Award-winning creative copywriter. Martini drinker. Art nerd. As a copywriter and creative I've been lucky enough to work with global brands the Guardian, adidas, Unilever, Diageo and Philips. From ATL campaign ideas to unforgettable subject lines. I like to use audience insights and human truths to make products and audiences sing. Sometimes literally!
- How do you get commuters to pay attention?Tell them not to. The Guardian’s daily podcast had a successful launch, but still had a key area for growth: commuters on the London Underground. On the London Underground, travellers are bombarded by ads - and no one likes it. So we played to the mindset of every commuter. We filled the background with a real transcript and told our audience not to read our poster. By purposefully overcrowding the visual, we demonstrated the benefit of the audio podcast and intrigued people by using good old
- The Guardian: How women can change the worldHow can women change the world? The Guardian women seminar brought together change-making women to discuss past achievements and future ambitions. These wall vinyls decorated the room and the copy needed to reflect the inspirational narratives of the speakers and audience.
- The Guardian & The ObserverSocial videos for Twitter, Facebook and Instagram. The Guardian and Observer wanted to raise awareness of their weekend supplements. They needed a series of dynamic social videos to promote the magazines' content over social. I workshopped words and images with the client to pin down each magazine's distinct tone and collected them together into shortlists. Since the budget was limited, we paired words with photography and used the unique vocabulary of the individual supplements to keep the
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