I got my first job by starting a surf magazine. I founded Paper Sea – Honest conversations and critical pictures about surf, travel and art – and caught the attention of the creative director at Crumpler. It was my first lesson about the power of a good idea executed well.

I’ve been copywriting for 16 years and when I saw the call for bold ideas, I had a flash back to my time at Crumpler. I didn’t realise at the time quite how lucky I was to be working with a CD (former CD at Apple) and a brand so willing to take creative risks.

I realise how precious it is to find an opportunity to work with genuinely brave creatives. I’ve had the privilege of working in-house with brilliant creatives in small, agile teams, across great brands and I’d love to bring my ideas, energy and experience to Envato.

Please enjoy some copy I’ve written over the years.

TIXEL

When the secure fan-to-fan ticket marketplace first launched, I wrote their brand story (and other web copy and UX copy too), inspired by a flaky mate. Their tone of voice was conversational, in-the-know and dry.

The Anti-Dave to missing out on tickets

Bloody Dave. You should never have let him organise tickets. “Sorry, dude. My internet was slow and they sold out so fast.” Whatever. Thank god for Tixel – the Anti-Dave to missing out on tickets. You may’ve missed out on the first drop, but there’s no way you’re missing this gig. And absolutely no way you’ll pay triple to some flaky guy you found online for what could turn out to be a fake ticket. And begging friends on Facebook to let you know if anyone had a spare ticket leaves too much to chance. Luckily, you found the gig on Tixel, bought tickets and had them transferred into your name in the time it took Dave to conjure another excuse.

CRUMPLER

Spinning vortex campaign

To launch Crumpler’s first collection designed for women, we came up with the idea to subvert diet culture and Instagram #fitspo quotes. So, ‘Eat more raw food’ became ‘roar more when you eat food’. The campaign proposed the Vortex Diet ( 4 steps detailed below) and made fun of fads’ propensity for promising unrealistic transformative properties.

The campaign required various collateral, including: website landing page,

campaign launch eDM, collection page, store window decal, rock posters, printed in-store collateral, print publication advertisement.

Back to work campaign

My designer and I had back-to-back briefs. The first was a “back to work” campaign and the second was a travel campaign. The transition between the two created more positive feedback and social noise than anything we’d done before.

A tongue-in-cheek concept inspired by WWII propaganda posters. The idea was that if you owned a crumpler work bag, you’d love going to work too.

Travel campaign

The creative starter for this campaign was simply the word: “go”. One day the store windows had posters reading: ‘Feel alive work nine to five’, the next ‘Work Sucks, Go Travel’.

CANVA

Valentine’s Day campaign – Cupid’s Brand Values

I worked on the copy and concept development for Cupid’s Brand Guidelines. The top is a frame from the Instagram post and my copy below.
A touch more whimsical than their usual but they’re quite strict on TOV.

FIN.

Campaign copy