steven lichtenstein
As a creative copywriter, I'm at my best when I'm involved in all aspects of the process, from brainstorming and ideation to design and refinement. That's true for any project I'm a part of, be it web copy, display ads, emails, social media, video scripts, newsletters, event experiences — and any layer in between and beyond.
For additional context on these projects, please view on desktop.
Tabnine brand and voice refresh
I helped lead a full rebranding for Tabnine in 2024, including a messaging and design refresh. We reintroduced our AI code assistant to make it more relevant to developers and highlight our core differentiators: privacy, protection, and personalization.
This set includes the first ads we released, along with website screengrabs and an O'Reilly print ad, couched within a visual scheme developers could resonate with: their IDE.
Beyond just the visuals, Tabnine was in dire need of a copy and tone refresh. I worked to establish a cleaner, more approachable tone with emails, including these header images from an onboarding nurture sequence and a "second-chance" email.
SpringOne virtual launch
When the pandemic hit in 2020, our annual developer conference went virtual, causing us (and everyone else in the world) to pivot.
We also went from one content track to five, and launched this social campaign to introduce them, aligned to our event theme: "Build your own path."
For each track, I also created a unique, thematic Spotify playlist. And for the event, I created, wrote, and helped hard code an online MadLibs activation.
Cockroach Labs OOH ads
Las Vegas Strip, 2022
We ran two out-of-home ads for AWS re:Invent in Las Vegas in 2022. The first appeared on a large display on the Strip; the second near a bank of elevators in The Venetian.
Heathrow Airport, London, 2023
The next five ads appeared on video screens near the baggage terminal, with one line on the left and one on the right running on short loops.
The goal was to quickly grab our viewers' attention and tell an economical story with pairs of complementary values and wordplay.
SpringOne sizzle video and live experience
SpringOne sizzle reel, 2019
SpringOne walk-in game, 2019
In 2019, we moved SpringOne to Austin, TX, and my first two creative thoughts were: music and BBQ. Not far behind those: puns.
This sizzle reel, which I conceived and scripted, highlights those impulses.
The second video doubles down on it. My designer friend and I were given a blank canvas and free reign to design a roughly two-minute intro experience before each day of keynote talks to keep the early morning live audience engaged.
To the rescue as always? Music and puns.
SpringOne Tour ads
When SpringOne Tour circled the globe for a series of live developer events in 2022, we chose to target each location with an ad campaign that felt specific to the culture and identity of that place. I created the traveling stamp motif and developed the accompanying copy.
DevOps Loop experience and ads
DevOps Party Games ad, 2021
DevOps Loop easter egg promo, 2021
DevOps Word Soup (2021)
For this brand-new virtual event, we partnered with a group that hosted a live Jackbox gaming session for attendees. To promote it, I created this ad for social using the Jackbox theme as a guide.
To double down on the gaming theme, I also conceived and helped develop a shareable magnetic poetry Easter egg built into our streaming platform, with a corresponding ad to promote it.
VMware product videos
At both Pivotal and then VMware, I collaborated with agencies at the ideation, execution, and review phases to create a variety of videos (in a variety of styles) to introduce and evolve the brand.
I wrote the script for each of these and helped with casting, production, and post-production.
VMware Tanzu Application Platform: A superior multi-cloud developer experience on Kubernetes
VMware Tanzu Labs, 2021
Meet Pivotal Labs, 2018
VMware employer
brand videos
When VMware Tanzu was looking to highlight our team culture to recruit, I partnered with the Comms team to develop this short series for social.
The concept: highlight our team's diversity and uniqueness in short, catchy videos to attract new talent that values those qualities.
I helped recruit cast members, script and direct the shorts, and made a cameo showing off my VR "skills."
Tanzu Do You: Steve
VMware Tanzu recruiting ad, 2022
Tanzu Do You: Grant
Product pages
About/Careers pages
Event sites
Newsletters
Print ads
Tabnine
Pivotal Tracker
Conan O'Brien interview
Unofficial Student Guide
Blog posts
Customer case studies
FAQ
App store release notes
Playbill articles
Music reviews
PopMatters