What Could Go Wrong?
What can go wrong with choosing the wrong home buyer?
30 spots for HomeVestors®/We Buy Ugly Houses®
Concept created and scripts written by Nick Santa Maria, Directed by Dan Curtis
Aired nationally in December 2021
I concepted and scripted this national TV campaign (:15 and :30 spots) along with adjoining OOH & paid social campaigns that further explored what can go “wrong” for cash home sellers that don’t choose HomeVestors. The commercials were so successful in driving direct responses that the client ordered a second flight.
The Great Outdoors
Billboards for We Buy Ugly Houses® and
The University of Texas at Arlington
Speaking the local language for a localized Atlanta billboard.
#1 meets the 404. Copy and concept by me.
Billboard that’s an extension of the “What Could Go Wrong?” campaign.
Same concept, just flipped for OOH. Copy and concept by me.
Distilling The University of Texas at Arlington’s institutional promise in two lines.
Copy by me. Art direction by Blake White.
Spring Is In The Air
Neiman Marcus’ Spring 2023 Catalog required balancing a legacy brand voice with a modern twist to acquire new faces. I crafted the overarching narrative and category headlines, while also writing the executive quotes used throughout.
By tailoring the tone for specific luxury segments, this messaging contributed to a 20% YoY sales growth in these key categories.
Copy and headlines by me, concepts made in collaboration with the creative team.
New. Now. Next.
Same season, new format: 'New. Now. Next.' brought to motion for Resort 2023.
Script, copy, and music direction by me.
Artist Spotlight
For Latin/Americana artist Clayton Serafy, I crafted a targeted EPK (electronic press kit) and overarching brand narrative that encompassed his regional ties and marquee appearances. His positioning, along with his talent and relentless touring, has secured consistent tour dates and national partnerships with brands like Topo Chico and Lone Star Beer.
Soar Higher
I helped develop the naming, messaging framework, and UX copy to launch Pylot, a proprietary B2C SaaS marketing platform.
Working alongside product managers and engineers, I built out the website copy to scale across 275+ retail locations for enterprise clients, driving a 35% average increase in organic search for JLL, CBRE, Rappaport, and more.
Optimized For Success
For We Buy Ugly Houses®, writing highly localized, SEO keyword-driven webpages for different franchises across the country has shown a consistent growth in click-through rates and organic search increase.
Designed to Shine
I created the comprehensive brand standards and messaging frameworks for Chacon Autos, documenting voice and usage guidelines to ensure rigorous consistency across all creative teams and marketing channels. This guide is still in use by the client today.
Examples of this put into play on the “Paid Social & Digital” page of my portfolio.
