Print Ad Copywriting

Wilson WnG Print Ads

This ad was part of a campaign that  supported the launch Wilson’s newest racquet technology, a radical design with cantilevered leaf springs around the frame that allow the string bed to flex when a ball is struck.

We dubbed the new racquet the WnG, referencing its next-generation “Wilson Nano Graphite” technology that promised to help players “elevate their game” and “play above the competition.”

The idea lent itself readily to inspirational copy and eye-catching art direction. The WnG concept is a natural metaphor for the racquet’s technology, and it taps the emotional power of tennis enthusiasts’ desire to perform at the top of their game.

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Paper Mate “Bring Life To Words” Print Ads

In 2009, Paper Mate asked our team to help refresh their venerable brand, and inject a “value chic” sensibility that would help transcend their reputation as “the blue stick pen company.”

Pairing subtle humor with sweet emotional payoffs, these concepts are rooted in the insight that, in the age of digital communications, there’s no still substitute for the personal connection created by a handwritten note.

The target audience for this campaign was contemporary mothers and working women.