Content

I write content for the French multinational sporting goods retailer Decathlon. I’m copy lead for their trail running blog. I also write blog content for road running and general athletics. Samples will be online soon. 

As soon as I tasted their espresso, I wanted them as a client. The owner of this unassuming Brooklyn shop sources mind-blowingly awesome coffee beans from East Africa and Latin America, roasts them to perfection at a rented facility, and then works some kind of dark magic at the espresso …

I’m currently lead copywriter for Harman/Kardon, a Harman International audio brand that creates upscale audio products. Their niche is design-centric systems that can satisfy lifestyle-oriented customers as well as less fanatical audiophiles. I write content and international master copy documents for all their new products.     Text:   The …

Jackthreads is an e-commerce spinoff of Thrillist. They sell discounted street fashion in the spirit of flash sales, and have moved into selling their own branded menswear. They asked me to write copy with character.     Text:   From the Ramones to Warhol to the cover of “Sticky Fingers,” …

Wine Trivia Game Retail Box for Barnes & Noble, Whole Foods, and Trader Joes. The assignment was to make this rather complex and difficult trivia game seem approachable, educational, rewarding, and fun. I designed the box and collaborated on the copy.     Text:   Front: The fun wine trivia …

Website for an underground restaurant. Strategy is to communicate the organization’s bohemian / industrial identity and its commitment to cutting-edge food. The site should be tongue-in-cheek about the secret / exclusive / underground elements—the organization takes its food seriously, but itself lightly. I wrote the copy, art directed the site, …

This company invented the network router, and makes more of them than anyone, but you’ve likely never heard of them. They decided they needed some rebranding, and so approached Futurebrand in NYC with a very limited budget. Being technology guys, not marketing guys, they were a bit skeptical toward the …

Tag wants to compete against Apple and Android with its $1500 smart watch, the Connected Watch. Cake Group in NYC asked me to write social media ad copy to lure people to watch videos of attractive people sweating in beautiful settings while wearing the watch. The campaign we inherited was …

Some non-advertising content. This book features my photographs of a prominent Brooklyn industrial landmark that has recently been demolished. I wrote an essay on ruins in art history and in contemporary popular culture. I also collaborated with an architectural historian to research and write an essay on the history of …

DVD Package Live recording of a Glenn Branca premiere for MTV Labs. I wanted to capture the over-the-topness of an avant garde composer conducting an 82-piece electric guitar orchestra in the Viacom cafeteria. I wrote the copy and designed the thing. And played bass.           Text: …