Of the many campaigns I have worked on in my career, the “Live Richly” campaign for Citibank may be my favorite. The brand voice was an excellent match for my dry, keep-everything-in-perspective worldview. It was a particularly challenging and stimulating campaign for a copywriter, as the lines did much of the heavy lifting creatively. One of the other benefits of working on "Live Richly" was its national exposure. It was a thrill to see one’s ideas all over New York City and in much of the country as well.
