ADVERTISING WORK

[Click here for JOURNALISM WORK.]

TYPAR WEATHER PROTECTION SYSTEM
copywriting

Agency: Miller Brooks

PROPOSAL 1

PROPOSAL 2

THE INNOVATION CONNECTOR
copywriting

Agency: Matt Gonzales Copywriting

DELTA FAUCET COMPANY
copywriting

Agency: Miller Brooks

TYPAR GEOCELLS
copywriting

Agency: Miller Brooks

DEFENCELL FORCE PROTECTION SYSTEM
copywriting

Agency: Miller Brooks

MAYTAG COMMERCIAL LAUNDRY
copywriting

Agency: Miller Brooks

ST.VINCENT WOMEN & CHILDREN’S PERFORMANCE REPORT
copywriting

Agency: Well Done Marketing

I worked as the lead copywriter on this 28-page performance report for two different hospitals — St.Vincent Women’s Hospital and Peyton Manning Children’s Hospital — within the St.Vincent Health System. That, of course, meant far more than being a keyboard jockey. It meant meeting with various hospital administrators to gather data; it meant parsing and verifying that data; and it meant organizing it all in a concise, digestible way. Finally, it meant working closely with a creative director and designer to meet a tourniquet-tight deadline.

PROJECT 18
web copywriting

Agency: Well Done Marketing

Peyton Manning is the spokesperson for Project 18, a web-based childhood wellness project spearheaded by St.Vincent Health in Indianapolis. The site is divided into three sections, with each section targeted at different audiences: Parents, teachers and children. When writing the children’s section, I was faced with the unique and interesting challenge of writing in Manning’s voice.

JUST POP IN!
concept & copywriting

Agency: Matt & Amy

Shortly before the Indianapolis gourmet popcorn shop Just Pop In! opened its second store in the new Indianapolis International Airport, they contacted me and my design partner to work on signage for their new space. Owners Carly and Mandy — exuberant twin sisters originally from the Chicago ‘burbs — wanted the sign to convey their passion for popcorn and their current neighborhood of Broad Ripple. So I concocted this children’s poem titled, simply, “The Story Of Us,” which now greets visitors to their airport store every day.

STYLEYES OPTICAL SHOP
concept & copywriting

Agency: St. Claire Group

StylEyes, a full-service optical shop that provides high-end eyewear and hospital-backed optical care, enlisted me and my design partner to create a print ad for a year-end gift card promotion. Working with a limited budget (What else is new in 2009?), we produced the above ad.

GONZALES-MCADAMS MARRIAGE CELEBRATION
concept & copywriting

Agency: Matt & Amy

When my design partner and best friend threw caution to the wind and agreed to marry me, we couldn’t wait to design our invitations. We didn’t have a traditional wedding (we eloped to Puerto Rico), so our objective was to invite our friends and family to a big, laid back duckpin-bowling-drinking-and-dancing celebration. Neither of us cares for the sentimental and cliched B.S. that afflicts most wedding invitations, so we made ours a beer coaster (affixed to a card with a glue dot) inviting friends and family to “have a drink on us,” both figuratively and literally.

MARY RIGG NEIGHBORHOOD CENTER
web copywriting

Agency: Well Done Marketing

The Mary Rigg Neighborhood Center is a nonprofit that serves the needs of low-income families in Indianapolis’ beleaguered southwest neighborhood. When Mary Rigg updated its website in 2009, its goal was to accomplish two things: educate and inform potential clients, and make an appeal to potential donors.

ST. JOHN’S HEALTH SYSTEM
concept & copywriting

Agency: St. Claire Group

Saint John’s Health System wanted to launch a behavior-based weight loss program, but needed a name. And a logo. And a tagline. And an ad. Their agency of record, St. Claire Group, enlisted the help of myself and my design partner, Amy McAdams. We conceived all of the elements, and brought them together in the above print advertisement.

WATCHFIRE BY TIME-O-MATIC
case study copywriting

Agency: Matt Gonzales Copywriting

This is just one of several customer case studies I’ve written for Watchfire by Time-O-Matic, an LED Sign manufacturing company out of Danville, Ill. Here’s how it works: I call both the customer (in this case, a Dairy Queen franchise owner) and the company who sold and installed the sign, and I use input from those interviews to put together a compelling story that, hopefully, will persuade other folks that an LED sign can help their sales, too.

MUTUALBANK
concept & copywriting

Agency: Joseph David Advertising

I put this together with my design (and all-around) partner Amy McAdams in late 2008. The client had just undergone a major rebranding initiative (from Mutual Federal Savings Bank to MutualBank) and wanted a wealth management services booklet to help inject the new brand with meaning. Rather than focus on specific services, I conveyed the intangible benefits of investing with MutualBank, giving them a sense of warmth, reliability and friendliness.

DAMAGE DOCTORS
branding & identity

Creative team: Matt Gonzales & Arrick Garringer

Largely viewed as a carpet cleaning business by its customers, Mitchell Cleaning wanted to rebrand itself as a company specializing in the restoration of homes and offices damaged by fire, flood or other catastrophes. I worked with designer Arrick Garringer to arrive at the name and identity you see above.

PEYTON MANNING CHILDREN’S HOSPITAL
concept & copywriting

Agency: St. Claire Group

St.Vincent needed a flier to promote the ENT department at Peyton Manning Children’s Hospital. Their audience: Attendees at the St.Vincent-sponsored Indianapolis Symphony Orchestra Family Concert Series. This was a quick-turnaround job, approved with minor revisions two days after I received the assignment.

CITY OF MUNCIE DOWNTOWN DEVELOPMENT
concept & copywriting

Agency: CS Kern

Years ago, the Muncie Center for Downtown Development had a little money to spend. And they wanted to spend it on an an outdoor advertising campaign to improve the city’s image among local teenagers, and hopefully stem the brain drain. I wrote the copy and Amy McAdams did the terrific art for these outdoor banners, which dotted the city’s streets for months, much to the chagrin of a great number of cantankerous locals.