http://www.callmechops.com/home daily 1.0 2016-02-12 https://images.squarespace-cdn.com/content/v1/569ac1007086d768fdee54e0/1453443274507-915QV049FMKOREO0LLVN/copywriting-e-on-touch.jpg Rory Carroll - Copywriter - San Francisco https://images.squarespace-cdn.com/content/v1/569ac1007086d768fdee54e0/1452986420766-6L4LAU4BXY4HUSPOAGHP/image-asset.jpeg Rory Carroll - Copywriter - San Francisco https://images.squarespace-cdn.com/content/v1/569ac1007086d768fdee54e0/1454197650762-6U3BINIM35YHVJ7X15W0/image-asset.jpeg Rory Carroll - Copywriter - San Francisco https://images.squarespace-cdn.com/content/v1/569ac1007086d768fdee54e0/1454204173546-39EWOLKN1GM07Z1HZWAM/banner-opt2.jpg Rory Carroll - Copywriter - San Francisco http://www.callmechops.com/contact-me daily 0.75 2016-02-12 http://www.callmechops.com/about-me daily 0.75 2016-01-29 http://www.callmechops.com/sony-global-web-copy daily 0.75 2016-02-02 https://images.squarespace-cdn.com/content/v1/569ac1007086d768fdee54e0/1454448710145-J4HVQBSODBTUQTH6UGBE/01_PDP_SRS_X99_V27_CROP.jpg Sony Global Each product page distilled complex technological ideas into punchy, benefit-led marketing copy. https://images.squarespace-cdn.com/content/v1/569ac1007086d768fdee54e0/1454448775690-HQFF2QCBJZ8VMWWHBN2I/Product-Feature-Benefits_SRS-X99_CROP_1.jpg Sony Global Want to know more about the product's inner workings? The features section has you covered, diving deeper into the component technologies - without diluting the main page's key marketing messages. https://images.squarespace-cdn.com/content/v1/569ac1007086d768fdee54e0/1454448711434-MIYMO17HCP935HP1DJJC/02.1_CES_2014_CROP.png Sony Global Campaign pages for two of the world's biggest technology events, IFA and CES, became mainstays of my work with Sony... https://images.squarespace-cdn.com/content/v1/569ac1007086d768fdee54e0/1454448708947-UR5VSKXOCVNJGSMJ5IAA/02.2_IFA_2015_V14-2_CROP.jpg Sony Global ... the pages showcased the company's new products, generating consumer interest and supporting Sony's global keynote addresses. https://images.squarespace-cdn.com/content/v1/569ac1007086d768fdee54e0/1454448707806-W7CQ8GHXBRTAJFRLZHAH/03_Car_audio_OOF_V06_CROP.jpg Sony Global My campaign page work extended beyond major electronics events. When Sony brought High-Resolution quality audio to cars - a world first for in-car audio - I crafted a page to showcase the consumer benefits. https://images.squarespace-cdn.com/content/v1/569ac1007086d768fdee54e0/1454448707871-TPBJM1AEEICHC19JTPIX/04_SRS-X99-Desktop_Banner_CROPS.jpg Sony Global Additional on-site marketing collateral for key products and campaigns - such as the banner for Sony's high-end wireless speaker, shown above - also fell within my creative remit. http://www.callmechops.com/star-wars-smilers daily 0.75 2016-02-03 https://images.squarespace-cdn.com/content/v1/569ac1007086d768fdee54e0/1454199795154-YM8ACW9D8Y2VNSLRLXZK/01_Homepage_Banner-005.jpg Star Wars Smilers A bold, eye-catching homepage banner informed Royal Mail customers about the Star Wars campaign. https://images.squarespace-cdn.com/content/v1/569ac1007086d768fdee54e0/1454199639147-YUSW6PM1PSQHMFSE0JPA/02_Campaign_Page_v12.jpg Star Wars Smilers New Republic or First Order? Customers' stamp purchases would decide the fate of the galaxy, with the campaign page displaying the battle's progress. https://images.squarespace-cdn.com/content/v1/569ac1007086d768fdee54e0/1454199639195-14HTGNW2RBV4NTIFJD8R/05.1_MPU_Light_Gen.jpg Star Wars Smilers MPUs captured the imagination of customers visiting other areas of the Royal Mail site, encouraging them to purchase stamps and join the battle. https://images.squarespace-cdn.com/content/v1/569ac1007086d768fdee54e0/1454199639281-TJOY7QZ6Z4L1JZBQ83VZ/05.2_MPU_Dark.jpg Star Wars Smilers https://images.squarespace-cdn.com/content/v1/569ac1007086d768fdee54e0/1454530935951-EJ8HA66G2R4FXFA4W911/03_RoyalMail_StarWars_Email_Marketing-006.jpg Star Wars Smilers Registered customers received the campaign's main marketing email. Strong CTAs and even stronger ties to the franchise's history were key to maximising conversion rates. https://images.squarespace-cdn.com/content/v1/569ac1007086d768fdee54e0/1454199566863-MXY7KO8G5TM9OAPNMEGW/04.1_Email_LightSide-003.jpg Star Wars Smilers Tailored emails, written in the style of Star Wars characters, were sent to customers based on their stamp purchase. Those embracing the light side of the Force received an email from Finn... https://images.squarespace-cdn.com/content/v1/569ac1007086d768fdee54e0/1454199567292-G6XF9FNALROHGJKA2KJU/04.1_Email_DarkSide-003.jpg Star Wars Smilers ... while those who fell to the Dark Side were contacted by Kylo Renn. https://images.squarespace-cdn.com/content/v1/569ac1007086d768fdee54e0/1454199566580-38174OID9CSG8OZA4SYO/04.1_Email_BothSide-003.jpg Star Wars Smilers The ability to support both sides of the Force presented a unique problem. Thankfully, I was able to call upon the services of everyone's favourite galactic bounty hunter, Boba Fett, for help. http://www.callmechops.com/tourism-ireland daily 0.75 2016-02-02 https://images.squarespace-cdn.com/content/v1/569ac1007086d768fdee54e0/1454453216865-NS7LNK90OZZGM0M4QH3E/01_TI_Community_TOP.jpg TI: Community Posting online can be daunting - particularly for new users - so I crafted a warm, welcoming introduction statement that set the tone for the community. https://images.squarespace-cdn.com/content/v1/569ac1007086d768fdee54e0/1454453217005-Q5761MPBRZ0LTOA09LEX/02_TI_Community_DESTINATIONS.jpg TI: Community The community itself was a relatively new venture for Tourism Ireland, so it needed to be as easily navigable as possible... https://images.squarespace-cdn.com/content/v1/569ac1007086d768fdee54e0/1454453216571-0K9BVWYGWP5DVFWSV39A/03_TI_Community_TRAVEL+INFO.jpg TI: Community ... clear, themed headings with strong contextual statements were used, so people could find answers (and ask questions) with maximum ease. https://images.squarespace-cdn.com/content/v1/569ac1007086d768fdee54e0/1454453216410-QEIOG3XN1TQEGDPAG5O5/TI+house+rules.jpg TI: Community I didn't want the house rules to read like a series of 'thou shalt nots,' so I employed the site's existing tone to ensure serious messages were couched in friendly language. https://images.squarespace-cdn.com/content/v1/569ac1007086d768fdee54e0/1454453216074-DPYRSXLY40FJV4J8N6JV/TI+community+promo+2.jpg TI: Community The next phase? Signposting users to to related community content (and the community itself) from other areas of the site. http://www.callmechops.com/music-journalism daily 0.75 2016-02-02 https://images.squarespace-cdn.com/content/v1/569ac1007086d768fdee54e0/1454201300211-M43S4L3UU0JSX79U0PXI/01_Artrocker.jpg Music Journalism My print feature with British Mercury Music Award nominees, Metronomy. https://images.squarespace-cdn.com/content/v1/569ac1007086d768fdee54e0/1454201300286-ZWXYWPEUT1O03FZ7Q4HW/02_Artrocker.jpg Music Journalism ... and another print feature - this time with Graham Coxon, solo artist and guitarist with Blur. https://images.squarespace-cdn.com/content/v1/569ac1007086d768fdee54e0/1454201300998-VCA0BCPVTSI9UAJXVC14/04_Artrocker.jpg Music Journalism I also regularly contributed single and album reviews, live reviews, interviews and photo blogs to Artrocker's website. https://images.squarespace-cdn.com/content/v1/569ac1007086d768fdee54e0/1454201300988-UL4AHE73BGAGJJAKT9IR/05_Artrocker.jpg Music Journalism https://images.squarespace-cdn.com/content/v1/569ac1007086d768fdee54e0/1454201301407-P8TBSMDUDJS5LHZUCPBU/06_Artrocker.jpg Music Journalism http://www.callmechops.com/eon-touch daily 0.75 2016-02-02 https://images.squarespace-cdn.com/content/v1/569ac1007086d768fdee54e0/1454202795749-CFJRI8BAWECDHJJQTNNA/e-on-1.jpg E.ON Touch The E.ON Touch app is designed to help people save money on their energy bills. https://images.squarespace-cdn.com/content/v1/569ac1007086d768fdee54e0/1454202795668-5R09J8YFT0B86RVQA5LO/e-on-2.jpg E.ON Touch Every facet of E.ON Touch aims to educate customers, empowering them to make smart decisions that reduce energy consumption and save them money. https://images.squarespace-cdn.com/content/v1/569ac1007086d768fdee54e0/1454202796166-8YDEPO1E790RDBD4VW52/e-on-3.jpg E.ON Touch E.ON wanted their guidance statements to feel helpful rather than judgemental, so I deliberately kept the copy punchy and the language friendly. https://images.squarespace-cdn.com/content/v1/569ac1007086d768fdee54e0/1454202796197-QMSU2UN3KVOL5O4PKJX0/e-on-4.jpg E.ON Touch I also worked alongside developers and designers to streamline content on some of the app's main screens (such as the one above). http://www.callmechops.com/kaspersky-one-web-copy daily 0.75 2016-02-09 https://images.squarespace-cdn.com/content/v1/569ac1007086d768fdee54e0/1454200865650-SGG09Z24NWH9D6FXOEF6/01_Kaspersky.jpg Kaspersky One The Kaspersky One microsite's central hub introduced customers to two characters: Nicky and Daniel. https://images.squarespace-cdn.com/content/v1/569ac1007086d768fdee54e0/1454200865721-F0FVDW9PNY2AGMUCWNOG/02_Kaspersky.jpg Kaspersky One Each character had a dedicated page that highlighted their prized possessions. Nicky's captured her jet setting lifestyle... https://images.squarespace-cdn.com/content/v1/569ac1007086d768fdee54e0/1454200866234-0VZHIENVF074SX67EJGF/03_Kaspersky.jpg Kaspersky One ... while Daniel's showcased his passion for music. https://images.squarespace-cdn.com/content/v1/569ac1007086d768fdee54e0/1454200866231-SF490TMOOTPIQ4P212EQ/05_Kaspersky.jpg Kaspersky One I crafted unique stories for each item on display. The challenge was to capture the character's personality, while still tying the story back to the central benefit of the Kaspersky One software. http://www.callmechops.com/read-me daily 0.75 2025-05-12 https://images.squarespace-cdn.com/content/v1/5310cef7e4b08602cbfa36bf/1412689652885-P9TPK298WCTZU748L0SG/Lifestyle03.jpg Read Me