Category copywriting

http://www.getbound.io

What I Did Last Summer

Turner L. Watson Leave a comment

Everything. I did everything last summer. Want to know why I haven’t touched this blog in forever? Because I was doing everything.

Let’s rewind a bit. I began the summer chugging along professionally in a pretty sweet gig as copywriter/digital content specialist for Asher Agency. To sum that position up: I would come up with ideas for commercial campaigns. TV, radio, digital, print, whatever mediums we were going to use, and then the message or thought behind said concept. From there, I’d work with the other creative team members to shape it up into something that made sense and looked great, and we’d produce it. I’d cast actors, guide the graphic artists, write the actual “copy” or words (spoken by actors or printed on billboards, etc.), get it all produced, and then we’d throw it all out there into the world. The process is truly a satisfying experience, watching your ideas come to life, even if only for thirty seconds at a time or on a clickable strip of banner on someone’s website.

I must’ve been fairly decent at this, because I started getting nibbles. People inquiring as to my future plans. Recruiters asking “Hey, how happy are you at Asher?” Finally, an old compatriot called me up and basically offered me his job as creative director. He described the position to me thusly: “you’ll come up with ideas for commercial campaigns. TV, radio, digital, print, whatever mediums we were going to use, and then the message or thought behind it. From there, you’ll work with the other creative team members to shape it up into something that made sense and looked great, and we’ll produce it. Cast actors, guide the graphic artists, write the actual “copy” and then throw ‘it all out there into the world.”

Huh. So, of course I took it. A corner office with windows? A bunch of new business cards? Hells yes. So I took a new position doing pretty much what I did at Asher, only with more perks and a nifty title. So that was cool.

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Plus, I mean…a place to hang an old Robert August promo flyer (autographed!) and prop my Scottish claymore against a vintage photo of Fred Toenges?! SIGN MY ASS UP!!

BUT WAIT, THERE’S MORE!

 

My wife and I also decided to sell our house. We had lived, with our two boys (Simon is 12, Rhys is almost 9) in a nice, old (built in 1920) home in the Oakdale Neighborhood in Ft. Wayne. Tree-lined streets, gorgeous old houses…and very narrow, busy streets. No back yard to speak of. Or front yard, for that matter. In other words, charming as all hell but not conducive to bike riding or football tossing or anything else that growing young men want to engage in. So, when the market heated up, Heidi and I jumped at the chance, trading the urban pulse of the ’07 for the serene spaciousness of the ’15. It was a long, hectic process, selling the old house. Folks can be very particular and selective, even in a sellers’ market. It was stressful, especially since we purchased our new (current) home before we’d sold the old one. But in the end we persevered, chalking up another adventure on the Watson Family history. (An adventure that yielded a three-car garage and the chance to hang hockey equipment up without carting it all to the basement after every practice or game.)

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Basically from this…

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…to this.

BUT YOU’LL NEVER BELIEVE WHAT HAPPENED NEXT!

 

Actually, that’s not accurate. The “next” part. That’s not how this timeline played out. Sorry. I strive for realism, and that’s…that’s misleading. Clickbait nonsense. No, this is actually something that’s been simmering along for a while now, but in addition to my role(s) at a couple of different ad agencies this year, I had the opportunity to write for a fun, exciting new enterprise. The minds at Bound Publishing have come up with a mobile-specific reader, and are releasing serialized stories on it. One of the cool features of the Bound app (learn more here or find them in the iTunes store) is the ability to expand on the story via sourcebook entries, diary passages, bits of propaganda, etc. from the story universe. If you’ve ever seen the Star Wars sourcebook or any of the supplemental Lord of the Rings or Song of Ice and Fire materials, imagine being able to have those open to cross-reference whilst reading the novels or watching the movies. “Oh! The model that Luke is playing with is an actual Incom T-16…and later, during the Death Star briefing, he talks about bulls-eyeing womp rats in it! I always wondered what the T-16 looked like!” Well, the Bound platform is like that, with all sorts of artwork and specific expanded entries, and I was asked to write the sourcebook materials for a science fiction space epic called Purgatorio. Go get the app and download it and let me know what you think. It’s been a great experience, and the Bound guys have given me all sorts of latitude. It’s been pleasant and rewarding, in a very different way than the advertising life.

http://www.getbound.io

A mobile-based work of expanded fiction, based on a mobile-based FPS game. Welcome to the future, kids.

So a very full summer now gives way to a hectic fall, because, as many of you know, we’re at the cusp of hockey season. And I live with a hockey family. Both kids play, Heidi is a team manager for one kid’s team, treasurer for the other, and I coach the boys and play in my own ASHL beer league every Sunday. From now until April. And it’s awesome. And we wouldn’t change this life for anything. Which leads me to my other big news…

 

WHICH WILL HAVE TO WAIT UNTIL NEXT TIME!!

 

Seriously, I can’t talk about it, but it’s pretty rad. Talk to you later.

Ad astra

Turner L. Watson Leave a comment

Oh, yeah, and with everything else going on in my life…I’m starting a new job. I haven’t been talking too loudly about it, because since I am still at Asher Agency for a few more days. It seemed unprofessional to go crowing about my sweet new gig when I was still working as hard as I could to serve current clients. But enough people have asked me about it, I figured, well…time to crow about my sweet new gig.

 

As of June 21st I will be assuming the role of Creative Director at AdLab Advertising, filling the stanky, musty, fungus-ridden shoes of Shane Albahrani (his feet, dude…) as he transitions into the role he was born to play, the full-time radio voice of your Ft. Wayne Komets. He’s been running the show at AdLab for years. Now he tosses the torch to my hands, to hold high. (Habs fans will recognize the paraphrasing there.)

 

And while this new gig will be really, really sweet (a corner office! FOR ME!!) it will be very different, as the client list for AdLab is a bit more personal, local, downright homey, compared to some of the larger clients I’ve handled for the past three years. Not that Asher doesn’t have some of those types of clients: 3RRC, Turnstone, FWCS…there are tons of campaigns I have been so very proud to work on for those clients, and others. But with the enormity of Subway and some of Asher’s higher education clients always looming, it will be quite a change to do something different. I’ll be trying my best to help AdLab grow, to elevate our profile, to expand our scope and capabilities. It’s exciting. It’s challenging. And as a competitor, I love it. I can’t wait to roll my sleeves up and get to work.

 

As for my time at Asher, I can’t say enough good things. Dan Schroeter and Kelly Gayer took in a completely inexperienced copywriter and gave him a shot. Tom Borne said “Okay, sounds good.” Into the frying pan I went, concepting, writing, casting, directing, and producing all manner of print, TV, and radio spots. Over the last year and a half, I’ve added digital video and content creation, working alongside talented individuals like Morgan McIntire and Sean O’Leary and crafted digital and social media campaigns with Anthony Juliano, Brandon Peat, Brandon Wolf, Anthony Boyer, and Caity Rose. (In fact, if you see a video for FWA, Indiana Tech, or FWCS pop up on your timeline, there’s a good chance I did it, and those folks all added their parts to the process to make it work.) It’s crazy to sit back and think about how many wonderful people I got to know and love within the walls of that building on Wayne and Fulton. My work wife Jenna, my loveable uncle Larry…hell, I could go on and on and not mention everyone who has made my time there so enjoyable. So I won’t even try.

 

And of course, there’s Motia. Her alter ego has appeared in many of my science-fantasy short stories here in this blog from time to time, but the real AJ Motia is a hundred times as powerful, brave, smart, and kind. It was she who initially told me “I don’t know if you’d be interested in the Asher copywriting gig. It’s sort of entry-level.” But she also knew what I wanted to do, and she has been my champion every step of the way.

 

Finally, there’s my Sweet Baby. She and I are sat here on a Saturday, discussing life and how wonderful things are and what a strange, often trying trip it’s been for the last 13 years or so in Ft. Wayne. And how it really does feel like home, and we never want to leave. And how we can do whatever we want. And we will. And we love you guys. Thanks.

 

Excelsior!

Job Love.

Turner L. Watson 2 Comments

So, here it is.  4:39PM on Friday, January 16th.  I’m at my desk.  I’ve done all I can really do today.  This week.  For now.

“And what is it that you do, exactly?” you ask.  Ostensibly, I’m a copywriter.  So that means I’m tasked with providing the written words for any number of different advertising campaigns. Projects carried out by my employers, the highly-regarded Asher Agency.  From the script for the flu bug radio commercial or the miniature screenplay for those Indiana Tech television commercials.  The hashtags on that Subway print ad.  The direct mail piece you got from PHP Healthcare.  That’s me.  That’s what I do.

Of course, there’s more to it than that. Just as I discovered in my radio career, each member of a team does more than one thing. “Everyone fights.  No one quits.”   We all have our particular focus, but the overlap is considerable. Each member of the creative team chips in with and develops concepts, comes up with visual ideas and directions, creates via the great crowd-brain-hivemind here in the creative department.  I love that shit.  I truly do.

I love being part of a team.  That was one bright spot in my radio career: even when things got dodgy,  I knew my teammates (the other  members of our on-air staff) were there with me.  As with any team, when everyone pulls together and does the impossible? Well, like Captain Mal says:  that makes us mighty.

But there are other perks here in advertising land.  For example:  I’m sipping a Sierra Nevada Coffee Stout from a pint glass at my desk  During business hours.  Things have certainly changed since the ol’ Don Draper days.  Folks don’t keep bottles of scotch or rye at their desks (Okay, some do.  Seriously.  But we don’t flaunt it, don’t partake all damned day.  We save it for the Friday of a long week or for special occasions. Everyone here is a professional.  We act like it.  That’s what we rule.  The stakes are just too high nowadays, the demand for quality too great to be achieved by a bunch of drunks.)  It’s still nice to unwind at the end of a busy week.  Feels good, man.

As I sat here doing maintenance/cleaning house on my email inbox, I rediscovered the following exchange which sums things up so very nicely.  See, last week I wanted to tip my supervisors off to the fact that I would be missing the first hour of so of the workday this past Monday (the 12th) for a routine doctor’s appointment. I start by sending this to my bosses, Dan and Kelly.  They’re both brilliant guys.  Geniuses.  So goddam smart and creative. Anyway, here’s what I said:

 

From: Turner

To: Dan, Kelly

re: Doctor’s appointment

Hey, fellas.  I have a doctor’s appointment Monday morning early, so I’l likely miss the traffic meeting.  Just wanted you to be aware, and not freak out and think “He’s finally done it!  Run off to live the life of a hobo, riding the rails of this great nation.  Sleeping in box cars, eating soup right from the can.  Fare thee well, strange tattooed man!”

 
Or whatever.
 

 

My first response was from Kelly, who I imagined chuckling, his shoulders convulsing as he typed.  He said simply:
 
From: Kelly
To: Turner
CC: Dan
Re: doctor’s
 
LOVE IT!!!

 

Three exclamation marks.  THREE!  And then Dan chimed in:
From: Dan
To: Turner, Kelly
re: Doctor’s appointment
 
All the while listening to Box Car Willie’s Greatest Hits on a Sony Walkman he picked up at the Salvation Army using batteries stolen from the countertop wire rack display at a 7-11 near the train yard in Waterloo, Iowa.

 

See what he did?  He continued the story! That’s fun! He could’ve ignored it, or sent an “Approved” message.  He didn’t.  So I expanded…
From: Turner
To: Dan, Kelly
re: Doctor’s appointment
 
Not “technically” stolen.  I left an old silver dollar my pappy gave me, and the promise to return once I’ve made my fortune.

 
(But really, I‘ll be at the doctor’s.)
See, I wanted to underscore the fact that I would be at the doc’s.  Dan’s warm response:
From: Dan
To: Turner, Kelly
re: Doctor’s appointment
 
Perfect. Be well. Don’t let the Doc poke and prod too damn much.
 
Now, the thing is, those guys could’ve handled my note in a couple of different ways.  Their response could’ve been very matter-of-fact.  “Okay.  Let us know when you arrive at the office on Monday.”  Or even “make sure this time is covered under office coding procedure vis-a-vis your timesheet.”  They could’ve responded with a terse “OK.”  Or, they could’ve been complete dicks and fired back “In the future, clear any and ALL delays or time away with us ahead of time.”
None of that happened.  Instead, they treated me like a valued employee.  Someone whose continued happiness within the company framework was important to them.  It was amazing.  It was…new.  To me, anyway.
Don’t get me wrong:  I’ve had a bunch of great supervisors in my professional life.  Radio, pawn shop, parts department, ice rink…wherever I’ve found myself employed.  But the stakes are just…higher?  I don’t know.  It’s just weird.  In a good way.  My sister-in-law works for Google out in Mountainview, CA. In the past, she would tell me stories much like this and I’d scoff.  I thought that there was no way that a worthwhile company would play it so fast-and-loose with employees.
One of these two is a friggin' VP. How about that?

One of these two is a friggin’ VP. How about that?

That’s before I worked for a company that “got” it.  Like Google does.  Like Blizzard and Microsoft and a dozen different advertising agencies do. And it struck me that the best companies, the ones with a pulse, the ones that know what the hell’s happening out there…they’re great for a reason.  And it ain’t the amount of money they bring in (although that certainly helps matters) or the number of people they employ.  Its because if you work for them, they want you to be happy. (My wife works for a software engineering company that has a ping-pong and corn hole room for de-stressing during the day.  It’s no surprise that they’re a company that’s growing exponentially, hiring and building.  They’re going to be massive.)  Ye gods, what a great concept.
May you all be so lucky to work for such an enterprise some day.  Cheers.
(By the way, I recently signed up for a Behance account, sort of like an online portfolio.  If you’re curious about some of the stuff I’ve been lucky enough to have a hand in, check it out at https://www.behance.net/turnerwatson)