Copywriting
I have a strong background in copywriting, including naming National Geographic’s flagship science docuseries featuring Will Smith, Welcome to Earth, as well as Hop Stuff Brewery’s fastest-selling seasonal beer, Freudian Strip. I also created one of the first augmented reality beer bottles for Woody Barrelson.
I’ve crafted taglines for brands like Canadian Club Whisky, developed social media copy for Ned Australian Whisky, and written my own book published by Pan Macmillan.
Below are some examples of my work.
Copywriting concept
Paypal
When PayPal needed a clever, memorable campaign to promote the ease of paying friends back in their app, I saw an opportunity to inject some wordplay that would resonate with their audience.
Naming
WELCOME TO EARTH
I was approached by Nutopia to name their new program for National Geographic and Disney. I proposed using the iconic line from Independence Day to inject a bit of humor while aligning with the tone and scope of the series.
Book
PAN MACMILLAN
Pan Macmillan asked me to create a book for Christmas based on some celebrity pun designs, and I wrote the witty, offbeat copy to complement the quirky illustrations. The first edition of Odd Trumps: Pop Culture Gone Weird sold out quickly, prompting a second edition to be printed.
Naming
HOP STUFF BREWERY
I worked with Hop Stuff Brewery to name their special edition beers. Freudian Strip, a Vienna lager, became their fastest-selling seasonal beer to date. I also named Woody Barrelson, a barrel-aged porter, and created one of the first augmented reality beer bottles for this release.
Tag Line
CANADIAN CLUB WHISKY
The client wanted to build around the concept of 'Your club for Kindred Spirits,' which I felt was a bit too formal and on the nose. Drawing from that, I explored language around 'club,' a concept that’s very ownable for the Canadian Club brand, and they went with my tagline suggestion of 'Your Club. No invite needed.'
Social & BOP
NED AUSTRALIAN WHISKY
Wrote back of packet copy and social media posts for NED whisky’s WANTED series. Inspired by infamous Austrailian Outlaw, Ned Kelly. Made for those who appreciate a rebellious spirt.
FOP & Naming
NESTLÈ 'NAT' CEREAL
I created individual product names for Nestlé's NAT brand and developed copy for their new 'Nat Bears' breakfast cereal. Customers were unsure how to eat the product, so Nestlé wanted the front of the packaging to be simplified and made more ergonomic.
Ragnar Nordel
To cleanse the palate after a fair bit of corporate copy, I'll end with an example of some absurd comedy writing for a fictional artist I created called Ragnar Nordel. If you'd like to see more of my work, feel free to check out my writing and film projects by clicking the button below.