Goodman Marketing Partners, the agency for Autodesk, wanted some fresh thinking to help them increase activation and use of the Autodesk Subscription e-Learning system. My marching orders were, "... dramatically move the needle on e-Learning."

We were talking to engineers. They love to build things. That's why I created a package that was oversized, contained a colorful paper airplane, and a free offer for aviator sunglasses. Copy was short, conversational and loaded with benefits, not just features.