IKEA democratic design ad

Copywriter
This was actually one of my first projects for IKEA – to explain its unconventional design approach and highlight the everyday smartness of its products. Like that super-smart drain on the bottom of this otherwise ordinary mug. Download (pdf).
catalog
Target kids spring catalog 2012

Copywriter
I feel super happy when I get to work on projects that include headlines with words like “giddyup” and “hippity.”
direct marketing
Target up&up direct mail

Copywriter
web
Sjotime website

Copywriter
Meeting really talented and fun people, such as this up-and-coming Denver furniture maker, makes me feel über lucky to do what I do. www.sjotime.com
advertising
IKEA global magazine ads

Creative Leader
Our brief was to take home furnishing to an even higher level than what’s in the catalog, and surprise readers who have an interest in interior design. I sat with a team of interior designers to create the overall idea for 16 ads, then briefed in our senior copywriter, Mark Devine. I helped develop [...]
mobile web
Flash banners/iPad — Target kids summer

Copywriter
Created banner ad and web copy, including an iPad summer activity guide called “Funner Summer Playbook.”
multimedia
IKEA design stories

Copywriter/storyteller
To communicate just how challenging it is to combine function, design and a low price (aka Democratic Design), I worked with another copywriter to strike the right balance of passion and madness in the tone of voice.  Link to web campaign (character design: Jody Barton).
catalog editorial mobile social media
The Territory Ahead catalog/web

Copywriter
My foray into fashion! I love escaping into a more sophisticated, descriptive voice and using storytelling to create an emotional connection to the clothing.
multimedia
IKEA soft toys are up to something good

Copywriter/Creative Leader
Developed the creative idea of a Soft Toy Movement, which was turned into a stop-motion film, store material and a campaign website. The campaign raised a record $15 million.
advertising
Gaiam cotton ad

Copywriter
The brief was to create an ad for Gaiam organic cotton sheets that told the back story of Gaiam’s work with farmers in India. Appeared in Yoga Journal, Body & Soul and Organic Style. Download (pdf).
catalog
2011 IKEA catalog creative direction

Creative Leader
Co-creative director in developing the 2010 theme “Hooray for the everyday” and home furnishing solutions for four market-specific covers and intro pages.
editorial
Gaiam magalog

Writer/editor of 180-page magalog
What I love about being a writer is the people you get to meet and the subjects you get to learn about. Interviewing Mariel Hemingway made me wish yoga and I had clicked. Download (pdf).
direct marketing
CCG self-promo postcards

Copywriter
me
More at www.figlar.com

–> More about me at figlar.com.
–> Download CV/portfolio here.