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Portfolio Behind the Barrel - Wild Turkey Reigniting passion for a worthy brand, through an unforgettable experience. Read More Busch Beer - Creative Direction How we brought the sound of refreshment "Buschhhhh" to life in the retail space, and increased sales. Read More CAT - Instructional Videos Video Directing & Script Writing Read More Cabo - Thick Cut Lifestyle How we blazed a path were no tequila had ever gone before. Read More Cabo Diablo - Branding & Social Media Launching a new coffee flavored tequila, from the ground-up. Read More Digital - Web & Social Media Hodgepodge A variety of social, web, and digital content creations. Read More Footwear Marketing Dipping my feet into the retail and digital side of footwear marketing, and making an impact. Read More Natty Light - Creative Direction How we increased sales for a value brand in an extremely competitive environment. Read More Print Ads & Headlines A collection of traditional print pieces with great headlines. Read More Purina Work - Mostly Cats A collection of pieces I wrote or concepted for Purina over the years. Read More Que 42 - Launching Our Own BBQ Brand The journey from cooking in the backyard to store shelves & online sales. Read More Radio Spots Two radio spots - Verizon Wireless & O'Charley's Read More Rock n' Awe - Cabo Wabo When Cabo was still about rock n' roll, this is how we treated loyal fans like rock stars. Read More The Pledge - Anheuser-Busch How we celebrated Anheuser-Busch's 30th anniversary of its landmark “Know When To Say When” campaign. Read More Wendy's "Year of the Burger" A burger making contest, taste tour & more - for the love of a burger that doesn't cut corners. Read More Wild Turkey - Retail, Ads & More A collection of pieces I wrote and/or worked on for this awesome bourbon brand. Read More

< Back Digital - Web & Social Media Hodgepodge A variety of social, web, and digital content creations. Over the years, I've written hundreds, maybe thousands, of social posts for clients in all sorts of industries. I've also written so many websites and other digital content, I've lost count. Here is a sampling of some of my recent content creations. Fun fact: I helped launch and run the absolute first Purina and Anheuser-Busch Facebook pages. Digital Done Right Much of this work was completed as a freelancer or creative consultant. In some cases, I assisted in building and defining the brand voice, plus the content execution. Highlights: Created the "You're My One" social concept for Plato. Created the "100 Years" campaign and content concepts for V. Dare. Both of these campaigns generated the highest number of engagements in brand history. Wrote multiple content calendars of content for the beverage, flavor science, and education clients shown. Wrote entire websites and helped to define the wireframe and site map structures. Wrote blogs, landing pages, and lead-generation emails, increasing the number of quality leads x3 month-over-month. Project Gallery Previous Project Next Project

< Back Cabo Diablo - Branding & Social Media Launching a new coffee flavored tequila, from the ground-up. With flavored liqueurs gaining momentum amongst younger crowds, it made sense for the mother brand of Cabo Wabo to create this new devilish blend of smooth coffee with the bite of tequila. Targeted at males, ages 21-25, it was our challenge to come up with the overall brand image, story and engagement strategy. Concept The winning concept: “ Diablo Made Me Do It. ” The message: “ No matter what mischief you get into tonight, you’ll have the best excuse in the book. So go ahead, give into temptation and embrace the night’s adventures .” This concept is heavily tied to the hashtag: #DiabloMadeMeDoIt – encouraging digital participation and sharing. Digital After launch, we grew our page from zero to over 10,000 fans in two months. In fact, one of our promoted posts became so popular, it was listed on the top 10 “Most Engaging Facebook Posts” by Unmetric . Experiential We co-hosted three Halloween parties in our key launch markets. It was dubbed “Diablo’s Lounge” – where consumers could meet a Diablo character, sit in his throne, share a shot and be surrounded by Diablo’s "temptresses." My Specific Contributions: Co-developed the original “Diablo Made Me Do It” concept Created the “Diablo’s Lounge” sampling program Led the social media strategy, oversaw content creation and execution Co-developed retail pieces, including teaser and reveal Wrote all copy for concept decks, retail and experiential elements Project Gallery Previous Project Next Project

Creative Director, Copywriter Words, Ideas, Strategy, Leadership & Pretty Serious About BBQ RESUME PORTFOLIO I am a Creative Director/Copywriter with more than 20 years of experience. My greatest skills are dissecting a brief, game planning, developing a core idea and transforming that idea into a 360-degree campaign that rallies the team, client, and brand. I empower brands to connect, grow, and scale. I’ve worked at agencies as small as 10 and as large as 250. I’ve been the only writer with one art director. I’ve worked with teams as large as you can imagine. I've been described as “extremely reliable" and the agency's “big thinker.” I'm known for being a trusted mentor. I have a rep for efficiently running the brainstorm, spotting the best idea, organizing the idea, and then effectively communicating that idea into a white paper or deck format. Of course, I can present that deck. I can give feedback. I can take feedback. I build trust and I build relationships, at the office and with clients. Best of all, when the work is won and done, I can host an elite BBQ party to celebrate. Eammon Azizi Creative Director, Copywriter, Brand Builder CLIENTS & BRANDS

< Back Busch Beer - Creative Direction How we brought the sound of refreshment "Buschhhhh" to life in the retail space, and increased sales. During my time at We Are Alexander, I was the Senior Creative Director over the “Value Brands” for Anheuser-Busch. The biggest brand of the bunch: Busch. Managing a team of four art directors and one writer, we collaborated with agencies from all over the country to re-launch this iconic brand in a fun and engaging way. As the “retail agency” it was our job to translate the “Buschhhhhhhhh” creative at the store while also hitting pivotal passion points throughout the year, mainly racing and the outdoors. A Brief Summary The brief was definitely brief: The above the line agency had a new TV ad reaching back to the ’80s for that famous “Buuuuuschhhh” sound. Our challenge was to use this concept to sell beer at retail. We started by creating our own benefit-driven tagline: “The Sound of Refreshment.” From here, we were able to develop the look, feel and type of retail elements. Our bread and butter retail pieces for two years showcased the CTA: “Crack One Open” on a bright blue background with condensation, and the classic spraying can. Pricing was also a very important message for this "value" brand, that continues to grow in sales and visibility. My Specific Contributions: Led the creative team, brainstorms, and presented all creative to clients and partners Wrote copy for the pieces and, of course, the decks Worked closely with multiple agencies Fun fact: I wrote and recorded an original song about Busch beer for a “Billy Bass Busch” singing/talking fish retail and on-premise item (Hit single can be seen and heard here: https://youtu.be/Y5r-gP_ax4k ) Project Gallery Previous Project Next Project

< Back CAT - Instructional Videos Video Directing & Script Writing CAT needed to create a series of instructional videos that brought their complex operating manuals to life. They needed a director and writer ... which is why I was brought on board for the project. Digging in ... The challenge was distilling complex machinery information into something digestible to someone trying to learn about their machine or confirm that the machine was the best choice for the job. It was my job to develop shot-lists, time-stamps, and then script writing for more than 20 instructional videos. Yes, it was a dirty job. I spent three days on CAT's campus, shooting onsite in their arena and outdoors for specific machine moves. The hardest part was shooting the monitors. Our team definitely got creative in how to position a camera for clear vision while an expert went through the motions. Going through hundreds of motions, actions, and explanations, I then took the audio and notes to develop the scripts. Working closely with the video editor, we went through rounds of revisions, ensuring the information was accurate and clear. While there are more than 20 of these live on YouTube, unless you're in the market for a new dozer, a simple example or two should do the trick in showcasing what this project was all about. These videos have received thousands of views, with the long-form versions receiving the most views. Project Gallery Previous Project Next Project

< Back Radio Spots Two radio spots - Verizon Wireless & O'Charley's I wrote the scripts, came up with the concepts, selected the talent and performed as producer for these spots. Both ran nationwide. Project Gallery Previous Project Next Project

< Back Wendy's "Year of the Burger" A burger making contest, taste tour & more - for the love of a burger that doesn't cut corners. What happened in the 2007-2010 era when the client says “yes” to every idea the team throws up on the board? An immersive Flash website with a sweepstakes, photo gallery, video, blog, music mixer, “create your own” tools, and a tour truck. Before the social media boom hit, Wendy’s asked us to create a digital experience that got people excited about their fresh, never frozen burgers like never before. We also needed to keep them engaged and entertained all year long. The site was centered on the ‘Build Wendy’s New Burger,’ tool and contest. The winner took home $25,000 and his or her burger would appear on the Wendy’s menu. Surrounding the contest were daily “Burgers for a year” winners, a music mixing tool made from burger-making sounds, and a photo gallery with shots from the nationwide burger tour. Another popular part of the site was the “Create Your Own Wendy” tool, which let users get creative with pieces and parts to make their vision of Wendy come true. The site had an average surf time of about 20 minutes, delivered hundreds of daily “Burgers for a Year” gift cards and received thousands of Burger Build entries/votes. The campaign also toured 20 cities across the U.S., handing out fresh burgers and testing attendees’ burger IQ for a chance to win T-shirts and a one-of-a-kind magic burger 8-ball. (It revealed replies like “Sounds Sizzling” and “That’s Juicy!”) This was also the kickoff for the "red wig" of elightenment national campaign. My Specific Contributions: Wrote all web, PR and promotional content Wrote speech material for experiential events Helped to develop the “Burger Building” tool, including user flow and messaging Acted as point-person for all updates, QA and messaging needs Worked closely with art directors and the interactive team in creative development Assisted with promotional video creation and sound recordings for the music mixer tool Was a thought leader in ideation and execution Gold ADDY winner – ’08 Interactive/Website Promotion. Project Gallery Previous Project Next Project

< Back The Pledge - Anheuser-Busch How we celebrated Anheuser-Busch's 30th anniversary of its landmark “Know When To Say When” campaign. Anheuser-Busch was looking for a way to celebrate the 30-year anniversary of its landmark “Know When To Say When” campaign. Back in 1982, it was the first time an alcohol brand had ever led a campaign to promote responsible drinking. We came up with “The Pledge” – a participatory campaign that encouraged the entire world to commit another 30 years of progress in responsible drinking. When someone visited nationofresponsibledrinkers.com and took “The Pledge,” their face, profile and location would go onto the interactive map in real-time. They could then share their commitment. Elements: Interactive website that showed people taking The Pledge in real-time. Mobile sign-up via iPads at events, like the MLB All-Star Game. Social media promotion. Series of internal Pledge events at Anheuser Busch breweries and wholesaler operations. Billboards including a Times Square experiential activation Full-page USA Today ad. Social Media Establishment: The success of this campaign allowed us to then takeover the brand’s corporate Facebook presence. We grew from a few hundred to 600,000 fans in just one year. I developed content and wrote a social media guide for the brand for multiple years, which provided more opportunities for new business. My Specific Contributions: Developed the concept, wrote the presentation deck and led the presentation Wrote the copy for all elements, including the website, USA Today ad, radio scripts, the actual “pledge” and social media content Assisted with logistics and event flow, including the Times Square activation Assisted with overall digital strategy and user experience Assisted with the management of the brand’s social media presence and digital content strategy Created and managed the social media guide for the corporate brand Project Gallery Previous Project Next Project

< Back Cabo - Thick Cut Lifestyle How we blazed a path were no tequila had ever gone before. Cabo Wabo was in need of a big re-brand and revamped direction in the way it connected with consumers. Instead of following the pack and harping on Mexican heritage and pretentious quality, we took a fresh approach, based on insights, that made Cabo Tequila stand out for some more assertive reasons. Cutting Into It First, let’s define what “Thick Cut” means. It’s a two-part answer: 1. When Cabo is made, the master distiller uses a thicker cut of the distillate. In plain words, it’s a bolder, more agave-forward tasting liquid. 2. Thick Cut is a way of life. It means taking a no-holds barred approach to life, liberty and the pursuit of pleasure, and never apologizing for doing what you love. Because hell, you’ve earned it. It was our job to bring the program to life through retail, digital and experiences. After running the Cabo social channels for a couple of years, we used digital insights to develop a very targeted campaign, focused on the middle aged, mid-western male. He knows what he likes, will pay more for the things he wants and doesn’t care what you think. From one of our positioning decks, Cabo is “100% Mexican, 110% American” tequila. We Did the Research & Delivered After hosting focus groups, we discovered that our drinker loves grilling and outdoor entertaining as much as drinking tequila. So we connected Cabo with some of the nation’s top BBQ experts. Our approach was to provide utilitarian content from the experts, taking each consumer’s already awesome grilling and drink making skills to an even more awesome level – while showing them how to pair the perfect, bold Cabo drink with their kick-ass meal. While the campaign was digital content and retail focused, we also were aggressive in hosting sampling events throughout the country, especially at BBQ-centric events. That's where our influencers would appear to serve up meats and Cabo drinks. It was a truly 360-degree campaign, highlighted by an ever-growing video series, retail promotions and ongoing digital/social content. Some Fun Results: Over 3 million video views. 20,000+ drink and meat samples. 23.5 overall impressions. 31% new Facebook fans, 13.1% more Twitter followers, 152.3% more Instagram followers, 85.5% more YouTube followers. My Specific Contributions: Led the creative process and ideation for how to execute the Thick Cut Living program. Wrote copy for communication/retail pieces/website and overall talking points. Worked closely with experiential team to run and manage sampling events. Led scripting and direction of video content. Directed overall social media content and communication strategies. This platform and programming is still ongoing and evolving. Project Gallery Previous Project Next Project

< Back Footwear Marketing Dipping my feet into the retail and digital side of footwear marketing, and making an impact. From 2018 – 2021, I took a break from the agency world, and went to the internal marketing side at Caleres. It’s a corporation that houses multiple footwear brands under one umbrella, with Famous Footwear being its biggest brand. I spent my first six months as a senior writer on the high-end men’s line of Allen Edmonds. I spent my final two and half years as a creative director and writer on the Famous team. My Specific Contributions: Led the creative team, brainstorms, and presented creative to leadership and partners Wrote copy for a variety of projects, print, digital, and many presentation decks Assisted in developing and unveiling a new branding effort Successfully managed a team of twelve total creatives and six direct reports, in the office for nearly two years, and remotely for a second year during a global pandemic Established new creative methods for developing and presenting work Assisted in the launch of the new flagship Manhattan store Worked very closely with the content creation team – photography, video, and more Project Gallery Previous Project Next Project

< Back Wild Turkey - Retail, Ads & More A collection of pieces I wrote and/or worked on for this awesome bourbon brand. The work shown here represents about five years of creative exploration and execution for the brand. The first concept is a play on “Shi* my dad says.” / “Shi* a Wild Turkey drinker says.” The headlines act as quotes that a wise-ass Wild Turkey drinker would say at a bar to someone who considers ordering a fru-fru drink. The second concept is “Respect the Bird.” Which speaks for itself. There are retail pieces from the launch of "Spiced" - which was an effort to enter the rum-and-coke world, but with a bold spiced bourbon. The brand eventually moved toward quality cues, which educated consumers and showed off how Wild Turkey is made. Finally, one of my favorite promo pieces I came up with was the three-finger pour glass, in honor of Master Distiller Jimmy Russells' tradition. It's still for sale at the distillery. My role was Creative Director and Copywriter for all of these elements. Project Gallery Previous Project Next Project