slide into the voice

‘Twas exactly a year ago almost – late June 2016 – I began writing for my biggest brand to date – which was also my first venture into describing sporty apparel. I thrived on the challenge of inhabiting a new voice… while infusing my own soft-sell esprit into the equation. {Right-click the above and below screenshots for a closer read.}

crop-hoodie

From time to time in my peregrinations about Portland, Oregon, I’ll spot a woman – at an art exhibit reception or pushing a stroller on a neighborhood sidewalk — clad in an adidas/Brazilian FARM collaboration track jacket or hoodie. I want to tell her, “I sold you that!” (And yet, like a true gentleman, I curb this impulse… remaining forever an anonymous yet influential scribe.)

View other scintillating samples of my product copy & taglines here…. http://cargocollective.com/thompsoncopywriter/adidas-Originals

a carnival of sultry style…

sultry Speaking of the ones that got away, here’s the never-used fantastic headline I still dream about on parched, moon-lit nights in Marfa or Sedona.

Look at her. Look at that dress.

Can’t you feel — or even see — the humidity, the heat, the torpor?

I did, and I think the art director did, too. This was for a summertime spread, images to be used with email messaging, and in picture after picture the A.D. posed models in front of amusement park rides, circus tents, locales reminiscent of small-town carnivals or county fairs, deep in the dusty tracks and country lanes of Red States USA… somewhere far, far below the Mason-Dixon.

“A Carnival of Sultry Style” seemed like a natural to me for a headline to match the above imagery. I Googled the phrase first. No one had ever used it before. And I thought — an email subject line like that, from a women’s apparel retailer, would surely inspire a runaway carousel’s worth of clicks!

The client, however, didn’t want anything “too sexy.” And so my sinfully good headline found itself on the Island of Lost Copy. We’ll never know what impact it might have had.

Fall catalog

My initial, eco-chic concept for the above catalog page was something like, “Layer sustainably. Reclaim your style in {Brand X} active wear.”

Yet the notion that this model would need to reclaim anything is slightly absurd, no? And so the copy evolved: “Versatile textures & tones spark a sense of fun, outdoors or indoors.”

Absolument!

Wistful…

Summer chemise with a necklace to match. I wrote the headline and sub-header for a catalog retailer’s email messaging.

wistful moods

Midsummer dreams…

Midsummer leftMidsummer right My {effortlessly chic} headline copy up top, the gossamer warm weather gown (my muse) below…

Making headlines, ii

Our second sample for the day served as an email blast to catalog subscribers. The e-commerce director especially loved my concept for this one.

And the Lilliana Blouse? It’s back in stock at the moment, but in the initial rush of my copy, the supply simply couldn’t keep pace with the demand.

(Or maybe the lovely model had something to do with that? A question to ponder over the weekend…)

Sheer Stunner 3

Making headlines, i

Here’s the first of 2 headlines (plus sub-headers) for a well-known fashion e-tailer. The messaging graced the Women’s landing page on the catalog website earlier this summer. Sundance Summer 2012 messaging ext