Gabe the writer, at a glance.

It’s like instagram stalking me but with professional stuff.

Currently at: Macy’s - Manager, Editorial Voice

I’m lucky to run the Editorial Voice for Macy’s.

This means that I create and oversee all consumer facing writing featured across all organic and paid channels along with concepts and scripts for seasonal campaigns and digital video.

Since my joining in Oct 2020, there has been double and triple digit increases in both engagement and direct sales from social media posts.

You can see all my work across the Macy’s social channels. Check out everything I worked on back before I went to the dark (client) side below!

Pepsi
One of my first big projects was with Pepsi. They asked us to think of innovative ways to show the Pepsi logo during the Pepsi Zero Sugar Super Bowl LI Halftime Show. We leveraged Gaga’s existing relationship with Intel to use their drones and wirelessly controlled audience lights. Watch the whole show here.

Lays
Internationally, Lay’s released their Tear and Share bag. I was responsible for creating a series of quick, social ads, along with new TV Endcards for existing commercials. Watch the rest here.

Macy’s
Macy’s asked us to help remind everyone that all of their Cosmetics employees are makeup also experts who can answer any and all of your questions. We created a series of makeup tutorials featuring real Macy’s employees. See them all here.

St~Germain
St~Germain threw a huge summer party celebrating the liquor and the craftsmanship that goes into every bottle. We created a series of how-to cocktail videos for social media at the event along with social, digital, and influencer content to promote the brand. See all the cocktail videos + the instagram video we made here.

Dunkin’ x Waze
Dunkin’ and Waze teamed up with the Joy in Childhood Foundation to create a custom voice pack for Waze users featuring the voices of kids who have worked with the charity.

Winner of the 2020 Best Advocacy Voice Skill or Action, Best of Show Voice Skill or Action Internet Advertising Competition (IAC) Award.

M&Ms x Amazon’s Making the Cut
M&M’s and Amazon teamed up to promote Amazon’s new show Making the Cut and M&M’s as the ideal streaming snack. We recut Amazon’s trailer and added Red and Yellow’s commentary/jokes.

Vogue
I have also been fortunate to work with Vogue creating and styling for both still life and on-model shoots across various imprints including a cover story for Vogue CS and multiple spreads for Vogue China and Vogue Me. See more here.

In closing:
If you’ve gotten this far, drop me a line here.

These are some of my favorite things I’ve made but the vast majority of my work has been creating simple, quick, and effective social media campaigns for Dunkin' which mainly consisted of radio spots, video (for Instagram, YouTube, etc), Instagram/Snapchat Stories, Twitter/copy only content (polls, etc), and (sometimes) simple TV :15s.

I’ve included a few below, if you really want to see more, hit me up.

(click the links below or the videos in the gallery)
Burrito Bowl :15 TV Spot | Free Donut Friday | Peeps x Dunkin’ One, Two, Three | St. Patrick’s Day | Brutally Murdered Scripts I Love