CREATIVE / COPYWRITER / DIRECTOR

When writing for commercials, I enjoy that tug-of-war between creative storytelling and brand discipline.

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Whenever a concept is handed to me semi-formed, I always try to polish the narrative into something that flows more naturally. More often than not, I will work up several ideas and pitch them to the client and see what lights up the boardroom!

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I often find myself writing for a public figure representing a brand, and so shape the dialogue to feel as if the message comes as much from them as the service or product they are speaking for.

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My style often leans into the comedic, reminiscent of my days as a stand-up, where you have seconds to grab someone's attention, walk them quickly through the set-up and then land a payoff.

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In a medium where every word has to earn its place, the challenge is to cut through the noise while being faithful to the demands of the brand. A balancing act that demands imagination, precision and strategy.