Copywriter
A Passion for Storytelling
My formats of choice are film, television and advertising because of the undeniably powerful combination of words and imagery. For the past ten-plus years, I’ve honed my craft on everything from features, scripted series, docuseries, and commercials, to animated advertisements, branded content, and SEO-optimized copy.
In each case, my focus is on producing persuasive, evocative rhetoric with ideas that capture the imagination and enhance the human experience.
Portfolio
AppleTV+ “HOME”
Role: Developing story + writing treatment copy
Client: Scott Weintrob > Apple
Working closely with acclaimed Director Scott Weintrob, I wrote the outline for the “Maine” episode of AppleTV+’s brand new series, “HOME.” In this fascinating episode, a sculptor crafts a simple, sustainable home for his growing family, incorporating ancient wood-burning techniques he learned Japan.
“The Corvette Academy”
Role: Idea generating + writing treatment copy
Client: Merman > Chevrolet
In October of 2020, Corvette is set to launch the reimagined mid-engine Corvette Stingray. In an effort to educate and excite the car’s faithful fanbase, Chevrolet turned to A White Label Product and Director Scott Weintrob to create a series of videos highlighting the 2020 Stingray’s countless new features called “The Corvette Academy.” School’s in session.
“I’m a big fan of Matt’s. He’s incredibly dependable and imaginative, with a keen ability to bring his ideas to life on the page and connect with his audience on an emotional level.”
Scott Weintrob, Filmmaker
Branded Content
Eli Lily w/ Dir. Marc Forster
Role: Idea generating + writing treatment copy
Client: Rakish > Eli Lilly
Teaming up once again with legendary Director Marc Forster and his producing partners, it was time to tackle a first-of-its-kind migraine medicine by Eli Lily. Combining live-action and numerous visual effects elements, this treatment needed to provide Eli Lily’s executives with even more clarity than a typical treatment — they needed to really understand Marc’s vision for the piece. We think it was a success.
Nissan w/ Dir. Marc Forster
Role: Idea generating + writing treatment copy
Client: Rakish > Nissan
Nissan is set to launch its first brand campaign in nearly two decades — a momentous occasion for this visionary brand. And who better to shepherd this production than visionary filmmaker Marc Forster (World War Z, Quantum of Solace, etc.). Working with Marc and his producing partners, we cooked up a commercial treatment that would make any brand salivate.
All Def Digital’s “Stand-Up to Technology” Special
Role: Idea generating + writing pitch copy
Client: All Def Digital > Motorola
This was All Def’s pitch to partner with Motorola, highlighting comedians spanning 4 generations in order to shed light on one of society’s most ‘generationally' divisive topics: smartphones and how we should interact with them. Each comedian would deliver hilarious, insightful stand-up material told from the point of view of their generation, illuminating the good, the bad and the ugly of technology as they see it.
Role: Idea generating + writing pitch copy
Client: All Def Digital > Redbull
30 Days in Chicago was a month-long experiential and music discovery engine — a pulsating journey into music culture that delivered the Red Bull brand message in a wholly organic way. By creating fresh, authentic entertainment that amplified 30 Days in Chicago before and during the event, All Def was able to drive awareness and enhance the program by creating compelling content that shined through the lens of hip-hop.
All Def Digital + Redbull’s “30 Days in Chicago”
Universal Pictures’ “Skyscraper” Content Awareness Strategy
Role: Idea generating + writing pitch copy
Client: All Def Digital > Universal Pictures
This content awareness strategy was aimed at building awareness of and driving ticket sales for Universal Pictures’ “Skyscraper” — specifically among P13-34 — while positioning the film as a major summer event and action spectacle.
Lionsgate’s “Acrimony” Content Awareness Strategy
Role: Idea generating + writing pitch copy
Client: All Def Digital > Lionsgate
This content awareness strategy was formulated to build awareness of and drive ticket sales among P13-34 for Lionsgate’s thriller “Acrimony.” The film starred Taraji P. Henson and was produced by Tyler Perry.
Role: Idea generating + writing pitch copy
Client: All Def Digital
In this docuseries pitch, we follow the exuberant rapper Aminé as he travels across the United States, meeting with members of various cultures, listening to the sounds of their heritage, and then incorporates those sounds into his vibrant music. Think of it as the musical version of “Anthony Bourdain’s Parts Unknown,” but for the hip-hop generation.
“The States of Sound” w/ Aminé + All Def Digital
“Crip-tocurrency” w/ Nipsey Hussle + All Def Digital
Role: Idea generating + writing pitch copy
Client: All Def Digital
Prior to Nip’s untimely death, “Criptocurrency” was envisioned to be an edgy MSNBC-style interview series where Nip — a Rollin’ 60s Crip and Cryptocurrency enthusiast and investor — would chat with experts, newsmakers and celebrities about cryptocurrency and blockchain technology, partaking in lively conversations and debates with his guests as only he could.
Kraft Mac & Cheese + BadMomLife Originals + STX
Role: Idea generating + writing pitch copy
Client: STX
Let’s face it: Moms are real-life superheroes, and it isn’t an easy job. So in this content strategy pitch, BADMomLife Originals aimed to team up with Kraft to create buzzworthy, highly sharable content featuring premium talent that would position Kraft Mac & Cheese as the ultimate dinner solution, and a guaranteed win-win to bring smiles and joy to any meal.
Role: Idea generating + writing pitch copy
Client: STX
BADMomLife is a community and lifestyle brand that captures the spirit of STX’s “Bad Moms” movie franchise, and targets women who crave relatable content in a world dominated by highly curated, perfectly photographed expectations. This content strategy pitch suggested creating buzz-worthy, highly sharable sponsored content featuring premium talent that would position Microsoft Surface as an invaluable tool for busy moms (and kids) for both work and play.
Microsoft + BadMomLife Originals + STX
Animated Work
In the below B2B animated videos, I was tasked with creating informative, easy-to-digest concepts. In each case, that involved ideating everything you see, from what the visuals would be, to the voiceover. The process required doing a deep dive into each industry, and learning precisely how things work, i.e. I needed to know their business as well as they did — no easy task.
For example, with Experian, I had to quickly learn the complexities of consumer data leveraging for improved marketing ROI and then explain it simply and clearly. For Neustar, I had to digest large amounts of information about their Marketing Mix Modeling (MMM) approach, and then create a structured approach to interviewing their executive team, as well as Scandinavian Airlines executives (their client), and ideate animation that would highlight what they had to say.
Animated B2B videos are challenging, but a blast to create when you’ve got a talented animation team backing you.
Neustar + SAS Case Study
Role: Developing concept, describing visuals + crafting voiceover copy
Client: Marching Penguin > Neustar
Here’s a case study about one of Neustar’s biggest clients, Scandinavian Airlines (SAS). Marching Penguin’s production team was on set to capture in-person testimonials detailing how Neustar’s marketing services benefited SAS and their overall business, while, a team of animators worked to implement motion graphics designed to assist the viewer in their understanding of Neustar’s comprehensive marketing services capabilities.
Experian Auto Audiences
Role: Developing concept, describing visuals + crafting voiceover copy
Client: Marching Penguin > Experian
We partnered with Experian to create a custom advertisement for their Auto Audiences service. This video describes how Experian’s tools and expertise help marketers with identity resolution, data management, activation, measurement, and leveraging consumer data in the modern age.
Experian Marketing Services
Role: Developing concept, describing visuals + crafting voiceover copy
Client: Marching Penguin > Experian
For this collaboration with Experian, we helped showcase their Marketing Services and how they help companies transition away from educated guesses to highly informed, data-driven marketing decisions.
Episource Trade Show Video
Role: Developing concept, describing visuals + crafting voiceover copy
Client: Marching Penguin > Episource
This Episource promotional video was intended for ongoing trade show use, so it was carefully designed to convey all necessary information without voiceover explanations, making visuals and text vital to its success.