Liz Newman Creative
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Copywriting

A variety of copywriting samples for you to peruse.

Role: Copywriter (Obvi)

Whether I’m extolling the virtues of snail mucin, personifying neglected laws, or raising awareness of peripheral artery disease, there’s no subject I won’t slay. Long form, short form, digital, print, radio, OOH, TVC, social copy, ads, websites, brand manifestos, editorial, B2C, B2B…I relentlessly chase the flashing cursor.

[Billboard copy: Ford Mustang]
SURGEON GENERAL’S WARNING: May cause pregnant women.

[Manifesto copy: Chevy Performance/Camaro]
CAMARO. In here, the landscape blurs. The road slices through the sky like a razor’s edge to reveal a state of pure exhilaration. Now the rate of your pulse is proportional to the pedal underfoot. You move with ferocity and grace. This is your time. Your place. To fly.

[Manifesto copy: Cadillac CT6 – Asia]
BEYOND THE SKY. Look above the clouds. See the potential. Rise like air. Even when you fall. Your aspirations are greater than your fears. Your focus is unwavering. Feet planted. Head held high. Imagination runs free. Anything is possible. There is no distinction between reality and dreams. Beyond the sky.

[Mood board: “Beyond the Sky”]

[Mood board: “Beyond the Sky”]

[Manifesto copy: Cadillac CT6 – Asia]
THE TRUTH IS IN THE FLOW. Be the pebble that wakes the pond. The ink that forms the words. The seed that spawns the tree. The brush stroke that paints the portrait. The spark that ignites the flame. The sun that melts the snow. The journey is in the destination. The truth is in the flow.

[Mood board: “The Truth is in the Flow”]

[Mood board: “The Truth is in the Flow”]

[Manifesto copy: Cadillac CT6 – Asia]
FORTUNE FAVORS THE BOLD. Fortune isn't about chance. It's about choice. It's the courage to live life on your own terms. Lead by example. Gain a wealth of knowledge from every experience. Have no regrets. Fortune isn't what you have. It's who you are. Fortune favors the bold.

[Mood board: “Fortune Favors the Bold”]

[Mood board: “Fortune Favors the Bold”]

[Billboard copy: Ford Mustang]
THE ONLY DONUTS COPS DISLIKE.

[Catalog copy excerpt: Chevy Camaro ZL1]
BEAUTY IN BEASTMODE: The shape is pure Camaro – and a breed apart. Its body is uniquely designed to maximize downforce, harnessing air pressure to press the tires against the road or track for optimal grip and control. Add details that even the diehards aren’t expecting, and you’ve got a masterpiece with the performance to match.

[Catalog copy excerpt: Chevy Camaro ZL1]
THE LEGEND IS REBORN. Just 69 were made. But millions never forgot the first and few original-production 1969 Camaro ZL1 models. These mythical racehorses are burned in memory like rubber on asphalt. Now the dream is reawakened in a machine that's so advanced, it sees the future in its rearview mirror.

[Ad copy: Chevy Army/Navy game sponsorship]
THE STRONGEST MUSCLE IS HEART. Chevrolet is proud to support America’s Game. Visit ChevySalutes.com to see all the ways Chevrolet continues to support the military.

[Manifesto copy: Camaro 50th anniversary]
IT NEVER GETS OLD. There are some things that never get old. A beautiful sunset. A random compliment. Christie Brinkley. And that feeling you get when you drive a Camaro. It's a feeling you can't describe. A feeling you can't get enough of. An obsession you won't understand until you drive one. It doesn't matter how old you are – or how old you get. You'll never forget driving a Camaro. After 50 years, it never gets old.

[Mood board: “It Never Gets Old”]

[Mood board: “It Never Gets Old”]

[Ad copy B2B: ElimineX]
WOULD YOU PAY $1 MILLION FOR A TURKEY SANDWICH? If one of your stores unknowingly sells food containing deadly Listeria, the answer could be yes. Every year in the United States, foods like deli salads, meats and cheese become contaminated with Listeria, costing approximately 2,500 serious illnesses and 500 deaths. Without an effective prevention program, your company could pay millions of dollars in food recall and litigation costs. Protect your business with the ElimineX program.

[Ad copy B2B: Ford Police Interceptor]
WHOEVER SAID CRIME DOESN’T PAY NEVER RODE IN THIS. Introducing the all-new next-generation Ford Police Interceptor. So advanced, it’s criminal.

[Web copy excerpt: chevy.com]
BEST IN CRAFT. Impala is a vision of the future that lives for today. Every contour. Every line. Every last detail. Handsomely sculpted. Thoughtfully designed. Tailored and refined. To provide a full-size car that fulfills every desire.

[Manifesto copy – Ford EcoSport global launch]
PUT YOURSELF ON THE MAP. You worked hard. You went to college. Now finish what you started. Don't worry about how you're going to do it. Just get an EcoSport. And do it. It's got clever capability. So you don't have to overthink. You can just do. And do-be-do-be-do to the beat of your own drum. If you're driven, EcoSport is driving. MyConnection will help you get there. Just push to start enhancing every moment. Fill up on life instead of fuel. Make your mark, but not a carbon footprint. Take a chance on everything but your safety. Yes, EcoSport can do. Now show the world what you can do with it. Put yourself on the map. And see what possibilities come your way.

[Mood board: “Put Yourself on the Map”]

[Mood board: “Put Yourself on the Map”]

[Long-form copy: Lofts at Rivertown] THE LOFTS AT RIVERTOWN LEGACY. The Lofts at Rivertown is one of the few surviving architectural and historical icons of late 19th century. More than a century later, this intimate community of true-to-life lofts…

[Long-form copy: Lofts at Rivertown]
THE LOFTS AT RIVERTOWN LEGACY. The Lofts at Rivertown is one of the few surviving architectural and historical icons of late 19th century. More than a century later, this intimate community of true-to-life lofts reveres the legacy of its first inhabitant, Frederick K. Stearns, as well as the artistic genius of its architects Frank Conger Baldwin (also a writer and civic leader), William Buck Stratton and the world-renowned Albert Kahn.

The Lofts at Rivertown is a product of the rich history of Frederick Stearns and his son Frederick K. Stearns, both major players in the growth of Detroit’s pharmaceutical industry. In 1855, the elder Stearns opened a retail drugstore in Detroit where he manufactured his own medicines in a backroom and was the first person to label medicine bottles with ingredients. In 1877, Stearns introduced Detroiters to the first telephone in the city — invented just 18 months earlier by Alexander Graham Bell — in his drugstore on Woodward and Larned. People flocked there for a first-hand look at the seemingly bizarre voice box that many believed was a hoax.

Frederick K. Stearns succeeded his father in the pharmaceutical business in 1887. In 1899, he commissioned the architectural firm of Stratton and Baldwin to construct a plant for Frederick Stearns & Company. The plant was built on three acres of farmland, originally part of the Beaufait Farm, for a projected cost of $85,000. This plant is today The Lofts at Rivertown.

In the early 20th century. Frederick Stearns & Company was growing rapidly, employing more than 2,000 workers in its heyday. To accommodate the budding company, architect Albert Kahn designed its addition in 1906, consisting of a massive 8-story reinforced concrete tower. In 1944, Frederick Stearns & Company was sold to the New York-based Sterling Drug Company, which ultimately closed the plant. The Stearns family also was known for their philanthropy and involvement in the educational community. The elder Frederick Stearns was one of the original curators of the Detroit Scientific Association and helped found the Detroit College of Medicine, which is now part of Wayne State University. His unrelenting passion for culture led him all over the world in search of artistic treasures, which included unusual, ancient musical instruments. When he died in 1907, his son donated his collection of 2.000 musical instruments to the University of Michigan. His gifts also became the core of the Detroit Institute of Arts collection of Oriental Art.

ARCHITECTURE

In addition to its rich history, The Lofts at Rivertown is architecturally significant. The firm of Stratton and Baldwin was prominent in Detroit’s arts and crafts movement of the 1920s. Master architect Albert Kahn designed the Fisher Building, the General Motors Building and numerous other structures for Ford Motor Company. He also designed the estate of Edsel Ford and the Cranbrook House in Bloomfield Hills (the former home of the Booth newspaper family). Leading members of the Bauhaus movement emulated Kahn’s aesthetic, which defined industrial architecture of the 20th century. The exterior is made of brick and stone, topped with Jacobean gables, finials and a clock visible from East Jefferson. Six bays of windows with limestone surrounds flank the pavilion. The complex is U-shaped and features both Jacobean and arts and crafts elements. The central bay contains a dramatic recessed stone entrance. In the center of the complex rises an eight-story industrial structure with large clusters of steel industrial windows. The building exemplifies the aesthetic union of arts and crafts and industrial architecture.

The Lofts at Rivertown was adopted in the National Register of Historic Places on Oct. 14. 1980.

Legend has it that every once in a while residents hear a distant phone clanging on the third floor. Hello…Stearns?