Instinct on what to say, what to cut and how to make it land without explaining why it works.
I'm a Senior Copy Creative who writes then rewrites because the idea is rarely right the first time. From conceptualising to storytelling, it's about finding the missing piece in a 1000-piece monochrome puzzle. Cause that's when everything clicks and that's my part.
I carry multiple voices in my head at once. The one who asks "Would the brand actually say this?" and the many who answer "Well, they should."
The concept was already sold. My job was to build the world it promised — through every character, quest, line of copy that made kids believe this universe was real.
Educational content collapses the moment it feels like a lesson, so the writing had to make learning disappear inside the adventure.
"How do I make a 7-year-old care about biodiversity without using the word biodiversity."
Endless runner games were everywhere but evian's audience wasn't. They needed to show up in the format but do it in a way that felt nothing like the rest.
The message wasn't just "play this game." We wanted people to understand what makes this water different.
A serene, unhurried endless runner through evian's Alpine water cycle — the antithesis of frantic mobile gaming. Copy that shaped every moment to feel as premium and clean as the product itself.
"…can expensive water be fun?"
Most campaigns against gender-based violence speak to women, but the people who needed to hear this message most weren't in the room.
Getting men to engage with a cause they often tune out without guilt-tripping them into switching off. The tone had to be uncomfortable enough to catch their eyes but human enough to land.
Flipped the narrative entirely. "Man Up Against Violence to Women" reframed masculinity as the solution — where the headlines did the heavy lifting.
"The target audience was men who didn't think they were the target audience."
Dyson makes some of the most technically advanced products on the market that many deem unattainable.
Every category — from beauty tech, floorcare to air purification — speaks to a completely different person, moment and motivation. The copy couldn't sound like one brand on autopilot. It had to sound like Dyson showing up differently depending on who was scrolling.
Conceptualised social content across all product categories. Writing supers, captions and product narratives that translated engineering into want.
"Dyson makes a vacuum that costs more than my rent and my job was to make that feel reasonable."
Hi-5 Australia had a loyal fanbase, kids who grew up with the brand. But those kids were now 8–14 and the original show had nothing left to say to them. The IP was aging out of its own audience.
You can't just age up a beloved kids' brand without losing what made it special, so the new show had to feel evolved and exciting enough for tweens.
Developed the full creative package: concept, characters, lore, scripts, song lyrics, casting and voice direction with American actors. Built the pilot that made the grant possible. The series also spoke about earth conservation, so it was edutaining.
"Spent months channeling Captain Planet energy for kids who've never heard of Captain Planet."
The metaverse moment was peaking, every brand wanted in. Most of them just put their logo in a virtual room and called it an experience. TravelZoo wanted something with actual depth.
Travel is inherently physical. Writing a world that made digital travel feel like a real adventure meant the lore had to do what the technology couldn't.
Founding Members receive a one-of-a-kind Travel Companion NFT. The concept was sold — I helped craft the personality-based, emotionally-driven interaction that matched users with their avatar. Each Travel Companion is unique, and no one else can travel with it in the Metaverse once claimed.
"Wrote an entire travel universe… still haven't been to Japan."
Travel loyalty programmes lack an emotional pull and are usually value-led.
Points and perks alone don't excite people. Travel is personal and people need to feel like the ad speaks to them directly.
Bring the brand closer to real travel moments. Write copy that shifts the focus from rewards to experiences — making Marriott Bonvoy feel like a gateway. Digital and static ads across Singapore, Australia and India, adapting messaging across markets while maintaining a consistent brand voice.
"…everyone wants a holiday. What actually gets them to book one?"
Hoteliers already understand operations, systems and scale. What they don't have is time to decode another complex platform.
Cloud solutions promise efficiency but often feel abstract, technical and disconnected from day-to-day realities on the ground.
Translate cloud capabilities into real operational moments, through the lens of hospitality. Reframe technical features as operational benefits — and extend the narrative into product video scripting for consistency.
"I've got to write 5-star content for a 5-star hotel!"
Disney doesn't just hand you an IP and wish you luck. Every detail — from how the space looks to how the staff breathes — has to meet their standards.
Designing an experience that feels fresh and locally relevant while staying inside one of the strictest brand guidelines in the world.
Designing spaces that felt true to each world while managing creative production, vendor coordination and on-ground execution end to end.
"Strictest brief I've ever worked on but Mickey's hug made it worth it."
Trekkies have memorised every episode, every stardate, every line. You cannot fake this universe, they will know.
Writing immersive experience copy for one of the most passionate fan bases in the world when you've never watched a single episode.
Learned the universe from the ground up with a lot of help from very opinionated team members. Wrote the copy that guided cadets through themed zones, challenges and simulations.
"Boldly wrote where I'd never written before."
Published two children's story books with Hi-5 World
Posters for a dinosaur exhibition
FWA Winner — in-game copy
English copy for Moxy Hotel app
And more…
