JOE AIMONETTI CREATIVE // COPYWRITER PORTFOLIO || 2014

MIAMI HEAT
Professional Work - MIAMI HEAT, Miami

ABOUT Starting the 2013-2014 NBA Season, the Miami HEAT needed a strong brand voice that could establish consistency throughout the many mediums NBA Teams must broadcast -- TV, Radio, Web, Social Media, Promotional, and InArena.

In 2013-2014, the Miami HEAT released a Throwback Black jersey to commemorate the early 90's HEAT teams. I was tasked with developing a microsite to help retail and social media activations.! ! Partnering with Senior Designer Manny Fabian and Web development agency EIGHTDAY, we came up with a great site featuring a passive banner video, custom poster art, and minimalist, yet effective, calls to action. ! I was the Creative Director on this project and provided copywriting and edited the passive video. ! To view the site live, visit: http://throwbackblack.com

In 2014, the Miami HEAT introduced the Name Collection, a special jersey that replaced the players' last names with their chosen nicknames. I was tasked with creating a microsite that sat in front of HEAT.com, introducing the Name Collection Jerseys to our fans. ! The site includes original artwork produced by Senior Designer Manny Fabian and Web development by Portland agency EIGHTDAY. My role was Creative Director and Copywriter and I edited the passive video at the top of the site.! ! The following are screen shots from each version of the responsive site. ! To visit the site live, go to: http://miamiheatnamecollection.com

DIGITAL ACTIVATIONS The Miami HEAT have one of the best social media and digital programs in sports. I was tasked with using Twitter, Instagram, and Facebook assets to advertise promotional, retail, and brand initiatives.

The 2013-2014 Name Collection campaign centered around the HEAT players choosing nicknames for the back of their jerseys one of the major retail pushes for the season. This was an Instagram and Facebook advertisement.

Banner promoting the Christmas Day Big Logo jerseys on the Miami HEAT retail store site.

The HEAT send out a weekly newsletter called Live!Wire. I was the primary author, often supporting promotional activations or player/team events, updates, or recaps.

Retail Copy for HEAT.com

Together We Rise was a headline I used for an internal presentation about the 2013-2014 creative direction. The brass liked it so much, they used as the title of the documentary about the 2012-2013 Championship run and Samsung used it for its Opening Night activation and hashtag.

Promotional Instagram Copy

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THE CREATIVE SUITE The 2013-2014 Season was the rst for the Miami HEAT to have an in-house creative team to execute the many activations needed throughout the season. A separate room was created in the HEAT ofces for ideation and collaboration. I wrote the rules for its usage.

SPORTS BUSINESS JOURNAL - ADVERTISEMENT I was entrusted to be the voice of the Miami HEAT, thanking Commissioner David Stern for his 30 years of service with the NBA. A version of this copy was also used for an in-arena tribute on Opening Night.

RETAIL ACTIVATIONS I concepted and wrote the copy for a retail thank you card that featured a pin and I wrote the copy for Street HEAT, a program that rewards fans on the street for repping the HEAT.
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Time Lapse -- Wheat Pasting LeBron

SPECIAL PROJECT: ART OF HEAT Catering to premium clients is a huge part of the Miami HEATs business. At the beginning of the season we threw an exclusive party for our elite partners. The players and coaching staff were in attendance and we unveiled our campaign looks for the coming season. With only 2 days until the event, my Senior Designer and I decided we needed to add to the event space. We ended up wheat pasting player images all over the space.

Time Lapse -- Wheat Pasting Bosh

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THIS IS REC LEAGUE

SPEC WORK

ABOUT I grew up playing basketball and after college recreational leagues became the go-to for my hoops x. The following is spec work singing the glorious quirkiness of the people, passion, and plays that make up pretty much any rec basketball league.

YOU ARE A WARRIOR, A BEACON OF COMPETITIVE PROWESS, OF SKILLFUL MASTERY, OF THE YEAH, I STILL GOT IT, ATTITUDE, A STALWART HOOPER THAT SETS THE BAR JUST ABOVE WAS THE 7TH MAN IN HIGH SCHOOL TO WON A DIVISION 3 INTRAMURAL CHAMPIONSHIP AND, AS THE OFF-KEY BUZZER RESONATES THROUGH THE BEVERLY CLEARY ELEMENTARY SCHOOL GYMNASIUM, SIGNALING THE END OF THE LAYUP LINE, THE ELBOW JUMPERS, AND THE HALF-COURT HOOK SHOT ATTEMPTS, BECAUSE GIVEN THE RIGHT SITUATION YOU NEVER KNOW, YOU TAKE YOUR LAST SIP OF ENGINEERED HUMAN SWEAT MARKETED AS SPORTS DRINK, TIGHTEN THE LACES ON YOUR NEWLY MINTED LEBRONS, AND SLOWLY STRUT TO CENTER COURT WITH A BRAVADO THAT EVEN SIMON COWELL WOULD COWER IN THE WAKE OF, BECAUSE YOU ARE THE LEADING SCORER IN THE METRO WEST OVER-30 DIVISION AND YOU ARE THE HEART OF REC LEAGUE.

THE HEART OF

REC LEAGUE

GOOD LUCK CHARMS

NOW IS THE TIME TO LACE UP YOUR SNEAKERS, THE ONES SO OLD YOU CANT REMEMBER WHEN YOU PURCHASED THEM, THE ONES YOU CANT REPLACE BECAUSE YOUR TEAM MADE IT TO THE LEAGUE SEMI-FINALS FOR THE FIRST TIME EVER THE YEAR YOU GOT THEM, SO EVERY YEAR YOU DIG THEM OUT OF YOUR CLOSET, EVEN THOUGH THE NIKE SYMBOL IS FALLING OFF, DESPITE THE LACES BEING BLACKENED WITH YEARS OF IN-GAME GATORADE SPILLS, A HODGEPODGE OF VARIOUS OPPONENTS SWEAT, AND GRIME FROM THAT DAY YOU HAD TO CHANGE THE OIL IN YOUR WIFES CAR AND FORGOT TO TAKE THEM OFF, IN SPITE OF THE LEATHER ON THE OUTSOLE SLOWLY PEELING AWAY, REVEALING THE INSIDES OF SHOE TECHNOLOGY THAT WAS THE HIGHLIGHT OF 2007, AND IGNORING THE FACT THAT YOUR TEAM FINISHED IN THE BOTTOM OF THE EASTSIDE DIVISION, OTHERWISE CALLED THE BASEMENT, OTHERWISE CALLED THE CELLAR, OTHERWISE CALLED WITH THE WIZARDS, FOR THE LAST 4 YEARS, BECAUSE YOU PAID YOUR MEMBERSHIP FEE, YOU WASHED YOUR JERSEY, AND THIS YEAR WILL BE DIFFERENT.

THE HEART OF

REC LEAGUE

DUNK ATTEMPTS

THE BALL JUST GOT DEFLECTED ON THE PERIMETER AND YOUR EYES LIGHT UP WITH ADRENALINE-FILLED EXCITEMENT, YOUR LEG MUSCLES PUMP EXTRA FAST, YOUR ARMS STRETCH JUST A LITTLE BIT FURTHER TO SECURE POSSESSION, SENDING THE FIRST BOUNCE TO HALF COURT, CATCHING UP ON THE SECOND BOUNCE, AND POUNDING THE ROCK AGAINST THE 3-POINT LINE AS YOUR EYES ZERO IN ON THE RIM, GLISTENING UNDER THE FLUORESCENT LIGHTS, WRAPPED IN AN INVITING SHADE OF DUNK ON ME ORANGE, BECKONING FOR A HIGHLIGHT-WORTHY MOMENT, AS YOUR TEAMMATES CRANE THEIR NECKS TO WATCH YOUR APPROACH, AS YOUR OPPONENTS GIVE UP THEIR PURSUIT TO WITNESS WHAT COULD VERY WELL BE THE EVENT OF THE SEASON, THE LEAD STORY IN THE DAILY GAZETTES REC LEAGUE SOUTH DIVISION ROUND-UP, THE TALK OF MCTARNAHANS BREW PUB FOR WEEKS TO COME, AS YOU SHUFFLE-STEP, GATHER, BREATHE, RISE, EXTEND, AND REALIZE THAT TODAY IS YOUR DAY, NOW IS YOUR MOMENT, AND YOU CAN DUNK, DAMMIT.
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ADIDAS NEO LABEL

Professional Work - HAPPYLUCKY, Portland

ABOUT Using the NEO brand voice, I created copy that rolled out globally (Germany, China, Russia) to adidas.com and the NEO homepage, retail, social media and digital activations, and sell-in decks at various stages in the approval process. The following examples are a collection of! headlines from the Fall/Winter 2013 Pants, Knitwear, and Jackets campaigns as well as work!published online.

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ZEPP
Professional Work - NONBOX, Portland

ABOUT As a freelance member of the Nonbox team in Portland, Oregon, I assisted in the rebranding efforts for ZEPP (formerly Golf Sense). After we solidied the new logo mark, we moved on to redesigning ZEPPs packaging. I provided the copy and assisted with the art direction. In the end, we created a completely modern package that wowed (and is now sold in) Apple Retail Stores.

THE DAVID BOWIE PROJECT

W+K 12 APPLICATION, DECEMBER 2012

ABOUT / ASSIGNMENT Tell todays youth, most of whom have heard of David Bowie but really dont know anything about him, why they should worship David Bowie. I had 2 days to complete the brief and present it to Wieden + Kennedy. From thousands, I was brought to a recruitment weekend of just 24.

PROCESS Worship is a natural function of being young. As we each come into ourselves, discovering icons to look up to makes the process a little easier. In them we and aspects to relate to, to emulate, and to worship. The David Bowie Project is the result of a search for modern iconicism. I wanted to separate worship from typical digital standards -- Twitter Followers, Facebook Friends, Likes, Repins, and +1s - and return to the roots of why we love our heroes. Worship is the reaction to feeling completely understood -- and Bowie Understands You. This was the thesis to the entire project. Of all the youthful conundrums running through the minds of kids, Bowie has got their back.

PRODUCTION -- Bowie Logo. Using the iconic album cover for Aladdin Sane, I created a stylized, angular graphic that would be easy for young people to recreate and distribute on their own. -- Website. The home of The David Bowie Project, http://thedavidbowieproject.org, contains the mantras that breed a worshiping attitude toward the new Bowie. Visitors can also download and print their own Bowie posters, purchase Bowie icon apparel and accessories, and leave messages for other Bowie fans. -- Flags. Using my homemade screen press, I created a series of small ags that were placed around Wieden + Kennedys corporate headquarters in Portland. -- Banner. The exclamation point on the project was a 12-foot banner that I hand-painted in my living room. It was then hung from the 6th oor of the Wieden + Kennedy corporate headquarters in Portland.

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THE LONG AND FUNNY

Published long form and humor copy from around the Web

ABOUT I worked for Apple Retail for 2 years as a sales leader and manager before moving into a freelance writing contract with CNET covering Apple news, notes, how-tos, and technical article. I also began producing humor pieces for popular sites online. The following work was published on CNET and other sites around the Web.

WHY PEOPLE LOVE TO HATE, LOVE TO LOVE, AND HATE TO LOVE APPLE
Apple, as it turns out, has become all things to everyone. It is the most reviled company on the planet daring to control its users by encompassing them in a suffocating walled garden, maliciously squashing its competition through litigation, and embodying the total of the worst of morality in its treatment of its Asian workforce. Apple, for many, is the worst. Those people love to hate Apple.

The nerds worry because in their perfect world, everyone is a programmer. There is no user interface. There is no iOS. No Siri. Just some code. And users manipulate that code. Users are in control. Not Apple. But now, to these people, Apple is in complete control. And thats not fair, or smart, or whatever negative connotation they associate with it. Then, you have the people whose jobs have been affected by technology from Apple. Newspapermen are almost gone. The record label industry is becoming less and less relevant. Any job that was once paper-centric seems to have a looming threat of digitalization hanging over its head, in large part due to Apples devices.

In general, you cant do much about the people that love to hate you. They will have their reasons, many of which are irrational, and almost always, they will refuse to have a civil conversation or debate about the sides of the argument. These people will not change their minds. Similarly, the people that love to love you will not change their minds. If your Maps app isnt up to snuff, theyll be critical perhaps, but understanding. They will buy your iPhone 5 and report as many problems as they encounter, knowing full well that those issues will be xed, and in the grand scheme of things, the effort is worth it. They will defend you on tech blog comment areas and wait in line for the next big product. But the people that hate to love you? They are the ones that will hear you out. They dont like some things, and love others. They will buy an iPhone but sing the praises of a PC (while secretly eyeing the MacBook Air every time they walk past an Apple Store). They will sing the praises of openness, citing Android and Linux, while simultaneously wishing video chat worked as easily for them as it does for iPhone users. Apple is changing the minds of hate to lovers every day. Thats why Apple is successful. Other technology and consumer electronics companies have no clue, and consequently, focus on the other two groups of people, missing opportunities left and right. I would submit here that no one in modern history has understood the needs of hate to lovers better than Steve Jobs. And not just from a marketing sense, though he was incredible at that, but from a strategic vision sense. He understood what his company needed to be for the hate to lovers, had an uncanny ability to ignore or deal with the love to haters, and was always able grow the love to lovers. He was able to disseminate a great portion of that ability throughout Apples corporate culture which is undoubtedly one of his greatest legacies. And for it, Apple will continue to dominate.

We no longer need a magazine in our mailbox we Of course, Apple is also a company that has navigated have 50 magazines on our iPad. Magazine production itself through the years with a greater vision for the world facilities close. We no longer need to go to a Best Buy or of technology, and often times humanity in general, a Sam Goody to buy the latest CD we download it always striving to provide its customers with an directly from the iTunes Store to our iPhone or iPod experience that transcends pushing buttons, connecting touch. Best Buy stores and Sam Goody stores close. to networks, and downloading data, creating a lineup of devices and services that truly make our lives better. The nerds love that Apple has all these amazing Apple, for many, is the best. Those people love to love capabilities in its devices and yet hate that they cant do Apple. what they want with those advancements. They hate to love Apple. The fading industry people love playing And then there is something else. Something that not Angry Birds, doing FaceTime with their loved ones, and many companies, or people, can say they inspire. Its putting grungy lters on their Instagram photos, and yet not a Venn diagram situation the two above types of their jobs are being replaced by 1s and 0s. They hate to people do not overlap to create this person. Rather, it is love Apple. an entirely separate existence. It is not just the technologically savvy, the long-time lovers of all things The undecideds of the world see the controversies on digital, the nerdiest of the nerds but also the old-time blogs and the evening news, they hear the rhetoric from way-doers, the original solution-makers, the way-it-was- the love to haters and the love to lovers and have no ers, and the on-the-fencers. Apple, for them, is a great idea what to think. They see that Apple looks easy, but burden. Those people hate to love Apple. think the price is too much. They like the idea of being able to do whatever they want, but hate the idea of They hate to love Apple because it means that the way having to constantly tinker with their device. They hate to they wish it was, the way they hoped it would be, is not love Apple. the way it is. To these people Apple represents something bigger than a Maps app that cant nd a few And you know what the brilliant thing is? Apple knows addresses or a dock connector that is proprietary. To these three types of people better than anyone. And who these people, Apple is a signal that what they do, and do you think Apple gears all its efforts toward? Thats how they do it, is fading away. right, the people that hate to love them.

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ITS NOT ABOUT COOL, ITS ABOUT WHAT WORKS

God bless those tech journalists that write about the demise of evil giants like Microsoft. Really. As a long-time Apple fan I nd it somewhat vindicating that I trusted my instincts when Mac OS X was rst released, abandoning my pursuit of learning tech via Microsoft programs and instead delving into the ins and outs of Apples operating system. Kurt Eichenwald, writing for Vanity Fair, is one of those tech journalists that recently published a Microsoft is doomed article. The big story thats permeated the Internet the last few days has been the realization that the iPhone (and only the iPhone) is now outselling Microsofts entire business (yes, XBox, Ofce, and the OS). The numbers are facts, something that even the most rabid Microsoft fanboy cannot deny. When I was graduating high school, the numbers were reversed, something I could not deny at the time, but was made very aware of in any nerdy conversation with a Microsoft loyalist. Eichenwald, though, takes the easy way out, attributing the rise of Apple (and the subsequent fall of Microsoft) to a factor of coolness. I cannot disagree with this any stronger. Eichenwalds assumption is that executives at Microsoft were once the cool kids, knocking IBM from the throne with the neatest computing option on the planet, and now Apple is doing the same to Microsoft out cooling them. First of all, Microsoft rose to success in the 90!s because Bill Gates was a shrewd and ruthless

businessman who understood that licensing his OS to hardware manufacturers would ensure a quick gain in market share. IBM was a corporate giant that was stuck in the mud as Gates made his moves and lost because of its inability to innovate itself. None of that was predicated on cool. I dont recall kids shaving Microsoft logos into their heads, getting Ofce icons tattooed on their bodies, or Windows stickers on every other automobile rear window. It was just a great business move by a great business mind. Fast forward to current and Eichenwald is telling us that Apple is out-cooling Microsoft and is winning because of it. I dont buy it. Microsoft fell victim to satisfying moneygrubbing investors instead of focusing on creating products that t the needs (both realized and yet-tobe-realized) of the consumers. Apple, on the other hand, had always maintained that philosophy. The iPod was the rst sign that Microsoft had lost touch with the emerging consumer electronics world and Apple had its nger on the pulse. Was the iPod made because it was cool? No. It was made because the existing products in that space were crap and Apple (Steve Jobs) decided that digital music players would be a great umbrella for his Mac lineup. The decision paid off, the iPod was one of the most successful consumer electronics product to date, and Apples rise began. Microsoft, on the contrary, hired Steve Ballmer to replace Bill Gates atop the chain and innovation came to a sudden halt. None of this having anything to do with cool. Since the iPod, the Mac has been slowly but surely creeping up in market share, though its prot share is much more impressive. The iPhone was released to Ballmer (and almost every other tech giant that is now in shambles) saying it would never work. Microsoft failed to innovate, released Vista (a joke of an OS if

ever there was one), and waited what seemed like an eternity to decide that getting in the phone game would make sense. Apple released the iPad. Microsoft released what? Nothing yet. Most of us remember all that. And yet, so many tech journalists want to attribute Apples successes to cool. They are cool, yes, but the success didnt start with Steve Jobs or anyone else at Apple saying, lets make it cooler than Microsoft. Apple is successful because it identies what consumers want, what they need, and what they will need. Apple then takes that information and comes up with a way to integrate those wants and needs that gives its users the best possible experience. Apple also manages to create these products in a way that allows for tremendous prot margins. Its software is better. Its hardware is better. Its services are better. Its content is better. Apple did not win because it is cool. It is cool because it won. And it won because it is the best. Of course, there will always be a place for low-cost, mediocre quality PCs, phones, tablets, and other consumer electronics. There will always be money to be made on knock-off devices and similar services. But, Apples hold on consumer experience is unmatched and unwavering and unlikely to budge. Cool is a rating you get by giving the people what they want and the people responding. Thats why we have Apple tattoos, stickers, and haircuts. Thats why Apple fans wait in lines all night for phones. Its because the products are made for them, not for investors or shareholders. Did Apple out-cool Microsoft? No, they beat them in business by creating customer-focused products that continue to innovate. And thats cool.

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HighCloud. It just smokes. In more ways than ever.

HighCloud is how a Mac and your iParaphernalia work together. It keeps your stash, bitches, court documents, and more up to date wherever you use them. So, when you add, delete, or change something on your Mac, it happens everywhere.

Joints. iJoints now comes to the Mac.

Joints with iJoints takes your smokeouts even further. Now you can send maryjane to anyone using an iParaphernalia device. Joints appear on your Mac and any device you use, which means you can stay high no matter where you are. Send photos or videos of girls that have gone wild to any of your bitches - even send them to a group.

Police Notification Center. See whats new with the po-po.

Joints

4 99 2

Great new features for the MacDaddy. And beyond.

OS X Snoop Lion is a rebirth, inspired by traditional reggae style. You can send iJoints. Get your Mac in on Pot Center. Receive police raid notifications. And more. And with HighCloud, now your Mac works even better with your iParaphernalia.
Created for

Bitches Dizzles

Something new is always popping up somewhere in your hood - a shooting, a bitch gone cray, a grow house gets busted. Police Raid Notification Center makes it easy to stay on top of it all. Notifications always appear in the same spot on your Desktop and disappear quickly so they dont distract from your rap video editing sessions. Youll always know whats poppin as soon as it pops.

Pot Center. Mac gets in on that sweet grass.

With the Pot Center app on your Mac, you can smoke out with anyone on a Mac or any iParaphernalia device. Just use your Pot Center account, sign in, and settle in. See all the doobies youve blazed, and get one going quickly. Check out the Leaderboards and see whos growing the best shizz. Pot Center even recommends ganja based on your smoking preferences so you can get the best high on your Mac.
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AppleClean
Apples latest innovation is in your laundry room. Introducing AppleClean, a magical way to clean your clothes that just washes.

Siri Integration.
The revolutionary Retina Wash power of AppleClean actually makes your clothes brighter and your graphic tees easier to read.
Siri, wash my clothes. Did you say, Watch my clothes?. No, wash my clothes. Wash your cloves?

Retina Wash.
Apples innovative Retina Wash technology actually makes your clothes more colorful and your graphic tees more readable.

Magical Water Pump.

The magical water pump in the AppleClean uses less water than if you were to not wash your clothes at all -- simply amazing.

Created for

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RESUM / BACKGROUND
This is where Ive been

I am a one-man think tank stuffed inside a writer's shell, peppered with a designer's sensibilities for visual storytelling... and I can dunk.

When I was a senior in high school I was cut from the varsity basketball team, despite having a promising season on the horizon. It was the rst epic failure I had experienced in my life, but it also sparked my desire to make, to re!ne my skills as a creative thinker, and to dene myself outside of the sport I had grown up playing. I rst watched David Finchers Fight Club late one night in college. The stylistic vision, the rhythm and ow, the completeness of it -- I knew the moment that Tyler Durden revealed himself to Jack, I had to make are like that. Driving for 36 hours, heading west from St. Louis, got me to Portland, Oregon, a trip I took so I could discover what it was I should do with my life while engaging with a culture that supported my need to create. I loved that most of the people I met in that city had also traveled to get there, making each of us integral in the makeup and success of our new-found home. After working at Apple of 2 years and writing for CNET for nearly 5 years, I applied to Wieden + Kennedy 12. I made it to the nal round, and despite not receiving an invitation to attend, I uncovered my ability to write for advertising, my passion for creating statements, and my unending love for storytelling. My next adventure started after working for Portland agencies Nonbox, HappyLucky, and EIGHTDAY when I was offered an opportunity to write for the Miami HEAT. Having completed that brief chapter in my life, Im ready for the next challenge.

FREELANCE COPYWRITER
Recent: : Copywriter | Creative // Miami HEAT // since Sept. 2013 Recent: : Freelance Copywriter // BILT, Zepp Labs for Nonbox // since May 2013 Recent: : Freelance Copywriter // Adidas NEO Label for HappyLucky // since Jan. 2013 Now: Freelance Creative // Copywriter, Director, Photographer for 503Creative // since Nov. 2008

Proof: 503creative.com

CONTACT JOE
p: 305-814-4847 e: joe@503creative.com w: 503creative.com t: @ammojoe l: in/joeaimonetti b: behance.net/jaimonetti

A VERSATILE POINT-FORWARD AND NATURAL FLOOR GENERAL, COMMANDING A UNIQUE STYLE AND STRONG COURT PRESENCE. FEATURING A FREAKISH FLAIR FOR FINISHING WHEN IT COUNTS, AN IN-THEGYM RANGE, AND A KILLER ABILITY TO ASSIST FROM THE INSIDE. MAKES TEAMMATES BETTER THROUGH STELLAR HELP-SIDE SKILLS, TIRELESS EFFORT, AND A WILLINGNESS TO TAKE, AND MAKE, THE BIG SHOT.

BUILDING BLOCKS

Before: Freelance Writer // iPhone Atlas, iPad Atlas, MacFixIt, Crave for CNET // Apr. 2009 - Sep. 2012 Before: Manager // Operations, Sales for Apple Retail // Nov. 2006 - Nov. 2008 Education: Mass Communications, History // Principia College // 1999-2004 Software Pro ciencies: Aperture, Final Cut Pro X, Photoshop CS5, Illustrator CS5, WordPress Hardware Pro ciencies: Apple Computers, Nikon D3100, Nikon D40

BONUS POINTS

Music Video Direction: Das Leune, Reva DeVito, Dressed To Kill It // http://vimeo.com/pdxcreative Fashion Photography: Editorial, Lifestyle // http://503creative.com/music-videos