Copywriting, branding, and segmentation samples
![](https://cdn.myportfolio.com/74a24ca56a7f2daeb2e2acbb21905133/6f600b40-1e79-4c09-a844-1abe05bf296b_rw_1920.png?h=0eadbf9027aa0a5b15d6d03701e97021)
Microsoft Education brand guidelines - manifesto
![](https://cdn.myportfolio.com/74a24ca56a7f2daeb2e2acbb21905133/15db4b90-d2c2-44e5-9b08-e34962df1476_rw_1920.png?h=d7b2c022650019eef2dfebf64667b603)
Microsoft Education brand guidelines - copy library by audience (long)
![](https://cdn.myportfolio.com/74a24ca56a7f2daeb2e2acbb21905133/2d61f7e3-0676-4f5d-8418-d3c5671c7179_rw_1920.png?h=a8a2de2a1dd1654c2959d7aa6e4d1caa)
Microsoft Education brand guidelines - copy library by audience (medium, short, and soundbite)
![](https://cdn.myportfolio.com/74a24ca56a7f2daeb2e2acbb21905133/387574ff-c290-4f78-bf71-4f632992ef36_rw_1920.png?h=11b016a4e1c8803e7ab76fd9ce95f813)
Microsoft Education brand guidelines - copy library by pillar
![](https://cdn.myportfolio.com/74a24ca56a7f2daeb2e2acbb21905133/b8ba1ae4-1d23-4fbe-8e38-709eeb049c17_rw_1920.png?h=afac92a87b4d4b31e60b1819aa67a27f)
Microsoft Education brand guidelines - voice guidance
![](https://cdn.myportfolio.com/74a24ca56a7f2daeb2e2acbb21905133/12c8bdf4-6edb-4606-a64d-4e920562242b_rw_1920.png?h=0439a9e7e0204e5f218d34e7b0f3dd1b)
Microsoft Education banners for "One" campaign
![](https://cdn.myportfolio.com/74a24ca56a7f2daeb2e2acbb21905133/be1f2af0-423b-4afa-96f2-83e5017272f5_rw_1920.png?h=cb80388eea81c3aa133fb01a7d8d60d8)
USA Today ad for Microsoft Education content
![](https://cdn.myportfolio.com/74a24ca56a7f2daeb2e2acbb21905133/556102b9-07ec-489e-a95d-8d0ced79199e_rw_1920.png?h=c2d30da6185bb87a7d90c6cbbc491793)
Video banner ad for Microsoft Education
![](https://cdn.myportfolio.com/74a24ca56a7f2daeb2e2acbb21905133/a8060792-aa9e-4ef8-98f0-6976007205c1_rw_1920.png?h=d1c1a2910966c16ddc74287ad7569e3b)
Facebook ads
![](https://cdn.myportfolio.com/74a24ca56a7f2daeb2e2acbb21905133/f5be5e02-0be0-4e5b-a369-7a684ad6fdcf_rw_1920.png?h=bac9893ca90d7baa805bd20cd6306246)
native ads
![](https://cdn.myportfolio.com/74a24ca56a7f2daeb2e2acbb21905133/05bd9985-5afb-4ee7-ab13-b55bcb085c07_rw_1920.png?h=a3a02004bdba17d9ae591016293e50f2)
Transparency of partnership process
![](https://cdn.myportfolio.com/74a24ca56a7f2daeb2e2acbb21905133/c7867ffc-8fbd-4465-94a3-de4293fe00da_rw_1920.png?h=6eee9b9639e89dac558dbd9f6ac19319)
Brand pillars for Surface Laptop - I also worked on multiple Surface product copy libraries
![](https://cdn.myportfolio.com/74a24ca56a7f2daeb2e2acbb21905133/4d12d2d9-6b7c-4446-9a73-3bf7ae2bee29_rw_1920.png?h=c6bcca90095c37de1b5fe8cf8fbd579a)
Surface banners (built for partners)
![](https://cdn.myportfolio.com/74a24ca56a7f2daeb2e2acbb21905133/5ee1c6d3-2e64-48d2-9043-8aad95d3283c_rw_1920.png?h=49691d5b19613d01bd6f5e4ec5c7707a)
Targeted (segmentation) video banners for the launch of Surface Go
![](https://cdn.myportfolio.com/74a24ca56a7f2daeb2e2acbb21905133/d137c1a9-2e1b-4e08-84eb-40a5c895d1cf_rw_1920.png?h=2b6d5300dd009e909604e5547c0dae01)
Targeted (segmentation) video banners for the launch of Surface Go
![](https://cdn.myportfolio.com/74a24ca56a7f2daeb2e2acbb21905133/1428b474-1294-4bb1-ab62-3229a6434498_rw_1920.png?h=f15f7233f2360f06f941bc7b7167e0ee)
Targeted (segmentation) video banners for the launch of Surface Go
![](https://cdn.myportfolio.com/74a24ca56a7f2daeb2e2acbb21905133/ad40b338-d3cb-42aa-b039-21b8a654d4ed_rw_1920.png?h=8f9f93c32c59aba8c63bf388d6931b7e)
Targeted (segmentation) animated banners for the launch of Surface Go
![](https://cdn.myportfolio.com/74a24ca56a7f2daeb2e2acbb21905133/0976bfbb-f3c3-42ad-98b9-a9f93480d99a_rw_1920.png?h=92094fbdf1a9345a7134ba8ae93f8cc7)
Targeted (segmentation) animated banners for the launch of Surface Studio 2, Pro 6, and Laptop 2
![](https://cdn.myportfolio.com/74a24ca56a7f2daeb2e2acbb21905133/91be9e53-9836-43ca-b44b-0aa78d0a8a95_rw_1920.png?h=a88c032e87bd3b95d1f52351695bcce2)
Brand positioning wrapper for Alaska Seafood
A deck created for repositioning the Intellectual Ventures brand
![](https://cdn.myportfolio.com/74a24ca56a7f2daeb2e2acbb21905133/e8e6fe9b-6514-477b-8107-742418b2a179_rw_1920.png?h=f91cb9880e58020eb47183c3f4cf5d4d)
Tomb Raider segmentation 1
![](https://cdn.myportfolio.com/74a24ca56a7f2daeb2e2acbb21905133/3a0a508b-9f9e-4629-ba4d-f7138fc0781b_rw_1920.png?h=d68e5a664a19ee47d90400178a4d0742)
Tomb Raider segmentation 2
![](https://cdn.myportfolio.com/74a24ca56a7f2daeb2e2acbb21905133/f62c0754-baff-4ec5-8173-999bf17ffada_rw_1920.png?h=4ed700bcc1de567ff2c5ff1a44066f4d)
Tomb Raider segmentation 3
![](https://cdn.myportfolio.com/74a24ca56a7f2daeb2e2acbb21905133/8ceaca17-90c3-4f5e-83f3-3a5a3802be91_rw_1920.png?h=0cddd3b031bc30dd6df940592dd31484)
Tomb Raider segmentation 4
![](https://cdn.myportfolio.com/74a24ca56a7f2daeb2e2acbb21905133/9abe73ce-4969-4160-95e5-10af6760ebfb_rw_1920.png?h=432a1fb25f3410638f4e6df9669e03eb)
This experience started shattered and reversed into the theatrical poster design
![](https://cdn.myportfolio.com/74a24ca56a7f2daeb2e2acbb21905133/1c16acfd-90b8-459a-a206-1b2c9680c370_rw_1920.png?h=ccdb29d8591f00addfda9e325960f813)
Turning email into a game - this experience still holds the CTR record at Microsoft
![](https://cdn.myportfolio.com/74a24ca56a7f2daeb2e2acbb21905133/2ebb5bb8-b192-4ec7-937b-caeb0e2152e9_rw_600.png?h=5f7358e3ec5b849dffdb327043356318)
A thank you to the most active Xbox players - I've always loved the "Consider yourself gifted" line.
![](https://cdn.myportfolio.com/74a24ca56a7f2daeb2e2acbb21905133/974ef152-80bd-40eb-91a5-eac9db38e534_rw_600.png?h=685113615fcdaa31a8177e27b1e07d1e)
Naming of each award and accompanying flavor text
![](https://cdn.myportfolio.com/74a24ca56a7f2daeb2e2acbb21905133/97e44090-49b0-46fa-be49-1a37bd0796c5_rw_1920.png?h=d37de2f28f7851e3957f69b50b9c62d1)
When targeting unengaged gamers, anything goes.