Zac Usinger Smith-Son
Frisco,TX
Summary
With over 12 years experience in Creative Direction and Copywriting spanning diverse industries, Zac brings an uncanny enthusiasm to each day. Strengths include adaptability, a quick wit, and efficient workflow processes, underpinned by a profound passion and expertise in social communication, digital content, and people leadership. What truly distinguishes Zac is an empathetic approach—an innate ability that infuses creative direction and copywriting with discernment and sensitivity. Zac has a firm belief in the power of relationships being the cornerstone of successful collaborative campaigns that resonate with target audiences and drive tangible results. Zac is eager to explore how his skills can add value to your team.
Overview
13
13
years of professional experience
Work History
ACD, Senior Advertising Copywriter
USSA
06.2023 - Current
- Boosted brand recognition and expanded social footprint by conceptualizing and crafting engaging advertising concepts and copy, resulting in a 98% increase in brand mentions and a 36% growth in social media followers within four months.
- Headed domestic and global initiatives encompassing internal and external communications, talent acquisition, and collaboration on Army-Navy NCAA Football and NFL partnerships, resulting in a 19% rise in new members and a 45% uptick in prospective employee application traffic.
Associate Creative Director
Trilix
04.2022 - 05.2023
- Directed the video production team of 18 with concepting, writing, and producing local, national, and global TV spots and short films for clients such as Minnesota United and Minnesota Wild, Allina Health, The University of Iowa Athletics, ACT, Make A Wish, and others
- Oversaw the creation of new web copy and imagery for Minnesota United in conjunction with Major League Soccer, generating season ticket sales milestones, and over 21 million new social impressions.
- Improved client satisfaction with creative solutions tailored to meet unique business objectives.
- Optimized marketing materials through cohesive visual storytelling and targeted messaging.
Associate Creative Director
Crunchyroll, A Sony Pictures Television Company
05.2019 - 05.2022
- Composed new and original fan-driven organic and paid content—leading to over 25 million new followers across all social channels
- Integrated digital campaigns through emails, static and dynamic banners, out of home billboards, video scripts, episode and show page summaries, theatrical and home entertainment print copy—accounting for a new revenue record over 400 million
- Guided a team of three proofreaders, 11 copywriters, and 16 designers within three major lines of business: in-house agency, theatrical and home video, and social media, streaming platform, and conventions.
- Delivered visually engaging campaigns by leading brainstorming sessions and conceptualizing ideas.
Associate Creative Director
State Farm
02.2016 - 05.2019
- Executed concepts through copy across a wide range of internal and external B2B and B2C communications, print and billboard creative, digital banners, social media copy, and national radio and TV spots
- Transformed State Farm NBA and NFL partnerships to deliver branded omni-channel messaging that converted into record Auto and Home policy sales.
- Elevated brand identity by developing innovative creative concepts and executing design strategies.
- Collaborated with cross-functional teams for streamlined project management and improved communication.
Freelance Creative Director of Copy
USS Creative
01.2015 - Current
- Lead a team of art directors to develop impactful creative solutions for major brands such as Adobe, Amazon, Capital One, Disney, Formula-1, Funko, MGM Resorts Las Vegas, Sony, and others
- AMD: Where the Future Starts and 2021 Holiday Laptop Shopping Guide conjured a 62% increase in domestic and international sales, as well as 300 million social impressions.
- Streamlined creative processes for improved efficiency and team productivity.
- Led cross-functional teams to deliver high-quality creative assets on time and within budget constraints.
Senior Copy Manager
The North Face
02.2011 - 01.2016
- Conceptualized digital and in-store campaign copy, social media content and product descriptions, global short film scripts and shoots—accelerating international sales by 120%
- Pioneered partnership messaging for local and national events—boosting attendance, social chatter, and Peak Memberships by 75%.
- Achieved departmental goals by developing and executing strategic plans and performance metrics.
- Reduced operational costs through comprehensive process improvement initiatives and resource management.
Education
Master of Arts (M.A.) - Creative Writing -
Full Sail
Winter Park, Florida03.2012
Bachelor of Arts (B.A.) - English Rhetoric & Comp Studies -
University of Florida
Gainesville, Florida10.2010
Bachelor of Science (B.S.) - Arts, Media, and Entertainment Management -
Full Sail
Winter Park, Florida10.2010
Skills
- Cross-functional collaboration
- Scriptwriting
- Assignment delegation
- Data & research analysis
- Social Media
- Creative People Leadership
- Empathy
- Creative Writing
- Advertising Copy
- Target Audience Analysis
- Brand Messaging
- Social Media Copywriting
Awards
- Gold American Advertising Award issued by American Advertising to Trilix and Zac Usinger Smith-Son on Mar 2023 for the Heart of Iowa Brain Health Short Film.
- Silver American Advertising Award issued by American Advertising to Trilix and Zac Usinger Smith-Son on Mar 2023 for the Heart of Iowa Brain Health Short Film.
- Platinum Muse Award Winner issued by Muse to Sony Pictures Television and Zac Usinger Smith-Son on Jan 2021 for Funimation Con 2020: Funimation Platinum Muse Announcement.
Avid Gamer, Micro Influencer, Google Guide Foodie, and Collector.
When I'm not conquering virtual realms as an avid gamer or curating the latest trends as a micro influencer, you'll find me uncovering hidden culinary gems as a Google Guide foodie or adding to my collection with the enthusiasm of a treasure hunter!
Languages
English
Native or Bilingual
German
Professional Working
Timeline
ACD, Senior Advertising Copywriter
USSA
06.2023 - Current
Associate Creative Director
Trilix
04.2022 - 05.2023
Associate Creative Director
Crunchyroll, A Sony Pictures Television Company
05.2019 - 05.2022
Associate Creative Director
State Farm
02.2016 - 05.2019
Freelance Creative Director of Copy
USS Creative
01.2015 - Current
Senior Copy Manager
The North Face
02.2011 - 01.2016
Master of Arts (M.A.) - Creative Writing -
Full Sail
Bachelor of Arts (B.A.) - English Rhetoric & Comp Studies -
University of Florida
Bachelor of Science (B.S.) - Arts, Media, and Entertainment Management -
Full Sail
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