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Morton Salt

This project was done in collaboration with my colleague and friend Jillian Apatow. I was in charge of art direction while we split the copywriting together.

A Little Salt Goes A Long way is a copywriting project inspired by the Spotify campaign in which Spotify created a consumer-driven campaign with clever headlines based on user data. My partner and I wanted to explore a different style of copywriting voice than usual, so we took inspiration from New Yorker culture and developed this fun and snarky campaign using "the original spice girl."  

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