Kristin Pendleton | Creative Director

DIRECT MAIL CAMPAIGN
(Plus a TV script for kicks)

In an effort to reach telecom-loving U.S. Hispanics, we combined strategic cultural cues, a wide-ranging exploration of art, and conceptual yet transcreatable copy to create a series of surprisingly effective DMs and old-school advos. And because these bad boys showed up in mailboxes monthly, we made it our mission to bring a fun, unexpected perspective to each offer.

TV was frequent but largely composed of promo, super and voiceover. However: There was this one anthemic script that almost didn’t die, so I thought I’d share.

My role as copywriter: Concept with art and copy team. Write English copy. Collab with Spanish copywriters to transcreate. Write and present in a little Spanish myself.

Role

Concept, English copy

For

Verizon FiOS

Type

Direct mail + TV