Brian Meyer, Copywriter

When you're a copywriter in Western New York, being able to work on the Mighty Taco account, the local favorite taco chain, is pretty much a dream come true. You can be as creative as you want, as outrageous as your want, and outlandish as you want. If you can drive that product home at the end of it all, have at it (and have a blast while doing it). 

While working on this account for over six years, I had the pleasure of working in every single medium known to man (Print, TV, Radio, OOH, POS, Collateral, PR, Digital, Social, etc.), as well as making up a few in the process.

I named products (e.g. the Buffito pictured), wrote every in-store poster, had pigs with wings flying across billboards, lit up the airport, and made every local radio listener's drive home a little more enjoyable during commercials.    

Check 'em out.  (http://www.mightytaco.com). 

Total Tan is all about hot, sexy, beautiful branding. And to show that off, they are all about sleek, glossy magazine ads. Leveraging on the theme of each month, I used a mixture of copywriting, photo sourcing, and creative direction to make a glamorous impact.   

Check 'em out. (http://totaltancorp.com). 

Much like their sister company, Total Tan, European Wax Center is all about hot, sexy, beautiful branding. And to show that off, they are all about sleek, glossy magazine ads. Leveraging on the theme of each month, I used a mixture of copywriting, photo sourcing, and creative direction to make a glamorous impact.

Check 'em out.  (http://waxcenter.com). 

From the first pitch to the last inning, Buffalo Bison Baseball is a staple of summer fun in Downtown Buffalo. And as copywriter for the fan favorite, you really feel like you're part of the team. Having an extensive spring/summer season (without even counting the pre-season build up), the Triple-A minor league team relies on an extensive amount of weekly print and radio ads to highlight their many events. Other mediums used include OOH, TV, social, digital, collateral, and in-game advertising on the big screen.   

Check 'em out. (http://bisons.com). 

When it comes to college students, AT&T knows just when to reach them: When they're moving back in at the very start of the semester. However, even though the answer is clear on when to reach them, the question then becomes: How? 

Tasked with theming an event that would increase signs-up and generate leads, I created multiple collateral elements, including posters, standees, door hangers, fliers, and activation cards. Also, I was tasked with coming up with a fun and engaging activation that would not only draw students in, but hold their attention, as well.      

Theming out the season of a professional sports team is exciting, but also insanely intense. After all, the look and feel of the entire season lies solely in your hands (and brain). What will the messaging be? Does the concept have legs to make it through an entire season? The questions start to pile up, and it's up to you to find the one perfect answer.  

For the Cavs, the solution actually came pretty easily: have the residents of Cleveland share equal billing with those hitting the hardwood at The Q. Elevate them to the same playing field as the star players. Because at the end of the day, they're all Clevelanders and all Cavaliers, each with their own story to tell.  

Check 'em out. (http://cavs.com). 

Bison Dip isn't just a Western New York favorite; it's an institution. So naturally the brand voice is fun, upbeat, and friendly with just enough quirkiness. After all, from tailgating to summer picnics, a tub of Bison Dip is a staple at any party or get-together.  

Using a mix of mediums, Bison likes to keep in touch with their consumers throughout the year. Whether it's supplying coupons during the holidays, handing out free dip at Bills games, or keeping the conversation going all year long on social media, their loyal followers are only as far away as the nearest bag of chips.  

Check 'em out. (http://bisonfoods.com). 

The events leading up to the Super Bowl in the host city are often over the top. But when the Super Bowl is happening right outside of New York City, hold on to your seats.

Knowing that everyone in the Big Apple was obviously not going to make it to the big game in person, FOX Sports 1 built a campaign on the momentum and excitement in and around Manhattan in various sports bars. Just because they couldn't be at the game in person, fans can still catch amazing Super Bowl coverage on FOX Sports 1.      

Grit. Guts. Realness. These are all words to describe basketball in the BIG EAST Conference. From a pickup game on the streets to the brightly lit court of Madison Square Garden, the BIG EAST separates itself from every other conference by focusing on the pure rawness of the game. To them, it's a part of who they are. To them, it's their inner beast. And they're ready to unleash it.  

Bi-Lo Holdings, the umbrella company of BI-LO, Winn-Dixie, and Harvey's grocery stores, had a problem. They were growing. Fast. After purchasing several Piggly Wiggly grocery stores in the south, they needed to transition hundreds of employees over to the Bi-Lo Holdings brands. However, as we all know, no one likes change because it's not easy. That's why it had to be fun, memorable, and above all, educational. 

I was tasked with creating a 5-day program of 'edutainment' (education + entertainment) that would help former Piggly Wiggly employees absorb every aspect of their new store in a large group setting. From songs and games, to dances and contests, I made 1,200 employees know that a transition to the Bi-Lo family is pretty spectacular. 

Pictured is a song I wrote to the tune of the '12 Days of Christmas' to help associates remember the twelve ways to save at their new store. 

Truth be told, this entire project was my baby, and it might just be the job I'm proud of most.   

Beard-a-Thon, a fund raising opportunity for various charities across the country during the NHL playoffs, helps raise a ton of money each year as guys ditch their razors and grow one for a good cause. Having facial hair myself, I, of course, loved every aspect of this project and it's huge social presence online.  And let's face it: There is nothing better than writing puns about beards. (See what I just did there?)   

Check 'em out.  (http://www.beardathon.com). 

Tempo is one of Buffalo, NY's most premier fine dining restaurants. However, that is not to imply that it is by any means stuffy. And there lies the challenge: How do you show off amazing gourmet food, impeccable service, stylish ambiance, and an extensive wine list while still keeping it welcoming, relatable, attainable, and inviting?   

Using a series of print ads and new website, Tempo was given a personality boost with clever headlines while still maintaining their swanky image with sexy, beautiful photography.   

Check 'em out.  (http://www.tempobuffalo.com). 

There's something to be said about 'counter service' eating establishments. It's not a full-fledged sit-down restaurant, but it's also not exactly going through the drive thru. It's fast, but not really considered "fast food." You don't feel guilty for frequenting them, but you're not necessarily going to take a picture of your food, post it on Facebook, and tag your location. It really is its own breed.

Anderson's is exactly that, but with a delightful added bonus layer of "my grandma would LOVE this place." Everything about the brand makes you feel good inside, and the same is true for writing the copy. It's fun, playful, honest, genuine, and comfortable. Whether it was writing a radio spot, TV spot, FSI, new website, or even a POS counter card, whenever I would see a work order with Anderson's as the client, I knew I was taking a mental trip back home.   

Check 'em out.  (http://www.andersoncustard.com). 

Wave Energy Drink was truly a unique experience. As a relatively new product, they came to the door half way through their branding process. They had a name, they had a logo, and they knew they obviously wanted a beach feel with the name Wave. What they were missing, however, was every copywriter's dream come true: a slogan.

Leveraging on their product's claim to fame that you'll be going at 200mph without feeling like you got hit by a double decker bus an hour later, 'All the splash without the crash' it was.   

When Snow Park came a knockin' with plans to build a year-round winter-themed amusement park in Niagara Falls, branding efforts joined the actual construction site in building it from the ground up. They needed a slogan, a look, a feel, and a reason for people to celebrate snow in Western New York the four months out of the year when there finally wasn't any of the actual white stuff on the ground. Challenge accepted.  

My work for Confer Plastics is an excellent example of B2B writing I've done. And although most B2B work doesn't usually lend itself to be incredibly sexy, businesses need creative love, too. 

It is my firm belief (and this is just between us) that the sign of a good writer is when they can shift their tone and voice between clients, brands, and audiences. And that includes knowing the difference between writing for B2C and B2B. If I can wet your whistle by adding a little sparkle to informing you about super safe hot tub steps, then I have sincerely done my job.  

It's been said that when veiwing a print ad, 80% of people only read the headline. (Granted it's usually the best part, but this is a portfolio not a blog, so we'll discuss that later.) Anyway, it's that catchy headline that's going to draw them into the supporting copy and, ultimately, the call-to-action. 

This print campaign for Salvatore's, a locally renowned restaurant, featured beautiful imagery combined with short, bold, in-your-face headlines for a dramatic effect that enticed you to read further. What are these 'holy spirits' you speak of? There's only one way to find out. 

Check 'em out.  (http://www.salvatores.net). 

Niagara USA and its main attraction, Niagara Falls, was my first chance at getting my feet wet (sorry, I couldn't help myself) in tourism marketing. And truth be told, it's probably my favorite genre to write for to this day. Think about it - you could have a world wonder in your own backyard (like in my case) that has really just become an everyday piece of the landscape, and then you get to introduce it to a global audience that's never experienced it while making it sound all shiny and new again. It's a pretty spectacular feeling.

With Niagara USA, I have written and directed for various mediums that have been trafficked around the globe, including print, TV, radio, OOH, and blogs.    

Check 'em out.  (http://www.niagara-usa.com). 

Darien Lake, a massive theme park/concert venue/camp ground resort, is a summer destination just outside of Buffalo that everyone in Upstate New York has experienced at least once in their life. From its humble camping origins, to its roaring Six Flags days, to its magnificent, headlining concert series, if you haven't lust your lunch in one way or another at Darien Lake, you've probably just moved here (and it's winter). 

Going into their 2012 season, Darien Lake wanted to create an eye-catching outdoor campaign that stirred up fun memories from the past while generating excitement for the unforgettable summer still to come.    

Check 'em out.  (http://www.darienlake.com). 

Writing for a healthcare client can be an interesting challenge. Everything has to be crafted in a very particular, very sensitive way. You're not selling someone a fun experience, a night out, or a new product. You're writing about their health and wellbeing. And that's not glossy ad life. That's real life. The clever headline roaming around in your head? Out the window. The hilarious pun you can't wait to jot down? No one thinks it's funny. 

With Kaleida Health, I was tasked to create copy for a digital billboard at the Canadian/USA boarder that informed people that even though there's universal healthcare in Canada, you could be waiting a very long time for treatment. By simply crossing the boarder into New York, however, you'll get treatment right away.  

Once in a very blue moon, you get a client that tells you to "have at it." Straight branding, no mandatories, no guidelines, and you can do whatever you want. It's the kind of stuff that every college student with a Communications major thinks they'll be working on with a six-figure salary once they graduate (only to come to the brutal realization that it pretty much happens never and off-brand mac and cheese is on sale this week).

However, when the creative gods toss you a bone for a plumbing company, you take that bone. Gladly. And you turn it into an old lady holding a plunger that's referencing an LMFAO song. Why? Because you know that moment won't happen again for another six years, that's why.     

Fitness 19 is a perfect example of knowing how to write to your target audience. Sure, I might not be 21 anymore. Or 25. Or 29 (ouch). But with ample amounts or research and simply experiencing the world around me, I know how to communicate with those that are. 

It's my humble belief that the best copywriters are the best readers, the best listeners, and the best absorbers. After all, we have to be experts on pop culture that spans at least five decades. How are we going to create an authentic connection with a senior citizen if we don't even know what a Davenport is? How are we going to catch the interest of tweens if we don't know that Taylor Swift's all-time favorite Disney character is Ariel from the Little Mermaid?  

You might think that we're just sitting at our desk browsing the interwebs mindlessly, but in all reality: That's what makes us great.

"Welcome to Moe's!" It's a phrase anyone who has ever craved a really great burrito on the fly is no stranger to hearing. So when the opportunity arose to present creative to one of America's top counter service restaurants, I said, "Welcome to Bri's!" 

Utilizing OOH as a means to reach those in and around areas that would be very soon getting a Moe's of their own, fun headlines created an interactive experience, although somewhat unconventional.  

Rebranding a single product is fun. But rebranding an entire line of products? It's a blast. Especially when that line of products contains coffee (a copywriter's daily fuel). 

O-AT-KA, a massive dairy product producer and distributer, came to the table wanting to rebrand their chilled coffee product line, Classic Cafe. While keeping a consistent look and feel with a new tag line across the board, each flavor was to be given its own personality. 

I'll drink to that.