PUMA Running Campaign
IYC Pitch Deck
IGNITE YOUR CITY was a film and photography series featuring "ten global running crews as they IGNITE their respective cities by pushing the bounds of their run with the IGNITE line of running and training shoes." I worked alongside Juliet Zulu's creative team to develop several the film series' core concepts, inline with the creative direction, and communicate the vision in the pitch deck. The #IGNITETokyo film turned out particularly well. Below you'll find excerpts from the pitch, including my original content.
Internet Content Writing and Editing: Juliet Zulu Journal
I can’t tell you what a pleasure it is, as a writer, to work for people who are great storytellers in their own right. The Juliet Zulu team travels all over the world–and they bring back great stories and beautiful images.
For this job, I sat down with Juliet Zulu’s staff, depleted their liquor supply and listened to globe-trotting adventures for weeks on end. Not a bad gig. The biggest challenge was stringing together words evocative enough to do credit to the stunning imagery in each post.
Copywriting: PUMA Lab for Footlocker
Clients: PUMA for PUMA Lab
Agency: Juliet Zulu
Sometimes a job means you have to hustle. Art Director Ji Qutub and his crew spent I-don't-know-how-long designing a micro-site for PUMA's Footlocker partnership. It's slick. Navigates nicely. Have a look.
The weekend before the site was scheduled to go live, some key pieces of copy had still not been settled upon. The usual back and forth between PUMA, Footlocker and JZ had been going on for weeks. Nothing stuck. The copy had to work for everyone. I got the brief on Friday night- Male, 16-21, listens to grime, what have you- and I got to work.
On Sunday I sent over some options. They picked their favorites; no need for a second round. The site went live that Wednesday.
Research & Content Writing: Juliet Zulu Work Pages
For a relatively young company, Juliet Zulu has a lot of work under its belt. I worked alongside Creative Director, Zak Davis, to write content for their redesigned website- so I know this first hand.
The job involved a fair amount of research for even the shortest articles. I needed to emulate Zak's voice for the sake of consistency and write from the perspective of a Juliet Zulu employee. This meant familiarizing myself with the work, researching JZ's clients and the clients' products and interviewing JZ's staff for personal details.
I didn't write every article you'll find within JZ's work pages, but I'm willing to bet you'll have a hard time telling which ones I wrote and which ones were written by JZ.