Welcome! Here you’ll find my words in action across a range of brands and mediums. Some have gone to print, others are live, and more recent examples await release. Questions? Don’t hesitate to ask.
If Cartel & Co were a person, they’d be your food obsessed friend who throws extravagant dinner parties, knows the hottest eateries in town, and has a walk-in pantry packed with artisanal everything.
I helped these clever foodies create an 81-page brochure showcasing their collection of brands and makers. Designed to capture the attention of independent retailers seeking extraordinary products, it also needed to speak ‘retail’; why these gourmet items will sell.
At the end of the project, they gifted me a hamper brimming with some of the tastiest specimens in their catalogue, sending this copy job straight to the pool room.
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TASMANIA.COM
Blogs are good, blogs about Tasmania are great, and blogs about Tasmania’s iconic Wooden Boat Festival with a historical twist are the very best.
I wrote this 900 word article for Tasmania.com in the lead up to the Wooden Boat Festival — a bi-annual gala for boat-lovers and the nautically-curious, held in Hobart.
Rather than dry event promo, Tassie.com requested something quirky — a story to capture Tasmania’s spirit of adventure and ingenuity, drawing upon history to draw readers in.
This piece is the result: “How to steal a wooden boat and dodge the noose”, now the most viewed article on their website.
mmmore raw treats
I’ve collaborated with Lenka Porubska — flavour alchemist and founder of MMMORE — since day dot. Thanks to our longterm working relationship, we’ve felt confident to push the boundaries on copy, dialling up the quirkiness to create a non-preachy, super-playful brand that people love.
When Lenka called to ask, “Hey, want to brainstorm a range of peanut butters with me?”, I thought my life was complete. And it was, until an almost-too-heavy-to-lift box of MMMORE PB arrived on the doorstep eight weeks later. Guess how long it lasted.
This project involved naming, taglines, packaging copy, articles and eating the competition.
Dan Murphy’s
Dan Murphy's is Australia's leading liquor merchant with a range of over 11,000 drinks. While copywriting at Red Jelly, I was assigned to their account.
Here are two Father’s Day 30” radio scripts in which I explored the hidden meaning of gifts for Dad, and what that bottle of single malt might really signify to your long-suffering old man.
RACT
RACT is a best-loved Tassie auto club, owned by its members. Through the good folks at Before Creative, I’ve been fielding radio, press and TVCs for various arms of RACT, recalling all the things I love about that wild island to write recognisably Tasmanian copy. Here are some short radio scripts from 2020.
TC BUILD
TC Build’s new website needed words. Being a construction company, they sought copy to communicate their obsession with detail and exacting approach while keeping it human.
THE WHISKY CLUB
When Australia’s largest single malt subscription service gets in touch for content, you say yes - even if you can’t tell your whisky from your whiskey. Their audience is obsessed with the stuff, and love keeping up with the latest in distilled spirits - making regular blog posts a must. Here’s one about North Korea’s very first state-distilled whisky.
McDowells + Mr mansfield’s
Before I was a copywriter, I was a witch; the licensed kind. So writing about herbs and health is a comfort zone I’m very willing to inhabit. McDowells asked me to come up with a new creative concept and Facebook ad copy for their all-in-one health tonic Mr Mansfield’s Daily Ritual. My insight was that good health looks different on everybody, and is as much about having the courage to be yourself as lifting a 50kg barbell. This led me to the line ‘All kinds of strong’ and a creative concept that honoured their fairground/vintage aesthetic.
