view
Lennox
#lennoxartproject — Cannes
Ray Longoria — Copywriter, Creative Director & Strategist
copywriter · creative director · creative strategist · brand storyteller
All brands have their stories. And I’ve spent a career telling them. Some stories are told in film, some can be told with a single image. My strategy in telling a brand’s story is simple: We don’t merely tell what you do. We tell the story of why you do it. That’s how you earn consumers. Because, after all, why you built your brand is a big part of convincing your audience why they need you.
What good is social content if it’s not worth sharing? The best work is the stuff fans pass along for us — growing the consumer base, building brand awareness, connecting with other consumers, and even providing support.
view
view
view
view
view
anything good on tv?
broadcast · tv · film
Video has to be earned to be seen. These were seen.
print isn’t dead. yet.
print · outdoor · editorial
I'd say my print speaks for itself, but that's exactly what it's supposed to do.
view
view
view
view
view
view
view
view
spotify is still radio.
radio · audio · :30s
Audio means the copy has to create the imagery all on its own.
Just listen to these. You'll see.
writer who designs > designer who writes.
design · identity · art direction
view
view
view
but enough about you.
the human behind the copy
Every brand has a story.
Here’s mine.
My journey started very young, watching a Norelco electric razor Christmas TV spot when I was ten years old. I turned to my dad and said, "I can make commercials like that." My dad, raised on a farm and worked in a plant for 28 years, simply responded, "Yes, you can." From that day, I fell in love with advertising, honing my craft at every turn.
I’ve spent a career building the biggest and smallest brands on earth as a storyteller. One post can be a story as much as any long-form film. You must embrace every medium in the mix, because they all touch the audience where they live.
I cut my teeth on traditional media: television, radio, print and collateral—all of which command immediate attention of the audience. That has never been more important than in today’s mix of digital, social, experiential, and everything in between. It doesn’t matter how you communicate with your audience; you have to remember you’re interrupting their life. Make sure they enjoy the experience.
If you have a brand, you have a story. And I’ll tell it.
My college resume. Even then, I was breaking rank.
This was my idea of a cover letter.
decades
of storytelling
global to local
because every brand has a story
zero
vanilla executions
you’d share this.
social · digital · content