About me

A multidisciplinary Senior Creative with a background in copywriting. Currently contracting at Apple after spending 2.5 years in Amsterdam, working on elevated storytelling for adidas Global’s in-house digital creative agency, Studio A. During the 12 years of my career, I've worked full-time and freelanced for international tech companies, agencies, publishing houses and directly with brands like Meta (formerly Facebook) US, Livity, TASCHEN and Nike London. Check out my portfolio: www.minettepaes.com or drop me an email at paesminette@gmail.com if you want to know more.

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Projects credited in

• 54

  NIKE: Nothing Beats A Londoner

Work history

Writer (Contractor)Apple
Jan 2024London, United KingdomFreelance
• Contract with Apple ideating and writing in its Marcom department. • Highlights include Back To School and Mac Does That (for SMB) campaigns.
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Creative Lead | Senior Copywriteradidas
Nov 2020 - Apr 2023Amsterdam, NetherlandsFull Time
Elevating storytelling across digital with focus on luxury Originals collections. Includes: • Optimising content and user experience on ECOM and APP, and concepting and testing new features e.g. audio on product pages • Co-creating global digital campaigns that direct the consumer to the product page through compelling, culturally relevant stories • Working across Studio A's work streams to ensure alignment and consistency across digital touchpoints - Product Presentation, Lab A, Campaign, Membership • Co-leading The Diversity Collective (funded by adidas) to give young people from underrepresented backgrounds access to opportunities within the creative industry.

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Skills

• Copywriting
• Editorial
• Brand Storytelling
• Brand Tone
• Concept
• Social Media
• Video Production

Education

Short courseCentral Saint Martins (UAL)
Jul 2016 - Jul 2016London, United Kingdom
Creative Direction