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Joe Coates



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About me

think Steinbeck had it right when he said, "Ideas are like rabbits. You get a couple and learn how to handle them, and pretty soon you have a dozen."? And without trying to sound too uppity by rolling with a quote on my LinkedIn summary, this is the sort of mentality I aim to bring to any team that I'm part of. My career began working in the feature film industry in New Zealand - namely on The Hobbit, The Avengers and Man of Steel. From here I moved into creative and editorial copywriting where I developed a solid background interviewing, researching and copywriting. I enjoy the challenge of adapting my narrative to suit the client's or my employer's need and relish a particularly ticklish brief. Currently, I'm working as a freelancer for Australian men's lifestyle magazine D'Marge. After leaving the green hills and white cliffs of dear Mother England twelve years ago, and heading to the - arguably - greener hills of New Zealand, it's with a sense of great anticipation that I find myself back in the big smoke of London to take the next step in my career. I also make a phenomenal cup of earl grey.


  • Film
  • Marketing PR
  • Film Production
  • Runner
  • Office
  • Word
  • Blogger
  • Online Writing
  • Online Publishing
  • Article Writing
  • Copywiting
  • Post Production Assistant

Work history


Alcohol Contributor


Jul 2015
  • I write articles which revolve entirely around alcohol for a target demographic comprised of males between 18 and 30. In tone they're informative but casual, and aimed at the discerning Australian bloke who wishes to expand his knowledge of booze, bars and all things alcohol related. This means that I have to stay abreast of all things relevant to my articles and make sure that my research is on point. My aim is to inform the audience, whilst making sure that they're compelled to come back for my next piece. With this in mind I like to utilise humor to build a rapport with the reader, and - this being an Australian men's online publication - this is particularly fun as there are few things more synonymous with "manliness" than booze.



Positively Wellington Tourism

Dec 2012 - May 2013
  • * Acted as a critic and reviewer for newly opened restaurants, bars, art spaces and the like. * Extensively interviewed owners and managers on their aspirations for their ventures, and photographed the venues and products. * Sampled and made notes on menus and experiences from a range of venues. I was lucky enough to review fine dining restaurants, delicatessens, nightclubs, cinemas and boutique art galleries. * Condensed notes into informative articles that were published on the Positively Wellington Tourism website. This was a fantastic opportunity to really stretch my legs as a writer. It was this role that sharpened my interviewing techniques, and I perfected that rapport that is so essential when walking the line between professionalism and amiability; one that is easily crossed in a culture as relaxed as the one enjoyed in New Zealand. I was also required to write for a variety of demographics, depending on what it was that I was reviewing. I take real pleasure in altering my writing style for varying target audiences; it keeps me on my toes and keeps the creative process fresh. In the same week I might have to write a promotional piece on an upcoming electronic gig in one of Wellington's fantastic clubs, followed by a review of a high-end Japanese sushi bar's new menu, and then write up an interview with the owner of a recently opened boutique brewery. Each article required specific tailoring depending on the consumers being targeted, and it was this sense of individuality that I loved - and excelled at - bringing to the position.


Production Runner

Weta Digital

Sep 2012 - Mar 2013
  • * Assisted on post-production facilities for The Hobbit, Man of Steel, The Avengers and Iron Man 3. * Helped in organising catering for the digital artists through production. * Delivered contracts, film, food and personnel to required destinations. This was an extremely intense position working in the feature film industry. That being said, even though I was working eighty-hour weeks when shows were wrapping, I loved every minute of it. One of my passions is film and working for Peter Jackson's company was an absolute dream come true. As a runner you do anything and everything that is required of you. I would act as a driver for staff and crew between the numerous buildings that make up Weta Digital. Discretion and confidentiality are key when handling film and other resources, as well as knowing that you can't talk about projects to people outside of work. I learned the immeasurable worth of a sunny disposition in this job. I, along with my fellow runners, acted as the morale for the visual effects team, and I took real pride in helping to keep everyone's spirits up. Brainstorming various ways in which to spice up those long nights at work, when the VFX teams are working until 3am, was a constant battle. Basically, this role ingrained in me the importance of flexibility. You had to be willing to be available at all hours of day, any day of the week, and to be keen to help out in any way that was required of you. It taught me to be passionate about my work, and this mentality is something that I try and emulate in all my work.



Bachelor of Communications

Massey University of Wellington

Feb 2007 - Sep 2011
  • Gained a Bachelor of Communications, majoring in Expressive Arts, with a minor in Marketing Communication.