Sabra Morris
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Ads

Short-form copywriting may be the most difficult pursuit of them all. How do you get big ideas across in the smallest amount of text? Hemingway had it figured out. I think part of his formula involved a sense of understatement and profound honesty. No matter the client, I try to approach my ad writing with those goals in mind.

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McDonald's

food & Beverage

Back when McDonald's began offering healthier choices in Happy Meals, they also sought out local companies to provide fresh produce and other foods. Because 80 percent of Hawaii's food supply is shipped in from other places, this could have proved to be a challenge. Meadow Gold Dairies, a local Hawaii company, answered by becoming the local milk provider. This ad was created to announce both the partnership and the new Happy Meal offerings.

 
 

USGBC Hawaii

Sustainability

The Hawaii chapter of the United States Green Building Council (USGBC) approached me to help create an advertising and editorial campaign designed to help it recruit new members. Instead of stressing the benefits of membership (of which there are many), I chose to appeal to the "why" of membership: the shared vision of sustainability members and non-members hold.

 
 

Montage Residences Kapalua Bay

luxury real estate

The Montage brand isn't about luxury for luxury's sake: It's about finding a place in the world to enjoy what really matters in life: time with family and friends. This ad was designed around the concept of memory-making. Some of the best memories we have, including childhood milestones, happen while on vacation. This piece (the first in a year-long campaign series) was created to show the potential of a second home at Montage to be a place where families could spend time together and grow, literally and figuratively, through the years.