ST. REGIS RESORT, FORT LAUDERDALE - CERO RESTAURANT

Promoting the opening of a signature restaurant at the Fort Lauderdale St. Regis (now Ritz-Carlton) was an excercise in strategic seduction. Launch materials were written and designed to convey the full flavor of CERO's innovative dining experience, which featured fresh regional seafood inventively prepared and a "delicious" ocean view from the dining room and patio.

UPPER CUT

Copywriters as a group have grown to accept that it's a "less words, more visuals" world. But in an era when a picture is worth a thousand words, sometimes no pictures and a few words that tap into the hearts and minds of their intended audience make the most meaningful human connection possible.

ONE-HIT WONDERS

In a perfect world, a good creative idea gets to fuel multiple executions during the course of a successful long-term campaign. Alas - it's not a perfect world and some pretty enticing ads never hit the campaign trail. I've worked on my share of those one-shot assignments. Here's a few I still carry a torch for.

NEXUS GREENHOUSE SYSTEMS

A leader in greenhouse design and construction since 1967, Nexus Greenhouse Systems had failed to differentiate itself from competitors as a unique brand. Working with PDI Communications (now BFW Advertising), we created an eye-catching campaign that helped the Nexus brand identity finally blossom as a greenhouse manufacturer who helps growers exceed their goals. Our approach: Exploit the power of fables to create legends and express useful truths by using them to promote the benefits of buying from Nexus.