Hand-crafted results

Portfolio

It’s easy to cut wood with a sharp tool. Ours is a Pilot G-2 Pen.

What the Guac?

OBJECTIVE: No brand in the “fresh category” had ever been a part of the Super Bowl. Our task was to sell orchards of pre-game guacamole for Super Bowl XLIX (2015).

OVERVIEW: Collaborating with six multimedia agencies, Shawn Paul Wood spearheaded the brand's digital experience, wrote copy for national engagement and successfully humanized the "Avocados from Mexico" mascot, "Avo Man.”

OUTPUT: Despite being vanity metrics, we garnered 1.6 billion impressions! Our inaugural effort was ranked best in 27 major markets and honored as the second-best Super Bowl ad in the USA Today/AP poll. It's just another day at the office.

Movin’ On Up

OBJECTIVE: In 2005, the Dallas/Fort Worth (D/FW) International Airport's $1.7 billion Capital Development Program (CDP) introduced the opulent 29-gate International Terminal D, the state-of-the-art Grand Hyatt Hotel, and the Skylink, the world's largest airport people-mover system.

OVERVIEW: This was slated as the largest and most secure airport development since 9/11. D/FW’s account lead (Woodworks Communications Founder Shawn Paul Wood) created media documents and separate landing pages for each project to create the global news blitz.

Additionally, pages were created for D/FW’s new USO facility (the largest in the world), the “World of Wings” program that celebrated 300 airplanes in a $6 million art program comprised of a dedicated collection of paintings, sculptures, and floor medallions.

OUTPUT: Leading the global team across four different Burson-Marsteller offices, the D/FW media team garnered over 1,250 earned articles across traditional media outlets worldwide in 37 languages.

Corporate Communications Director, 2020-

Evangelical Columnist, 2023-

A Wave of Hope

OBJECTIVE: In the wake of the worst natural disaster in United States history, Hurricane Katrina decimated the Gulf Coast, including seven historically black colleges and universities (HBCUs) supported by the United Negro College Fund (UNCF).

OVERVIEW: The UNCF, led by Dr. Michael Lomax, called upon its network to help rebuild the stalwart for higher education among underrepresented communities. As part of Burson-Marsteller, Media Director and Writer Shawn Paul Wood helped spark national change among UNCF’s network—Ad Council, Young & Rubicam, and the Bush-Clinton Katrina Fund. The teams united under the capital development banner “Wave of Hope.”

OUTPUT: The Wave of Hope campaign garnered $3.5 million from private donors and alumni. Wood penned a public service announcement for President Bush (41) and President Clinton, which resulted in a $15 million grant.

Wood was also tasked with managing the publicity, backstage events, and Red Carpet ceremony for the tributes dedicated to Stevie Wonder, Aretha Franklin, and Smokey Robinson during “An Evening of Stars” for three consecutive years.

United Negro College Fund efforts for Hurricane Katrina rebuilding

Raising Spirits on 9/11

OBJECTIVE: During the terroristic attack in New York City on September 11, 2001, the communications team of The Potter’s House and Bishop T.D. Jakes leveraged an opportunity that began nine months prior. The result was nationwide hope.

OVERVIEW: Time magazine launched a weekly series titled "America's Best," highlighting chief executives, top businesses, notable speakers, and personalities, and occasionally exploring the entertainment industry. Inspired by this series, a young media relations director and writer contemplated an article on "America's Best Preacher" in late 2000.

OUTPUT: Crafting fact-driven and emotionally compelling emails, Wood aimed to create an opportunity for a deserving person. However, convincing Senior Editor of Religion David Van Biema required a unique approach. Thus, Wood joined Van Biema amidst 112,000 women at Atlanta's Georgia Dome to solidify their objective and share a significant moment.

They attended the "Women Thou Art Loosed" conference in May 2000 for a potential cover story. From that time until mid-July, Wood facilitated the photo shoot in The Potter’s House church lobby, targeting a September release. Indeed, on September 17, the issue featuring "Is this man the next Billy Graham?" was distributed, coinciding with 9/11.

In a time when America was in dire need of hope, a new messenger emerged. And the beautiful dove? Wood purchased it from PETCO an hour from the church and later returned it to the store, where it found a new home with an elderly lady who had recently lost her parakeet.

Since 2016, Darden Restaurants has featured employees among its eight national brands. This was the first video of the series created by Shawn Paul Wood for an internal communications and recruitment strategy campaign.