Creative Director
& Copywriter

Creative Director
& Copywriter

Creating an entire product ecosystem unlocks the opportunity to craft a holistic experience while elevating the brand identity and generating product desire. I develop concepts for product content, define its purpose and write in-app copy with a unique voice and tone. I work with creative partners through all aspects of content production, product and web experience development, app flows, and design system evolution.

Creating an entire product ecosystem unlocks the opportunity to craft a holistic experience while elevating the brand identity and generating product desire. I develop concepts for product content, define its purpose and write in-app copy with a unique voice and tone. I work with creative partners through all aspects of content production, product and web experience development, app flows, and design system evolution.

Creating an entire product ecosystem unlocks the opportunity to craft a holistic experience while elevating the brand identity and generating product desire. I develop concepts for product content, define its purpose and write in-app copy with a unique voice and tone. I work with creative partners through all aspects of content production, product and web experience development, app flows, and design system evolution.

PRODUCT

PRODUCT

Connected Bike Ecosystem

Connected Bike Ecosystem

3D product render of the Cowboy ST e-bike
3D product render of the Cowboy ST e-bike
3D product render of the Cowboy ST e-bike
3D product renders of the defining design details of the Cowboy e-bike
3D product renders of the defining design details of the Cowboy e-bike
3D product renders of the defining design details of the Cowboy e-bike

3D Product Shots / Hero content and design detail gallery

Role: Concept, Creative Direction

Creative partners: BASIC/DEPT (agency), First Things (3D)




3D Product Shots / Hero content and design detail gallery


Role: Concept, Creative Direction

Creative partners: BASIC/DEPT (agency), First Things (3D)



You've found your superpower. Custom copy headlines tied to real-time data on the homescreen of the Cowboy e-bike app
You've found your superpower. Custom copy headlines tied to real-time data on the homescreen of the Cowboy e-bike app
You've found your superpower. Custom copy headlines tied to real-time data on the homescreen of the Cowboy e-bike app
It's howl time we ride again. Custom copy headlines tied to real-time data on the homescreen of the Cowboy e-bike app
It's howl time we ride again. Custom copy headlines tied to real-time data on the homescreen of the Cowboy e-bike app
It's howl time we ride again. Custom copy headlines tied to real-time data on the homescreen of the Cowboy e-bike app
If I could microdose electricity I would. Custom copy headlines tied to real-time data on the homescreen of the Cowboy e-bike app
If I could microdose electricity I would. Custom copy headlines tied to real-time data on the homescreen of the Cowboy e-bike app
If I could microdose electricity I would. Custom copy headlines tied to real-time data on the homescreen of the Cowboy e-bike app

In-app Messaging / Over 200 companion messages written in sync with real-time data

Role: Copywriting

Creative partner: Larry Gérard (Product Design Director)




In-app Messaging / Over 200 companion messages written in sync with real-time data


Role: Copywriting

Creative partner: Larry Gérard (Product Design Director)



Route 66 badge Cowboy riders can unlock. Ride 3400km and hit the Mother Road
Route 66 badge Cowboy riders can unlock. Ride 3400km and hit the Mother Road
Queen of the North badge Cowboy riders can unlock. Keep it chill for 5 rides below 0 degrees
Queen of the North badge Cowboy riders can unlock. Keep it chill for 5 rides below 0 degrees
Amsterdam canals badge Cowboy riders can unlock. Ride 100km the length of all 165 canals in Damsco
Amsterdam canals badge Cowboy riders can unlock. Ride 100km the length of all 165 canals in Damsco

2D In-app Animations / Badges themed to distance, behavior and streak achievements

Role: Concept, Copywriting

Creative partners: Larry Gérard (Product Design Director), Cub Studio (Animation)




2D In-app Animations / Badges themed to distance, behavior and streak achievements


Role: Concept, Copywriting

Creative partners: Larry Gérard (Product Design Director), Cub Studio (Animation)



3D visualization created to showcase AdaptivePower real-time adaptation to headwind
3D visualization created to showcase AdaptivePower real-time adaptation to headwind
3D visualization created to showcase AdaptivePower real-time adaptation to headwind

3D Visualizations / Showcasing AdaptivePower, real-time adaptation to environmental forces

Role: Concept, Creative Direction

Creative partners: Marcus Brown (Design Director), First Things (3D)




3D Visualizations / Showcasing AdaptivePower, real-time adaptation to environmental forces


Role: Concept, Creative Direction

Creative partners: Marcus Brown (Design Director), First Things (3D)



Night rider. Like a fox. 2D visualization for the Cowboy homepage. On-screen messages tied to browser time.
Night rider. Like a fox. 2D visualization for the Cowboy homepage. On-screen messages tied to browser time.
Night rider. Like a fox. 2D visualization for the Cowboy homepage. On-screen messages tied to browser time.
All grit, no grime. 2D visualization for the Cowboy homepage. On-screen messages tied to browser time.
All grit, no grime. 2D visualization for the Cowboy homepage. On-screen messages tied to browser time.
All grit, no grime. 2D visualization for the Cowboy homepage. On-screen messages tied to browser time.

2D UI Visualizations / Homepage hero with on-screen messages tied to browser time of day/night

Role: Concept, Creative Direction, Copywriting

Creative partners: Antón Martinez (Designer, Animation)




2D UI Visualizations / Homepage hero with on-screen messages tied to browser time of day/night


Role: Concept, Creative Direction, Copywriting

Creative partners: Antón Martinez (Designer, Animation)



3D animation created to show unlocking into Cowboy Connect when the phone is docked into the bike cockpit
3D animation created to show unlocking into Cowboy Connect when the phone is docked into the bike cockpit
3D animation created to show unlocking into Cowboy Connect when the phone is docked into the bike cockpit

3D Animations / Revealing Cowboy Connect, the new premium software

Role: Concept, Creative Direction

Creative partners: Marcus Brown (Design Director), Matt Whitewood (3D)




3D Animations / Revealing Cowboy Connect, the new premium software


Role: Concept, Creative Direction

Creative partners: Marcus Brown (Design Director), Matt Whitewood (3D)



You're in charge. Cowboy product detail content for the removable battery
You're in charge. Cowboy product detail content for the removable battery
You're in charge. Cowboy product detail content for the removable battery
Interactive battery range calculator
Interactive battery range calculator
Interactive battery range calculator
User flow and UI copy for Cowboy theft alerts app feature
User flow and UI copy for Cowboy theft alerts app feature
User flow and UI copy for Cowboy theft alerts app feature
Rider manual page detailing key components of the Cowboy Classic e-bike
Rider manual page detailing key components of the Cowboy Classic e-bike
Rider manual page detailing key components of the Cowboy Classic e-bike
App Store visuals and copy for the Cowboy Bikes app
App Store visuals and copy for the Cowboy Bikes app
App Store visuals and copy for the Cowboy Bikes app

Product Exploration & Usage / Digital experience concept, Feature flow, Rider manual, App Store assets

Role: Concept, Creative Direction, Copywriting

Creative partners: Marcus Brown (Design Director), Larry Gérard (Product Design Director)




Product Exploration & Usage / Digital experience concept, Feature flow, Rider manual, App Store assets


Role: Concept, Creative Direction, Copywriting

Creative partners: Marcus Brown (Design Director), Larry Gérard (Product Design Director)



2D UI visualizations showing the key features of the Cowboy Bikes app
2D UI visualizations showing the key features of the Cowboy Bikes app
2D UI visualizations showing the key features of the Cowboy Bikes app

2D UI Visualizations / Lead animation capturing defining app features

Role: Creative Direction, Copywriting

Creative partners: Marcus Brown (Design Director), Clément Brichon (Animation)


2D UI Visualizations / Lead animation capturing defining app features

Role: Creative Direction, Copywriting

Creative partners: Marcus Brown (Design Director), Clément Brichon (Animation)

PRODUCT

Connected Bike Ecosystem

The brief

The brief

The brief

Contribute creative firepower at Cowboy to produce content that supports each hardware and software feature release alongside copywriting for the app.

Creative achievement

Creative achievement

Creative achievement

Created a range of animation, visualizations and digital experiences to show new audiences what it means to ride connected and to engage riders with the app more frequently and deeply. Achieved a premium look, clever writing, smooth animations and simple app flows. Product differentiation and brand consideration as well as app feature usage and app store ratings increased steadily.

PRODUCT

Abridge App

PRODUCT

Skipr App

Skipr App

Skipr App

App design and copy for Skipr app
App design and copy for Skipr app

PRODUCT

Abridge AI App


The brief

The brief

Bring the new brand into the app with potential brand and loyalty moments to extend beyond individual trip itineraries.

Creative achievement

Creative achievement

Brought the brand voice into the app with a cheeky personality while defining ways to mark the end of a trip, see your carbon savings and to encourage future engagement with the app and brand.

Role: Brand & Creative Strategy, Narrative & IA, Copywriting

Creative partners: Vinesh Gayadin (Art Director & Designer), David Navarro (ECD) (Ueno)

PRODUCT

Abridge AI App

Welcome screens for the Abridge AI app
Welcome screens for the Abridge AI app
Welcome screens for the Abridge AI app
Onboarding screens for the Abridge AI app, part 1
Onboarding screens for the Abridge AI app, part 1
Onboarding screens for the Abridge AI app, part 1
Onboarding screens for the Abridge AI app, part 2
Onboarding screens for the Abridge AI app, part 2
Onboarding screens for the Abridge AI app, part 2

The brief

The brief

Bring the new brand into the app and develop welcome and onboarding flows to guide new users and to let them easily see how the generative AI technology works.

Creative achievement

Creative achievement

Defined the three primary benefits as actions to welcome new users to the product. Created a simple onboarding flow with easily understood sample content so new users could try the app and see the magic of the transcript and highlights generated by AI.

Role: Brand & Creative Strategy, Narrative & IA, Copywriting

Creative partners: Vinesh Gayadin (Art Director & Designer), David Navarro (ECD) (Ueno)

Role: Brand & Creative Strategy, Narrative & IA, Copywriting

Creative partners: Vinesh Gayadin (Art Director & Designer), David Navarro (ECD) (Ueno)

© 2024 Cort Cunningham

Let’s create something cool together. Say hello.

© 2024 Cort Cunningham

Let’s create something cool together. Say hello.

The brief

Bring the new brand into the app with potential brand and loyalty moments to extend beyond individual trip itineraries.


Creative achievement

Brought the brand voice into the app with a cheeky personality while defining ways to mark the end of a trip, see your carbon savings and to encourage future engagement with the app and brand.

Role: Brand & Creative Strategy, Narrative & IA, Copywriting

Creative partners: Vinesh Gayadin (Art Director & Designer), David Navarro (ECD) (Ueno)

© 2024 Cort Cunningham

Let’s create something cool together. Say hello.