Concepting | Campaign copy | Email | Social
I developed launch copy for Virgin Active’s new flagship club, Bondi Westfield – the brand’s most premium offering in Australia, built around the overarching line Luxe without limits.
The work spanned the full opening campaign, from pre-hold phone messaging and member emails, to social media assets and ghostwriting a welcome message from Sir Richard Branson.
The copy positioned Bondi Westfield as Virgin Active’s new luxe destination for the Eastern Suburbs: a complete luxury lifestyle under one roof where workout meets wellness meets whatever-you-want.
Radio scripts | TVC scripts | Advertorials | The Block content | Campaign copy
Working with Wellcom, I developed a broad suite of copy for Freedom Furniture across multiple campaigns and content formats.
For Freedom’s online exclusives campaign, I wrote radio scripts positioning Freedom.com.au as a furniture and homewares universe, helping the brand move beyond its brick-and-mortar identity to build confidence around online shopping.
I also wrote feature advertorials positioning Freedom as a lifestyle brand, including a Christmas entertaining series profiling Australian chefs, and a partnership piece with Australian House & Garden magazine, spotlighting Melbourne cook and author Julia Busuttil Nishimura. Both series wove Freedom product recommendations naturally into aspirational lifestyle content.
I wrote promotional editorial for Freedom’s partnership with The Block, bringing contestant room reveals to life through product-led copy.
Sustainability | Web Copy | Scripting
For the past three years I’ve been freelancing for Zara’s sustainability department, creating copy for the company’s Join Life website.
Join Life is Zara’s commitment to make every part of its business more sustainable.
Most recently I’ve been writing for Zara’s Sustainability Innovation Hub. The SIH collaborates with science and technology to develop innovative new materials that help reduce the environmental impact of Zara’s products. These new materials help reduce waste by recycling elements of exisiting materials, reducing the need for virgin materials, such as fossil-fuel based materials.
I’ve recently written the Join Life manifesto that’s become the voiceover for the Join Life film. You can see it here.
Branding | E-Com | Social | Scriptwriting | Press release | Sustainability
Since 2017 I've been working with youth fashion brand, Bershka (part of the Inditex group), developing copy across their e-com site and social media channels and writing press releases for new collections.
I work with their marketing team's creative director to come up with campaign ideas and copy for seasonal collections and special promotions, and for their sustainability label, Join Life. I also develop copy for retail collateral for their stores across the world.
Web content | E-com newsletters | Concepting | Social
As lead writer for Tommy Hilfiger's digital marketing team in Amsterdam, I managed the monthly refresh of the company's global e-commerce platform, Tommy.com. Each month, I reviewed the upcoming collection and produced copy to engage consumers around the products and the brand.
I concepted and created copy for online campaigns, emails and microsites to promote seasonal collections and special promotions such as the twice-yearly sales campaign.
I managed freelance writers and set the copy direction for all online creative, including social media.
I produced social media copy across Facebook, Instagram, Twitter and Pinterest, as well as helping the team with their social media strategy.
Ensuring a consistent tone of voice across all channels, I've also written on behalf of the brand, celebrity ambassadors, such as Alexa Chung and Olivia Palermo, and Tommy himself.
In 2015 I attended New York Fashion Week to post live from the runway show, which was inspired by American football. I wrote player cards for each of the models, and all of the accompanying social media copy, which was subsequently picked up by the world's leading fashion press.
Web copy | E-com newsletters | Scriptwriting
With the re-launch of the Calvin Klein global website in 2015, I worked with the team based in Amsterdam to write copy for the site and newsletters, as well as film scripts for the brand's annual line opening.
#PackForTheFuture campaign
Concepting | Scriptwriting | Social | Press release
Working as lead writer for Republic of Everyone, I helped create this end-to-end campaign for UNICEF to mark World Children’s Day, 2018.
The campaign saw statues of children around Australia wearing the blue UNICEF backpack with the message, #PackForTheFuture, to raise awareness of the need to equip every child, everywhere with the education they deserve.
Even in New York, the famous Fearless Girl wore the #PackForTheFuture backpack to inspire people to stand up for children’s education.
We also brought the #PackForTheFuture concept to life at a free photography exhibition at the Sydney Opera House.
Editor in chief
During Brazil 2014, I worked with R/GA and Google in San Francisco to transform Google search data about the World Cup into mini news stories or “trends” – as all the football action happened.
I was editor in chief of a newsroom of 15 writers and translators, plus designers. Each trend was the chance to concept with a designer (at speed!) to create a fun and engaging story that would be shared on social media for the world to enjoy.
We also produced a book to honour the project.
Digital OOH | Storytelling through data | Scriptwriting
As lead writer on Google at R/GA London, I was part of the team that created the digital media innovation, Google Outside. We took search beyond mobile and desktop, onto a whole new platform. For the first time, we took it outside.
Google Outside transformed outdoor screens across London into smart, responsive displays. As a result, these screens could serve passersby the right information, in the right place, at the right time – from nearby cafés in the morning, to cinemas on a cold evening.
I turned this information into insightful stories, providing useful and entertaining content to people on the go.
Sustainability story | Print ads
When high-end furniture supplier, Living Edge, relaunched their sustainability program – Living On – they asked Republic of Everyone to write a book about it and create all-new web content.
As Republic's lead writer, I worked with the head of sustainability at Living Edge to write the story of Living On, past, present and future.
The book is targeted at Living Edge employees, and tailors messaging about Living On to various customer groups.
I also wrote the copy for the Living On relaunch online, and print ads to spread the word.
Naming | Content | Social | Blog | Editorial | Science | Sustainability
As lead writer for Republic of Everyone, I was part of the team that launched the Plant Life Balance web and app experiences.
An initiative of Hort Innovation Australia, Plant Life Balance inspires people to green their homes. The smartphone app shows people how adding more plants to their homes can actively improve their health and wellbeing.
Curated “looks” help budding gardeners create beautiful and healthy green spaces while the blog is a constant source of “greenspiration”.
In 2017, Plant Life Balance won a Webby Award.
Game | Web | Mobile | Scriptwriting | Social
I was copy lead on Heineken at AKQA London and AKQA Amsterdam and helped create a number of award-winning online experiences.
Heineken Star Player was the world’s first dual-screen football game, turning every match on TV into a live, social experience. Viewers could play along live, online and on mobile, and anticipate the outcome of match moments in real time.
I created all copy for the online and mobile applications. I also concepted and wrote the activation content, including the Apple iAd, MPU banner and Heineken homepage takeover for launch.
In 2012, Heineken Star Player became AKQA's most awarded project ever, winning a Gold Cannes Cyber Lion, a D&AD Yellow Pencil and other major awards.
During my time working on the Heineken Facebook account, we took Heineken's 300,000-strong Facebook community and grew it to over 1.5 million in less than a year. The posts I concepted and wrote achieved some of the best interaction rates on Facebook, outperforming some of the world’s greatest brands, from Skittles to Red Bull. The average Heineken post achieved five times more comments per post, and 21 times more likes per post than Coca-Cola.
Coming up with new, exciting ways to engage our audience every week we learnt what worked and what didn’t, and became a success story for Heineken internally. During our first year at the helm of Heineken’s Facebook page, we helped the brand make it into Interbrand’s global top 100 for the first time.
