INFO
I’ve been writing things professionally for over 12 years. Some made people laugh. Some made people buy things. Some convinced people to download a video game and spend an unreasonable amount of time fighting fictional characters. All of them had a job to do.
I got my start in the gaming industry, where I learned that great copy needs to do more than sound clever. It has to build worlds, give brands a personality, and make people care. From developing the official brand voice for Power Rangers: Legacy Wars to writing commercial scripts, global advertising campaigns, and game trailers, I built my career around finding the right words for the right audience.
Eventually, I took that experience beyond gaming, working with consumer brands across social media, email marketing, advertising, websites, and creator campaigns. Different industries, different audiences, different personalities. The common denominator? Writing that understands what makes people pay attention.
Today, I approach copywriting as equal parts creative strategy, psychology, storytelling, and knowing when to shut up. I love a well-placed joke, but I love effective messaging more. Ideally, we get both.
The work below explores different brand voices, audiences, and creative approaches through original campaign concepts. Some are playful. Some are understated. All are built around the idea that good copy should sound like it came from someone with a functioning personality.
And preferably a strategy.
SUNDAY SCARF
— PROJECT NAME
SUNDAY SCARF DTC EMAIL MARKETING CAMPAIGN
— ROLE
COPYWRITER
CREATIVE STRATEGIST
— DATE
2025
THE CONCEPT
Somewhere along the way, getting dressed became an elaborate negotiation between personal style, comfort, and the overwhelming desire to stay home.Sunday Scarf is a fictional direct-to-consumer accessories brand built around a simple observation: people want to look effortlessly put together, even when their primary ambition for the day is acquiring coffee and avoiding unnecessary conversations.
The campaign, "Yes, You Still Deserve Nice Things," positions oversized scarves as more than cold-weather accessories. They're small, accessible luxuries that make an ordinary outfit feel intentional.Because sometimes the difference between looking fashionable and looking like you've given up is an aggressively oversized scarf.
THE STRATEGY
Rather than leaning into traditional fashion messaging about trends, seasonal essentials, or reinventing your wardrobe, the campaign speaks to a more relatable consumer motivation: wanting something beautiful without needing a particularly good reason to buy it.The brand voice is confident, conversational, slightly self-aware, and quietly indulgent.The email combines an emotionally appealing headline with a clear product proposition, editorial imagery, and a direct shopping CTA.
Campaign headline:
"Yes, you still deserve nice things."
Supporting copy:
"Soft, oversized scarves for people who romanticize literally everything (even going to the grocery store)."
CTA:
"Shop New Arrivals"
The message doesn't try to convince customers that a scarf will transform their lives. It simply suggests that being comfortable, looking good, and enjoying something nice are perfectly reasonable ambitions.
A refreshing concept in an industry that occasionally treats buying knitwear like a spiritual awakening.
The objective: Create a distinctive brand voice that sells an everyday accessory through personality, emotional relevance, and understated humor.
This concept demonstrates my approach to DTC copywriting: finding the human motivation behind a purchase and building messaging that makes the product feel both desirable and genuinely relevant.
DEAD TIRED
— PROJECT NAME
DEAD TIRED DTC EMAIL MARKETING CAMPAIGN
— ROLE
COPYWRITER
CREATIVE STRATEGIST
— DATE
JUNE 2023
THE CONCEPT
Coffee advertising has spent decades insisting that mornings are magical.
Sunshine. Gratitude. Fresh starts. People voluntarily waking up at 5 AM to journal about their potential. Suspicious behavior. Dead Tired is a fictional premium coffee brand for people who enjoy good coffee but have absolutely no interest in developing a morning personality.
The campaign takes a deliberately different approach to coffee marketing, replacing aspirational morning rituals with something considerably more relatable: the quiet resentment of being conscious before 9 AM.
Campaign concept:
“Unfortunately, Morning Happened Again.”
It’s a brand built around a shared human experience rather than an idealized lifestyle. Nobody needs to become their best self before breakfast. They just need coffee.
THE STRATEGY
The goal was to introduce a new coffee brand with a distinctive personality in an extremely crowded category. Rather than competing through familiar promises of productivity, inspiration, or the perfect morning routine, Dead Tired differentiates itself through its tone of voice.
The brand is dry, self-aware, occasionally dramatic, and completely uninterested in pretending that caffeine is a personality trait.The humor serves a strategic purpose: creating immediate recognition among consumers who feel disconnected from overly cheerful coffee advertising.
Email subject:
“Coffee. Because morning happened again.”
Hero headline:
“Unfortunately, morning happened again.”
Supporting copy:
“For people who resent consciousness before 9 AM." The email continues with a conversational introduction that establishes the brand’s attitude:
"Some people bounce out of bed. You are not those people. You are a rational human who simply does not believe in mornings. Same.”
From there, the copy transitions into product messaging, positioning Dead Tired as a smooth, bold premium coffee designed to make early mornings slightly more tolerable. Not enjoyable. Let’s manage expectations.
SLOANE
— PROJECT NAME
SLOANE DTC EMAIL MARKETING CAMPAIGN
— ROLE
COPYWRITER
CREATIVE STRATEGIST
— DATE
SEPTEMBER 2026
THE CONCEPT
Beauty marketing has a complicated relationship with reality. Apparently, we're all supposed to wake up refreshed, drink lemon water, and dedicate 45 minutes to becoming a slightly shinier version of ourselves.
SLOANE has other plans.
SLOANE is a fictional haircare brand designed for people who appreciate looking put together but aren't particularly interested in the elaborate rituals required to get there.
The campaign, "Good Hair for Bad Decisions," introduces a dry shampoo that helps people get through the day looking considerably more organized than they actually are.
It's beauty marketing without the perfection complex. Good hair is the objective. Personal growth is somebody else's department.
THE STRATEGY
The campaign challenges traditional beauty messaging by treating convenience as something to celebrate rather than apologize for.Instead of suggesting consumers need to improve their routines, SLOANE acknowledges that sometimes the routine simply isn't happening.
The brand voice is confident, dry, slightly judgmental in an affectionate way, and refreshingly uninterested in pretending that everyone has their life together.
Email subject:
"You showered. Good. Now fix your hair."
Campaign headline:
"Good hair for bad decisions."
Supporting copy:
"Dry shampoo that actually works, so you can skip a wash and still look like you have your life together."
The humor creates an emotional connection, while the product messaging addresses practical concerns: oil absorption, visible residue, and unpleasant fragrance.
The objective is to make SLOANE feel like a beauty brand that understands its customers' actual lives, not the meticulously organized fictional lives usually featured in advertising.
— PROJECT NAME
UNWELL DTC EMAIL MARKETING CAMPAIGN
— ROLE
COPYWRITER
CREATIVE STRATEGIST
— DATE
FEBRUARY 2026
THE CONCEPT
The beauty industry would like everyone to believe they’re eight hours of sleep, three liters of water, and a silk pillowcase away from becoming an entirely different person. UNWELL respectfully declines.
UNWELL is a fictional skincare brand for people who have developed a deeply personal relationship with their screen time reports, occasionally make questionable decisions, and still want their skin to look good.
The campaign, “Your Skin Had a Night," introduces an overnight recovery serum that works while customers sleep.
The concept is built around a familiar contradiction: people want effective skincare, but they don’t necessarily want a lecture about the lifestyle choices that made them need it.
UNWELL offers skincare without the moral superiority.
Your skin deserves some attention. Your decision-making skills can be addressed separately.
THE STRATEGY
Rather than presenting skincare as an aspirational lifestyle built around perfection and discipline, the campaign positions UNWELL as a brand that understands the messier realities of being human. Its voice is intimate, observant, irreverent, and occasionally uncomfortably specific.
The messaging uses humor to establish familiarity before introducing the serum’s benefits.
Email subject:
"Your skin had a night.”
Campaign headline:
“Your skin had a night. So did you.”
Supporting copy:
“Our overnight recovery serum hydrates, smooths and helps repair the appearance of stressed skin while you sleep."The email then delivers the campaign’s central tonal shift:"
We cannot repair the text you sent at 1:14 AM.”
The humor works because it feels like an observation rather than a joke written to manufacture engagement.It also establishes a clear distinction between what the product can reasonably promise and what it cannot.
UNWELL isn’t selling a complete personal transformation. It’s selling a skincare product with specific cosmetic benefits. Considering the beauty industry’s enthusiasm for promising enlightenment in a bottle, this feels appropriately restrained.
FURTHER
— PROJECT NAME
FURTHER DTC EMAIL MARKETING CAMPAIGN
— ROLE
COPYWRITER
CREATIVE STRATEGIST
— DATE
2023
THE CONCEPT
Pet owners are an interesting demographic. They'll spend 20 minutes comparing the nutritional composition of two treats before going home and eating shredded cheese directly from the refrigerator. Their pets, meanwhile, have developed extremely high standards for creatures who contribute absolutely nothing toward the mortgage.
FURTHER is a fictional premium pet lifestyle brand built around that relationship. The brand creates thoughtfully designed essentials for pets who have successfully established themselves as the most important members of the household.
The campaign, "Better Naps for Higher Standards," positions everyday pet products as beautiful, functional additions to the home. Because your cat may be unemployed, but that doesn't mean it should have to sleep on something ugly.
THE STRATEGY
Traditional pet marketing often focuses on cuteness, affection, or the emotional bond between people and their animals. FURTHER takes a different approach. The brand recognizes that many pet owners see their animals as fully developed personalities, complete with preferences, demands, and a frankly concerning amount of household authority.
The campaign combines understated humor with premium lifestyle positioning, appealing to consumers who care about both their pets' comfort and their home's aesthetic.
Brand positioning:
"Pets for people who get it."
Campaign headline:
"Better naps for higher standards."
Supporting copy:
"Thoughtful essentials for pets who run the house (as they should)."
The messaging gently reverses the traditional owner-pet relationship.
The animal is treated as the discerning customer. The human is simply responsible for payment. It's a familiar dynamic, presented with enough restraint to maintain the brand's elevated identity.
— PROJECT NAME
FLUX B2B EMAIL
MARKETING CAMPAIGN
— ROLE
COPYWRITER
CREATIVE STRATEGIST
— DATE
DECEMBER 2025
THE CONCEPT
Marketing teams have more information than ever. Audience research. Competitor analysis. Performance reports. Trend forecasting. Six dashboards that disagree with each other. A presentation someone insists needs more synergy. And somehow, the creative brief is still empty.
FLUX is a fictional AI-powered brand strategy platform designed to help marketing teams turn information into actionable creative direction. The campaign, "Less Guesswork. More Good Work," introduces an AI-generated brand brief that brings together audience insights, market research, competitive observations, and campaign concepts.
The objective isn't to convince marketers that AI has suddenly developed impeccable creative instincts.It's to demonstrate how technology can reduce the time between gathering information and making useful decisions.
Because another dashboard isn't necessarily progress. Sometimes it's just a more expensive place to be confused.
THE STRATEGY
B2B software marketing frequently relies on abstract promises about efficiency, innovation, and productivity. FLUX takes a more practical approach by focusing on what its audience actually wants: clearer insights, stronger creative starting points, and less time spent assembling information manually.
The campaign speaks directly to marketers, strategists, and creative teams who understand the difference between having access to data and knowing what to do with it. The messaging prioritizes utility over technical spectacle.
Campaign headline:
"Less guesswork. More good work."
Email subject:
"Your AI brand brief is ready."
Supporting copy:
"Your latest AI brand brief is ready. We analyzed your audience, market, and competitors to surface the opportunities worth your time, plus three campaign concepts you can actually use."
The message is intentionally straightforward. FLUX isn't promising to replace the marketing department, revolutionize human intelligence, or perform whatever other miracle the latest AI pitch deck is advertising.
It's offering a useful starting point for better creative work.