Seth Mueller

Cataract surgery is the center of ophthalmic surgical practices, and the technology is an important topic of conversation among surgeons and with patients. These pages explain the differences among the latest innovations to customers.

This campaign targets eye care patients and doctors, suggesting that they discuss the topic of contact lens discomfort. “Frank” embodies the open and honest approach eye doctors should take with these conversations.

Digital banners

1-800Accountant is America’s leading online accounting firm. I’m their advertising copywriter, primarily responsible for developing campaign landing pages, paid search campaign copy, paid social campaign copy and other promotional campaigns.

The ONIE project helps improve the health of Oklahoma families by promoting nutrition and physical activity through educational materials. In 2013, they wanted to promote the health benefits of choosing 1% milk over 2% and whole. 

I helped develop the “Low Fat Milk Has Perks” concept and wrote this script, which features former NBA player Kendrick Perkins as a very quiet “spokesperson.” This ad ran in conjunction with the Oklahoma City Thunder’s 2013 playoff run and a national broadcast once aired a short clip of it during a timeout.

I helped develop the True Sky Credit Union brand (formerly FAA Credit Union) in 2016. This television campaign was their first after the rebrand.

I led concept development for the series, which aired over the course of 18 months. I scripted both the visual story and the voiceover, and served as assistant director during production.

The Cheese-For-All is a once a year event, that moves from city to city like a traveling rock show. The campaign included transit for overall awareness supported by a mix of social and display for direct response and retargeting.

I was responsible for naming and copywriting. The approach here keeps it simple and stays on-tone in support of the main event.

EyeCare Partners is a network of eye care providers that breaks the barriers between ophthalmology and optometry. I developed their tagline and wrote this introduction video, featured on their website and used extensively in their recruitment of new partners.

I lowered the barrier to entry for smart home products by producing a series of educational smart home articles for Amazon. This was at a time when smart home products did not have user-friendly interfaces or work well with other devices. These articles helped customers understand how to make decisions about which smart home products were best for them, as well as how to use them.

Although most of the articles I wrote for the series are no longer live, this one is still live to this day:

Smart bulb, smart switch or smart plug?

Note: This was actually one of Amazon’s first forays into educational content. Their site was not built to feature this kind of content and the result is poorly archived articles that were shoehorned into templates designed to sell products and services.

OU Health is the umbrella brand for a group of healthcare providers, including Oklahoma's largest and most comprehensive hospital. I served as a creative director and senior copywriter on the account, and wrote most of their marketing materials, including web copy and social media campaigns. The scripts I wrote for these two TV spots position OU Health as Oklahoma's healthcare experts using actual doctors, researchers and patients paired with scientific imagery.

Many athletes perceive Pedialyte as something specifically designed for kids who are sick and default to the sports drinks ”everyone else” turns to.

I designed this national TV spot to convey that extraordinary results come from making out-of-the-ordinary choices. This work successfully motivated “serious hydration” and “athlete” audiences to try Pedialyte, helping to not only expand reach, but evolve the hydration drink category overall, as well.

I helped the OEA start a public-facing grassroots initiative in response to a controversial failed vote that would have given teachers across the state a raise. This campaign helped raise public awareness prior to the 2018 Oklahoma teachers’ strike.

I developed the idea for the Fight for Funding/Give an F movement, serving as a creative director and copywriter.

I wrote a narrative guide and interview questions for these behind-the-scenes style videos to help the interviewer navigate responses, and wrote all copy for the campaign, including graphics and social media content.

Social media content was particularly challenging to develop, due to the topic being politically charged. I empowered OEA’s internal marketing team to respond to negative feedback gracefully by researching common talking points against public education in Oklahoma and developing well sourced and thorough responses in advance of the campaign’s launch. In the end, the aforementioned teachers’ strike saw support from more than 70 percent of Oklahomans, and I think this campaign had something to do with it.

On a personal note, I’m very proud of this work. I come from a family of educators, including both of my parents.

I write the annual research report and webinar recaps for Sterling Volunteers.

They conduct a survey and send me their analysis. I translate that into a ~30-page report with discussions of the most interesting takeaways. Download the 2020 report through their lead capture form.

Over the years I've had the opportunity to help steer brands big and small in the right direction, through name, tagline and voice development. Here are just a few examples.

I wrote copy for the OKC streetcar safety campaign for the Central Oklahoma Transit and Parking Authority. I also helped develop their quirky approach. This was one of my final projects at STAPLEGUN.

The Oklahoma Department of Commerce develops and recruits business for Oklahoma. The quality of life brochure targets employees of businesses considering relocation and the aerospace brochure targets those who operate large aerospace companies. I collaborated with an art director to develop the look, feel and tone and wrote all copy.

Check out the full Department of commerce brochures here:

Quality of Life

Aerospace

I developed the “Keep it Saucy” brand and tone for RibCrib while serving as lead copywriter and associate creative director over a six-year period.

OU Outreach (now OU Extended Campus) is a college at the University of Oklahoma that offers degrees designed for working adults and service members with hectic schedules.

OSUOKC needed a cheap attention-grabbing approach for their first foray into geotargeted streaming ads (back when ads on Hulu were new and foreign). They’re funny!