gemmacopy

[email protected]

The Importance of Early Detection

You’ve got to hand it to Mrs. Mackey.

My third grade teacher had keen intuition,

though she probably didn’t know

that a copywriter’s arsenal

isn’t stocked with words,

but ideas – creative, crafted and credible.

So click away, see what I do,

then I hope you agree with Mrs. Mackey.

Because the challenge to communicate

in today’s wild world

is anything but elementary.

• Unburdened by ambition until my 30s, I have always

been wordy. My foot-in-the-door job was way back.

I worked “in-house” for a clothing manufacturer and

wholesaler, churning out fashion catalogs. I was naive,

so writing with the restrictions that catalogs impose

was a great way to cut my teeth. Working in a small,

everybody-does-everything environment was serious

boot camp. I learned about layouts and photo shoots

and typography and deadlines.

• Next, I got my formal education, at Fitzgerald &

Company, the oldest agency in Rhode Island. I spent

nearly a decade in the trenches, survived four creative

directors and learned to swing at curves and fastballs

alike. It was here that I had the “Eureka” moment: ideas,

not just words, are the product. I walked into the front

door timidly, as a wide-eyed writer, and nine years later,

busted out the back door as a seasoned thinker.

• My solid broadcast experience comes from the agency.

As the writer for a local grocery chain, I concepted,

wrote, cast, propped, recorded, shot and edited a TV and

radio spot every single week for 3 years. I’ve produced

more radio spots than I care to count, and still, it’s one

of my favorite things to do.

• Since 1995, I’ve been working from gemmacopy

World Headquarters, otherwise known as my laptop.

• Google. Yahoo. Snapple. Bing. Travelocity. Wikipedia.

GoDaddy. Expedia. Vonage. P’zones. Body Butter

Ribbons. Quiznoz. UGGs. Monster. I find our culture

of elasticized communication so exciting.

• I am a focused, conceptual, big-picture thinker. I write

headlines while driving. I think of campaign ideas in the

shower. I rip great ads from magazines at the dentist’s

office and keep them in a box of favorites. And I actually

watch (some) TV commercials. After all these years, I’m

still an advertising nut.

office (401) 934-4433 cell (401) 263-3998

[email protected] ©2011 All Rights Reserved · office (401) 934-4433 · cell (401) 263-3998

PrintAd for designer of men’s khakis

Why should he? His khakis were perfect then, and they’re perfect today.

Around the time the GIs were coming home, Morris borrowed inspiration from the military, and styled his khakis into the classicAmerican uniform – a comfortable fit for Ivy Leaguers, movie starsand everyone in between.

Today, I make them true to his original vision. Because there still isn’t a thing I’d change about these khakis – or the man who created them.

My father hasn’t changed his pants since 1945.

Khaki. The Color of Comfort.

N E W Y O R K · B O S T O N · L O S A N G E L E S


PrintA series of three ads for a wine exporter in Milan, ItalyCopy: Italian wine, on a first-name basis


PrintCopy: Every selection, a label of love


PrintCopy: We’ve wrapped two words around the essence of Italy.


PrintInitial concept and final window poster for Dunkin’ Donuts’ scholarship program


PrintA series of four ads for RI’s largest provider of behavioral healthcare

Maybe We Can’t Stop Chris From Killing Himself.

Sadness in children is a seed that can grow into rage. Untreated, it festersinto full-blown depression – crushing, hopeless and potentially fatal.

Gateway’s groundbreaking treatment programs are a powerful force in the lives of kids in crisis. Our caring experts have the resources and the resolve to save lives.

Call Gateway today. We’re here to help.

But We Can Take a Shot At It.

Call toll free 888.841.5252 www.gatewayhealth.org

The first step on the journey from here to hope.

G A T E W A Y


Print

Eric’s Dad Tells Him He Won’t Amount To Anything.

Adolescents live on the edge of temptation – and nothing will push them over it faster than the paralyzing words of a parent.

Gateway offers magnificent, family-based intensive treatment programs thatwork. Our team of behavioral professionals knows that when an adolescent suffers, his family, community and future suffer, too.

Call Gateway today. We’re here to help.Call toll free 888.841.5252 www.gatewayhealth.org


G A T E W A Y

But He’s Up To an Ounce a Week.


Print

Most Addicts Lie, Cheatand Steal for Drugs.Maria Just Whimpers for Them.

From their first breath, some children endure the unimaginable, inheriting a legacy that’s undeserved, and heartbreaking.

Gateway believes that the pain passed from one generation to the next can and must end. With the compassionate commitment of our professionals, our programs replace despair with promise.



G A T E W A Y


Print

John’s Parents Think TheirDivorce Hasn’t Affected Him.They Also Think He’s Out Shooting Baskets.

Adolescent boys often simmer with stress, turmoil and unexpressed emotionand the results can be life shattering.

Gateway can turn turbulence into triumph, with intervention and educationprograms that work. Our magnificent professionals embrace each challengewith compassion, intelligence and commitment.



G A T E W A Y


PrintTwo pages from a calendar featuring Rhode Island scenes


Print


PrintAd for the global leader in eyewear protection for sports and industry


BrandingName and tagline for breast cancer awareness product line

Catalog cover for the breast cancer awareness line


BrandingTwo mugs from the breast cancer awareness line


BrandingName and logo concept for a line of knitting project starters

Name and tagline for a line of reading glasses and magnifiers


BrandingName and copy for a line of “dimensional” Halloween costumes

Name for a line of gift card holders


TaglinesFor a children’s literacy program for the RI Secretary of State’s office

For a non-profit providing aid to coffee-growers around the world


Taglines

For Big Sisters of RI

For a product development company


WebHomepage for a precious metals artistwww.robertsweet.com


WebCopy for marketing firmwww.tribalvision.com


WebCopy for graphic designerwww.angelagiusti.com


Catalog“Image” page from a specialty food/giftware catalog


CatalogThree catalog descriptions


Children’s BookFirst and last pages from a children’s book I “ghost wrote”


SpecFor an imaginary auto dealership

Your Choice of Toppings.

www.AutoNation.com


SpecFor a plumbing and heating company in RI

The Finest Snake Handlers in Rhode Island.

www.gemplumbing.com


SpecFor a luxury condo complex in Bristol, RI

Meet Newport’s Beautiful Little Sister.

BRISTOL RHODE ISLAND


SpecFor a jewelry store in Newport, RI

THINK OF THEM AS JUMPER CABLES

FOR YOUR LOVE LIFE.

Documents

gemmacopy