Copywriting

As a strategic copywriter, I specialise in crafting narratives that align brand messaging with cultural relevance. Whether it’s a campaign launch or website copy, I focus on tone, voice, and storytelling that connect with the right audience.

I'm a sucker for a project I can sink my linguistic teeth into, but no copy task is too big or too small. I specialise in transforming complex information into engaging, easy-to-digest content. I’m well-versed in SEO strategy and have helped countless brands boost their visibility, drive traffic, and communicate with clarity across channels.

Below are a couple of my favourite copywriting projects to date.

Synopsis Writing

Trippin

Trippin 50 Campaign 2024

Trippin is a platform and app for travel-loving millennials and Gen Z, designed to help people discover the places locals actually eat, sleep, and hang out.

Trippin 50 is its annual curated guide to 50 of the most exciting cultural events around the world — spanning film, music, and underground scenes. I was commissioned to write sharp, evocative synopses for each entry, drawing from press materials and interviews to craft copy with clarity, energy, and cultural insight.

Read it here.

UX Writing

Facebook & Threads

Threads Trending Now feature & In-app Facebook campaigns

As a content specialist at Meta, I played a key role in curating the trends and shaping the UX copy for Threads Trending Now, the platform’s real-time pulse on conversation. I collaborated with editorial and product teams to craft concise, engaging trend titles, captions, and contextual microcopy that helped users navigate what was captivating across Threads.

At Meta, I also curated and wrote concise, engaging copy for Facebook’s in-app promotional events, spotlighting major cultural moments like the Paris Olympics and the Jake Paul vs. Mike Tyson fight. I collaborated with product and engineering to ensure the content aligned with broader platform goals and delivered a cohesive user experience.

Branded & Editorial Campaigns

The North Face

NOTION Magazine Digital Cover

I led the editorial for Notion’s digital cover with Kam‑BU, created in partnership with The North Face to spotlight their NSE collection. Through a series of in-depth interviews, I drew out Kam‑BU’s reflections on rave culture, environmental activism, and his South London roots, crafting a feature that felt as raw and grounded as the artist himself.

Rather than leading with product, the piece centred Kam‑BU’s voice as the entry point into the campaign, creating space for storytelling that felt culturally grounded and emotionally resonant. I worked closely with The North Face’s brand and PR teams throughout, aligning the editorial direction with campaign objectives while maintaining a strong focus on authenticity.

The copywriting aimed to balance the raw energy of UK free-party culture with Kam‑BU’s climate activism, positioning The North Face not just as a brand, but as a meaningful collaborator within underground creative communities.

Read it here.

Calvin Klein

"Murals of Pride" Campaign for SCREENSHOT

The Calvin Klein “Murals of Pride” campaign launched during the COVID-19 lockdowns as a way to celebrate queer identity in public space, at a time when traditional Pride events were cancelled or restricted.

Produced in partnership with the Institute of Digital Fashion, the campaign brought large-scale murals to city streets across London, Amsterdam, Berlin, and Milan, each created by a local queer artist reflecting on their personal “Moment of Pride.”

I interviewed the artists, poets, and creatives involved in the campaign, weaving their voices into a wider narrative that centred on lived experience and artistic expression. I also led the copywriting, shaping a tone that was emotionally resonant, culturally grounded, and aligned with Calvin Klein’s broader mission of visibility, inclusion, and self-expression.