model 3, the car of the future.

from my first day at tesla, i was told my most important project would be positioning a mass-market car in the same voice and tone as a company that has only (ever) sold luxury.
[copy: full web page]

there are SUVs and then there's model x. 

from the falcon wing doors to the 7 seat configuration, every design and engineering detail was so thoughtful. my job here was to show and tell that to the world. 
[copy: full web page]

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model s, simple and sexy.

it's a unique challenge to write about a car that speaks for itself. most of this storytelling was just supporting the badass electric car that model s already is. 
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the quickest car in the world.

i was tasked with telling the very first story of roadster online. my process involved distilling technical supercar stats into a few short, powerful sentences. 
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fun, describing the first all-electric truck.

another first-time-ever scenario. the key to this story was communicating safety / performance benefits to an audience who might not know average semi truck stats.
[copy: full web page]  [copy: homepage / a couple product descriptions]
[copy: homepage / a couple product descriptions]

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a new narrative on charging.

[copy: 4 full web pages]

design your model 3. 

[copy: full configurator experience]

powerwall ipad display, designed for the LA auto show
[copy: full screen]


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And HERE'S some poetry...

see more of my poems on instagram