Free-range copy

Lavazza Professional

Together with the internal marketing team, we created a variety of pieces used across the consumer journey. From lead generation to the website, social to swag, and then finally packaging—it’s was a blast developing the irreverent tone of FLAVIA and getting to write about coffee and tea!

COVID-19 created some unique challenges for workplaces—and not all employees were able to stay home (for example, you can find FLAVIA brewers in hospitals keeping first responders going). So we created a guide to help employees make informed and hygienic choices when using the breakroom during the early pandemic.

Johnson’s Baby - Global Copy & Ongoing Initiatives

My first project with Johnson's Baby was also my largest: combining content from the British, Canadian, and US Johnson's Baby websites with new writing to create a master copy deck (that was then translated for 28 countries).

Other Johnson's Baby projects included a responsive desktop app to help babies (and parents) sleep better, an additional section of the site which detailed ways adults can use baby products, and the integration of new science content to support the So Much More campaign. 

Pedialyte - See the Lyte

Adults were discovering Pedialyte was not just for babies, but also great as a hangover cure. This secret was being shared all over social media, but with no presence on Facebook or Twitter, Pedialyte couldn't join in to amplify the conversation. So, just in time for the hangovers of St. Patrick's Day 2015, we launched a new campaign that helped adults everywhere  “See the Lyte" and feel better fast. 

To address the initial brand concern around alienating parents by talking about alcohol, we separated Facebook and Twitter into two distinct audience experiences: Facebook was for our parents, Twitter was for everyone else. 

Select a Pedialyte social media image below to expand.

Then in 2016 we recommended Pedialyte broaden their audience to not only include hungover adults, but any adults or parents with children who were simply dehydrated (regardless of the cause).  

I provided an updated social media content strategy to help Pedialyte's in-house creative team navigate this new layered and audience-specific messaging. Additionally, I developed a content strategy and then wrote updated copy to help pull these new messaging goals across the site when a full re-architecture wasn't feasible.

PediaSure – 2 Per Day

Following our success with Pedialyte, Abbott offered Razorfish Health the opportunity to be the lead digital agency for PediaSure. Two PediaSure per day had been recently clinically shown to help kids gain weight in just 8 weeks, so we developed a landing page for the program, a Facebook messaging plan, and I also wrote copy and created an 8-week email strategy to encourage and increase engagement. 

Select a Pediasure social image below to expand.

Select a Pediasure email image below to expand.

Claritin - Blue Sky Living

Claritin wanted to be more than just an allergy product, they wanted to be an allergy partner—giving consumers ideas on how to enjoy being outside even with allergies. So we crafted blog posts that went beyond their weekly allergy forecasts—coming up with inventive concepts and unusual angles each month.

Splenda - A Sweet Goodbye

Sometimes brands just need a new paragraph or two. Like Splenda, who was discontinuing a fan-favorite no-calorie sweetener.

Janssen (unbranded) - ProgressWithMe

Janssen was looking for an unbranded experience to help low-functioning patients living with Schizophrenia adhere to their treatment plan. We developed a responsive online app to help patients and their treatment team (from doctors to family to friends) track their goals. This app also included an infographic-style resources section. 

Choose an image below to view larger, or select this for a pdf (which should open in your browser).

Along with the responsive app, we created promotional materials including a video and a brochure (below).

Avonex – Patient Journey

When you're diagnosed with Multiple Sclerosis, learning about your condition and your treatment alternatives can be daunting.  So we wanted to help educate patients and encourage treatment adherence in a fun and absorbing way.

The Avonex Patient Journey was a “Choose Your Own Adventure” experience, where anyone visiting the Avonex website could learn more about Avonex and Multiple Sclerosis, as well as some of America’s most iconic cities: Boston, San Francisco, and Chicago. Users were asked to choose their own avatar, city, and activity to dynamically populate the experience. Different hotspots on each landing page would reveal a fact about Avonex, MS, a video featuring real patients, or a fun detail about the city of choice. 

To view the full experience in your browser, start by selecting a city: Boston or Chicago. 

Product J - Fluid Tracker

Sometimes projects require very little copy, but a lot of conceptual work as a team. Like this “Product J" app which helps patients find the closest bathroom and monitor their fluid intake.