Oliver & MORE – TTL copywriting for U-Studio Beauty & Personal Care


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Things got weird, but you kept moving, and that is a WINπŸ…. Take that, 2020. #2020Challenge

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Working as a Brand Journalist on U-Studio’s global beauty & personal care creative team has been an interesting exercise in true remote work:
A Johannesburg-based production house (that’s MORE) providing talent support (that’s me) for a global agency (that’s Oliver) in the same business group they’re part of (that’s Inside Ideas), that set up a global network of studios (that’s U-Studio) to service their global client (that’s Unilever) with a central hub in the UK. Took me the first couple of weeks to figure that out. Along with working on social-ready ideas and copy for a suite of global brands ranging from deo to shampoo (work I should be able to share soon), I’ve lent culturally aware insight to a haircare-category global content audit focused on diversity & inclusion and also seriously improved my SEO copy skills. I started the contract from home as lockdown had already closed most offices (meaning all-zoom interviews and a ‘first day’ at my dining table) and that hasn’t been as strange as I imagined. I also navigated the Daylight Savings switch, which is only an extra hour’s time difference, but feels like something that deserves a badge.


Woolworths – Into the New: SS19/20 capsule collections

Returning to Woolworths for this 8-week project led by my favourite brand manager (hey Wardia!), not as a copywriter but as the content lead, was amazing! It was an experimental TTL campaign for the brand, never having done something of this size, template or direction before – bigger than a social campaign, smaller than a TV campaign, with a staggered 5-part release to match the capsule collection drops, overlapping with their large festive season push. Forming part of the project’s core creative leadership team, I named the series, helped cast the films, interviewed the women featured and selected the personal stories we would tell, developed scripts from those stories, and worked on all supplementary copy for social, direct marketing and superscript for screen when the brand decided to use a couple of the films as TVCs (right when Zozi won Miss Universe – who wouldn’t?!) A playlist of all the campaign films can be found here.


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 worked on a wide variety of fashion, beauty, & home copywriting briefs 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. 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. Links to a few mailer samples are at the bottom of the page.

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

wvter imraan christian photography vogue italia
Wvter | Imraan Christian, Vogue Italia

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 recognised for (a national gold medal early in high school) and I don’t often get to write prose or poetry in my work, so this was a treat.