writeshus.com - creative writing from patrick...

Writeshus.com - Creative Writing from Patrick Macke

http://writeshus.com/3-samples/2-creative_writing/index1.html[8/27/2012 9:50:21 AM]

“ … We sometimes say that if a user has to rely on the navigation to getaround, then we haven’t really done our job. We know it soundscontradictory, given how much emphasis we’ve placed on navigation in thisbook, but the navigation, the actual listing of the places to go, should reallyonly be used as a last resort. It’s analogous to the everyday groceryexperience. There are some staples you know you’ve got to have and you’llfind the aisle, find the item and then move on – you’ll use the navigation. But there’s a whole different way of shopping that relies on promotion andvisual stimulation.

It’s up to the store owner to provide this stimulationand present the other items in the store to you in acompelling way. Sure, you may know that you want tobuy a 12-pack of soda, but before you go looking forthat exact aisle and item using your navigational skills,the savvy storekeeper will tell you what’s on sale. He’llshow you the newest drinks and flavors and he’ll make acompelling case for why you may want to purchase acase instead of a 12-pack. How will he do it? He’ll usethe end-caps and fancy displays. He’ll give away freesamples, he’ll hand you a coupon, he’ll use colorfulsignage. Designing a Web site is the same thing … ”

Web Improvement NewRiders publishing hired me to write this book … It’s 300 pagesthat speak to the best practices of Web site design andarchitecture … I concepted, researched and wrote the whole thing

© Copyright 2004 Patrick Macke - [email protected]

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http://writeshus.com/3-samples/1-advertising/index1.html[8/27/2012 9:53:05 AM]

“ … A company didn’t invent the laptop … A customer did. A generation ofroad warriors needed an equally-mobile computer. Ear to the ground,Toshiba listened and we developed a computer that became the world’sbest-selling laptop.

Customers continue to be our inspiration so we buildproducts the way you want them, using simple yetpowerful technology that’s affordable and clinicallyversatile … ”

ToshibaWrote a series of ads for Toshiba that helped frame the Company’smedical imaging products and technology in a friendly way that thetypical consumer could relate to









“ … Hard dirt. Red ants. Moldy tents. Cold beans. The grandeur of thegreat outdoors becomes even more memorable when I have my own music –and I have all the campfire classics right here.>

“Get Along Little Doggies,” “Home On The Range,” “I’veBeen Working On The Railroad” … They’re all here. Ona single CD. A CD that I made myself by downloadingsongs straight from the Internet. The HP CD-WriterPlus, it’s just one way my HP Pavilion 8565C is morethan just an PC … ”

Hewlett-PackardConcepted and wrote this series of ads for HP that linked Hewlett-Packard innovation with stark, solitary graphical imagery for realvisual stopping power









“ … When viewed with an open mind, the technology world is an amazingplace. Conversely, with the proprietary solutions of our competitors, youcan seemingly sit around forever and never see the light.

PairGain is committed to the concept of One OpenPlanet – the creation of innovative systems that arestandards-based and interoperable. This dedication toopenness is good for our customers – and that’s good forus … ”

PairGainWhen concepting and writing these ads for PairGain, we werelooking for ways to add a little life to obscure networkingtechnology









“ … No matter how elementary the play is, good things always happen witha little teamwork. The 49ers prove it every gameday and Hewlett-Packardis proving it with the award-winning HP Pavilion home PC.

HP is proud to huddle-up with the 49ers, because weknow that, just like winning Super Bowls, the only wayto successfully tackle the technology revolution is tokeep your head in the game … ”

HP 49ersGood advertising often has to bridge the terrain between twoseemingly disassociated entities









“… I wish my dad owned a candy store. I could work for him. Maybe I’d bemanager of jelly beans, or vice president of taffy. Ya, my dad could pay mein gumballs … I’d give my friends free stuff. I wouldn’t even have to go toschool. Candy could be my life.

To hear his dad tell it, candy already was Pat’s life,even though his dad didn’t own a candy store. Pat’s dad- Doctor Perry - was a dentist. He didn’t approve of Pateating so much candy. In fact, he didn’t even like theword candy. He called it an in-between-meal-snack … ”

Butterscotch For BreakfastA children’s book I wrote and someday hope to publish









“ … Oh those French. Purveyors of everything chic. Fashion plates of theWestern world. Masters of the croissant. Guzzlers of Bordeaux. Inventorsof Spaghetti-Os?

Well, actually, it probably took American ingenuity todevise, “the neat round spaghetti you can eat with aspoon,” but had it not been for a Frenchman, we mighthave gone forever without tasting a variety of tin-claddelicacies … ”

CreativityOriginal stories used for self promotion; intended to illustrate how“creativity” manifests itself in everyday life








http://writeshus.com/3-samples/3-marketing_collateral/index1.html[8/27/2012 9:58:08 AM]

“ … Welcome to the cultural collision. It’s a grand sociology experiment. In one corner, life is defined by the perfect wave, a faded T-shirt, the fishtaco and organic staples toted home in a canvas bag. In the other corner,life’s orbit encompasses the jet-black Mercedes, private schools, gated-living compounds and meals that begin with chilled soup and end withCohibas. Outdated societal stereotypes? Maybe. Two worlds at odds withone another?

Hardly. Because this is the home of the oxymoron. Thisis the dwelling place of the West Coast Yin Yang. Yousee, that flower child you surfed with on Saturday couldvery well be the CEO you need to impress on Monday. Here, affluence comes in all shapes and sizes. It’s alucrative business opportunity, dude! … ”

Laguna Magazine This is a brochure I concepted and wrote to tout the benefits andvibe of a new lifestyle magazine









“ … From field to table, ours is a digital world … Welcome to it. Thedigital image is really important, and there’s no more riveting way to drivehome that importance than with, well, a potato. You’ll see.

Primary Color’s quest for digital perfection always yieldsaward-winning produce for our customers … ”

Primary ColorThis potato-centric brochure won awards for somehow making alink between digital printing services and a spud … My idea, mywords









“ … Amgen stands as a resounding example of how human partnerships canbenefit humanity. Through an ongoing alliance, Amgen and its wholesalershave linked science and service to deliver biotechnology breakthroughs.

The combined leadership of Amgen and the service andchannel expertise of its wholesalers resulted in two ofthe most successful pharmaceutical launches in U.S.history. But moreover, the linking of organizations withdisparate strengths has put medicine into the hands ofthose that need it most … ”

AmgenI can think and write about technical stuff in multiple industries









“ … The Internet is unprecedented for its sweeping impact on business. Inthe past, the need for voice services fueled growth in PairGain’s markets. Today the Internet is clearly driving demand for new services … Needless tosay, the ripple effect of the Internet revolution is far reaching and so isdemand.

PairGain products enable service providers to bring theInternet home to the masses with technology thataccommodates high-speed access and the huge need forcapacity, or bandwidth, on a cost-effective scale and ina timely fashion … ”

PairGainConcepted and wrote numerous annual and financial reports likethis one for PairGain









“ … I’m into planes, helicopters, basically anything that can get airborne. My HP Pavilion, or, I guess I should say my family’s HP Pavilion, lets me lookat aviation in creative new ways …

When I can get near it! There’s always a line. My dadneeds to use it a lot for his job, mom likes the homefinance part, and my sister, well, she thinks the HPPavilion is her own personal learning tool …”

HPEducation and information at the point of sale can be invaluable …Concepted and wrote many product sales tools like this one for HP








http://writeshus.com/3-samples/4-interactive/index1.html[8/27/2012 10:00:09 AM]

“ … This disc is all Fuse all the time. It was developed organically at Fuseusing only in-house technology resources and Fuse-employed life forms.

Disc #17 is a greatest hits compilation of interactiveselling tools and Internet designs and comes on the heelsof 16 phenomenally-popular discs that all went platinumshortly after release … ”

Fuse Interactive Excursion #17 This is pure propaganda … Concepted, wrote and architected thedisc itself, as well as all the work contained within









“ … One of the coolest things about the DTEXPRESS II is that you can recordyour own drum performances. Using any of the songs designated as usersongs (tracks 96-127), you can record on one or both of the available tracksper song.

When you enable this function, the song records datathat precisely relates to when and how each pad is hit. This information is then stored as what is called“sequence” data … ”

Yamaha DT Express Produced the concept, words and architecture for this productdemonstration









“ … Objective #1: better pictures. The focus of HP’s technological fine-tuning is simple – produce the world’s best printed pictures.

We’ve put our unsurpassed digital photography know-how into the HP Photosmart 850 digital camera, so itdelivers a variety of automated functions that make theprinted picture better … ”

HP Inventors TourConcepted, wrote and architected virtually dozens of tours like thisone for HP that help bring the product to life, while framing theselling propositions









“ … Put your ear to the door of a typical family dwelling, and you’re boundto hear a different music emanating from every room. The vast availabilityof digital music makes every PC, every handheld device and even yourstereo system a virtual music machine. The problem is that all of theseindividual devices are an island.

The music contained on a single PC, for example, iscaptive – it can’t be shared – and digital music takes upa lot of disc space and drains performance. In the longrun, the dynamics of digital music can really cramp yourmusical style … Unless you have a Magnia SG20 … ”

Toshiba MagniaDirected and wrote this day-in-the-life demo about Toshiba’s coolhome network server product









Toshiba Aquilion CT scanner meets interactive technology … Concepted, architectedand wrote this interactive journey that was used at tradeshows andbeyond









Six Sigma Detailed voiceover scripts, a slick user interface, massive amountsof content … This is a very useful sales tool that I wrote,concepted and architected









“ … Asset Management is complete lifecycle management. Within thatlifecycle, we have identified four basic phases: procure, install, managethrough change and retire/disposal.

For the first stage, procurement or acquisition, we’veidentified the best practice of having purchasing tiedirectly to Asset Management. At the installation stage,best practices allow you to automate installation byreconciling what was installed with what was ordered …”

Peregrine Systems We produced a wide variety of CD-based selling tools for PeregrineSystems, all of which, like this “Best Practices” example, requireddistilling vast amounts of technical information, and then buildingcompelling user interfaces, detailed voiceover scripts and multipleanimation sequences








http://writeshus.com/3-samples/5-web/index1.html[8/27/2012 10:02:18 AM]

> visit the site

Yamaha DrumsHere’s a site with a groovy beat. It’s very comprehensive, fromartists, to the music, to all the drum kits, to the totally obscuretom-tom rubber holder-clamp thing. Quite the harmonious effort. [My role: site concept, site architecture, copy]


http://websites.gofuse.com/yamahaDrums/








> visit the site

Ruby's RestaurantsSimple. Fun. Fattening. The technological side of burgers andfries. Integrated marketing means mirroring the actual restaurantexperience with the Internet experience. This is a simple site withcool tricks like 360-degree diner tours and original kids’ games. [My role: site concept, site architecture, copy]


http://websites.gofuse.com/rubys/








> visit the site

Fenders Players ClubWe’ve dialed-in to the Fender legend with a cool new site calledthe Fender Players Club. It’s a destination dedicated to the nextgeneration of guitar players, as it focuses on music educationthrough a collaboration of Fender and Hal Leonard, the world’sleading provider of music books, sheet music and tablature. [Myrole: site concept, site architecture, copy]


http://websites.gofuse.com/fender/








> visit the site

New HorizonsIn re-architecting this Web site, our keen focus centered onenhancing the user experience by charting a more simplified,logical navigational scheme to facilitate the most convenientaccess to courses, locations and online learning. [My role: siteconcept, site architecture, copy]


http://newhorizons.com/








> visit the site

HPWe designed, programmed and created content for a wide varietyof Web properties within the hp.com world – including this sitecalled “the digital photography center.” This work is an idealshowcase for our ability to coordinate content, produce a highvolume of Web pages and create individual user experiences thatcomplement an overall brand. [My role: site concept, sitearchitecture, copy]


http://h30015.www3.hp.com/hp_dpc/home/home_FL.asp








> visit the site

Pacific Symphony OrchestraThe Pacific Symphony wanted to modernize its online image andadd a range of content that would educate and engage a youngeraudience. [My role: site concept, site architecture, copy]


http://www.pacificsymphony.org/








> visit the site

TYRYou don’t have to look good in a Speedo to devise a cool,graphically-stunning Web site about competitive swimwear. Thisturned out to be a winning swim medley comprised of brilliantphotography, clever text and smart interactivity. [My role: siteconcept, site architecture, copy]


http://websites.gofuse.com/tyr/








> visit the site

CentricityHaving a “start-up” company doesn’t mean you have to have a“start-up” Web site. We helped this little high-tech company hitthe ground running with an intuitive user interface and brand-centric graphics. [My role: site concept, site architecture, copy]


http://websites.gofuse.com/centricity//home/home2.htm








> visit the site

Yamaha GuitarsIt’s a digital universe of guitar stuff … Very deep with brandpositioning around every corner. It’s an online accomplishmentthat’s on par with a shredding guitar solo. [My role: site concept,site architecture, copy]


http://websites.gofuse.com/yamahaGuitars/






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