GOOD Agency + City of Santa Monica
I was an in-house copywriter for a 360 / integrated campaign for City of Santa Monica client to L.A.’s first cross-city subway since 1950. Sounds boring / whatever but it actually was a fascinating challenge to target riders of choice (i.e. mostly rich white Santa Monica residents who own cars) to get them to TAKE PUBLIC TRANSPORTATION. In Los Angeles. Whaaaaat. I collaborated closely with super smart strategists to deliver a pitch deck (we landed the client!), social strategy, experiential programming, OOH (bus sides, banners, billboards), a website, print, editorial content marketing, broadcast, and probably other stuff I’m forgetting.