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CADILLAC

The Work:

The Work:

How do you rebrand an aging American luxury automaker?

By recruiting a new, more daring breed of drivers.

Our team developed a a global series of partnerships and digital experiences that sought to redefine what it meant to be a contemporary Cadillac owner.

The Work

How do you rebrand an aging American luxury automaker? By recruiting a new, more daring breed of drivers.

Our team developed a broad series of partnerships and digital experiences that sought to redefine what it meant to be a contemporary Cadillac owner. 

We began with a series of geo-targeted challenges that encouraged users to seek out new brand-aligned experiences around them. A curated list of locations and a slowly pixilating image of a Cadillac CTS key fob helped gamify the adventure. Those who went the distance and attended the final event were rewarded with a brand new Cadillac CTS 2-door coupe.

Partnerships with Mr.Porter, Uncrate, and Kickstarter helped visualize the new Cadillac lifestyle in unexpected ways.

Nature of Work:

Concept
Script Development
Production
Post-Production
Digital
Print
Event

Credits:

Client:
Agency:
Role:
Cadillac North America
Lowe Campbell Ewald
Copywriter
CALIFORINIA

The Work:

California was going through a drought and an energy crisis at the same time. After winning the pitch, we worked with Governor Jerry Brown to create a fully integrated campaign that encouraged all Californians to Stay Golden by managing their water and energy use. 

Originally budgeted to run for 6 months, the successful campaign evolved into a three-year project that helped the governor achieve many of the aggressive energy goals he set for the state.

The Work:

California was going through a drought and an energy crisis at the same time. After winning the pitch, we worked with Governor Jerry Brown to create a fully integrated campaign that encouraged all Californians to Stay Golden by managing their water and energy use.

Originally budgeted to run for 6 months, the successful campaign evolved into a three-year project that helped the governor achieve many of the aggressive energy goals he set for the state.

Nature of Work:

New Business Pitch
Concept
Script Development
Production
Post-Production
Digital
Social
Radio
Event
OOH
Experiential

Credits:

Client:
Agency:
Role:
State of California
Lowe Campbell Ewald
Copywriter

Awards:

Silver
Addy:
Broadcast / Eco
Bronze 
Addy:
Broadcast / PSA
Bronze 
Addy:
Radio / PSA
Bronze 
Addy:
Digital / Interactive
GOOGLE

The Work:

Google Chromebook:
Don’t call it a laptop - that was rule number one. Google’s Chromebook is cubical-compatible, but built for the digital nomad. Our challenge was to develop a series of :15 second spots that communicated how the Chromebook’s design was equal parts secure and flexible - whether you were on the grid, or far from it.

Google Play:
Google built their lineup of Chromebook's for the boardroom, the classroom, and everywhere in between. It was our challenge to create a series of digital video assets that the client could use when targeting B2B and IT decision makers across both the business and educational landscapes.

Google Chromebook Anthem:

Google Chromebook OLV:

Google Play:

Google Moonflower Broadcast Anthem:

The Work:

Google Chromebook:
Don’t call it a laptop - that was rule number one. Google’s Chromebook is cubical-compatible, but built for the digital nomad. Our challenge was to develop a series of :15 second spots that communicated how the Chromebook’s design was equal parts secure and flexible - whether you were on the grid, or far from it.

Google Play:
Google built their lineup of Chromebook's for the boardroom, the classroom, and everywhere in between. It was our challenge to create a series of digital video assets that the client could use when targeting B2B and IT decision makers across both the business and educational landscapes.

Nature of Work:

Concept
Script Development
Production
Post-Production

Credits:

Client:
Agency:
Role:
Google
The Woo
Senior Copywriter
INFINITI

The Work:

Over the course of a nine-month gig, my partner and I led all social-first, digital, and auto-show creative executions for INFINITI's global social channels. The team’s “always-on” strategy meant we were responsible for developing 3-5 pieces of unique social content, per channel, per day. Yeah.

The Project:

Over the course of a nine-month gig, my partner and I led all
social-first, digital, and auto-show creative executions for INFINITI's global social channels. The team’s “always-on” strategy meant we were responsible for developing 3-5 pieces of unique social content, per channel, per day. Yeah.

During this time we also led all brand and model-specific creative for the Dubai, Los Angeles, and Detroit auto-shows from concept to production.

The work here represents a selection of the various digital videos, interactive posts, celebrity partnerships, and Influencer-focused live auto show coverage produced during this period.

Nature of Work:

Concept
Script Development
Production
Post-Production
Digital
Always-on social
Auto Shows
Facebook Live

Credits:

Client:

Agency:
Role:
INFINITI Global Automotive Group
KBS + 72 & Sunny
Senior Copywriter
HONDA

The Work

These ads for Honda's Accord and Pilot where created as part of a "Conquesting" series of ads aimed at consumers who were currently in the research-gathering phase of their new-car search. 

With model-specific ads such as these, hard-hitting stats and comparisons to in-market competitors were unavoidable. To breathe some life into the proof-point heavy communication, we sought to cast unique and unexpected characters to deliver the message.

Honda Conquest - Honda Pilot

Honda Conquest - Honda Accord

Happy Honda Days - Seasonal Winter Event

The Work:

Raise your hand if you've ever seen a classic competitive-claim automobile spot that's trained in the art of supers and legal disclaimer.

Ok, you can put your hands down. Guess who didn't raise their hand? This dog. So we cast him. In the process our team delivered a series of broadcast and digital spots that managed to both retain viewers and deliver hard-hitting proof points one adorable paw at a time.

Yes, that was a lame joke. Sue me. Oh wait, you can't - it says so in that legal copy you missed while watching a talking dog :)

Nature of Work:

Concept
Script Development
Production
Post-Production

Credits:

Client:
Agency:
Role:
Honda North America
RPA
Copywriter
KAISER PERMANENTE

The Work

Kaiser Permanente required a scalable, integrated collection of locally-targeted media executions that announced their upcoming arrival in new regions across the country. 

We responded with a flexible collection of brand-aligned creative assets that seamlessly connected them with new audiences by showcasing how access to quality care was now available across the street, not across town.

The CAMPAIGN:

As AOR for Kaiser Permanente, my team was responsible for developing the fully integrated brand components of the health system's rapidly growing network.

The goal of this select brand project was to develop a complete broadcast, radio, digital, and social series that introduced Kaiser to new regions around the country.

We responded with a flexible collection of brand-aligned creative assets that seamlessly connected them with their local neighborhood's new audiences by showcasing how access to quality care was now available across the street, not across town.

Of course, new medical facilities are only as good as the doctors inside.

So, in parallel to the broadcast efforts and targeted
in-market media, we created a plug-and-play toolkit of brand-aligned copy and design assets that each facility could pull from while recruiting the area's top doctors.

Nature of Work:

Broadcast
Script Development
Production
Post-Production
Digital
Radio
Event
OOH

Credits:

Client:
Agency:
Role:
Kaiser Permanente
Lowe Campbell Ewald
Copywriter
LENOVO

The Work:

Does it translate? This simple question defined each piece of Lenovo's global brand creative. As the world's largest computer manufacturer, Lenovo's global brand campaigns required regional buy-in from every continent. 

This meant crafting one singular script that was capable of translating into over 150 languages for each and every product launch. Did this make me want to bash my head against a wall while writing? On occasion. Did I learn from it? Fuck yeah.

The Campaign

Does it translate? This simple question defined each piece of Lenovo's global brand creative. As the world's largest computer manufacturer, Lenovo's global brand campaigns required regional buy-in from every continent.

This meant crafting one singular script that was capable of translating into over 150 languages for each and every product launch. Did this make me want to bash my head against a wall while writing? On occasion. Did I learn from it? Fuck yeah.

Nature of Work:

New Business
Concept
Script Development
Production
Post-Production
Digital
Social
Event
OOH
Print

Credits:

Client:
Agency:
Role:
Lenovo
The Woo
Senior Copywriter
MICROSOFT

The Work:

During the 2017 CES tech conference, Microsoft started gaining momentum in the press thanks to some new features built into their latest Windows OS. 
In partnership with Lenovo, the duo turned to us to help capitalize on the trending tech. In fear of missing the momentum boat, the clients gave us 2 months to shoot 3 spots. JUST KIDDING. 

The work here represents two things: The longest period of time I've ever gone without sleeping, and one of the most fun, memorable weeks I've had during my career. 

Together with an amazing team, my partner and I were able to concept, write, shoot, edit, and ship all three spots in seven days.

Windows Hello - Invalid Password Face

Windows Ink - Teamwork

Windows Cortana - Odd Couple

the work

During the 2017 CES tech conference, Microsoft started gaining momentum in the press thanks to some new features built into their latest Windows OS.
In partnership with Lenovo, the duo turned to us to help capitalize on the trending tech. In fear of missing the momentum boat, the clients gave us 2 months to shoot 3 spots. JUST KIDDING.

The work here represents two things: The longest period of time I've ever gone without sleeping, and one of the most fun, memorable weeks I've had during my career.

Together with an amazing team, my partner and I were able to concept, write, shoot, edit, and ship all three spots in seven days.

Nature of Work:

Concept
Script Development
Production
Post-Production

Credits:

Client:
Agency:
Role:
Microsoft Windows
The Woo
Senior Copywriter
MILANI

The Work:

Milani challenged us to create a fresh way to stand out from the crowd by establishing an ownable brand voice that would resonate with millennials across social media. 

We answered with a completely re-imagined social calendar that paired quirky, conversational copy with vibrant, seasonal art direction to cultivate an ongoing storyline with our followers. The social makeover was an immediate success and gained Milani 500,000 new followers in six months.

The Campaign

Milani challenged us to create a fresh way to stand out from the crowd by establishing an ownable brand voice that would resonate with millennials across social media.

We answered with a completely re-imagined social calendar that paired quirky, conversational copy with vibrant, seasonal art direction to cultivate an ongoing storyline with our followers. The social makeover was an immediate success and gained Milani 500,000 new followers in six months.

Nature of Work:

New Business Pitch
Brand Anthem
Script Development
Digital
Social

Credits:

Client:
Agency:
Role:
Milani Cosmetics
The Woo
Senior Copywriter
THINKPAD

The Work:

To celebrate ThinkPad's 25th anniversary, we developed a global campaign that highlighted the brand's consistent dedication to change through over two decades of innovation.

The Work:

To celebrate ThinkPad's 25th anniversary, we developed a global campaign that highlighted the brand's consistent dedication to change through over two decades of innovation.

Nature of Work:

Concept
Script Development
Production
Post-Production
Digital
Social
Event
OOH

Credits:

Client:
Agency:
Role:
Lenovo - ThinkPad Div.
The Woo
Senior Copywriter
INTEL

The Work

The Work:

Behind every amazing VR experience is the technology that powers every pixel. It was our job to remind consumers that if they value processing-power - they need Intel inside.

Nature of Work:

Concept
Script Development
Production
Post-Production

Credits:

Client:
Agency:
Role:
Intel
The Woo
Senior Copywriter

Behind every amazing VR experience is the technology that powers every pixel. It was our job to remind consumers that if they value processing-power - they need Intel inside.

The L.A. CLIPPERS

The Work:

After a tumultuous season defined by racist comments made by former-owner Donald Sterling, the team needed to move into the 2016 seasons with a fresh outlook. 

We created a future-facing campaign aimed at uniting fans through a tagline-driven campaign that could live across all messaging platforms from broadcast media to in-stadium merchandise.

Los Angeles Clippers - Together We Will

The work:

After a tumultuous season defined by racist comments made by former-owner Donald Sterling, the team needed to move into the 2016 seasons with a fresh outlook.

We created a future-facing campaign aimed at uniting fans through a tagline-driven campaign that could live across all messaging platforms from broadcast media to in-stadium merchandise.

Nature of Work:

Production
Post-Production
Digital
Social
In-Stadium

Credits:

Client:
Agency:
Role:
L.A. Clippers
RPA
Copywriter
WEB DESIGN + CODE

I accidentally became a writer, designer, and developer all at the same time.

It was a Monday, I was 12 years old and I had a book report due Friday. I hadn't read a page, but I had learned how to write elegant nonsense. I figured with some smoke and mirrors I'd be ok.

So, I spent one day writing the paper, two days learning to write a little program that generated unique Adobe license keys, and then two days learning Photoshop 6.0. That Friday I got an A.

Unfortunately, things are different now: I almost always read the entire brief, and I pay for Adobe. Usually.

The Campaign:

Behind every amazing VR experience is the technology that powers every pixel. It was our job to remind consumers that if they value processing-power - they need Intel inside.

I accidentally became a writer, designer, and developer all at the same time.

It was a Monday, I was 12 years old and I had a book report due Friday. I hadn't read a page, but I had learned how to write elegant nonsense. I figured with some smoke and mirrors I'd be ok.

So, I spent one day writing the paper, two days learning to write a little program that generated unique Adobe license keys, and then two days learning Photoshop 6.0. That Friday I got an A.

Unfortunately, things are different now: I almost always read the entire brief, and I pay for Adobe. Usually.

Web Design + Code

I accidentally became a writer, designer, and developer at the same time. I was 12 years old.It was a Monday, I had a book report due Friday. I hadn't read a page. Instead, I wrote some elegant nonsense based on the book's title.

I then spent two days learning to write a program that generated unique Adobe license keys.

Everyone's book reports always looked the way hot garbage smells, so I spent the last two days learning Photoshop 6.0. That Friday my interpretation of "The Catcher in the Rye" got an A.

Years later, I found out that people will actually pay you to come up with creative solutions to problems you don't know much about.

But things are different now:

I almost always read the entire brief, and I pay for Adobe. Usually.

THE WORK

At the moment, the majority of web dev, code, and app development projects I'm working on have some level of NDA attached to them. However experience wise, language and deployment workflow is pretty standard:

Frontend: HTML, CSS, JS (angular/react/Vue.js), jQuery, grunt/gulp libraries.
Backend: C++, JAVA, python, PHP. Also Drupal, Django, Spring and Node.js. MYSQL, POSTGRES and Mongo Db.
Server side: nginx, Apache.
Deployment: AWS and Google Cloud platform. Primarily with Ubuntu, and CentOS

Happy to chat high-level about some of these other projects, but chances are if you're even on my website to begin with it's likely because of the other type of writing I do during the day. Regardless, below are a few recent side-projects for friends where I've done the design, dev, deployment as well as the back-end server and database management etc.

When I was 12, I accidentally became a writer, designer, and developer in the same week.

It was a Monday, I had a book report due Friday. I hadn't read a page. Instead, I wrote some elegant nonsense based on the book's title.

I then spent two days learning to write a program that generated unique Adobe license keys.

After that, the last two days were spent learning how to design a cover page in Photoshop 6.0.

That Friday my interpretation of "The Catcher in the Rye" got an A. That was cool..

The way cooler part happened years later though, when I found out that people will actually pay you to come up with creative solutions for storylines you often know little about.

The only difference now is that
I almost always read the entire brief, and I pay for Adobe. Usually.

POSTER DESIGN

I accidentally became a writer, designer, and developer all at the same time.

It was a Monday, I was 12 years old and I had a book report due Friday. I hadn't read a page, but I had learned how to write elegant nonsense. I figured with some smoke and mirrors I'd be ok.

So, I spent one day writing the paper, two days learning to write a little program that generated unique Adobe license keys, and then two days learning Photoshop 6.0. That Friday I got an A.

Unfortunately, things are different now: I almost always read the entire brief, and I pay for Adobe. Usually.

I accidentally became a writer, designer, and developer all at the same time.

It was a Monday, I was 12 years old and I had a book report due Friday. I hadn't read a page, but I had learned how to write elegant nonsense. I figured with some smoke and mirrors I'd be ok.

So, I spent one day writing the paper, two days learning to write a little program that generated unique Adobe license keys, and then two days learning Photoshop 6.0. That Friday I got an A.

Unfortunately, things are different now: I almost always read the entire brief, and I pay for Adobe. Usually.

MOTION GRAPHICS


Aka fancy .gifs I noodle with from time to time.

INFORMATION
INFORMATION

About

Hey there internet! I'm Tim Deasy, an L.A based senior copywriter with advertising experience across all media channels from concept to post-production.

90% of the time you can find me writing at your local neighborhood ad agency.

However, I'm also an AWS certified Full-Stack web developer, and I have a Master's Degree in Fine Art.

I try to combine these skills to make new things whenever possible. 

Awards + Recognition

ADVSilver Addy:
Emerging Technologies - Grouper iOS app

Silver Addy:
Broadcast Environmental - Energy Upgrade CA

Bronze Addy:
Broadcast PSA - Energy Upgrade CA

Bronze Addy:
Digital Interactive - Energy Upgrade CA

Bronze Addy:
Radio PSA - Energy Upgrade CA 'Hive'

WEB DESIGN + CODEVarious websites I've developed have been featured on:

SiteInspire.com
Awwwards.com
Brutalistwebsites.com
Onepagelove.com
CSSdaily.com

Clients

AT&T
Apartments.com
Braun
Bosch
Cadillac
Delano Las Vegas
DIRECTV
Energy Upgrade California
Farmers Insurance
First Republic Bank
Google
Grouper
Honda
Infiniti
Intel
Kaiser Permanente
Los Angeles Clippers
Laurel & Wolf
Lenovo
Mandalay Bay
Milani Cosmetics
Microsoft
Niagara Water
PIMCO
Southwest
Tempur+Sealy
Western Governors University

Agencies

AKQA - SF
BBDO - LA
KBS
Lowe Campbell Ewald
RPA
The Woo

Contact

[email protected]
+1 (424) 331-2864
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