TV & Paid Social
No one watches instructionals for fun, so we decided to make something a little more eye-catching. The goat is real. The lobster isn’t.
CD: Frank Lipari Copywriters: Rowena Harris, James Mccaffery Art director: Dánica Conneely Director: Mike Diva Producer: Josh Shadid
The Yelp for Restaurants team spent a long time researching what their audience needed, consolidating their offerings, and preparing for a rebrand. The challenge ahead? Restaurateurs think of Yelp as only selling ads, plus the team wanted to build trust.
From 2015, I co-wrote Yelp’s first ever in house style guide and brand guidelines. I’ve co-owned and developed each iteration since, as well as Yelp’s UX writing guidelines and design principles.
I love radio. But in the post-irony-tried-to-make-it-sound-like-the-90s-world, you can’t just pull out a “Now you’ve got a friend in the diamond business!” line from nowhere. So, here’s how you might do it instead.
