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.
My team and I landed on “Essential to California” — a line that establishes The Times not just as a place where Californians get their news but as an indispensable part of life on the West Coast.
Subscriber Acquisition Campaign
This just in: newspapers need subscribers.
In 2024, I wrote a series of paid ads to test what messaging resonates with our target audience. The headlines below were the most successful in terms of conversions and efficiency.
L.A. Times App Reengagement Email Campaign
Data showed that L.A. Times subscribers who made the app a part of their daily routine were more likely to stay active, engaged subscribers.
I came up with content and copy for a dynamic email campaign to get subscribers using the app, tailoring the messaging based on whether the user had or had not downloaded the app.
Downloaders
Non-Downloaders
L.A. Times Community Fund
Rebrand + Evergreen Campaign
With an outdated logo and an unclear purpose, the L.A. Times’ corporate giving entity was due for a refresh. I worked with leadership to refine the Community Fund’s brand positioning, architecture, identity and tagline — and then brought it all to life in an evergreen, multichannel campaign.
Before
After
Digital
“After Monterey Park” Social & TV Trailer
Two months after the Monterey Park Lunar New Year mass shooting, L.A. Times Studios needed an emotive trailer to promote their 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, combed through raw footage and worked with Ricky Dorn to create what you see here. It appeared on social and actual televisions.
L.A. Times Entertainment
The assignment? A new TV spot for L.A. Times Entertainment.
The budget? Literally zero dollars.
The result? A script I co-wrote with Carrie Shemanski that positions us as the ultimate source for stories that impact not just Hollywood but 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.