Rob Simons

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I was brought on as lead writer for America’s largest grocery retailer at a time when they were expanding their online pickup service from two test markets to over twenty. My challenge was to synthesize the needs of a trusted brand, the value propositions of a new service and the fun nature of writing about food, while developing a fresh voice that resonated with millennials. I was responsible for all online and print messaging, which included landing pages, email, display banners, collateral pieces, print ads, inserts and direct mail.

As part of the campaign launch, we created The Village Post, a publication giving locals a taste of the unique offerings at Palisades Village. I wrote the majority of the articles, interviews, romance copy and brand descriptions, all focused on the many textures of the Palisades lifestyle. A digital version was later featured in the LA Times.

Things Kept Burning is the debut collection of stories by Rob Simons. Told primarily by the same first person narrator – a writer searching for transcendence through a series of unconventional relationships – these stories offer a compelling examination of American loneliness and hope.

The book is also about the search for salvation through art. From the adventures of an English professor and his former student with Down Syndrome, to the evening spent in a porn star’s hotel room, to the death of a best friend in a drug overdose, these eclectic narratives challenge us to question where we're going with our lives, while illuminating the absurdity of existence itself.

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In 2001, I helped write an early draft of Rescue Dawn for German filmmaker Werner Herzog. At first, I was just supposed to help with grammar and sentence structure, since this was his first screenplay written entirely in English, but after meeting with him at Fantasy Studios in Berkeley I was given free reign, including the reworking of major scenes. I also helped with the soldier's dialogue, particularly the curse words, which Herzog was hesitant to write himself. It was a cool experience, one that I learned a lot from, and although I would have done many things differently, I left with nothing but respect for Herzog's work ethic and passion. 

Hatami was one of the great photographers of the 20th century, and I’m fortunate to not only have worked with him but to also call him a friend. On this project, I built and designed the site, wrote item descriptions and collection copy, crafted the biography and curated all the content. I also take care of his PR and licensing requests, working closely with the gallery that represents him. 

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In terms of digital presence, Walmart is one of the most loved brands in the world. And as copywriter for the consumables vertical, which included baby, toys, photo, food, pets and household essentials, as well as lead writer for several global marketing campaigns, I really tried to push the envelope in terms of creating a fun, clever and engaging brand voice that spoke to Millennials and Gen Xers.

Haiku is a marketplace that connects freelancers with quality projects throughout the world. I launched and currently manage their official blog, centered on conversations about the future of work. Below are the articles I wrote:

How I Learned To Stop Worrying & Love Freelance Life
Freelance Test Projects
Think Outside the Hiring Box
Build A Flexible Team of Freelancers
What Pricing Structure is Best for Freelance Talent?
How To Make Your Profile Shine

At ZipRecruiter I wrote sales and marketing collateral for JobBoard.io, a powerful white label job board solution. This included landing page copy, pitch decks and sales one-sheets.

The San Francisco Art Exchange focuses on the art of popular culture, particularly rock and roll.  As the content developer and creative strategist for the gallery, I helped create a fresh look and feel to the brand that was was faithful to its roots, while speaking to a new generation of art collectors and music aficionados. 

Ultimately, I was responsible for all brand collateral. This included content development and creative strategy; designing print invitations, magazine ads and posters; curating photography collections and crafting item copy for the web site; and writing press releases and artist biographies. I also managed the social media and email marketing programs.

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An inspiration feed that focuses on the intersection of photography, literature, film, music, architecture and design. It’s a place where I document the words and images and sounds that I come across each day, things that I find captivating or beautiful or thought provoking.

The title of the site comes from a PBS documentary about architect Frank Lloyd Wright. Disappointed worshipers described the exterior of their new Unity Temple as looking like a prison gate house, an ice factory, and a Mayan handball court. And yet, over time the building has become one of Wright’s most beloved creations and is recognized critically as a crowning achievement of modernism.

There’s a metaphor there about misunderstood or overlooked brilliance that I find refreshing.

Front image © Stephen Shore

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My time at Resto involved editing product copy and item descriptions for their 2013 and 2014 spring catalogs. Occasionally, I wrote captions and romance blurbs, too. I also proofed copy for tear sheets featured online and handed out in stores. 

Images © Restoration Hardware