Adam Pasulka

The International WELL Building Institute tapped SWAT to promote the WELL Health-Safety Rating, a front-of-building seal showing that public places have met rigorous health and safety standards in a post-COVID-19 world.

I had the opportunity to write for J Lo, Lady Gaga, Robert De Niro, Michael B. Jordan, and other A-list celebrities, and to assist in the remote production of the spots, directed by Spike Lee.

I also wrote copy for banners, social, web, and more.

The campaign was wildly successful in communicating that “When you see the WELL Seal on the outside, you can feel safer going inside.”

SWAT was tasked with creating an entirely new brand platform for Wheels Up, one of the largest and most innovative private aviation companies in the world. Wheels Up CMO Lee Applbaum enthusiastically chose my idea for the brand’s new direction.

In Applbaum’s own words: “These spots come from a new brand creative platform, ‘In The Heart,’ which brings the ‘UP’ mark, hiding in plain sight within important words, to life. Most importantly, these are part of a platform, not a campaign. They are not seasonal or one-off, but intended to establish a brand visual and creative identity that lives for years.”

The first “In The Heart” :15 debuted during The Match IV, a charity golf event featuring Phil Mickelson, Tom Brady, Bryson de Chambeau, and Aaron Rodgers. 

I also wrote copy for the brand’s IPO announcement — an incredible accomplishment for Wheels Up — and penned much of their web and social copy, as well as B2B aircraft sales and aircraft management decks.

Marcus is disrupting banking with no-fee personal loans, high-yield online savings, and unparalleled customer support.

In addition to penning dozen of social posts and leading numerous focus groups, I wrote and produced more than 10 videos (shot in five cities) challenging consumers to rethink their finances. I even dipped into my extensive network of comedian-friends to cast several of the videos.

Through my work with Goldman Sachs, I’ve become the “Ferdinand Magellan” of navigating Legal & Compliance.

Pepper offers “Tools, tips, and toys to help you get closer to your partner and to your own body.”

I had the pleasure (sorry!) of writing fun, brief, sexy copy for their latest digital campaign.

It was a challenge to get comfortable outside of my comfort zone, but I think I really nailed it (sorry again!).

OXO is one of the world's largest and most respected kitchen & home brands.

Over two years I wrote hundreds of OXO product descriptions, plus variations for use by Amazon, Target, and Bed Bath & Beyond.

Go ahead, ask me what’s so great about “thermal-shock-resistant borosilicate glass”…

Zeel is a leader in at-home, on-demand, spa-quality massage.

I wrote TV and radio spots, social posts, web and app copy, and direct mailers that helped to expand brand awareness while growing the core membership.

A little bit of city- and holiday-specific humor goes a long way.

SS+K brought me on board to help promote a new suite of E-Trade financial tools to a younger demographic.

I conceived and scripted 40 social posts, authentically adapting E-Trade’s voice to Facebook, Twitter, and Instagram. The campaign was successful in engaging an untapped audience.

Just when you thought there was nothing fun about Social Security!

Bambini Furtuna uses rich plants and herbs from La Furtuna Estate in the heart of Sicily to make organic children’s health remedies.

I wrote and co-produced a series of 15 brand videos featuring Bambini Furtuna founders Agatha Luczo and Dr. Alan Greene.

I also wrote the brand’s website copy — including descriptions for more than 100 plants and herbs — as well as copy for packaging, e-blasts, social posts, and more.

Skyhour offers time-based credits used to book flights. Each unit (“Skyhour”) is worth 1 hour of flight on 350+ airlines.

I was tasked with writing lines for web and OOH that inspired people to gift Skyhours instead of traditional holiday presents.

By pairing concise messaging with compelling stock photography, we were successful in quickly and effectively communicating the benefits of gifting Skyhours.

The world’s first Sicilian luxury brand, La Furtuna includes Bona Furtuna gourmet fare and Bambini Furtuna children’s health remedies, as well as Furtuna Skin beauty products, and Essere Furtuna bath and body goods.

I was deeply involved in every aspect of the La Furtuna brand suite, from product naming to packaging copy to e-blasts and videos.

Mangi!

The Frank Book is a quarterly Youth Culture publication with a circulation of 50,000. Each issue has a unique focus and guest curator, from Love with Lenny Kravitz to France with artist André Saraiva.

After interning with Frank151 Media Group for a year, I was promoted to Editor In Chief of the Frank Book, a privilege I had for five years and 20 issues.

It's hard to overstate my role as EIC: I worked with guest curators to set the theme and editorial direction; hired and managed freelance writers, artists, and videographers; produced dozens of videos; wrote and edited copy; conducted interviews; assisted the AD with layout; tracked budgets; coordinated with overseas printers; and managed the promotion and distribution of Frank Book content through social.

Your treat for reading to the end? A video of jiu-jitsu legend Renzo Gracie demonstrating a rear-naked choke on my Art Director.

I worked with Mother NY to craft copy for 1 Hotels South Beach, Central Park, and Brooklyn Bridge. After building a manifesto and brand book, I wrote web copy that ensured 1hotels.com reflected the values and aesthetic of each physical destination.

Coincidentally, I came back to 1 Hotels a few of years later via NSG/SWAT. I wrote monthly e-blasts, menus, elevator calendars, and social posts for 1 South Beach, 1 Central Park, and 1 Brooklyn Bridge. I also contributed extensive copy and strategy to the launch of 1 West Hollywood.

“Just when I thought I was out… they pull me back in!”

In addition to their hugely popular subscription service, Birchbox offers thousands of individual products.

I was tasked with writing descriptions for 50+ items, adding sales beyond the brand’s primary revenue source.

And yes, I did get free products!

Bond Collective (FKA Coworkrs) offers boutique coworking spaces in Brooklyn and Manhattan. I was brought on to build the brand voice and sharpen existing sales copy. I helped all locations reach near-capacity and grew the company's status via social and custom merch.

The below campaign targeted freelancers, startups, non-profits, event planners, and established companies.

View a sample of my social media work for Bond Collective here.