Target up&up direct mail

Copywriter
Yeah, take that, sweater weather.
screen-shot-2011-10-05-at-75251-am
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
mobile web
Flash banners/iPad — Target kids summer

Copywriter
I loved that this quick-turn project allowed me to build on the tone of voice I developed for the kids summer catalog and have even more fun with it. Created banner ad and web copy, including an iPad summer activity guide called “Funner Summer Playbook.”
catalog
Target kids summer catalog

Copywriter
A fun project for a great client. Involved from concept to execution. Also worked on the online/iPad version of this campaign, launching soon.
Click here to see the whole catalog.
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.
advertising
We’re all from Småland

Copywriter
Took an iconic IKEA ad and updated it for a catalog spread that appeared 30+ years later.
web
Wheelhouse Apartments website

Copywriter
Yup, I can do business-y, too. I learned a lot about what goes into owning and managing multifamily properties to create copy that clearly communicates what sets Wheelhouse Apartments apart.
multimedia
IKEA soft toys are up to something good

Copywriter/Creative Leader
My four-year stint at Greenpeace came in handy for this one. I worked in a small creative team to develop the overall direction of this year’s campaign — soft toy activists initiating a Soft Toy Movement — which was turned into a stop-motion film, store material and a campaign website. Worldwide, the campaign raised [...]
catalog
2011 IKEA catalog cover

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. It was 6 months from brief to printed covers—including a few late nights, some stressful presentations and the best time I’ve ever had brainstorming.
social media
Gaiam lifestyle blog

Eco-blogger
Nobody likes a know-it-all. I hope by revealing my imperfect efforts, I inspire more wannabe-environmentalists. Posts at http://blog.gaiam.com/blog/author/ginnyfiglar/
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 communication direction for 16 ads and the home furnishing ideas for the rooms, then briefed [...]
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).
advertising
IKEA sustainability ad

Copywriter
IKEA doesn’t beat its chest about the work it does for the planet. I wrote a lot of versions of this ad before hitting the right humble IKEA tone. Download (pdf).
multimedia
IKEA design stories

Copywriter for 6 of 12 animated stories
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.
advertising
Horizon Banks ad

Copywriter
Working as a freelance copywriter for Nuf Said Advertising in Colorado gave me the opportunity to jump on work for several different clients. This one-page ad was created for the 2005 U.S. Women’s Open.
catalog
IKEA catalogue, 2006-2009

Copywriter
I have a collection of old IKEA catalogs at home, and that was before I even worked there. As an IKEA catalog copywriter, there were some days I actually thought of pinching myself. Even the ones where I sat in a meeting room for 8 hours. Just an incredible journey, and I’ve learned so much [...]
editorial
Mariel Hemingway – 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
Back-seat driver – CCG self-promo

Copywriter
advertising
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).
me
More at www.figlar.com

Download my cv/portfolio (pdf).