Rancho Granto
is a multidisciplinary outfit focused on family, friends, and newfound access to uncrowded waves. We’re also big fans of the occasional freelance copywriting gig. Originally from Atlanta, now living in Hawke’s Bay, New Zealand.
This is where I talk about myself.
I spent 15 years as a copywriter and ACD at a handful of advertising agencies across the US, and I’ve been freelancing for the last 7 years. Having worked on a wide variety of goods and services, I pride myself on versatility. If you ask about my philosophy on marketing, I’ll say that ‘brand’ is a fancy word for personality. And distinct, compelling personalities aren’t created by committee, but by unique people who have the courage to be their unique selves. I also love the saying “everything communicates.” That means paying close attention to every touch point to ensure that the desired message is communicated effectively and consistently.
On the personal side, I grew up in Atlanta and have recently relocated with my family to Hawke’s Bay, New Zealand. I feel extremely fortunate to live in a place where we enjoy abundant natural beauty, a wholesome sense of community, and a more chill outlook on life than in the US. I’m particularly thankful that my children have the opportunity to experience a new culture and worldview.
Cool. Now I’m going to do that thing where I list a bunch of labels that give you a sense of who I am and what makes me tick. I’m a husband and a dad first and foremost. I’ve been a runner for over 30 years. I’m a lifelong drummer, newbie surfer, hardcore reader, avid cook, enthusiastic coffee drinker, late blooming deadhead, and discriminating aloha shirt collector. I believe that keeping a frisbee in the boot is as important as a spare tyre. I believe that the greatest trick the devil ever pulled was convincing the world that Ringo was unserious. My musical tastes are all over the map, but as a child of the 80’s, punk rock was the mother duck that shaped my sensibilities.
Okay, that’s enough about me. Thanks for having a look and please get in touch if you’ve got any sort of project that can benefit from good writing or quality concepts.
Here’s a serious thing I made.
If I were more scientifically inclined, I wouldn’t be a copywriter. But when Atlanta design shop Goods & Services asked me to help develop an interactive trade show installation for ZEISS Microscopy, I couldn’t say no. Over the next two months, I spoke with researchers in fields like archaeology, genetics, materials science, and neurodegenerative disease. I then crafted stories that highlight the ways ZEISS technology facilitates their groundbreaking work.
Here’s some fun stuff I made.
Getting you ready for your big day is standard stuff for the hotel category. So we upped the game and made the bold, unsubstantiated claim that Holiday Inn Express would get you more ready than any competitor could reasonably promise.
Here’s a serious thing I had fun with.
The ask was to announce the grand opening of the new Dutch Consulate in Atlanta. The answer was simple: Put the consulate staff on bicycles and film them touring all over the city, while showcasing all the great diplomatic and trade opportunities shared by the Netherlands and the southeastern US.
And here’s me in a totally candid, not at all staged moment of writing. I look happy, eh?
That’s because I get to focus on delivering good work for my clients, without stressing about office politics, company Kool-Aid, or the weird cocktail of ego and insecurity that makes agency life too damned exciting.