I put my hand up at every opportunity to come up with names and copy for fashion editorials and shopping pages in Edgars Club Magazine while I was a fashion assistant there. There wasn’t much need for it when I moved to Superbalist (I started out a catalogue style assistant and moved to the blog; product/brand copywriting was a separate function), but by producing our hard-sell ‘Snack’ tier blog content (and becoming a Twitter addict), I honed the ability to be succinct when it was needed. It came in handy when Woolworths’ Head of Content for Fashion, Beauty & Home offered me one of the best jobs I have ever had. Our 3-month copywriting contract turned into 11, and I had the time of my life working on email, radio, app, digital display, and the Fashion/Beauty/Home web pages. Links to a few email samples are at the bottom of the page.
Woolworths – Email, radio, app, web & more across fashion, beauty & homeware
E-commerce banners, seasonal brand lookbooks, in-store ticketing, newsletters, blog posts and radio scripts to lure you to the beauty festival – I got to do a wide variety of fashion, beauty, & home copywriting at Woolworths, and I’m glad I could use & develop this skill in such a great environment. It was sometimes challenging, often fun and always rewarding to work on their revered & beloved brands.
Note: I need to say that Woolworths’ Fashion, Beauty & Home marketing creative team is the best team ever. I learned so much from them, I watched them lipsync for their lives, and if the brief required it, I would help them watch paint dry and/or promote mud. Really would.
Concept for Woolworths Black Friday 2018 Campaign
I was paired with a great art director (hi Angie!) for the 2018 Black Friday campaign. We came up with the idea to use slow-shutter light drawing (which later became neon type) for “Give Back Friday,” the messaging strategy promoting Black Friday deals alongside the launch of the Woolies One Small Spoon initiative.
WVTER – Accompanying copy for fine art photography project by Imraan Christian & Yonela Makoba
What do you do when your best friend asks you to write some words to support the stunning photoseries she styled, in case she needs copy for a gallery show? You wax poetic – earnestly so – about the nature of water and its relationship with rebirth. You then proceed to squeal like a baby when the project (shot by Imraan Christian) is featured in Vogue Italia’s Photovogue gallery. A poem was the first piece of writing I was ever awarded/recognised for (a gold medal at a national student convention back in my early high school days) and I don’t often get to write prose or poetry in my work, so this was a treat.
Woolworths mailer samples: