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Kaela FriedmanCopywriter

Portfolio

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This copywriting portfolio is a collection

of my work over the last couple of

years. The projects included illustrate

a few different subjects and styles to

show diversity and depth.

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“Life begins at the end of your comfort zone.”

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INDEX

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Share the Genius Concert SignageLG Electronics – May 2013

LG Mobile BrochuresLG Electronics – October 2013

Hudson Men’s Skinny Collection Event InviteHudson Jeans – December 2013

Qualcomm Developer Network BrochureQualcomm – January 2014

EZ Freezy Product PackagingEZ Freezy – November 2013

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LG 4K OLED Television BrochureLG Electronics – August 2014

Global Mobile Reference GuideGlobal Mobile – November 2014

c3 Communications Adc3 Communications – February 2014

Inside the Athletic Grind Website ContentInside the Athletic Grind – March 2014

Personal Experience Blog PostSeptember 2012

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We all have our words.

Some bold and echoed, others faded and faint.

Some silence crowds, others are forgotten forever.

You can live by them, or pass right on by.

Make a choice.

I have.

Follow my lead and let your words stand out from the noise.

Ensure they unite with your concept and resonate with your

audience. I can make it happen. Take my word for it, or just

keep reading.

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INDEX

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Share the Genius Concert Signage

Job: An LG-sponsored event with the band, Atlas Genius, held in order

to create pre-launch awareness and support for the newest flagship

smartphone, the LG G Pro. These arts/creative were for posters that

adorned the rooms of the concert entrance and meeting hall.

Intent: Designed to have minimal copy in order to be eye-catching and

intriguing. The headlines work to support both the key features of the new

device and the ‘concert’ tonality.

Participation: I wrote all copy for this event, providing a few options of

headlines to the client, which resulted in these chosen selections.

Excerpt from Copy:

Take the Stage to Connect & Share Like a Pro

Rock Recordings in Dual Dimension [Dual Recording]

Synchronize Notes for Pure Harmony [VuTalk]

Raise the Curtain for Radiance [5.5” Full HD IPS Screen]

Capture the Spotlight in True Brilliance [13 MP Full HD Camera]

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LG Mobile Brochures

Job: When an LG product is launched, consumer-facing marketing

brochures train Sales Personnel on the capabilities of the device.

Intent: Create a brochure that speaks to the target demographic in

persuasive, exciting language. The content comprises both copy and

imagery, working together to create a tangible story.

Participation: I wrote all the copy for these Brochures, working with a

designer to ensure content alignment.

Excerpt from Copy (1):

Boldly contoured, enticingly curved. Introducing the LG G Flex2, a device

designed for those who crave distinction. With unique, dynamic curves that

defy the conventional smartphone design, it opens up new dimensions of

experience—more than just innovation, it is engineered artistry.

Excerpt from Copy (2):

The next evolution in design, performance, and photographic brilliance

is here. It’s a device made to experience the epic and the everyday in

exciting new ways. LG teamed up with Google and combined their

creative geniuses, bringing you the slim, light, and fast Nexus 5.

02

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(1)

(2)

AbsolutelyHandy

Whenever, Wherever, Light and Easy

Made for what matters

The next evolution in design, performance,

and photographic brilliance is here. It’s a

device made to experience the epic and

the everyday in exciting new ways. LG

teamed up with Google and combined

their creative geniuses, bringing you the

slim, light, and fast Nexus 5, powered

by the new Android™ 4.4, KitKat.® This

smartphone is everything you need to

capture, showcase, and share all that you

love with everyone you care about. Live

extraordinarily—from one moment to the

next. Nexus 5 is made for what matters.

ScreeN

5.0" (Actual 4.95") Full HD IPS Display1920 x 1080 Display (445 ppi)In-Cell Touch DisplayCorning® Gorilla® Glass 3

cAMerAS

1.3 MP Front Facing8 MP OIS (Optical Image Stabilizer) Rear Facing

DIMeNSIoNS

2.72" x 5.43" x 0.34" (69.17 x 137.84 x 8.59 mm)4.59 oz. (130g)

BAT Tery

2,300 mAhTalk Time up to 17 hrs*Standby Time up to 300 hrs*Internet Use Time up to 8.5 hrs on Wi-Fi,® up to 7 hrs on LTE*

AuDIo

3.5 mm Audio Connector

ProceSSING

CPU: Qualcomm® Snapdragon™ 800, 2.26 GHz Quad-CoreGPU: Adreno 330, 450 MHz

WIreLeSS

Dual-Band Wi-Fi (2.4G/5G) 802.11 a/b/g/n/acNFC (Android Beam™)Bluetooth® 4.0 LE

MeMory

Choose 16 GB or 32 GB Internal Storage (Actual Formatted Capacity Will Be Less)

2 GB RAM

PorTS & coNNecTorS

microUSB SlimPort™ enabledDual MicrophonesCeramic Power and Volume Buttons

SeNSorS

GPS, Gyroscope, Accelerometer, Compass, Ambient Light

* Testing was conducted by Google using preproduction Nexus 5 devices and software. Talk time tests used default settings with Wi-Fi off and LTE on. Standby time tests used default settings with LTE on and Wi-Fi connected to a test access point. Wi-Fi Internet tests had Airplane Mode on with Wi-Fi connected to a test access point, while loading three popular websites cached on a local server. The Nexus 5 loaded a page, waited 40 seconds, and then loaded a page from the next site. LTE Internet tests had Wi-Fi off and LTE on, and used the same testing method as the Wi-Fi Internet tests.

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Hudson Men’s Skinny Collection Event Invite

Job: Name the Hudson Men’s Skinny Collection Event and craft invite copy.

Intent: Devise a name and copy that is edgy and attractive, paying

tribute to the inspiration for their new collection, which was the late ‘70s

movement in the UK.

Participation: I crafted various options for the name/headline of the event

and wrote all of the invite copy.

Copy:

Skinny Unleashed

Discover a world where true fashion and radical creativity coexist. Where

each day is fueled by bold expression and accented with raw design.

Headline Options:

Squeeze into a Revolution

The Skinny Side of Rebellion

Stand Up for Skinny

Skinny-Dipped in Rebellion

Skinny, UnleashedDenim in the Raw

The Threads of Rebellion

God Save the Jeans

Rebel with the Right Denim

Denim Without Control

Form Fit Anarchy

Shaping Freedom from Threads

Anti-Culture at the Counter

Form-Fit Chaos

Anarchy Is In Your Genes/ Jeans

Unrestricted, Absolute Anarchy

Legs, Unchained

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Qualcomm QDN Brochure

Job: Qualcomm Developer Network is a division of Qualcomm that

provides the hardware and software for app creation and development.

This piece was a Brochure that incorporated the company description and

benefits of product.

Intent: Acquaint consumers with the services and get programmers to

believe Qualcomm’s tools and resources help them excel in their industry.

The headlines and messaging use a persuasive “bandwagon” technique and

offer positive, influential messages.

Participation: I wrote all of the copy for the Brochure including headlines,

taglines, and body.

Excerpt from Copy:

Mobile developers unite.

Come together, join the conversation, and tap into a valuable collection

of insights, expertise, and new business opportunities that will keep you

one step ahead in today’s ever-changing mobile ecosystem. The world is

becoming a little smaller for those who want to make their apps big.

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Push the boundaries of mobile app creation.developer.qualcomm.com

DeveloperNetwork

Achieve the next level of mobile experience.Create forward-thinking products with innovative and unique mobile software technology. Do more than ever imagined with the Qualcomm Developer Network. Create and optimize mobile apps for the best performance and user experiences in:

GamingCreate immersive mobile gaming experiences that feature compelling, high-performance 3D graphics, augmented reality, and peer-to-peer connectivity.

EntertainmentBuild breakthrough mobile entertainment apps and experiences with enhanced, multi-dimensional visuals, crystal clear audio, and all-day mobile engagement.

EducationMake educational apps more classroom and campus-friendly and bring enhanced interactive learning to the classroom with technology such as augmented reality and peer-to-peer connectivity.

RetailShape the in-store experience, empower the purchasing process, and create interesting and dynamic ways to interact with the customer by leveraging technology like context awareness and proximity technologies.

And more…

Mobile developers unite.Qualcomm Developer Network provides software and hardware tools to help developers build high-performance mobile apps. It is a community where collaboration and inspiration are gained through forums, blogs, events, and newsletters.

Come together, join the conversation, and tap into a valuable collection of insights, expertise, and new business opportunities that will keep you one step ahead in today’s ever-changing mobile ecosystem. The world is becoming a little smaller for those who want to make their apps big.

V I S I T > developer.qualcomm.com

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EZ Freezy Product Packaging

Job: E-Z Freezy is a cold compression therapy product, similar to an ice

pack. Our agency did the entire rebranding for the company and this

product line, including logo development and packaging concepts and

design.

Intent: Come up with a unique selling position statement for the packaging.

Participation: I wrote all copy for this outer package, ciphering through

the technical uses in order to condense the copy down into something

insightful and enticing.

Excerpt from Copy:

Ease your pain with a circle of relief.

The reusable, durable EZ Freezy remains pliable at zero degrees—for the

ultimate 360-degree coverage. Get to the core of the problem and let

comfort come full circle. EZ Freezy, the total package in a tube.

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No slipping,No dripping,No one spot solution.Surround your pain at the source

Ease your pain with a circle of relief.EZ Freezy rolls on and surrounds the areawith a cold continuous gel that stays evenly dispersed. The reusable, durable EZ Freezy remains pliable at zero degrees—for the ultimate 360-degree coverage. EZ Freezy reduces pain by enveloping the injury and targeting the hot spot from all angles. When applied immediately post injury or for rehabilitation purposes, EZ Freezy will decrease tissue metabolism in the affected area, rapidly reducing inflammation and limiting secondary damage. Your injuries should not be treated from just one spot. Get to the core of the problem and let comfort come full circle. EZ Freezy, the total package in a tube.

Common Use:Arthroscopic Procedures - Plastic Surgery - Reconstructive Procedures - General Surgery - Post-Trauma - Chronic Pain - Physical Therapy - Common sprains.

Directions:Place in freezer for 4 hours.When needed, roll and knead immediately for 15-30 seconds to even out gel. Pull EZ Freezy onto extremity and roll up to the injured area.

To see how EZ Freezy is used first hand, visit: www.ezfreezy.co

Double the Use:EZ Freezy can also be used for heat therapy! Just heat in the microwave for 20-minute intervals until warm to the touch and apply to injured area.

Sizes:

8 3

7728

0 3

7264

7 9

Designed inCalifornia, USAProduced in China

Circumference: 2 in

Circumference: 3 in Circumference: 4 in

2

1

3

360° COLD COMPRESS THERAPY

1”(d) x 5”(h)

Intended for Finger

Innovative Design & Technique!

TRUE COLD COMPRESSION TREATMENTthat tackles all elements of R.I.C.E. (Rest, Ice, Compression, Elevation)

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LG 4K OLED Television Brochure

Job: Create premium, high-end Brochures that would reflect the

magnificence of the LG TV itself. LG came out with an exclusive line of

TVs engineered with innovative technology to deliver the next-generation

experience to users.

Intent: Create a Marketing Brochure that introduces the new technology

in an enticing and attractive manner. The messaging will bring this lofty

technology into relatable terms and tell a story of all the TV has to offer.

Participation: I wrote all the copy for these Brochures, working closely

with a graphic designer to make sure the visuals spoke to the grandeur of

experience communicated in the messaging.

Excerpt from Copy:

Experience true artistry as two of LG’s most brilliant display innovations

unite. With the combination of a new type of display and the latest

technology, you’re not just watching TV, you’re part of every on-screen

moment. Clearly, the future of home entertainment is here—sharper,

richer, and livelier than ever before.

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T H E F U T U R E O F T V

Experience true artistry as two of LG’s most brilliant display innovations unite.

OLED and UHD 4K have joined forces to deliver our most advanced display

yet. With the combination of a new type of display and the latest technology,

you’re not just watching TV, you’re part of every on-screen moment. The

presentation of entertainment in your home has achieved the true look and

feel of the fi nest cinema. Clearly, the future of home entertainment is here—

sharper, richer, and livelier than ever before.

LG’s exclusive WRGB OLED brings two million more sub-pixels to light than

conventional HD displays, showcasing stunning picture quality. With the

addition of a white subpixel, the 4 Color Pixel technology enhances both color

range and accuracy for a picture more realistic than ever before. And now, LG

has combined the revolutionary OLED display with UHD 4K resolution that is

four times the resolution of Full HD. With a staggering 8.3 million pixels, you

can enjoy incredibly vivid colors and picture details as never before—even when

mere inches away. Feast your eyes on a masterpiece of design and performance.

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Global Mobile Reference Guide

Job: Global Mobile is a new company that branched off from LSN

Mobile—a mobile marketing solutions company. The owner wanted to

develop a white paper “one-sheet” to easily communicate his services.

Intent: The concept of the company is a little difficult to understand at

first glance. Our client wanted a succinct piece to explain all aspects of the

company in simplistic terms that everyday individuals can grasp.

Participation: I was instrumental in developing the new brand direction,

creating the simple concept and writing all the copy for this one-sheet and

subsequent materials.

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See our rate card with the menu of options, email us at sales@globalmobile.mobi or call (678) 366-1302 so we can help customize an offer today.

Add a mobile edge toyour existing advertising

Customizable, easy-to-remember mobile platforms

Offer local deals and promotions to consumers, driving immediate sales and in-store traffic.

Provide consumers with contests and polling, initiating mobile engagement and building brand awareness.

And With Global Mobile, the solutions don’t stop there.Add a la carte options based on your needs—for a deeper connection to consumers. Include features like a mobile website, geotargeting based on location, and database building that gives you access to your customers and their specifics.

There’s even TXT Tuesday, a unique campaign that’s a great way to promote your offers and drive consumer engagement.

SMARTPHONE MOBILE MARKETING SOLUTIONS MADE EASY!

ADD MOBILE TO EXISTING ADS

CONSUMERS ENGAGE FOR OFFERS

YOU GET A BOOST IN SALES

Deal!*SHOPMART??

+ =

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Inside the Athletic Grind Website Content

Job: A new company launched their mobile website and needed a tagline

to use across all platforms and website messaging that spoke to their

audience about their goals and brand substance.

Intent: Craft multiple tagine options and write a 30-second Elevator Pitch

that would be used as the website messaging.

Copy: Tagline: Igniting the Future of Athletes

Inside the Athletic Grind is an online sports media brand geared towards

guiding aspiring athletes and entrepreneurs on their path to greatness.

Our MissionInside the Athletic Grind is a gateway to the lives of your modern day heroes. It is a place where true stories are not only told by the athletes who lived them but by your everyday grinder—where inspiration and motivation come in scores. Experience the passion, struggle, and soul they poured into each endeavor, and let it guide you to your own measure of greatness. Now is your turn in the spotlight. Get on your grind by getting on ours.

Headline Options:Step into their Soles

From the Soles of the Athletes

Where Their Sweat Becomes Our Ink

Igniting the Future of AthletesA Guide to Greatness, From the Hearts of our Heroes

Where Fame and Glory Start as a Story

Seize the Stories of Success

Dust Off Their Dreams and Live Them Anew

Legends from the Asphalt

A win is not told by a scoreboard, but by the words of the people who lived them.

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c3 Communications Ad

Job: Design an ad for c3, a public relations firm based in San Diego, with

the goal of driving new business and increasing brand awareness.

Intent: Create an ad that is subtle yet powerful, relaying the message that

no on is better in the industry. The client wanted to use symbolic imagery

that alluded to the saying “cream rises to the top.”

Participation: I worked closely with the client to ascertain their needs and

wants, and crafted the tagline and short copy for the ad.

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Personal Experience Blog Post

Project: I spent a year traveling and exploring the world—and found

myself wandering through Australia, New Zealand, Indonesia, Southeast

Asia, China, Hong Kong, and Japan. Along the way, I wrote a blog of my

journey so I could share and remember the experiences that moved me.

This is an excerpt from my blog written in Angkor Wat, Cambodia:

As the rain started lightly tinking the makeshift ceiling of our Tuk Tuk, we arrived at about 5am and waited—mosquitos thoroughly enjoying our patient legs—as the morning began its ascent. The sun rose and a myriad of pinks and oranges surrounded the clouds and the dark outlines of the 12th century temple, a 7th wonder of the ancient world. Its contours, at first blurred and obscure from the darkness, became sharp and wondrous before our eyes. Ruins in heaps piled high, thick moss claiming the surfaces—fluorescent green vibrant against the broken, bleak gray stone. The many different, simple shapes each fit together like a child’s building blocks. Instead of Legos, we had stones; instead of a playground, we had Angkor Wat.

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Thank You,I appreciate you taking the time to read through my

collection of work. I hope you found something you liked.

I want to thank all of my coworkers and clients who have

worked passionately with me on these projects. If you have

any feedback, please do share! I value the opinions of others

within the industry, who set the bar high and inspire me to

keep writing every day.

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+1 (858) 395.9998kaelafriedman@gmail.com