Concepts
Like many copywriters trying to break into consumer advertising, I put together a book of 3's: 3 campaigns--3 concepts with 3 executions- and 3 "one-off" ads.
Concept work may be a small part of a staff writer's everyday job, but it is still the life-blood of advertising. It is the why in what we do.
The following are my first concepts, pre-pharmaceutical. Creating Bus Mystique: The Greyhound Campaign Product and service descriptions are invaluable when people shop, but it doesn't hurt to give them some daydream information.
Please note that the concepts and copy exhibited in this website solely represent and are intended to promote my thinking and creative vision, and not the brands and manufacturers mentioned in them. Wherever a concept was published, printed, or produced, it is duly noted. Advertising creative is frequently speculative--even when it is done in a professional setting.