There are copywriters. And there are writer/copywriters. Lonnie is the latter. His ‘Preamble’ taken directly from his site: “Fact: Dyson vacuums use the same plastic as riot shields. I’ve never understood writers who work best by distancing themselves from the details of a product. For me, the opposite is true. Knowledge fuels my creative thinking. Working on a problem is like a game of chess. It only takes a few pieces to checkmate the king, but I never know which ones until I start playing. The Dyson fact above remains my favorite crumb of information found while researching a campaign. It was later abandoned, like many others, for lacking the relevancy to become an ad. Such is the process. And for many reasons, why I love it.”
Portfolio: lonnieelliott.com
