Jared Johnson

Copywriter • Creative & Brand Strategist • New York, NY, US

Creative Direction

Copywriting

Copy Editing

Content Strategy

Content Creation

Blog Writing

Blogs

SEO

Script Editing

Script Writing

Screenwriting

Creative Video Strategy

Creative Thinking

Creative Marketing

Creative Writing

Creative Strategy

Available for hire fromNegotiable

I like to make brands make sense—creative director, copywriter, and creative strategist who prioritizes a personal touch to connect with people.

I’ve held a variety of professional writing and creative positions in advertising, marketing, journalism, and the entertainment industry, where I’ve built entire brands from scratch, developed national cross-channel campaigns, and directed promotional features. I’m based in NYC, but available to travel for longer consulting engagements.

Projects

Adidas Campaign

How does a shoe tell a story? It takes more than just stamping an athlete’s name on the shoebox. With the new shoe line for Trae Young, I wanted fans to feel like they were wearing Trae’s entire biography on their feet as they traversed through their own stories. The creative strategy of this drop was to have clean, minimal design with punchy, direct copy. No filler, no bloated mess. Just letting the product tell most of the story.See More

American Express Digital Marketing

I served as senior copywriter for American Express’s cross-channel digital campaigns, which included a variety of ad placements, email marketing, and websites for the brand’s B2C and B2B direct marketing to current card members. These campaigns included the building of elaborate content libraries that went far beyond list segmentation to create a 1:1, individualized, multi-touch, full-funnel ad experience for consumers. The greatest challenge of this work was to persist in giving each deliverable careful consideration at the micro level while continuing to evolve the way this brand could speak to its members at the macro level. The result? On average, Amex has seen a 5X increase in engagement and 48% increase in customer revenue overall in these channels during the run of these strategic, personalized, and imaginative campaigns.See More

Canva at Possible Miami

Canva was quickly becoming an everyday tool for creatives and non-creatives alike, but they wanted to introduce their new suite of features in a big way. I was tasked to conceptualize and creative direct a pop-up for the Possible conference in Miami. The new features were internally referenced as “Brand HQ”—a brilliant and convenient way any brand could templatize their projects from typography to brand colors. It was like having your brand book built into your workspace. After several other pitches, I suggested to the client, “Why not just make Brand HQ an actual place? This way, guests can see for themselves with hands-on experiences of Canva’s cutting-edge tools.”See More

Tommy Bahama

After only a couple of months spent reworking the brand voice for Tommy Bahama, I was tasked with writing the entirety of their biggest annual catalog. The company’s goals were unique (engage our female guests, elevate our messaging, and create an aspirational, refined tone) and so an exceptionally unique book was in order. My intent was to leave behind older formats of clinical product descriptions and instead create an aspirational lifestyle book (that just so happened to feature products for sale).See More

Motorola Short Film

Motorola was a sponsoring partner of Madison Square Garden, and their contract included original advertising content. The telecommunications company suggested that we create a B2B video that would feature interviews with MSG’s backstage crew, who would discuss how Motorola devices are used in the day-to-day work in the arena. I thought to myself, “What kind of person would sit down and watch that?” And so I offered them this short film instead. Instead of listening to stories, I wanted to show one—engaging viewers and spotlighting the product in action. While I wrote a fictional script for this, all the talent are real MSG employees doing their real jobs.See More

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