Max Irzhak

Associate Creative Director / Copywriter

Writing was always a passion for Max. But sitting down in a fuzzy knit sweater, typewriter on one side, Scotch glass on the other, never quite made the list. So instead of writing a novel, he decided to be the voice of brands. A copywriter was born.

Now he leads Copy direction, creates digital journeys, and launches cool products — while always putting the customer first.

DIRECTV NOW (product launch)

Concepted and launched the full digital experience with one goal in mind: conversions. Results... shattered EOY acquisition goals on launch night; hit 1M subs in 12 months; 2M by year 2. Continued leading a team of writers responsible for new promotions on ATT.com and DIRECTVNOW.com.

Sports Illustrated

DIRECTV NOW partnered with Sports Illustrated for a behind-the-scenes look at the last 10 years. We created a full digital experience with photoshoots, interviews, and gated content. Cross-promotional print in SI magazine completed the journey.

Full AT&T redesign

Led the creative direction on transforming AT&T messaging to match a newer/younger audience that will carry our brand for years to come. Developed standards for tone, style, positioning. Guided writing team across digital touchpoint executions.

AT&T Ready to Go (product launch)

To get the latest AT&T devices to our customers (even faster), we launched AT&T Ready to Go. Led the creative charge with tagline, video script, upper/lower funnel, transactional emails, in-app placement, native banners, press kit.

NFL Sunday Ticket

When it comes to football, die-hard fans know there's only one place to stream all the action: NFL Sunday Ticket! From upper-funnel contact, to lower-funnel checkout ... we held their hand every step of the way.

WatchTV (product launch)

Developed the tone, messaging, and identity of AT&T WatchTV. Launched 2 unlimited plans to accompany the new streaming platform: Landing page traffic increased 58% WoW; bounce decreased 27% WoW.

Fullscreen

When AT&T partnered with Fullscreen to offer unlimited data to their millennial audience, we create a tonal and visual style that seamlessly blended the 2 brands.

Unlimited wireless (product launch)

When you combine unlimited data with the best names in entertainment, you get 2 amazing wireless plans from AT&T. Created upper funnel marketing, checkout flow; led writing team on promotional placements across ATT.com.

Mercedes-Benz USA

Launched the flagship line of compact vans for Mercedes-Benz. Conceptualized and executed our first social media campaign for a national truck show. Created copy for MBUSA.com, direct mail, in-dealership marketing.

Garden City Hotel

Led statewide advertising campaign for a new bridal package (digital, print, social, OOH). Increased traffic led to wedding revenue jump of 30%.

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