jill
Mclain
Creative Director.
Experienced Copywriter.
Nice Person.
I love words. But I strive use as few as possible.
I also love puns. But I promise to limit them to first-round brainstorming sessions. Unless they're REALLY good. :)
I believe that with a solid brief, you can create great work for any client. I've worked in beauty, ag, finance, home improvement, music, non-profit — and I didn't start out an expert in any of it. Variety and exploration is truly the best part of this gig, right?
Take a look around. See how I think.
PORTFOLIO
Aveeno Body Cleansing OLV
This spot was a tricky sell. While Jennifer Aniston has been the voice of Aveeno for about a decade, ASMR was completely new to the brand — and to Jen! Our clients were hesitant to push the boundaries, but we were adamant that leaning into a hot YouTube trend while showcasing the soothing benefits of the product was a smart move. The result? It earned "Best in Class" status from YouTube in terms of recall, consideration and search lift. And my claim to fame is now that Jennifer Aniston listened to my ASMR scratch track for inspiration. :)
Neutrogena Acne OLV/Social Ads
OGX Haircare Online Campaign Case Study
Growing up, my sister had acne that really weighed on her self esteem. So when I was tapped to work on Neutrogena acne products, her experience was top of mind. Our goal was to portray people with acne as confident, beautiful and real — showing them that they are worthy at every stage of their skin's healing process.
Post Copy: Blackheads shouldn’t be a pain! Our NEW leave-on serum melts blackheads and shrinks the look of pores with gentle derm-grade acids. Less ripping, more results! 👏🏽 👏🏽 #skinpositivity
Post Copy: Say it with us — ACNE IS HUMAN. And so is doing something about it. Our new derm-inspired cleanser gently exfoliates to clear and smooth skin. 😍 before, 😍 after. #instavreality #skinpositivity
I was part of the creative and strategic team that brought the OGX brand to life online.—and won a 2021 Pro Award in the process.
Iowa Economic Development Association Pitch
Copy: Sure, we ride tractors in Iowa. But sometimes it’s to get to a soldout show. Codfish Hollow, one of our best live music venues, hosts national acts in a century-old barn next to a farmhouse art gallery. Because even though we embrace our agricultural roots, you’re free to branch out. Get in our thriving music scene at UnexpectedIowa.com.
IOWA - You’d be surprised
Copy: In Iowa, we love our farmland — so much that we’ve made it a destination. Hidden among cornfields outside of Waterloo, you’ll find the Lost Island Water Park, where you can shoot down rapids, fly through waterfalls and ride the waves of the lazy river. Because in Iowa, you may have a little too much fun watering the crops. Discover your new favorite destination at UnexpectedIowa.com. IOWA - You’d be surprised.
John Deere "Don't Risk It" Parts Campaign
Copy: Haying with your hatchback? Of course not. That little car could barely make it up a curb, let along pull twice its weight through a field all day. And its parts wouldn't fare much better. Auto parts are built for cross-town commutes. John Deere parts are designed to take on 18-hour days and 2,000-lb. bales. Not the same at all.
Keep the car on the road where it belongs. Trust the parts built for the work you depend on. Trust genuine John Deere parts.
Copy: Putting a corn head on a coupe? Yeah, right. You know that little thing can't handle the field. And guess what? Neither can its parts. Auto parts are built for trips through the drive-thru. John Deere parts are built to drive through wet, heavy crops while hauling 400 bushels at a time. Not the same at all.
Keep the car on the road where it belongs. Go with the parts built for the work you depend on. Genuine John Deere parts.
Note: These images were not comped. We actually shot these in the field! One of the most challenging and fun shoots I've ever worked on.
Pella + Southern Living Look Book Spreads
Copy: At Pella, we know hospitality is the heart of every Southern residence. Each detail is crafted to tell a story, and every feature is designed to make families and visitors alike feel more at home. So whether it’s an intricate silhouette of a traditional frame or the innovative design of a retractable screen, Pella® products are designed with comfort and hospitality top of mind.
On the following pages, you’ll find inspiration to extend warmth to your customers in the homes you build — just for them. Whether they prefer lavish traditional décor or sleek, contemporary sightlines, you can make every homeowner feel more at home with Pella windows and doors.
Copy: For years, open floor plans ruled new construction (and interior design shows). But once our homes also became our schools, workplaces and yoga studios, many started to prioritize private, functional spaces over entertainment-friendly ones. Pella® Lifestyle Series wood windows are designed for the room-by-room needs today’s families require. They’re available with options like triple-pane glass to reduce noise in offices or between-the-glass blinds to keep the hot sun out of a home gym. Plus, they’re available as awning, fixed, casement and double-hung windows or as patio doors, allowing you to deliver unique solutions for every room — all with one product line.
Pella Impervia Fiberglass Pro Video Mailer
Pella Building for Success e-Book
2020 was an unprecedented year for everyone, and the construction industry faced unique challenges. We created the Building for Success free downloadable e-book to help builders navigate the industry volatility while positioning Pella as a supportive and credible trade resource.
To tackle this project, I started with thorough independent research on the state of the industry, creating an outline based on trade pros' most pressing concerns. From there, I interviewed more than a dozen construction experts to fully understand challenges, best practices and future predictions. I also edited articles provided by contributors and worked with our art director to develop accompanying visuals. The result was a 135-page e-book that covers topics far beyond windows and doors, helping establish Pella as a dedicated trade partner.
YESS Duck Derby Spot
In case you're wondering — yes, I'm the duck trainer. This spot has run since 2017 for Youth Emergency Shelter and Services, a pro bono client dedicated to helping local at-risk kids. I'm the stylist (for myself AND the duck), writer, actor, co-director and long-time supporter of the cause. And yes, Quacky currently resides in my bathtub. :)-
CLIENTS
Expertise
VIDEO AND DIGITAL PRODUCTION
CONTENT DEVELOPMENT
PITCHING BIG IDEAS
CLIENT RELATIONSHIPS
COLLABORATION
THE IMPORTANCE OF POSITIVITY
STORYTELLING
CREATIVE CONCEPTING
STRATEGY
EDITING
MENTORING
ART DIRECTION
To show pros how strong Pella Impervia fiberglass windows are, we sent them an interactive video mailer where we take testing to the extreme. We tortured Impervia fiberglass with concrete, bowling balls and even a 3-ton pickup to prove that it is truly the strongest material for windows.
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