Finding my footing in a creative campaign for a major home improvement brand.
Client name: GE Sealants
Central idea: Simplifying and streamlining complexity.
I had my hand in:
Campaign concepting & activation
Web copy
Product descriptions, features & benefits
Video concepting & scriptwriting
Casting & set direction
This was one of the first major brands I’d ever written for as a junior copywriter at my first agency. Such a massive client wasn’t without its obstacles (new to me then, a tale as old as time now) – but they were largely out of the agency’s control. So the question became how we could creatively and effectively activate the brand online and in-aisle while navigating a complex brief.
This client was just the beginning of my interest in scriptwriting and video content. In fact, I had a lot of firsts here. It was my first experience attending a proper video shoot with a director, cast, and crew. It was the first time I’d ever heard my copy spoken on a set. It was the first time I ever saw the fruits of my labor come to fruition.
Even at the time, I knew all the pomp and circumstance was for *checks notes* caulks and sealants. Admittedly not very sexy, but it was seeing my words jump off the page. It was something! And I’d carry that lesson with me through all my future jobs: whatever the subject matter, there will always be something to learn.
In the end, we created a brand campaign targeting both homeowners and construction audiences, featuring a brand anthem video, a new product launch, a campaign landing page, refreshed end-cap designs & packaging, and blog content.
