Local Messaging for Whole Foods Market

This is one of my favorite bits of copy I’ve ever written. It was for a tote bag handed out at a farm festival, but it still gets used here and there for advertising local produce and things.

I decided to go with the British spelling of “travelled” instead of the American spelling because I was re-reading The Hobbit at the time and was feeling a bit whimsical. I thought it seemed a little more old-timey and magical that way.

We changed it later to match the original inspiration, The Road Not Taken by Robert Frost:

Two roads diverged in a yellow wood,
And sorry I could not travel both
And be one traveler, long I stood
And looked down one as far as I could
To where it bent in the undergrowth;

Then took the other, as just as fair,
And having perhaps the better claim
Because it was grassy and wanted wear,
Though as for that the passing there
Had worn them really about the same,

And both that morning equally lay
In leaves no step had trodden black.
Oh, I kept the first for another day!
Yet knowing how way leads on to way
I doubted if I should ever come back.

I shall be telling this with a sigh
Somewhere ages and ages hence:
Two roads diverged in a wood, and I,
I took the one less traveled by,
And that has made all the difference.

2013 Nike Women’s Marathon



The 2013 Nike Women’s Marathon was my first time taking a crack at the full 26.2 miles. The picture above is me at the finish.

Whole Foods Market was the co-sponsor this year and I worked on all of the copy. The line on the water barrel above is an example. One of the cool things we did was work with a company to provide water refill stations instead of handing out bottles of water.

The previous co-sponsor provided 30,000 disposable bottles, so I think it’s fair to say we kept out at least that many, considering the marathon was even bigger this year. Not too bad for a day’s work.

I’m a huge fan of experiential research; like if you’re working on a car campaign, you’d go out and drive the car you were writing about for a bit. Actually training for and running the marathon gave me a great perspective on what sort of messaging was appropriate and fun.



That One Time I Was in a Video with Reggie Watts

A few years ago (well, more than a few) I was working in a vintage store on Haight St. I used to rock these cool vintage suits and a director came in and scouted me to be the male lead in a video for the band Maktub.

I’m the dude in the brown suit.

Maktub was comedian Reggie Watts’ band. It’s a trip to see him having so much success with his unique comedy. He’s pretty much exactly like his act in real life.

I still don’t think my wife (girlfriend at the time) has quite forgiven me for not mentioning I had to make out with a model.

Whole Foods Market Culture Zine #3

CZ3The Culture Zine is one of my favorite projects to work on. I created this thing and I serve as the editor. This particular cover is my favorite. It was designed by Justin Devine, an incredible illustrator and sign maker at the Whole Foods Market Oakland store.

John Mackey’s book is featured on a pedestal. We happen to know he is a huge Lord of the Rings fan and apparently he got quite the chuckle out of this cover.

You should really check Justin’s website out: Sticks and Stones and Herringbones