Problem: How do we convince suburban millennials to mask up, while getting them to support minority-owned businesses?
Oh yeah, it's pronounced 'dell-uh-vek-ee-uh.'
Hollywood Casino:
Anticipate Every Moment
Problem: How can we refresh Hollywood's brand in a unique and compelling way?
Idea: Anticipate every moment. Whether it's the waiter bringing your food to the table, or your favorite band taking the stage, Hollywood Casino is full of these anticipatory moments.
Solution: Let's bring these anticipatory moments to life through authentic, visceral language. With a thorough language and design refresh, we give Hollywood Casino the edge it needs.
My Roles: Copywriting, Ideation
Creative Team: Charles Theori, Daniel Vuyovich, John Brzezniak
Creative Director: Michael Oxner
Agency: Doner
Manifesto
I wrote this, which in turn drove the creative :)
Language Refresh
Tone Explanation
Our shift in language
System 1
Alt Headlines
System 2
Alt Headlines
System 3
