Crystal Yu

Crystal Yu

Creative | CopywriterBerlin, Germany
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Brendan McKnight
Sophie Howe
Crystal Yu

Crystal Yu

Creative | CopywriterBerlin, Germany
About me
Conceptual, copywriter, storyteller. Over eight years of experience working with international lifestyle, technology, food, and spirit brands. Integrated campaign development with a heavy digital, experiential, and social background. Skilled in taking ideas from initial concept to execution.
  • Google Assistant
    Google AssistantAs part of the Personality team, we explore what it means for an AI to “have a personality”. We meet users, conduct research, test extensively, and practice empathy in order to create a thoughtful and welcoming experience for everyone. Our goal is to create features, games, and content on the Assistant that make people all over the world smile, laugh, and think.
  • Bud Light Button
    Bud Light ButtonBud Light exists to inspire epic, unexpected nights with friends: to keep its drinkers "up for whatever." But nothing ruins an epic night faster than running out of beer—and having to run out for more. So we created the Bud Light Button: an app that keeps the party going and the beer flowing. Ordering ice-cold beer is as simple as pushing a button. So whether you’re at a party, at grandma’s house, or at a friend’s place watching the game, beer is only one tap away.
  • Levi's Music Project
    Levi's Music ProjectLevi's has long been entrenched in the music scene, allowing artists and musicians to express themselves on and off stage. The company wanted to reconnect with its musical roots and give back to an industry that has helped define the brand for decades. The Levi's Music Project is an initiative that unites artists with their local communities to help inspire the next generation of musicians. To launch the project, we partnered with Alicia Keys, Vince Staples, and SZA to create something uniquely
  • Live In Levi's Project
    Live In Levi's ProjectSince 2014, the Live In Levi's Project has celebrated the stories and styles of people around the world. In 2017, Levi's wanted a different approach—something that gave new meaning to the LIL Project. They asked us for a global campaign that could showcase their latest products, recognize their iconic history, and continue to inspire people to Live In Levi's. We thought the best way to inject new meaning into the campaign was to honor those who Live In Levi's every day: the Levi's employees. We
  • Levi's Social
    Levi's SocialDefined Levi’s social tone of voice for 25+ markets, leading global content creation across all social channels. In addition to weekly content, we also produced posts, videos, gifs, and stories for seasonal campaigns, new product launches, styling tips, and influencer content.
  • Nike // One Day Sale
    Nike // One Day SaleAcross the world, women still are not paid equally. And as an equal pay company, Nike is working to change that. We pitched this idea to them in an effort to celebrate women and raise awareness on gender pay equality. On International Women's Day, we'll host The One Day Sale to highlight the issue of gender pay disparities around the world. Each country’s sale will be equivalent to its gender wage gap percentage, and anyone who purchases women’s products on that day will receive the discount.
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Work history
    Google logo
    Google logo
    Creative WriterGoogle
    San Francisco, United StatesFreelance
    AKQA logo
    AKQA logo
    Senior CopywriterAKQA
     - San Francisco, United StatesFull Time
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  • Ad Copywriting
  • Copywriting
  • Digital Marketing
  • Brand Storytelling
  • Brand Tone
  • Editorial Copy
  • Advertising
  • Conceptual
  • Conceptual Copywriting
  • Social Media
    BS Advertising and Marketing Communications | BA English LiteratureBoston University
     - Boston, United States