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taglines

Capturing a brand's essence in a few, memorable words. That's a real challenge, & I love a challenge.

It’s not your everyday job.

Army Reservists balance their regular jobs with the excitement, adventure & unexpectedness of life as a part-time soldier. This tagline got to the very heart of that lifestyle.

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Where the future is born.

The Sidra Medical & Research Center in Qatar is a multibillion dollar hospital complex focused on pre-natal & pediatric care. The potential that this facility represented for the region was my inspiration.

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Tested on athletes.

Tough grooming products needed to be tested on tough people: rugby players, runners, boxers. This tagline took a no-nonsense approach while implicitly condemning products that were tested on defenseless animals.

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Touching is good.

We were launching a handheld gaming console with a touchscreen. To mostly teenage boys. The line practically wrote itself.

A mouthful of freedom.

Smokers 21+ are sick & tired of having their freedom curtailed by anti-smoking laws. So, when this chewable nicotine disc came along, we created a tagline that would empower them.

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The best a pet can get.

A tongue-in-slobbery-cheek take on the famous Gillette tagline. Written for an online company selling pet accessories (leashes, harnesses, blankets, etc)

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Get closer.

With no ash, no smoke & no smell, IQOS allows smokers 21+ to get closer (to the flavor they love & the people they love).

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Change your point of view.

At a time when nicotine vapes were becoming hard to distinguish from one another, Point V came along with a device that was revolutionary in shape & flavor delivery.

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The menthol with taste.

When Benson & Hedges relaunched as an upmarket cigarette targeted at urban smokers 21+, they needed a tagline that spoke to the brand’s unique flavor & style.

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