Downtown Los Angeles Billboard1
Ace Hotel DTLA closed January 31, 2024. I wrote copy for the exterior billboard, leaving the storied neighborhood with love, 14 feet high. I also wrote the social copy announcing the closure, which became the most-liked post in Ace’s social history and was read aloud on the news.
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Gossamer Print Ad2
The 420-friendly folks at the publication Gossamer had a half-inch hole drilled through the center of Vol. 8. Graphic designer Joe Tavares and I came up with this psychedelic CD concept that linked out to a real playlist, good for getting high to.
Ace Hotel Room Sale3
Concept and copy for suite of sale social campaign assets and corresponding mailer, inspired by old telethons. (Here’s a free idea for you: the original pitch for “Hotelethon” was rejected.) Working alongside graphic designer Bettina Garofolo, I storyboarded the execution of the ad. It drove acehotel.com’s single highest day of traffic. Beep beep.3
Ace Hotel Sydney
Record Collection Signage4
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1https://www.instagram.com/p/C2xuA8JygmX/?img_index=1
2https://www.gossamer.co/
3https://drive.google.com/file/d/1axTfQo-1X4JEs2t4qSk9mvSZ-uJAE5g4/view?usp=drive_link
4 https://acehotel.com/sydney/
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As You Are Brooklyn
Valentine’s Day5
Brooklyn’s own Pat Benatar inspired the copy for this sweet, delicately somber Valentine’s Day dinner, made with graphic designer Sarah Kennedy.
“Tomorrow arrives today. Ace Hotel Toronto’s preview period starts now. Our rooms in all their arcadian wonder are ready for far-flung friends and new neighbours alike. The official ribbon will be cut July 26, when The Lobby welcomes the world. @aldertoronto, helmed by the inimitable Chef @patrickkriss, opens for dinner soon.
Ingenious types and provocateurs with off-the-wall ideas have long made Toronto their home. It’s the place where the electric lightbulb was invented; where The Body Politic and General Idea changed the city, then the world. We are feeling over the moon to be here too.”
“Feel the future. Toronto, the time has come.
Microcosm of the world, Toronto is a place that contains and thrives in multitudes. The city’s legendary punk scene birthed queercore and Fifth Column. Prince was a fan and one-time resident. Luminaries we like to pay attention to — Mary Pickford, Peaches, Frank Gehry and Anne Carson — formed their first ideas here too. With a deep DIY ethos and embrace of the avant-garde, Toronto forged a kernel of utopia.
Built from the ground up by Shim-Sutcliffe Architects and featuring live-fire cooking by Chef @patrickkriss, Ace Hotel Toronto is a civic space animated by a legacy of homegrown magic. It is meant for gathering and trading in words, intimacies and bright ideas. Stop by, meet your people and light the thing up with us. A new destiny is now.”6
Ingenious types and provocateurs with off-the-wall ideas have long made Toronto their home. It’s the place where the electric lightbulb was invented; where The Body Politic and General Idea changed the city, then the world. We are feeling over the moon to be here too.”
“Feel the future. Toronto, the time has come.
Microcosm of the world, Toronto is a place that contains and thrives in multitudes. The city’s legendary punk scene birthed queercore and Fifth Column. Prince was a fan and one-time resident. Luminaries we like to pay attention to — Mary Pickford, Peaches, Frank Gehry and Anne Carson — formed their first ideas here too. With a deep DIY ethos and embrace of the avant-garde, Toronto forged a kernel of utopia.
Built from the ground up by Shim-Sutcliffe Architects and featuring live-fire cooking by Chef @patrickkriss, Ace Hotel Toronto is a civic space animated by a legacy of homegrown magic. It is meant for gathering and trading in words, intimacies and bright ideas. Stop by, meet your people and light the thing up with us. A new destiny is now.”6
Ace Hotel DTLA & Palm Springs
Go For Gold7
An ode to California. Short excerpt from a campaign I wrote to get bodies into Sunshine State beds.
“It’s the season where decisions come easy. Less clothes, more electrolytes, less email, more abandon. Where time wasted becomes time well spent. It’s California’s kind of season.”7
5 https://www.asyouarebk.com/
6 https://acehotel.com/toronto/
7 https://acehotel.com/los-angeles/ & https://acehotel.com/palm-springs/
Ace Hotel Surplus Sale 20238
I concepted and wrote the copy for Ace Shop’s surplus sale marketing campaign and mailer inspired by this weird article from 1959. I redressed the whole thing as Ace Shop Psychology and forecasted what a consumer’s purchase revealed about them. Graphic designer Jay Castruita did the whole thing justice. It made a lot of money.7
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Kiln Sydney9
“Kiln is a restaurant and bar led by Chef Mitch Orr. It is the crown of Ace Hotel Sydney, situated 18 stories above Surry Hills. Kiln is rooted in contemporary Australian cuisine and something we’re calling Italian-ish, with nods to Japan and Southeast Asia peppered throughout the menu.
Focused on high-quality regional produce, meats and seafood, Chef Mitch showcases his innovative-yet-unpretentious approach to cooking, taking dishes in novel directions and gleefully destroying the high-low dining dichotomy...”9
Focused on high-quality regional produce, meats and seafood, Chef Mitch showcases his innovative-yet-unpretentious approach to cooking, taking dishes in novel directions and gleefully destroying the high-low dining dichotomy...”9
Ace Hotel
New Year’s Mailer10
It was the New Year and I was feeling optimistic. So I shared that in an email with 500,000 friends who subscribe.
“Not all of us are hardened resolution makers here at Ace. But there is a certain je ne sais quoi about the idea of the New Year that makes us feel like whatever the thing is, maybe we can finally do it.
It’s all about being in the big picture, seeing things wide-screen from the start, holding out for summer sun in the dead of winter — the small stuff hasn’t had time to settle yet so we’re certainly not sweating it. We hope you feel it, too. Should we act on it together?”10
It’s all about being in the big picture, seeing things wide-screen from the start, holding out for summer sun in the dead of winter — the small stuff hasn’t had time to settle yet so we’re certainly not sweating it. We hope you feel it, too. Should we act on it together?”10
8 https://drive.google.com/file/d/1O8gxhM7qRvd-QMCLSMA31vo0JFZT_bQO/view
9 https://www.kilnsydney.com/
10 https://www.instagram.com/acehotel/
Social Copy
Words people liked.
“@acehoteltoronto, certified armchair expert.”11
“They say scent evokes the strongest memories. Our showers smell like yuzu and rosemary, thanks to @instauka. We hope the next time lucky winds carry you a whiff of either, you’ll think of us.”12
“We’ve been waiting for the moment we can call and say Kyoto’s arms are open to all. That time is finally this time — Japan is welcoming back adventurers of the world beginning on October 11. We couldn’t be happier to greet new friends and those we haven’t seen in a while at @acehotelkyoto. East meets West once more.”13
“Oh hey, that’s us. Design details by the great folk artist Samiro Yunoki who custom-created the font we use for our name. We think that’s pretty cool.”14
“Vive la maximalism.”15
“701 East Palm Canyon Drive. A place you can go, and also wear.”16
“This way to the weekend.”17
“For ideating newfangled notions and romantic reverie. There’s a seat for all in our salon.”18
“They say scent evokes the strongest memories. Our showers smell like yuzu and rosemary, thanks to @instauka. We hope the next time lucky winds carry you a whiff of either, you’ll think of us.”12
“We’ve been waiting for the moment we can call and say Kyoto’s arms are open to all. That time is finally this time — Japan is welcoming back adventurers of the world beginning on October 11. We couldn’t be happier to greet new friends and those we haven’t seen in a while at @acehotelkyoto. East meets West once more.”13
“Oh hey, that’s us. Design details by the great folk artist Samiro Yunoki who custom-created the font we use for our name. We think that’s pretty cool.”14
“Vive la maximalism.”15
“701 East Palm Canyon Drive. A place you can go, and also wear.”16
“This way to the weekend.”17
“For ideating newfangled notions and romantic reverie. There’s a seat for all in our salon.”18
14 https://www.instagram.com/p/CrQNIqkr-N_/?utm_source=ig_web_copy_link&igshid=MzRlODBiNWFlZA== 15 https://www.instagram.com/p/ChDcP8Cl3-n/?utm_source=ig_web_copy_link&igshid=MzRlODBiNWFlZA== 16 https://www.instagram.com/p/CtWoW0ysvnG/?utm_source=ig_web_copy_link&igshid=MzRlODBiNWFlZA== 17 https://www.instagram.com/p/Cg5QZeFsJd1/?utm_source=ig_web_copy_link&igshid=MzRlODBiNWFlZA== 18 https://www.instagram.com/p/Ctm2qo0sSXF/?utm_source=ig_web_copy_link&igshid=MzRlODBiNWFlZA==
