
Hey Razorfish! Let’s makes some cool sh*t together!
Hi! I’m Cliff McCloe. I’m a veteran writer and creative director, and I’m here to make the work better.
Expertise
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Strategic thinking
The great 1960s ad man Howard Luck Gossage used to say, “I don’t know how to speak to everybody, only somebody.” It reminds me that it doesn’t matter how beautiful a writer’s words are if there isn’t a strategy behind them.
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Social media
Tennis legend Li Na was going to retire, and Babolat wanted to help her fans say goodbye. With only a few days of production time, we created the award-winning #LoveLi social media campaign and found a simple way to capture the love and personalize the experience—all while delivering a 230% increase in Babolat’s Twitter engagement.
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Video
I have strategized, conceived, written, and creative-directed hundreds of videos for dozens of clients. I’ve led internal and external teams at every stage, from strategy consultation to execution. And I’m ready to bring everything I know about the science of explanation to your team.
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Web strategy & copywriting
When Splunk sought to revamp its talent brand, I led the content strategy, copywriting, and UX/UI efforts to match their new positioning. We overhauled the career site, refocused our content marketing efforts, and rejuvenated every candidate communication.
Some weirdness
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A financial pitch for an audience of one
A financial planning group wanted to engage a certain not-yet-so-controversial musician. Instead of a standard financial pitch, he asked for something in his own “language.” We duo-linguo’d it and came up with this.
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Kooky music festival ISO kooky social
Treefort Music Fest wanted social that hit on three basic themes: 1) Boise is dope, 2) There's all kinds of great music to be discovered 3) It's really intimate (as in: I'm-hanging-in-the-crowd-with-the-bandI-just-saw-on-stage-can-I-call-you-back-in-a-minutue intimate.)
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A country-western music video about airport procedures
Truckee Tahoe Airport was sending experts to airports in non-mountainous places to speak to pilot groups about the unique challenges of mountain flying. So, how about a Johnny Cash-style song to kick those sessions off?
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From copywriter to CEO in one day
When the senior leadership at The Garrigan Lyman Group went offsite for a leadership seminar that left the company temporarily leaderless, I jumped at the opportunity to direct a not-so-hostile agency takeover through the power of social media.