gemmacopy by Kathi Gemma

The Importance of Early Detection You’ve got to hand it to Mrs. Mackey. My third grade teacher had keen intuition, though she probably didn’t know that a copywriter’s arsenal isn’t stocked with words, but ideas – creative, crafted and credible. So click away, see what I do, then I hope you agree with Mrs. Mackey. Because the challenge to communicate in today’s wild world is anything but elementary.

gemmacopy@verizon.net

office (401) 934-4433 cell (401) 263-3998

• Unburdened by ambition until my 30s, I have always been wordy. My foot-in-the-door job was way back. I worked “in-house” for a clothing manufacturer and wholesaler, churning out fashion catalogs. I was naive, so writing with the restrictions that catalogs impose was a great way to cut my teeth. Working in a small, everybody-does-everything environment was serious boot camp. I learned about layouts and photo shoots and typography and deadlines. • Next, I got my formal education, at Fitzgerald & Company, the oldest agency in Rhode Island. I spent nearly a decade in the trenches, survived four creative directors and learned to swing at curves and fastballs alike. It was here that I had the “Eureka” moment: ideas, not just words, are the product. I walked into the front door timidly, as a wide-eyed writer, and nine years later, busted out the back door as a seasoned thinker. • My solid broadcast experience comes from the agency. As the writer for a local grocery chain, I concepted, wrote, cast, propped, recorded, shot and edited a TV and radio spot every single week for 3 years. I’ve produced more radio spots than I care to count, and still, it’s one of my favorite things to do. • Since 1995, I’ve been working from gemmacopy World Headquarters, otherwise known as my laptop. • Google. Yahoo. Snapple. Bing. Travelocity. Wikipedia. GoDaddy. Expedia. Vonage. P’zones. Body Butter Ribbons. Quiznoz. UGGs. Monster. I find our culture of elasticized communication so exciting. • I am a focused, conceptual, big-picture thinker. I write headlines while driving. I think of campaign ideas in the shower. I rip great ads from magazines at the dentist’s office and keep them in a box of favorites. And I actually watch (some) TV commercials. After all these years, I’m still an advertising nut.

Print Ad for designer of men’s khakis

My father hasn’t changed his pants since 1945.

Why should he? His khakis were perfect then, and they’re perfect today. Around the time the GIs were coming home, Morris borrowed inspiration from the military, and styled his khakis into the classic American uniform – a comfortable fit for Ivy Leaguers, movie stars and everyone in between. Today, I make them true to his original vision. Because there still isn’t a thing I’d change about these khakis – or the man who created them.

Khaki. The Color of Comfort.

NEW YORK · BOSTON · LOS ANGELES

Print A series of three ads for a wine exporter in Milan, Italy Copy: Italian wine, on a first-name basis

Print Copy: Every selection, a label of love

Print Copy: We’ve wrapped two words around the essence of Italy.

Print Initial concept and final window poster for Dunkin’ Donuts’ scholarship program

Print A series of four ads for RI’s largest provider of behavioral healthcare

Maybe We Can’t Stop Chris From Killing Himself. But We Can Take a Shot At It. Sadness in children is a seed that can grow into rage. Untreated, it festers into full-blown depression – crushing, hopeless and potentially fatal. Gateway’s groundbreaking treatment programs are a powerful force in the lives of kids in crisis. Our caring experts have the resources and the resolve to save lives. Call Gateway today. We’re here to help.

GAT E WAY The first step on the journey from here to hope. Call toll free 888.841.5252 www.gatewayhealth.org

Eric’s Dad Tells Him He Won’t Amount To Anything. But He’s Up To an Ounce a Week. Adolescents live on the edge of temptation – and nothing will push them over it faster than the paralyzing words of a parent. Gateway offers magnificent, family-based intensive treatment programs that work. Our team of behavioral professionals knows that when an adolescent suffers, his family, community and future suffer, too. Call Gateway today. We’re here to help.

GAT E WAY The first step on the journey from here to hope. Call toll free 888.841.5252 www.gatewayhealth.org

Most Addicts Lie, Cheat and Steal for Drugs. Maria Just Whimpers for Them. From their first breath, some children endure the unimaginable, inheriting a legacy that’s undeserved, and heartbreaking. Gateway believes that the pain passed from one generation to the next can and must end. With the compassionate commitment of our professionals, our programs replace despair with promise. Call Gateway today. We’re here to help.

GAT E WAY The first step on the journey from here to hope. Call toll free 888.841.5252 www.gatewayhealth.org

John’s Parents Think Their Divorce Hasn’t Affected Him. They Also Think He’s Out Shooting Baskets. Adolescent boys often simmer with stress, turmoil and unexpressed emotion and the results can be life shattering. Gateway can turn turbulence into triumph, with intervention and education programs that work. Our magnificent professionals embrace each challenge with compassion, intelligence and commitment. Call Gateway today. We’re here to help.

GAT E WAY The first step on the journey from here to hope. Call toll free 888.841.5252 www.gatewayhealth.org

Print Two pages from a calendar featuring Rhode Island scenes

Print Ad for the global leader in eyewear protection for sports and industry

Branding Name and tagline for breast cancer awareness product line

Catalog cover for the breast cancer awareness line

Branding Two mugs from the breast cancer awareness line

Branding Name and logo concept for a line of knitting project starters

Name and tagline for a line of reading glasses and magnifiers

Branding Name and copy for a line of “dimensional” Halloween costumes

Name for a line of gift card holders

Taglines For a children’s literacy program for the RI Secretary of State’s office

For a non-profit providing aid to coffee-growers around the world

Taglines For a product development company

For Big Sisters of RI

Web Homepage for a precious metals artist www.robertsweet.com

Web Copy for marketing firm www.tribalvision.com

Web Copy for graphic designer www.angelagiusti.com

Catalog “Image” page from a specialty food/giftware catalog

Catalog Three catalog descriptions

Children’s Book First and last pages from a children’s book I “ghost wrote”

Spec For an imaginary auto dealership

Your Choice of Toppings.

www.AutoNation.com

Spec For a plumbing and heating company in RI

The Finest Snake Handlers in Rhode Island.

www.gemplumbing.com

Spec For a luxury condo complex in Bristol, RI

Meet Newport’s Beautiful Little Sister.

BR ISTOL

R HODE ISL AN D

Spec For a jewelry store in Newport, RI

THINK OF THEM AS JUMPER CABLES FOR YOUR LOVE LIFE.