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MY WORK

These are some words I've written. Read responsibly.

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ARTICLES

Here, you’ll see some articles written for Loot Crate’s monthly magazine. These articles, much like the crates themselves, are “by geeks for geeks,” and each follows along with the theme of the crate. Back when we had an editor who wasn’t me, I pitched a series of fun “How To” articles — more as entertainment than actual practical advice, of course. I worked with some of our in-house designers and illustrators to give the articles an infographic style that would really help the parody hit home.

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ADS

Need people to buy your stuff? Yeah, I do that, too. Here are a few examples of ads I've written for Facebook and Instagram. Having a really authentic, fan-centric tone really helped these ads perform.

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PRODUCT DESCRIPTIONS

The company I’ve spent the last four years writing for ships pop culture products in a box every month. So that means I write a lot of product descriptions. A lot. Like, whatever number you’re thinking of right now? Double it and then add seven more for good measure. According to our brand guidelines (I wrote those, too), our voice is always fun, informative, and a little bit funny. We make references, sure, but we’re never out to prove we’re the geekiest people in the room. Our personalities do that for us anyway. The following are a few descriptions for a few different products, just to give you an idea of the style and the range of items we send out on a monthly basis.

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EMAILS

Now I’d like to show you a few emails. 


This first one was part of a win-back campaign. We tried a few different approaches, but this was not only my personal favorite, it was our best performing test! People like it when you’re funny. Or they’re just lonely. Hard to say. 

As you might’ve guessed, the next one was for a new product launch: Fallout Crate. The Fallout video game series isn’t just popular for its post-nuclear (Bethesda’s not a fan of “post-apocalyptic”) setting. It’s also full of snark. My goal was to incorporate a bit of that while also getting across that: A) we have a new product, B) there’s some cool stuff in it, and C) you can get a free bonus item if you subscribe for longer. 

It was one of our most successful product launches!

This last one was… a strange case. As you may remember, there was some major flooding in Texas a short while back. Well, we’d put out a Halo Crate with the theme “Flood Warning” (the Flood were a parasitic alien enemy in the game). Total coincidence. So we talked to our partners at 343 (makers of Halo) and decided on a name change for the theme. To make sure no one got confused, we put together a quick email for our subscribers clarifying the situation.

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WEB COPY

Here are a few landing pages for some different brands. In each of these cases, my goal was to speak to different audiences in an "authentic" voice that represented the brands they loved, while also communicating value propositions clearly, and fitting a pre-determined template.

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BLOG POSTS

The following was an article rewrite done for a company looking to rebrand themselves as edgy and hip.


25gb Free For Students

There is literally no catch

    Did you read the headline? That's it. If you're a student with a .edu email address (or, y'know, a k12.state.us, ac.uk, or schools.nyc.gov address if you wanna get all technical or whatever) and you sign up, we will give you 25gb of free cloud space. There's no catch. You don't have to earn points, you don't have to refer anybody (but, c'mon, we're awesome, you should), and you don't even need to take some boring survey about clouds. Which is good because, let's face it, you know nothing about clouds. They're just hanging up there all ominous and occasionally they dump water on you and nobody even questions it. Sheep.


    Why are we doing this? No idea. We're irresponsibly nice. Recently, we gave all our existing users a bump from 5gb of free space to 10gb of free space. And everyone was just like "yes, we totally deserve that for all the nothing we do." 


    Oh and Existing Users? Keep an eye on your inboxes. We'll be sending out a link for you to claim your additional 15gb really soon. Because we believe in equality, dammit. This is America. You can't tell, but we just saluted a flag and threw more free space at the huddled masses while a bald eagle sang the national anthem. Oh say can you see… a bald eagle singing the national anthem? Yes. We just did.


    So now you all have 25gb of space that you can use for whatever you want. Assignments, projects, design docs, videos, all those creepy photos you take… Whatever. Seriously. You can even store stuff from your smartphone. We've got some recently updated apps for Android and iOS because we're prepared for everything.


    Now go SIGN UP. Do it. Because, let's face it. Computers crash. External hard drives stop working if you look at them wrong (shut up, we did experiments). And there's a pretty high chance that, one day, you'll drop your phone in the toilet (and every time you take a call after that, you'll know). So sign up and then continue to visit our blog. We're also on Facebook and Twitter, socializing like a mofo. Tell your friends.


    - The Team at _____________

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Here’s a post I wrote for my own blog. It’s great. 


Drive


When I was 16 years old, my parents hired a driving instructor to teach me how to drive. His name was Bob.


My first interaction with Bob would come to set the tone for all of our adventures together. He pulled into my driveway with his red Camry and told me to get in. Now, for those of you who don't know-- and I, at the time, did not-- driving instructors have a second brake pedal installed on the passenger's side in case of emergencies. I didn't even know that was possible. To me, it just seemed like a weird footrest.


For the next few minutes, Bob tried desperately to get the car to move. It wouldn't budge. He stepped on the gas. He adjusted every possible gear and lever he had at his disposal. He cursed loudly. And, finally, he widened his eyes and snapped his gaze onto me. 


"Are you pressing the brake?"


"No!... Yes. Yes, I am, Bob. I don't know why I said no. In my defense--"


"Get your foot off the pedal."


"Okay, Bob."


And then we drove away.


For the first time, I looked into the back and I noticed a quivering fat boy sitting there quietly. Naturally, I asked "hey, Bob, why is there a kid in the back of your car?" 


"That's William. He's a student."


"Hi, Will."


(SILENCE)


And then we dropped William off at home. In spite of the fact that I always had my lesson at the same time on the same day every week, I never saw William again. To his credit, William was a master of stealth and camouflage and I often imagine that he went on to be a super spy.


Regardless, Bob eventually let me drive the car. I remember my first time driving with Bob very clearly. I remember it clearly because of one very specific moment. A moment that went something like this:


"Keep going. Nice and easy."


"Bob--"


"Check your mirrors every five to eight--"


"Bob--"


"--Seconds and brake before you turn--"


"Hey, Bob--"


"WHAT?!"


"There's a squirrel in the center of the road, Bob. What should I do?"


"Just keep going. He'll move."

"He's not moving, Bob!"


"He will! Just keep--"


"BOB! HE DIDN'T MOVE AND NOW HE'LL NEVER MOVE AGAIN!"


"PULL OVER!"


And that's how I killed a squirrel the first time I drove a car. I never trusted Bob again after that.


Bob taught me for a couple months and, honestly, I wasn't too terrible a driver. We had our disagreements on how certain things should be done. For example, there was that one time I was driving on the highway and Bob caught me sidling up to an eighteen wheeler and he asked me what I was doing and I replied "the fast and the furious" and he yelled at me. And there was also the fact that every week he asked me if I watched hockey and every week he was unreasonably upset that I told him I wasn't some maple-syrup-drinking Canadian. But, generally speaking, things were going well.


I took the driving test 3 times and failed twice. The first time I failed, it was for no apparent reason. I did everything perfectly. I even managed to parallel park with the utmost precision in spite of the fact that my tester was a whale of a woman whose girth completely blocked both windows on the passenger side of the car. But she failed me. Her reasoning? "You looked back when you reversed. You're supposed to use the rear view mirror." To which I mumbled "you were supposed to eat the salad not the bakery next door."


The second time I failed with the exact same tester. This time I was "too close to the cone." Did I hit the cone? No. But I was within 6 inches of the cone and that was apparently "too close." I tried to reason with the behemoth, saying "but, ma'am, the cone is supposed to represent the curb and, even if I did hit the curb-- which you admit I did not-- that wouldn't actually damage my vehicle or the curb!"


But she was unswayed by my words, as I imagine she was also unswayed by most things that sway people of average proportions.


The third time I asked for a new tester. I'll admit that I wasn't having the best day. I nudged one of the cones. And guess what? He didn't even give a fuck. He just looked at me and said "You passed and I gotta go to the bathroom." And then he was gone...like some ethereal sprite that needed to pinch a loaf...


Which left me with Bob. I looked at him and held up the sheet that said I passed. 


"Bob."


"Yes, Mr. Mahtani?"


"We are equals now, Bob."


"No."


We went to the DMV and I got my provisional license. Two days later, while driving back from the mall on my own at night, a dumbass with no headlights on swerved into my lane as I was turning onto the road and I ended up driving onto the divider. Where I stayed for five minutes as I yelled "fuuuuuuuuuuuuuuuuuuuck!" and other drivers probably said "what's that dude doing on the divider?"


And that's the story of how I got my license.

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