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Launching two new innovative products in 2022 with absurdly-engaging copy straight outta 1982.
Wholesale sell sheets
New product launch copy
“Vacation® SPF 30 Classic Spray dispenses unadulterated protection at your leisure. Non-aerosol propellant technology delivers a superior form of continuous spray for uninterrupted play, effortlessly performing at any angle your desires take you. With our “World-Famous” fragrance of instant summer nostalgia paired with the refreshing sensation of a light mist, you’ll experience an aromatherapeutic paradise at the touch of a button. Vacation® SPF 30 Classic Spray is the world's best-smelling sunscreen — vaporized.”
“Vacation® SPF 30 Classic Whip is where broad-spectrum protection meets the ubiquitous joy of confection. A novel delight, this star-foamed mousse boasts a lighter-than-air feel thanks to its breakthrough non-ozone-depleting formula utilizing organic, non-flammable HFO technology. Not only is the Vacation® SPF 30 Classic Whip a pleasure to apply, but it's also a tempting treat for the senses. The brand's award-winning signature scent evokes your fondest summer memories with the added luxuriance of your favorite sweet garnish. With Vacation®, there's always room for dessert. It's time to give your skin a taste. “
“Mid-day sun beats heavily on the tiles, and a freshly-laundered plush cotton towel lays beside your sun-lounger, evidence of its rapid replenishment only perceptible via pool boy ip-op-shaped footsteps slowly evaporating into the distance. Glossy magazine pages lazily shue in the chlorine-scented breeze, and with a deft intake of piña colada from a tall resort-branded hurricane glass, you nd your “happy hour”. While swaying palm frond silhouettes cool the character, scintillating rays radiantly remain on your sunscreen-lathered skin. The heat is on, but leisure never takes time o.
Enter Vacation® Brand Super Spritzer, perfectly primed in the telltale grasp discernable only to true leisure connoisseurs. A playful spritz releases a brief oceanic whisper, beckoning forthcoming refreshment. Instantaneously invigorating mist ushers in the hydration of coconut water and cucumber extract while chamomile and aloe vera nourishingly satiate your senses. Exotic botanicals cloak you, the Spritzee, in a diaphanous sheen, your shimmering skin catching the envious eyes of onlookers resort-wide. The Vacation® Brand Super Spritzer is inimitable poolside refreshment, mood readjustment, and atomized arousal on-demand.
The moment it hits you, you know you've reached your destination—because paradise is only a spritz away. Available now, effective immediately. Shop life-arming leisure enhancement at vacation.inc.” (NB This last piece is spec work)
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Putting a world of inspiring kids’ audio into words.
All global email marketing
Website, social, UX copy
Wikipedia page
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Long-form blog content writing for the world’s leading rugby brand 🏉
Read Zee’s Legacy here.
Agency: Sonder & Tell
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Supplying engaging comms for the premium gin founded by fashion photographer Mert Alas.
Brand brochure
Industry newsletter
Social media captions
“Seventy-One Gin is a meticulously-crafted botanical wonder blurring the boundaries between art, fragrance, and spirit. In pursuit of a rare nocturnal expression, Seventy One assembles the finest offerings of the wilderness and more. A botanical fantasy, unfolding a new after-dark ritual.”
“Seventy-One Gin is the definitive spirit for those with a heightened sensitivity to the intricacies of curiosity and desire.”
“Each botanical absolute enhances the other, creating an experience of contrasts, balance, and allure. Black Sea juniper contributes to the rounded flavour profile, with a soft sweetness providing the backdrop for layers of building complexity. Damask rose from Isparta, the ‘City of Roses’, introduces floral notes, with air-dried Turkish grapefruit peel welcoming fragrant, sparkling citrus. Sustainably-foraged Ecuadorian Cinchona bark brings a sweet, spicy woodiness to the palate, developing the character of the liquid even further into its climax — where only the rarest treatment will do.”
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Head of content for the B Corp beer brand that makes lives better for those affected by water poverty.
Brand consulting
Content strategy
Campaign management
Content creation
Social media management
Graphic design
“Water is at the core of sustainable development, critical not only for human survival but in creating healthy ecosystems by improving the productivity of communities. Clean water can only be renewable if well-managed, and for the communities that we work with, this is made possible through the help of you, the drinker, and our partner, charity: water.
On the other side of the story, the unpredictable effects of climate change can impede this progress and undo significant amounts of clean water project work rapidly; through flooding, storms, and droughts. We see water as the critical link between the climate system, human society, and the environment, and since 2016 it's been our mission to support it. Awareness and efforts made on #EarthDay and every other day will counter the effects of climate change, making clean water a more realistic future for the 771 million people without it.”
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Creating a manifesto for a company disrupting how arts and entertainment organisations reach their audiences.
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Website copy for elite and everyday athletes’ ultimate training partner.
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Writing full brand guidelines and creating all of their content and strategy before moving in-house. I also wrote product and website copy.
Full brand guidelines
Content creation (photo + copy)
Product copy
Website and SEO copy
“The soft, comforting steep of lavender meets the bright, energising citrus to sharpen your senses and uplift your mood, ready for the day ahead. A seasonal whisper of nutmeg and clove follows, smoothed out into the vanilla-sweet glow of wild tonka bean, leaving a luscious aroma as your skin absorbs the balm almost instantly.”
“The storm leaves an air of calm in the forest, citrus rays trickle down from towering conifers, and you float over a base of petrichor as the cedarwood awakens with rainfall.”
“The warm lustre of sunlight stretches through the flora as you bathe in its stillness. You meander a Sicilian orange grove, and senses meet every expression of its trees; the energising zest of the fruit, regenerative botanical overtones of the flower (Neroli), and the soothing effects of the leaves (Petitgrain). It's a family affair.”
Agency: Too Gallus
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Complete website copy, brand/studio overview, and industry email for a world-class VFX studio. I worked with the team at LAVFX to craft their new spoken identity to help them level up into their most ambitious phase of work yet.
Website copy
B2B comms
Tone of voice
“Lux Aeterna is a world-class VFX studio fluent in the language of storytelling. A community of experts collaborating with the world’s best broadcasters and streamers to transcend the threshold of the imagination.
From storyboard to screen, we innovate at every turn to meet the creative needs of an ever-changing cinematic landscape. Our art department nurtures end-to-end production with world-class scripts, concept art, storyboarding and animatics to produce work steeped in originality, commercial appeal, and palpable emotion.
We harness where technology and art intersect, working at the pinnacle of VFX to create culturally significant stories. With our world-class pipeline and flexible shot management platform, we're passionate about providing state-of-the-art solutions with integrity.“
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Launching a new product for the most-subscribed person on YouTube, MrBeast.
Product copy
Launch newsletter
Taglines
“we write to inform you that feastables choc chip cookies are here, and they’re perfect. chewy, choc-chippy, and a lil bit coconutty, with only 10g of sugar for a deliciously delectable treat. available rn at feastables.com or find us in the Wal-Mart cookie aisle (if they have a cookie aisle, idk).”
Agency: Outlandish (Austin, TX)
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Harnessing the brand’s adventurous tone of voice with a meticulous eye for detail across multiple channels, blogs, and award-winning video scripts — working in-house as their digital & community manager for four years.
Social media management
Content creation
Video script writing
Website copy
Paid social and display ad copy
Newsletter design and writing
Blog content
Customer service
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Crafting language that’s built to last.
Full brand guidelines
Social media strategy and management
Web copy
Meta ads
“The craft of carry for the city and beyond.
Our products are for all genders, abilities, ages, and sizes – no matter where you wander. Timeless, sustainable bags are for whoever wishes to seamlessly pack positive change into their lives, whether that’s from the office, the mountains, or beyond.”
Agency: Too Gallus
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Re-engaging a worldwide community of adventurers with the most comfortable way to travel anywhere.
Brand positioning
Full brand guidelines
Technical product copy
“Stillness at 500 miles per hour”
“A journey so good you’ll miss the flight.”
“A daydream come true.”
“First-class comfort, wherever you’re sitting.”
Agency: Too Gallus
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Redefining a best-in-class influencer marketing agency.
Tone of voice guidelines
Website copy
Taglines
“The influencer agency with a taste for makers.
We are an influencer marketing agency specialising in giving brands a flavour people become obsessed over. Buttermilk whips up a social landscape where authentic brand stories and captivating content thrive through meaningful and engaging connections.”
“Our mission is to harness our data-grounded insight, creative flair, and years of experience to deliver the very best brand-creator partnerships. Our mission is to launch brands into places they would never otherwise reach with head-turning, feed-stopping work backed by breathtaking numbers. We authentically elevate content, serve it to the right audiences, and drive unprecedented results working with a global network of advocates, influencers, and brand fans. And, with everything we do, we diversify and evolve what's out there to stay ahead of cultural trends. Always.”
Agency: Too Gallus
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Writing a summer campaign for the nation’s go-to menswear specialists.
Landing page copy
Campaign video script
Taglines
Google Ads
Paid Social
Social captions
“Tailored for life.
Picture-perfect days, your summer playlist on the stereo, and no place to be but here, there, and everywhere. Explore a world of style suited to every adventure, whether on the road or off the beaten track. Find effortlessly elegant styles to get lost in and make your memories look and feel better than ever.”
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Going against the grain and putting a new twist on tradition.
Brand guidelines
Brand strapline
Ad taglines
Press release
Web copy
Launch video script
“There’s no smoke without flair.”
Agency: Too Gallus
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Rebranding one of Edinburgh’s most popular clubs and taking it into an exciting new direction.
Naming
Social copy
Website copy
Ad copy
Menu
Agency: Too Gallus
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Engineering the foundations of Glasgow’s premium workwear brand.
Mission statement
Brand personality
Taglines
Customer profiling
“Quality goods, built to work.”
“You emerge from crisp linen sheets to the percolator drips of fresh coffee — a favourite local roast adding rich olfactive notes to your morning ritual. Sandalwood smoke from lit incense mingles with the scent of the brew as you watch it rise and form hazy layers in your living room.
A lap of houseplants, which you carefully mist to the rhythm of Nas, Memory Lane as you turn Illmatic to 41st Side South. That nineties beat sounds like syrup through those hi-fi speakers grandad gave you — mahogany casing and all.
You turn a few pages of that coffee table book you picked up for this very moment. And no item of furniture feels as comfortable as this mid-century chair you restored with the help of YouTube.
The notifications switch off, and the outfit you've pictured all week goes on. The perfect-fitting crew knit looks as good as the day you picked it up, finishing the Sunday ensemble with a double-take in the mirror.”
Agency: Too Gallus
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Action beyond words.
Tone of voice guidelines
Mission statement
Taglines
Sub-brand naming and project overviews
Web copy
Agency: Too Gallus
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Crafting a paradisiacal escape for a premium CBD skincare experience.
Product copy
Web copy
Bilingual video script
Social media management
“We invite you along the scenic route to La Rue Verte, where more mindful moments await. Santé is a toast to your health, distilling a sense of calm with every vitamin-enriched drop. Water-soluble CBD dissolves into your refreshment of choice, modifying its feeling without compromising the palate.
A new adjunct to augment your evening, or an aperitif alternative — Santé empowers you to flourish with or without alcohol. Uplifting in its nature for a twist to your favourite mocktail, while providing more welcomed effects after late-night cocktails.”
“A youthful new dawn. Your skin bathes in the warm lustre of the sun’s scintillating rays — a feeling you’ll wish to revisit every morning. You’re awakened by the decadent fragrances of neroli and orange blossom. A full-body experience, immersing yourself in uplifting calm with the potential of the day, and the potential of you, ahead.”
Agency: Too Gallus
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Preserving Loch Fyne’s world-famous reputation of quality, and keeping the spirit alive for generations to come.
Mission statement
Tone of voice guidelines
Brand story
Brand strategy
Positioning
Taglines
“Chancing upon the rolling hills and fresh sea air of Loch Fyne suggests you may know a thing or two about quality. World-renowned for the utmost levels of artisanship, we take our whisky as seriously as we do our fare along Argyll's Secret Coast.
From our Inverary home, we've shared the story of whisky with our community for three decades, forming unique bonds based on trust, knowledge, and good taste. The Loch Fyne Range is the carefully-crafted outcome of this mutual respect and is how the story of our spirit began.
We source specially-selected casks from the country's finest distilleries, lending our expertise to bring new life and character to the whisky. Always on the hunt for the best quality, our artisans inherently set the bar higher and higher at every turn.
Bottling this experience and handing our wisdom back to the community is what the spirit of Loch Fyne is all about. Our story only gets more interesting as time goes on, with our ever-evolving craft keeping the spirit of Loch Fyne alive for generations to come.”
Agency: Too Gallus
