— PROJECT NAME

Launching Unexpected Heroes

— ROLE

Copywriting

Concept Ideation

Marketing Strategy

— DATE

10/2020

A law firm with offices in Manhattan, Jersey City, and Philadelphia, wanted to avoid the typical branding tropes used by other firms, when promoting its nonprofit organization formation services.

As copywriter, I ideated the "Launching Unexpected Heroes" concept as a striking metaphor for idealist underdogs who propel themselves from their comfort zones to affect change. I also wrote all digital ad and landing page copy and collaborated with the agency’s lead graphic designer, Harley Lake, to turn an unlikely protagonist into the hero of our campaign.