Brand Marketing + Writing Portfolio
MARKETING AND BRAND WORK
Brand voice + ID
Harper has worked with media companies like Condé Nast, Bloomberg, and Time Inc., and companies such as Infiniti and TrueCar, to help create a consistent voice and brand ID across digital, marketing, executive messaging, social, and printed publications. (Tone and consistency are key. Or… Tone and consistency are everything! Or… )
Client: Preparation Concierge
The challenge: Create an authoritative but non-alarmist voice for a new media site devoted to emergency preparation for urbanties and coastal dwellers.
Approach: Disaster preparedness has long been the province of fringe survivalist and Rambo types. Harper chose a more urbane tone for the language of the site, using both humor and pop-culture references to indicate that the material was aimed at the same audience who reads New York Magazine.
Marketing campaigns + videos
The best bet to create a marketing video that will actually be shared on social? Start with a great story, and make sure there’s a narrative arc.
Client: Bentley Motors
Campaign: “The Surprise” — Introduction of the brand’s new sports-oriented GT Speed Black coupe and convertible.
Approach: Harper ideated and scripted the spot, in which Bentley wanted to reach an audience that is often ignored in the world of luxury sports cars: Women. The company turned to Harper and his team to come up with a video that spoke to a larger audience in a novel way. (Note: Don’t assume it’s the man who’s the race driver!)
Assets created: Two-minute spot aimed at digital and web.
Campaign: Winter driving and preparedness tips.
Results: Chevy used it as a basis of a national rollout on safety and preparedness for the upcoming winter season. Saw 100-plus national and local stories in print, TV broadcast, and digital that included the tips, videos, or video assets.
Client: Audi USA
Campaign: “Do supercars retire?”
Approach: When Audi introduced its second-generation R8 supercar, it struggled with a way to differentiate between the two models. The company needed something splashy and unexpected for its social media and YouTube channels. Harper came up with a fun concept that asks: What does a supercar do in its golden years? (One hint… it golfs by tearing a putting green to smithereens.)
Assets created: The tagline: “50 percent racecar / 100 percent Audi.” Two-minute spot aimed at digital and web. 30-second spot. Behind the scenes teaser.
“Behind the scenes” whisper campaign (one minute).
Official “passing the baton” marketing video (two minutes)
Magazine + Digital Features
Harper has written for dozens upon dozens of publications and sites over 20-something years. But a few stories still stand out.
Land of the Thunder Dragon
How the Tiny Nation of Bhutan Embraced Tourism Without Sacrificing Its Environment and Culture — Robb Report magazine (print and digital, November 2019)
We continue clambering up the mountain slope to the 16th-century Chorten Ningpo monastery, where 30 young monks live and learn. We have breakfast with the disciples and their principal, Lama Nado. We eat outside, and the food is delicious: red rice, chilies and eggs. I ask the lama about Buddhism and its connection to environmentalism. “Our beliefs are actually quite similar to science,” he replies. “Disturb the deities who live in nature and you disturb the balance. We must protect nature.”
In the Footfalls of Greek Gods
Exploring Greece’s Dodecanese by Sail and Bike — Robb Report magazine (print and digital, January 2019)
Excerpt: A village of gleaming white walls and brilliant blue shutters is perched on the very edge of the abyss. It’s a fantastical sight, yet another Greek myth. I’m soon off my bike and being handed a very real lemonade by the owner of a café. His family has been here generations, he says, and I ask what it’s like to live on top of an active volcano. Doesn’t he worry? “We worry 365 days a year, 24 hours a day,” he says, then smiles. “But look at our view.”
A rugged Wyoming dude ranch tests citified Jason Harper against his homesteading heritage — Condé Nast Traveler magazine (print, August 2002)
Excerpt: My family is from a desert valley in northern New Mexico. My great-grandfather bought what would become the Harper Ranch in 1907, after traveling from Missouri by wagon train. He immediately purchased his first cattle. My granddad, John Harrington Harper, known as J. H., was born in the bedroom of that ranch house in 1914. Almost seventy-nine years later, he would die of a heart attack two rooms away, slicing bread in the kitchen early in the morning. Granddad, who was always annoyed at my late-sleeping ways when there was work to be done, which there always was, jokingly condemned, “People die in bed.” He, no surprise, did not.
A Homecoming on Wheels — Automobile Magazine (digital and print, November 2013)
Trucks and family and generations. It’s a country song, all right, and I don’t even care for the genre. I live in New York City, a very different America from New Mexico. But I’ve come home, as prodigal sons do, and this time I’ve brought along my own son … We blew through the dark desert under a swarm of startle-bright stars and arrived as the sun did. I trundled Max upstairs to my father’s bedroom and held him aloft like the Lion King — cheesy, but it felt right. My dad rubbed his sleep-stained eyes and gawped. So did Max, taking in the six-foot-three form of my dad, a former pro football player. Holy God, but do things come round.