Raconteur, editor Shane Reid, and DP Joey Rasool, with additional footage from Gregory Tuzin. The story ran online on Raconteur’s website with a written interview with Paige, alongside our video, as well as on Portable, a then-prolific publication illuminating art and culture around the world.
The Lift is Mexico’s premier production and production services company. They are experts in every facet of filming, and just about every square inch of the city. With a cemented reputation in the country, they sought my services to elevate their global standing and look toward the future of the company.
Over the past several years that I have been working with The Lift in collaboration with Funkhaus, we have developed content strategies aimed at engaging with current and potential clients, showcasing the infinite possibilities of shooting in Mexico, and illuminating their expert-yet-joyous approach to work. Our project began with an immersive session in Mexico, where the client took us all around the city to delight in luchadores games, mezcal tastings, fish tacos, drag shows, artisanal markets, and everything in between. With a sense of the city they call home, I executed content strategy and measured success through pointed analytics that we continue to evolve to include blog posts, printed collateral, social media strategy, and strategic email marketing sends.
Black Dog Films, Maavven, Girl Crush, Portable, Napin, Linda Zacks, Strike Anywhere, The D4D, etc.
On a freelance basis, I’ve contributed articles to publications, written about copy for many companies, drafted employee and director bios and distributed them to various press outlets, developed site copy, launched companies to the press, and collaborated on treatments for various directors.
This per-project work varies per client need, but has included start-ups, individual artists, commercial directors, publishers, and more. Contributed articles have received thousands on thousands of likes and shares, including film and television reviews, interviews with acclaimed directors, and my particular favorite, a thought-piece on how the romantic dynamics of JJ Abrams' WB hit Felicity have ruined my life.
W Hotels, Intel, Vice, The Directors Bureau
W Hotels, Intel, Vice, and Roman Coppola’s production company The Directors Bureau sought a content-forward, collaborative approach to marketing a new computer alongside some of the finest hotels in the world. They created a simple brief and opened up the Four Stories challenge to writers around the world: create a 10-minute short script including an Intel computer and a W Hotel location, and four would be selected for production at hotels worldwide.
Over a thousand writers submitted scripts, and mine was chosen to be produced at the W in Doha. Starring Robert Schwartzman (The Princess Diaries) and Naomi Scott (The Martian), and directed by Lee Toland Krieger (Celeste and Jesse Forever, The Age of Adaline), the script follows two 20-somethings as they embark on the next step in their long-distance online courtship: meeting in person for the first time in Qatar.
We shot the film over a week in Doha, and Modern/Love premiered at red-carpet events in Los Angeles, London, and Hong Kong. The film ran in hotels throughout the year, and received nearly three million views on YouTube. The Four Stories campaign received 33 million views, 18 million earned media impressions, and 1 billion social media impressions.
For four plus years, I served as the creative lead for Funkhaus’ content division. A Los Angeles-based creative agency, Funkhaus operates in a coveted sphere, creating digital homes for top production companies, hospitality businesses, restaurants, artists, and more.
In 2016, we launched a new iteration of the website, aimed to show how the company has grown from one man in an apartment, to an esteemed creative team across both coasts, working with top-tier clients. I developed case studies to delve into every aspect of a given project, including branding, design, and content strategy. We evolved the company’s mission statement to reflect where they are and where they are headed, and reimagined the blog, which was once a catch-all cultural pit, to a thought leader and distinct cultural voice. The blog now represents the company's interests (design, travel, content), interviews with individuals who inspire, and still carries some of that catch-all mentality that the company evolved from in a monthly round-up of digital content called Soapbox.
The blog will undoubtedly continue to grow past my tenure, but my favorite piece was our post on Jonathan Gold. Several years ago, I discovered Jonathan Gold does a weekly AMA on the Los Angeles Times website, and since that time, I’ve been using that as a platform to compile my own interview of sorts. Check out the full article here.
When Journal Group approached us to create a new digital home for The Hollywood Roosevelt, they were also seeking to relaunch with their own cultural platform, a place to discuss their interests in art, happenings, nightlife, music, film, design, and everything their properties have come to represent.
With holdings at The Hollywood Roosevelt, The Bradbury Building, The MacArthur, Public Chicago, and Two Bunch Palms in Palm Springs, the reach of such a website was inherently wide. We developed Teller in tandem with the launch of The Hollywood Roosevelt's website as a space to reflect the signature cool feel of the group, property, and the many individuals who cross each threshold.
Teller is updated throughout the week with news stories, interviews (both long and short form) with the likes of Diplo, Brian Baumgartner, and Eva Dolezalova, historical posts, and happenings from the properties. It is as much for the patrons of each property as it is for the communities in Los Angeles, Chicago, and Palm Springs that are served.
Teller continues to grow, with new articles, a newsletter, and social updates. Follow it all here.