I was called upon to rewrite all of the copy for the UAB Undergraduate Admissions Web site. All of it. The thought was that our current voice and approach weren't really speaking to our largely 17-year-old audience, and that it wasn't really conveying the fun, non-stodginess that is UAB. So they called me in.

Do you know the feeling of omnipotence that bestows upon a copywriter? It's almost never a good idea. Certainly wasn't this time.

See it in action. Also, while you're over there, check out the extensive program offerings and active campus life.