Campaign thinking from scratch. The strategic truth that unlocks everything. The big idea that gets you noticed. Then the words that carry it and make it stick. From outdoor to in-app, film to feed. One story, endless expressions. Because attention is earned, not assumed.
Headlines, emails, outdoor to social, packaging and beyond. Copy that stops the eye, makes people lean in, remember you, and care about what you're saying. Twenty years figuring out how to make even the boring stuff connect. Also the little disclaimers nobody reads but lawyers insist on.
Voice isn't decoration, it's who you are. I help you figure out your truth, then give you the words to express yourself. Positioning, messaging, tone, the full toolkit. And guidelines your team will use instead of resent, so your brand sounds like itself, everywhere, and every time.
Commercial scripts, brand films, radio – anything with narrative structure that needs to connect in the time you have. The principles are the same whether you're writing for Hollywood or a brand campaign: emotion that lands, pacing that holds, dialogue that feels true. Same craft, different runtime.
For when you've already got copy but something's not quite working. I spot what's missing: the texture, the rhythm, the bit that makes it sing. Then I fix it. Fast iteration when you need options; surgical precision when you need one perfect line. Copy that connects, not just communicates.
AI is an incredible tool, but the output can be too clean, polished and feel weirdly lifeless. So if you're using AI or want to explore it, I can write the prompts, direct the output, then shape what comes back until it sounds human and unmistakably yours. Technology makes the work faster, but it's twenty years of craft that makes it land.