writer of all the things

Spec Work

Spec work produced for Saladworks, Collier’s Powerful Welsh Cheddar and Iron Hill Brewery & Restaurant.


As one of two copywriters at Netplus, I was able to participate in several business development projects from brand research to creative concepting to execution of an array of spec work. Below is a little taste of some of my faves.

Agency: Netplus Marketing
Creative Partners: 
Shannon Tang & Melanie Taube




After researching and conducting a competitive analysis and drawing insights as to what creative direction Saladworks could take, I collaborated with one of the designers to produce an assortment of spec social posts to demonstrate the type of creative that the brand was missing. In addition to concepting each post, I helped art direct certain photos and wrote all the copy. 



A unique cheese brand named in honor of the Welsh coal miners who packed such cheese in their lunch sacks, Collier's Powerful Welsh Cheddar seemed like a brand ripe for expansion. To showcase Netplus' chops in social media marketing, I collaborated with a designer to concept and execute two spec social posts: a flat lay of the ingredients for a Welsh rarebit to demonstrate the unique versatility of the product and a brand positioning post that served as a subtle tribute to its Welsh roots. 


The elements to a great Welsh Rarebit are pretty simple, especially when Collier’s is at the center of it all. Recipe here: http://bit.ly/2rTylWO

Powerful flavor that stands the test of time. Look for us at your Wegmans, ACME and ShopRite!



Created on spec for a complete revamp of their craft beer cans and to promote their seasonal Valentinus beer, which was being released right in time for Valentine's Day, the following materials were inspired by the retro style of the collage murals in their restaurants and the fact that the canned beers are only available for a limited time. As a result, we embraced a visual theme of movie posters featuring eye-catching creative that kept the unique beer at the forefront while playfully framing it in the context of the love-filled holiday.