copywriter & creative director portfolio | christian cipriani
DESCRIPTION
This is my resume and a compilation of work for clients like Miami Parking Authority, Copa Airlines, Lexus, Broward Health, Chris Evert Children’s Hospital, Chrysalis Health, Max Papis, Mozilla Firefox, U.S. Gas & Energy, AvMed, gastroPod Miami, Florida Recording & Entertainment Council, Claudio Picasso, Benchmark Realty Group and more.TRANSCRIPT
CHRISTIAN CIPRIANICOPYWRITER & CREATIVE DIRECTOR
RESUME & PORTFOLIO
PROJECT MANAGER
MIAMI PARKING AUTHORITY
In 2009, I formed my own company and responded to a web design RFP from Miami Park-ing Authority. I beat several more experienced firms, put together a programmer/designer team and dove headfirst into planning and managing the site’s execution. We remained on time and on budget, and in the process I learned to run high-level web projects from both creative and managerial perspectives.
> 80+ pages, built on Telerik Sitefinity CMS (.NET)> Versions of a mobile site for WAP and iPhone> Custom-designed form-builder and other custom-written ASP tools
www.miamiparking.com
PROJECT MANAGER
MIAMI PARKING AUTHORITY
COPYWRITER & CREATIVE TEAM MEMBER
COPA AIRLINES “VIVA DE VIAJE”
This six-month promotion for Copa Airlines publicized their direct-buy channels – phone, sales centers and web – across six Latin American counties. Direct buy passengers were put in the running every month for either a year of Unlimited Travel or up to 1,000,000 miles. My role:
> Develop English copy for translation> Develop campaign concept: Winning such an outrageous amount of travel could poten-tially distort your perception, hence the plane parked in a car space and “caution” sticker on print communications> The multi-platform campaign launched in July 2010 and has so far received a very posi-tive response
vivadeviaje.copaair.com (contest ended)
MINI-SITE
EXPANDING FLASH BANNERS
COPYWRITER & CREATIVE TEAM MEMBER
COPA AIRLINES “VIVA DE VIAJE”
COPYWRITER & CREATIVE TEAM MEMBER
COPA AIRLINES “SUPERVIAJEROS”
Copa Airlines wanted to promote their destinations to Facebook users across the Americas, so we dreamed up SuperViajeros. The game let users invite one another on virtual trips in a bid to win a real travel. In just three months it went viral and revealed the power of using fun, social platforms to educate consumers about a brand.
> Develop concept, game mechanics and English copy for translation> Research/guide designer on country badge concepts and all layouts
Application offline
The SuperViajeros aesthetic was fresh and illustrative, and each country had its own custom badge.
COPYWRITER & CREATIVE TEAM MEMBER
COPA AIRLINES “SUPERVIAJEROS”
Through sharing and social ads, 100,000 trip invitations were exchanged in just three months.
The game’s viral nature accounted for many of its users, but we also in-vited people to play SuperViajeros through a targeted Facebook ad campaign.
COPYWRITER & CREATIVE TEAM MEMBER
FIREFOX CUP
We collaborated with Mozilla to launch the first Firefox Cup. Tens of thousands of Firefox users dressed their browser in one of 32 custom Personas to support their favorite World Cup team. Press kits, twitter, Facebook artwork, social ads, and more rounded out the effort. After four heats of competition, Germany took home the first Firefox Cup.
> Develop design direction and copywriting> Ensure consistent implementation of social media adaptations
www.getpersonas.com/en-US/gallery/designer/Firefox_Cup
COPYWRITER & CREATIVE TEAM MEMBER
FIREFOX CUP
The campaign was promoted to millions through the web-site, press kit, custom twitter backgrounds and Facebook profile pics.
We designed 32 customized browser Personas that are still available from Mozilla.com. People dressed up their Firefox browser with their team’s flag and a scoreboard tracked lead-ers by number of users through four heats.
COPYWRITER & ASSOCIATE CREATIVE DIRECTOR
POWERFUL KID CARE
When Beber Silverstein and Broward Health approached Nobox to rethink PowerfulKidCare.org – a children’s health portal owned by Chris Evert Chil-dren’s Hospital – we went back to the drawing board and brainstormed a new strategy to build awareness. What we came up:
> The Powerful Kid Contest and the Powerful Parents Club> The contest was advertised through TV, banners and email
COPYWRITER & ASSOCIATE CREATIVE DIRECTOR
POWERFUL KID CARE
> Thousands of people voted online to give one young cancer survivor a suite of digital products> The website now lives on as a multimedia kid’s health information portal> My role included strategy, writing and assisting with creative develop-ment.
www.powerfulkidcare.org (contest over)
WRITER & CREATIVE TEAM MEMBER
BROWARD HEARTBEAT 2010
This interactive mini-site for Broward Health (done in partnership with Be-ber Siverstein) was designed to raise awareness during American Heart Month and promote Broward Health Cardiac:
> Developed minisite where users entered their pulse and zip code> This generated a sound loop that was dropped onto a community map> Connected experience to Facebook for sharing heartbeats and Heart Gifts through a custom application> Other elements included heart education tools, video tips from doctors, eCards, downloads & more> My role included concepting, overseeing development of all language and ensuring that messaging was consistent across every platform
www.browardheartbeat.com (2010 version offline)
WRITER & CREATIVE TEAM MEMBER
BROWARD HEARTBEAT 2010
FACEBOOKGIFTS
APPLICATION
BANNER ADS
COPYWRITER & ASSOC. CREATIVE DIRECTOR
PUERTO RICO LIVING
There’s a new frontier in real estate marketing: Pretty brochures and easy sales are out; tar-geted, cost-effective strategies, and single leads are in. We brought these insights and more to the table when Banco Popular asked us to develop a marketing campaign for a collec-tion of real estate projects in Puerto Rico.
> Develop concept, wireframes, site mechanics and all copy> Work with designer and programmer at every step from concept to completion
Project offline
COPYWRITER & ASSOC. CREATIVE DIRECTOR
PUERTO RICO LIVING
To sell properties, we had to market a new image of the is-land’s lifestyle possibilities. We introduced users to Puerto Ri-co’s different regions and pos-sibilities through an interactive map and multimedia.
Once the user was familiar with the island and its incentives, we gave them tools to find the ideal property based on a wide range of criteria. Most impor-tantly, we let them connect with agents at every step with-out being pushy.
COPYWRITER & ASSOC. CREATIVE DIRECTOR
LEXUS DRIVERS
After years of working together, Lexus and Nobox teamed up on their biggest project yet: A total refresh of the Lexus Drivers site. The portal lets owners connect to the Lexus lifestyle, keep virtual track of their vehicles, and more. We created a high-end visual aesthetic and navigation based on app-style icons and rich drop-downs, for a beautiful and intuitive web experience.
> Develop concept, wireframes, site mechanics and all copy> Work with designer and programmer at every step from concept to completion
drivers.lexus com
Drop-down nav system
COPYWRITER & ASSOC. CREATIVE DIRECTOR
LEXUS DRIVERS
ASSOCIATE CREATIVE DIRECTOR
LEXUS DRIVERS
This is a great example of my creative directing. Lexus wanted mini-site in-side their Driver’s portal that would collect information from current own-ers about their ideal next vehicle.
> The challenge: Express subjective, qualitative ideas through icons> I sketched the structure and functionality of the user interface, researched iconography and worked closely with the lead designer to refine them> The project allowed Lexus to mine their current owners’ wants and showed how their tastes compared to those of their peers.
(Mini-site not accessible to public)
ASSOCIATE CREATIVE DIRECTOR
LEXUS DRIVERS
COPYWRITER & ASSOCIATE CREATIVE DIRECTOR
MAX PAPIS RACING
When NASCAR star Max Papis asked Nobox to redesign the original site they made for him, I took on the role of planning the user interface.
> Capitalized on Max’s public image and twitter fanbase> Planned the whole experience around social media, connectivity and dynamic content> Developed social media “drawer” fixed to the bottom of the user’s screen filled with live feeds, blog posts and latest media> I designed the Community section with a Facebook comments feed and a decade of archived user comments, and helped create an interactive, multimedia timeline of Max’s history> I was also Creative Director & Writer of a motion graphics intro video
www.maxpapis.com
COPYWRITER & ASSOCIATE CREATIVE DIRECTOR
MAX PAPIS RACING
WRITER & CREATIVE TEAM MEMBER
CHRYSALIS HEALTH
Broward County’s leading mental health services provider wanted to re-brand itself from a “center” focused on abused kids to a health services company offering therapies of every type, from mental to physical.
> We worked on Chrysalis from naming to identity, website to print pieces > I oversaw a massive volume of writing and worked closely with designers and account executives to ensure brand consistency> The project is slated for completion Summer 2011
www.chrysalishealth.com
WRITER & CREATIVE TEAM MEMBER
CHRYSALIS HEALTH
PRINT BROCHURES &BUSINESS IDENTITY
COPYWRITER
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COPYWRITER
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