Los Angeles Times
Brand Tagline
In 2024, the L.A. Times sought to bring a new tagline to the masthead that communicates the vital service it provides to California’s communities.
My team and I landed on “Essential to California” — a line that establishes the L.A. Times not just as a place where Californians get their news but as an indispensable part of life on the West Coast. It’s the touchstone with which they understand the world, the country, and their modern lives.
Subscriber Acquisition Campaign
Much of my L.A. Times work is centered around growing the paper’s subscriber base. In 2024, I collaborated with my team to create a series of acquisition ads to test what messaging resonates with our target audience. The creative below was among the most successful in terms of conversions and efficiency.
“After Monterey Park” Promotional Spot
Two months after the Monterey Park Lunar New Year mass shooting, L.A. Times Studios aired a special on Spectrum News 1’s “L.A. Times Today” about the impact of gun violence in Southern California’s communities. I wrote the script and worked with my team’s content creator, Ricky Dorn, to create an emotive spot promoting the special.
L.A. Times Entertainment
With limited time and budget constraints, I worked with fellow copywriter Carrie Shemanski, content creator Ricky Dorn, and creative director Brandon Sides to produce a spot positioning L.A. Times Entertainment as the source for stories that have a resounding impact not just on Hollywood but on culture as a whole.
L.A. Times Festival of Books: B2B Sales Video
The 2024 L.A. Times Festival of Books was the most successful in the event’s history. Our sales and events teams wanted to leverage that momentum to win sponsorships for the festival’s 30th anniversary in 2025. I wrote the script and worked with my team on this sales video that shows potential sponsors the strategic opportunity the event provides.