Randall Head / Senior Copywriter & Editor

Hearthstone - Knights of the Frozen Throne

Company: Blizzard Entertainment
Franchise: Hearthstone
Role: Writer/Editor

Hearthstone is Blizzard's smash-hit digital CCG (collectible card game) set in the Warcraft universe. First released in 2014, the game still sees an average of nearly 4 million monthly active users.

In order to drum up hype for Knights of the Frozen Throne, an expansion/card set that released in 2017, I wrote PR materials and helped create marketing initiatives including an activation at San Diego Comic Con and a video to accompany it, as well as a blog post in the voice of the iconic villan, The Lich King.

Press Releases:

KNIGHTS OF THE FROZEN THRONE™ BRINGS COLD TASTE OF UNDEATH TO HEARTHSTONE®
As the cold shroud of death falls upon the land of the living, Azeroth’s mortal inhabitants shiver with fear—Knights of the Frozen Throne™, the new expansion for Blizzard Entertainment’s smash-hit digital card game Hearthstone®, has arrived. The Lich King—Lord of the Scourge, master of Icecrown Citadel, and wielder of the cursed runeblade Frostmourne—has come to conquer the tavern and those within it, promising power in the form of 135 frosty new cards.
READ THE FULL RELEASE

HEARTHSTONE® PLAYERS BECOME KNIGHTS OF THE FROZEN THRONE™ IN AUGUST
For those in the service of the Lich King, death is only the beginning. . . . Blizzard Entertainment today announced Knights of the Frozen Throne™, the new expansion coming this August to Hearthstone®, Blizzard’s smash-hit digital card game. Adventurers will soon travel to Northrend, where they’ll confront the Lich King and be raised as Death Knights, wielding otherworldly powers and stealing life from their opponents, and ultimately ascending Icecrown Citadel to claim the Frozen Throne—and 135 frosty new cards—for themselves.
READ THE FULL RELEASE

Taste Undeath—and Other Flavors—at Blizzard Entertainment's Ice Cream Citadel During Comic-Con®

Amidst the sweltering San Diego heat, mortals and the undead alike scream . . . for free ice cream. Blizzard Entertainment today announced the grand opening of Ice Cream Citadel, a pop-up ice cream shop that celebrates Knights of the Frozen Throne™, the upcoming expansion to Hearthstone®, Blizzard's smash-hit digital card game. No San Diego Comic-Con® badge is required, so all are invited to stop by for a free Frozen Cone as well as a photo op with the Lich King, Lord of the Scourge and ultimate purveyor of death and icy treats.
READ THE FULL RELEASE

Ice Cream Citadel: San Diego Comic Con Activation
The Lich King is one of the most infamous supervillains from the Warcraft universe. He inhabits an icy fortress named Icecrown Citadel, and sits upon his Frozen Throne. At Blizzard, we loved a good pun . . . so we created the Ice Cream Citadel - a pop-up at SDCC 2017 where fans could get free ice cream, plus a photo op with The Lich King!

Here's a marketing video we made to promote the event and have some fun with the concept:

Here's some footage from the event at San Diego Comic Con 2017:

This activation was beloved by fans, and was picked up by multiple gaming news outlets, including:
Hearthpwn
Gaming Shogun
Bleeding Cool
Massively Overpowered

Blog Post
Ice Cream Citadel Descends Upon San Diego Comic Con!
Greetings, mortal whelps!

As part of my efforts to prove to the accursed Brode that I possess the necessary experience to command the Hearthstone development team, I have decided to expand my efforts to all aspects of mortal enterprise.

At first I considered peddling power and vengeance, but according to my focus testing, the foremost human craving seems to be for cold, creamy, sweetened sludge. I have decided to create a frozen-cream sugar-ooze unlike any you have ever tasted. You will desire it.

Prepare yourselves for the grand opening of Ice Cream Citadel, a fortress of refreshment in the scorching heat that afflicts this place. I will be on hand to personally help you conquer the heat with free ice cream. You need spend no money for your first taste of my power.
READ THE FULL POST

Results
Knights of the Frozen Throne released on 8/10/17, and within the first five days of its launch went on to generate $6.6 million in revenue on the App Store and Google Play, making it the franchises' most lucrative content launch.

I also wrote PR materials for all other expansions launched between 2016-2018, which can be viewed on Blizzard's Gamespress site.

Drunk Robots IDO

Company: Equinox DAC
Client: Drunk Robots
Role: Senior Copywriter

During my time as a Senior Copywriter at the Equinox DAC (formerly ApolloX), I helped dozens of blockchain gaming and metaverse clients market their projects by creating blog content, writing press materials, and scripting video content.

One of our most successful IDO launches was for Drunk Robots - a game where players take control of booze-fueled robots to do combat and earn rewards such as $METAL. For this project, I wrote various press releases and blog posts to build excitement about newly announced partnerships as well as the upcoming IDO.

I also worked with the Drunk Robots team to script an IDO hype video:

Articles and Press Releases

Drunk Robots IDO Comes Out Swinging April 7
The Drunk Robots team just made a huge announcement: their IDO will launch on April 7 on the Liquidifty, GameFi and TrustPad platforms! It’s time for followers of the project, as well as lovers of beer, robots, and good old-fashioned brawls, to celebrate!

Don’t miss this first chance to grab some $METAL tokens, as well as to invest in Drunk Robots alongside the project’s notable supporters, including animoca brands, merit circle, gate.io, zb.com, and 1inch!
READ THE FULL ARTICLE

Drunk Robots IDO — All you need to know
We would like to announce that on Thursday, April 7, 2022, the DRUNK ROBOTS project will be conducting its IDO. Please find the main information given below!

There will be 3 platforms conducting the Drunk Robots IDO: Liquidifty, GameFi and TrustPad. All events will take place at the same time on April 7. The exact time will be announced in our socials. Each launchpad has its own system of allocation and its own terms for participation. Please read the rules carefully for the platform you will use.
READ THE FULL ARTICLE

Drunk Robots Receives Investment from Animoca Brands
The city of Los Machines is proud to welcome its newest resident: Animoca Brands, a global leader in decentralized gamification, today announced a strategic partnership with Drunk Robots, our upcoming play-to-earn action-RPG built on the BNB Chain.

With a large portfolio of over 150 investments in NFT-related companies and blockchain projects that are contributing to building the open metaverse, Animoca Brands brings a vast wealth of expertise to this partnership, as well as investment and marketing support that will stretch well into the future of Drunk Robots. . . .
READ THE FULL ARTICLE

Results
The Drunk Robots IDO successfully raised $15.72 million USD in four rounds of funding.

360 Campaign - PNC Bank NFL Sponsorship

Agency: Deutsch NY
Role: Copywriter / ACD

To launch PNC Bank's NFL partnership with the Chicago Bears, my partner (Jeff Kopay) and I created the "All In" campaign - a fan-focused series of TV, radio, online, print, and out-of-home ads that positioned PNC Bank as a supportive partner rather than just be another superimposed logo.

Insight: Chicago is a city that, despite it’s white collar wealth, is rooted in blue collar values. These values are no more applicable than in the community’s support of the NFL’s Chicago Bears – a team built on a historically tough and defensive style.

Strategy: We created a series of social content and local broadcast spots that linked PNC, a hard-working bank, with the hard-working people of Chicago. The campaign was supported regionally with digital ads, in-branch POS, OOH and in-stadium banners.

Results: PNC bank account openings in the Chicago region grew by 15% in the year following this campaign's launch.

The Work:

Praise from the Chicago Business Journal:
"This is good, straightforward storytelling that seems so much more honest and real and engaging than most of what passes for advertising on the air these days."

EcoFutures - A Blueprint for Eco-Capitalism

Client: EcoFutures

EcoFutures is a pioneering platform that transforms real-world conservation efforts into a robust digital currency ecosystem. By tokenizing conserved lands through legally binding NFT-wrapped stewardship contracts and integrating a decentralized network of independent Trustees, EcoFutures creates a hybrid trust model that bridges traditional legal validation with blockchain’s immutable security.

In my work with EcoFutures, I helped distill this complex vision into clear, engaging written materials that capture both the technical foundations and the transformative potential of eco-centric finance. My contributions focused on translating intricate concepts into accessible narratives that emphasize the alignment of environmental stewardship with digital economic innovation, positioning EcoFutures as a groundbreaking paradigm in sustainable investment.

*Note - As of March 2025, this project is still in progress, and the materials shown here are not yet final.

EcoFutures Whitepaper
Every serious blockchain project needs a well-written whitepaper that clearly communicates what problem is being solved and how, while also including essential technical information regarding tokenomics, smart contracts, and so on. The whitepaper for EcoFutures is currently still under review by the project's founder and engineers, but I'm happy to share the current iteration.
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Abstract
According to NASA, Humanity’s rapid industrialization has driven atmospheric carbon dioxide levels up by 50% in less than 200 years—a surge that is disrupting natural systems and fueling climate change. This dramatic rise in greenhouse gases not only endangers our environment but also challenges our traditional economic models, which prioritize extraction and short-term gains over long-term sustainability. We propose a transformative solution: a decentralized system that monetizes ecological preservation by converting the ecological value of conserved natural assets into digital currency. To accomplish the digitization of analog assets and minimize the potential for fraudulent activity, we necessarily reintroduce trust into the typically trust-free blockchain in the form of NFT-wrapped land-stewardship contracts that legally require land holders to meet specified ecological requirements. Finally, we ensure that this system incentivizes the conservation and stewardship of larger and larger amounts of land by calculating currency minting rates using a Fibonacci-based halving mechanism, as well as a coefficient tied directly to those lands’ ecological health. EcoFutures thus offers a new paradigm in which preserving natural ecologies becomes the foundation for sustainable economic growth.

Read the (WIP) EcoFutures Whitepaper here

Explaining EcoFutures - Articles & Web Content
In order to share the vision for the EcoFutures platform with potential investors, I created a series of articles to help break down its essential elements. Additionally, I wrote the FAQ copy for the website, and am currently working on overhauling the existing site copy and structure. Stay tuned for updates!

Article 1: From Seeds to TREEs: Understanding EcoFutures

EcoFutures reimagines the way we invest in nature by transforming conserved lands into a new digital asset class—EcoFutures Tokens (EFT). By leveraging blockchain innovation, EFTs are created from legally binding land stewardship contracts and rigorously verified by eco-specialists, ensuring that every token accurately reflects the intrinsic ecological value of a property. This approach not only provides landowners, or Guardians, with a reliable source of funding to maintain and enhance their environments but also offers eco-conscious investors, known as Patrons, a unique opportunity to generate returns as the land's ecological health improves.

READ THE FULL ARTICLE

Article 2: Decoding the EcoScore

EcoFutures Tokens (EFTs) redefine how we value land by linking digital assets directly to ecological quality. At the heart of this innovation is the EcoScore—a scientifically derived metric that evaluates a property’s ecological health based on factors such as soil integrity, water quality, air purity, biodiversity, and community impact. Instead of relying solely on commercial potential, EcoFutures leverages the EcoScore to transparently assess and reflect the true, sustainable value of conserved lands. This approach not only encourages long-term environmental stewardship but also provides investors with a reliable, data-driven foundation for making eco-centric investment decisions.
READ THE FULL ARTICLE

Article 3: Who Are the EcoFutures Trustees?

In a world where industrial growth has pushed our planet to the brink, environmental preservation has never been more urgent. EcoFutures Trustees stand at the forefront of this challenge, acting as independent, certified validators who ensure that each land asset on the platform meets rigorous ecological and legal standards.
READ THE FULL ARTICLE

Article 4: A Paradigm Shift Toward Conscious Eco Capitalism

EcoFutures Tokens (EFTs) represent a groundbreaking approach to green investing—one that places the true ecological value of natural lands at the center of the financial system. In an era when our planet’s Global Commons—vital resources like forests, clean water, and fertile soil—are increasingly at risk from unsustainable development, EcoFutures redefines asset value by linking investments directly to environmental health.

READ THE FULL ARTICLE

Article 5: Five Great Reasons to Invest in EcoFutures Tokens (EFTs)

EcoFutures Tokens (EFTs) represent a revolutionary shift in green investing—transforming the way we value natural landscapes by linking investments directly to their intrinsic ecological worth. Unlike traditional assets, EFTs are pegged to the sustainable qualities of nature—assessing factors such as soil vitality, water purity, air quality, biodiversity, and community impact—to create a unique, eco-centric asset class. This approach not only channels funds into preserving our finite natural resources but also aligns long-term financial returns with environmental stewardship.

READ THE FULL ARTICLE

The Surfer's Guide

Company: The Surfer's Guide
Role: Writer/Founding Partner

The Surfer's Guide - Sri Lanka is the first-ever comprehensive surf guide book created for the island nation formerly known as Ceylon. With its high-quality surf photography, cultural insights, and hand illustrated maps that break down more than 30 waves, this book contains everything a surfer needs to plan an epic trip to Sri Lanka.

I used my skills of writing, editing, and researching both the country of Sri Lanka as well as the sport and culture of surfing to craft an amazing product that sold more than 1,600 copies in its first year. I also wrote web copy for the brand: www.thesurfersguide.org

CLICK HERE for a full PDF of the book

Arugam Bay Survival Guide
In order to raise brand awareness and market to travelers already in Sri Lankan surf towns, I created a series of "Survival Guides" - free brochures that provide helpful tips about surf etiquette, local customs and culture, and general safety info tailored to the specific area. Here's the first in the series, which was written for the legendary surf town of Arugam Bay.

Partnership Development
In the 2025 edition of The Surfer's Guide Sri Lanka, we feature our partner SriLankan Airlines in an article I wrote chronicling their pivotal role in supporting the sport of surfing in the country, even during the Sri Lankan civil war.

Media Kits
We sell print advertisements in our books, so advertiser outreach is a big part of our business and communications strategy. Each year, I create Media Kits for each location we publish a guide book for. This year, we've added Bali to the list.

CHECK OUT THE BALI MEDIA KIT

With plans distribute globally online by 2025, grow the brand's digital presence, and to write books for Bali, Australia, Portugal, and more, there's a lot in the works for The Surfer's Guide!

Storytelling - Honda 'Serial One'

Agency: RPA
Role: Copywriter

While working on a social assignment for Honda, I stumbled across Tim Mings - a quirky mechanic and collector with a fixation on the Honda N600. I was looking for a subject matter expert to interview; but I found so much more.

Tim told me he owned the first Honda car ever produced for the American market - 'Serial One' - but it was on cinderblocks.

Over lunch that day, I put together a wild pitch: to fund and document Tim Mings' restoration the #FirstHonda, and have a homecoming event for the car at the American Honda Museum in Torrance, CA.

The folks at Honda said yes.

Social:
I also created a social campaign that invited Honda's followers to share memories about their beloved Honda car(s) using the #FirstHonda. Just as Tim's N600 was the first Honda in the US, many drivers had a Civic or Camry for their first automobile.

July 2012