Words that work
I’m Matt, an Associate Creative Director based in Jacksonville, Florida.
I believe a copywriter’s calling is to be a connector. Between brands and consumers. Causes and culture. Ideas and the people they’ll inspire to act.
My specialty is concept development and advertising copywriting at the intersection of heart, humor, and humanity. In 10+ years of agency life, I’ve put this approach to work for everyone from Chuck E. Cheese’s to Cardi B. and the CDC.
When not putting the metaphorical pen to paper, you can find me on my surfboard, in my running shoes, or out in the world with my wife and budding beach boy of a son.
Some of my favorite projects can be seen below. If you like what you see, I’m currently available for select freelance projects and can be reached on LinkedIn.
VIDEO
Concepting, scriptwriting, casting, VO direction, and post-production.
Know-It-Alls
Immunize.org
Toxic
CDC, Free Mind Campaign
The Journey From Gene to Sight
The National Eye Institute
Enjoy Winning
Enmarket Convenience Stores
Kitchen Drama
USDA
RADIO
Concepting, scriptwriting, casting, and VO direction.
The Line Lover
Know-It-Alls
Ridiculous Laws
Counter Narrative Project / :30
BRAND
Lumen Repertory Theatre
Lumen Repertory Theatre is Northeast Florida’s definitive theatre experience. I defined their brand voice, created their tagline, and wrote the headlines for each poster in their inaugural season. The stunning visual style was created by Jill Responte with creative direction from Colin Barnes.
Flatiron Hotel
The Indigo Road Hospitality Group needed a new brand for their latest property, an adaptive reuse of Asheville’s oldest skyscraper. I developed a brand voice inspired by Asheville’s Prohibition spirit for the experiential traveler of today. Elliot Asprey designed the logo mark and David Bonner provided creative direction.
HEADLINES
Saying more by writing less.
