My name is Yazad and thanks for checking out my site. I’ve made this page specifically to show you my multi-cultural work across the Latin American and East Asian markets. On my homepage, you can see some more work I’ve done. Also, my about me page has a nice playlist.
LOS ANGELES DEPARTMENT OF PUBLIC WORKS
Role: Spanish Copywriting
Having been born and raised in Los Angeles I have been speaking Spanish from childhood, both formally taught and on the streets. This skill proved to be valuable to LADPW in reaching the Hispanic market in Los Angeles. LADPW’s sustainability initiatives include motor oil and oil filter recycling events. In neighborhoods with a large number of DIY mechanics, a majority are Spanish speakers. I collaborated with Spanish copywriters from O’Reilly Auto Parts and LA County to create an ad that explained why oil recycling was important to sustainability while also speaking colloquially.
CETF (CALIFORNIA EMERGING TECHNOLOGY FUND)
Role: Spanish Copywriter/Editor
The California Emerging Technology Fund’s issue with their copy was that it was all over the place. Multiple copywriters were working on this project and had little communication with each other. This led to a lack of language cohesion and all their ads had different verbiage. I worked and communicated closely with CETF’s copywriters to create a standard script to be used across all print, radio, and TV. I also supervised the creation of a brand language dictionary so all teams would be on the same page as to what language to use.
“It’s rare to come across a creative talent with such a high level of international and cultural fluency as Yazad...While Yazad is knowledgeable across verticals, his passion for travel and adventure shines through in his work. ”
ASIAN MEDIA
ROLE: Cultural Advisor/Digital Media
With several clients using Asian media to promote themselves, my previous agency had a roster of language-specific copywriters/translators. Languages included Chinese, Korean, and Vietnamese. As a cultural advisor, I would work alongside them to make sure that the tone of the copy was translated accurately from English. They would also entrust me to edit any creative assets to ensure accurate usage of punctuation and character layout. Although I am not able to read these languages, I would audit them by sight to confirm copy and flag respective writers of potential inconsistencies.
Before becoming a creative lead, my previous agency was more print/radio-centric, therefore digital advertising was very limited. Upon discussing with my creative director I introduced digital ad concepts to place in online newspapers for a hospitality client. Through this introduction of digital ads, more accurate analytics were derived and click-through rates increased from 0.08% to 0.5% for promotional giveaways.
*Advertising artwork was provided by the client.
“He [Yazad] is an excellent communicator, which is so crucial when leading a creative team internally, and when broadcasting messaging externally at client reviews and pitches. ”
Thanks For Viewing My Work!
There’s more on my homepage :)