Thom Fountain is a copywriter, strategist and journalist working out of the upper Midwest.

CygnetLake.com
It’s hard to beat the pull of jealousy. So when we were tasked to build a new site for a forested Canadian lake resort, we played to the fact that everyone wants to imagine themselves up in the great North and personalized the message with a robust database of dynamic copy.
Site In Development   +   Art Director: Kaitlyn Bryan   +  Copywriter: Thom Fountain
We used IP address data to deliver dynamic copy for each visitor, tailored to their location and current weather report, telling them exactly what they were missing. If it failed, it jumped back to a generic version.

Wisconsin, Under 40°
It’s a little chilly this time of year in Wisconsin. Maybe it’s the perfect day to gather ‘round a fire with your friends and family and dream of casting your lines on the lake up north. Yeah, we can’t wait until you’re here either.
Texas, no matched weather
Everything’s bigger in Texas, but you know what we like? Cozy. A nice cozy cabin, a cozy private lake, and a cozy community enjoying the great outdoors. We’ll agree with you on big game, but luckily we’ve got that too. Yeah, we can’t wait until you’re here either.
Generic
How’s the weather where you are? Because it’s gonna be perfect up at Cygnet. Gorgeous summer nights out on the lake, rolling thunder storms cozied up on the couch, crisp mornings on the hunt. Yeah, we can’t wait until you’re here either.


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Campaign
Babe Ruth Baseball
Concept + Copy + Content
Youth baseball is in decline and what’s left of community programs are being decimated by expensive, elite, private teams. So we tied the appeal of baseball back to its grounded roots through a showcase TV spot and backed it up with a social campaign and content-heavy minisite.
Social
We Did The Math
Concept + Copy
The LE Phillips Memorial Public Library Endowment Fund has a long name and a complex system to grow money, so we built them a campaign that played on that math. We built a series of GIFs, each playing on a complex math problem that no one really needed to know the answer to.
Editorial
Eau Claire Sound
Concept + Writing + Video
Every scene has a defining sound: the somber grunge in Seattle, the bizarre, noisy folk of North Carolina, the atonal experimentation of Brooklyn. So as Eau Claire grew into a hotspot of nationally-bound musicians, we tried to find that thread through an immersive web and print experience.
Marketing
CygnetLake.com
Concept + Copy
It’s hard to beat the pull of jealousy. So when we were tasked to build a new site for a forested Canadian lake resort, we played to the fact that everyone wants to imagine themselves up in the great North and personalized the message with a robust database of dynamic copy.
Branding
Draft Design House
Name + Voice + Manifesto
When a couple of former coworkers were starting their own business, I helped to name and brand the company. We needed to create a forward thinking voice without going too far – most of their clients were small business owners who didn’t want to sort through technobabble or buzzwords.
Editorial
Volume One
Writing + Reporting
Over the course of five years and positions from freelancer to managing editor, I’ve written over 200 articles, blog posts, and content pieces for the Chippewa Valley’s arts and culture publication. This is a sampling of some of the best pieces I wrote and/or concepted.