Featured work
Scripts
Rightmove: Selling Sunderland
The mission: Prove the UK’s no.1 property site has a great range of homes – from the budget-friendly to the LA-style swanky – with a script for its new social-led PR campaign, ‘Selling Sunderland’.
The script needs to parody hit Netflix show, ‘Selling Sunset’, introduce three Sunderland houses on the platform, highlight the city’s best qualities, spotlight three real local estate agents AND mirror the tone of one of the UK’s biggest reality TV stars – Charlotte Crosby. All in 90 seconds.
The method: I set out by researching Charlotte: binge-watching recent Reels, YouTube and TikTok videos, and taking note of her signature sayings. Next, I viewed several clips of Selling Sunset, jotting down key phrases and recurring lines.
I then looked into Sunderland’s best attractions and the real amenities unique to each Rightmove property Charlotte was set to show her ‘viewers’. As I wrote the script, I left comments explaining how this could play out on screen, working closely with the film team to bring it to life.
The magic: It went viral. Raking in 1.7M+ views across socials including 18k+ likes on Instagram, 33 pieces of coverage including six UK national publications.
The campaign also resulted in a significant, multi-hundred percent surge in searches for properties in Sunderland.
Check out the full video or (if you’re short on time) the edited Instagram Reel.
NB: Work completed with Smarts Agency.
SMARTY x Angellica Bell ‘Shedding the Pounds’
The mission: Get the media, influencers and the public pumped about SMARTY Mobile’s limited 50GB for £8 deal with a high-energy script for the network’s ‘Shedding the Pounds’ event. The concept? A literal financial fitness class – so while people shed unwanted Christmas weight, they shed additional expenses too.
How? With insight-based budgeting tips backed by the network’s new research study being fired at them between lunges, squats and ab-shredding exercises – all delivered by the beloved UK TV presenter and financial influencer, Angellica Bell.
The method: I familiarised myself with SMARTY Mobile's brand guidelines and key messages, then did some Insta-detective work into Angellica Bell – noting key phrases she used on her socials to capture her tone of voice. From there, I analysed the survey data, pulling out the most interesting insights, and researched financial fitness tips relating back to the data.
I kept the script really light and playful to keep the energy high throughout, with motivating and relatable language. And, of course, plenty of fitness-finance wordplay. Think 'Stretch out those arms like you’ll stretch out this month’s pay cheque!’ and 'Give your calves a run for their money!’
The magic: The script was signed off with zero amends from the client, and the class was a hit with media – generating 83 pieces of coverage including four UK national publications, 11 pieces of broadcast coverage and 105.5M+ reach. The script was also used as the basis for an article on their website.
View the script here.
NB: Work carried out with Smarts Agency.
Diageo Bar Academy: Advanced Mixology Masterclass
The mission: Get ambitious bar professionals signed up and glued to their screens for a packed one-hour masterclass on five advanced bartending skills. Hosted by two industry legends – double World Class Champion Jacob Martin and World Class India winner Aashi Bhatnagar – the online class needs to engage bartenders across seven different markets while spotlighting key Diageo brands.
This includes creating must-not-miss-this email copy, a sign-up page and the script – all adaptable for translation into German, Portuguese and Spanish.
The method: Based on high-performing content and search data, I discovered bartenders loved learning about fermentation, clarification, fat-washing and infusion. Who knew bartending could get so sciencey?
I used these insights to nail the Masterclass name, write SEO-optimised landing page copy and develop key talking points for the hosts. I researched each technique, came up with punchy topic names and mapped out what the hosts needed to cover – from introductions to step-by-step demos. I also carved out Q&A slots so the experts could answer questions throughout.
I worked closely with the hosts from start to finish, ensuring the script flowed, covered all key topics, followed Diageo’s Marketing Code (responsible drinks promotion), highlighted Diageo key products and demystified any jargon. Prior to go-live, I led a rehearsal Masterclass, making sure the hosts felt confident with the script and encouraged them to riff a little to keep the dialogue as natural as possible during the event.
The magic: The live event attracted 3,681 sign-ups and the chat was overflowing with 342 positive messages and questions for our hosts. Plus, the session went on to become a template for future Masterclasses.
Watch the class here.
NB: Work carried out with Smarts Agency.
Editorial
Zalando Trend Mailers
NB: Work carried out with Smarts Agency.
The mission: Help Zalando prove its trend radar is red hot. How? With new on-the-pulse fashion and beauty PR mailers reporting who’s wearing what and how to style the latest looks using pieces straight from Zalando’s wardrobe.
My job? To shape the tone and content of these mailers – positioning Zalando as a credible voice the industry and consumers will listen to.
The method: I followed Zalando’s tone of voice guidelines, tailoring the tone to suit a fashion media audience. I then studied runway photography, devoured tier one fashion magazine content and stalked every fashion It girl's social profile. Think Bella Hadid, Selena Gomez, Sofia Richie, Hailey Bieber, Dua Lipa and more.
I researched the history of the trends, how they're styled and modern influences. This helped me craft descriptions and coin titles for emerging trends that didn't have buzzy names (yet). I then referenced specific pieces from Zalando’s catalogue to build a clear picture of how each trend can be styled.
The magic: The trend mailers became Zalando's most successful PR tool, securing 238 clippings (154 were tier one), 34 headline mentions and 98M+ reach*.
Plus… they were so successful Zalando asked me to write a full predictive trend report: the 2025 Zalando Trend Forecast.
The report raked in 60 pieces of coverage including 39 headline mentions and 35 tier one placements (Vogue Business, Vogue Scandinavia, Numéro), with a reach of 60.1M+.
Take a read of the SS26 Copenhagen Fashion Week Mailer and the 2025 Zalando Trend Forecast.
*Between March 2023 – October 2025.
The Hive Home Report 2025
The mission: Turn a jargon-heavy first draft report by Hive’s new research agency into an engaging narrative, spotlighting the biggest barriers holding the UK back from making the switch to eco-tech. This meant giving the report a full revamp, including ghostwriting a foreword from the Director of Hive.
The goal? To make the public and policy makers aware of what’s stopping progress – and how to change the picture with Hive.
The method: I immersed myself in Hive's tone of voice. Next came the data – all 30 pages of it. I went through the full report with a fine-tooth comb, highlighting opportunities for design and graphs to break up the density, and softening the language to align with Hive's TOV. I kept it authoritative enough for their primary audiences – policy makers, media and energy businesses – while clear and engaging for consumers.
From there, I restructured the whole report from the ground up, highlighting the key barriers holding people back from investing in eco-tech, and how to overcome them.
Once I had the report nailed, I drafted the foreword, pulling key phrases the Director of Hive used to capture his voice, and teased the broader themes of the report.
The magic: The report garnered 239 pieces of coverage including 4 national newspapers and 213 pieces of regional coverage (smashing the regional coverage KPI by 965%). It also picked up seven pieces of broadcast coverage including an 8-minute segment on BBC Radio London, achieving 3.1M+ impressions.
See an excerpt showing how the Hive Home Report 2025 came to life.
NB: Work carried out with Smarts Agency.
PinkPantheress x Zalando: AW25 'What Do I Wear?'
The mission: Draft 12 Q&A questions to get multi-platinum artist and Gen Z fashion muse PinkPantheress talking about fashion, identity and confidence while highlighting Zalando’s new campaign and ‘Boards’ feature.
The method: I mapped out four different categories to guide my questions: (1) Personal style and inspiration, (2) Confidence and self-expression, (3) ‘Boards’ and the AW25 campaign, (4) Key fashion moments. From there, I did a deep dive into her background, on-and-off stage style, music, recent awards and buzziest fashion moments.
I then crafted conversational yet incisive questions under each category to encourage PinkPantheress to share relatable answers that circled back to the key themes of the campaign.
The magic: PinkPantheress shared gorgeously authentic responses – imperfect grammar, text-speak and all (very on brand for Pink). And her answers wholeheartedly echoed the themes of the campaign.
The interview was published exclusively in Enfnts Terribles, a cult online fashion, music and lifestyle magazine – launching as part of the wider AW25 campaign that generated tier one coverage across The Drum, Fashion Network UK, Media Marketing and more.
Read the full interview here.
NB: Work carried out with Smarts Agency.
Zalando Beauty
While I was working at Smarts Agency, I also wrote for Zalando Beauty. This included crafting plenty of global beauty mailers on the latest trends like ‘K-beauty skinimalism’ and pitching notes for products such as Zalando’s new festive calendar and beauty boxes. Plus, writing press materials their Insider’s Edit series with industry legends like Isamaya Ffrench.
Have a browse:
Insider's Edit x Isamaya Ffrench Press Release – garnered 10+ pieces of coverage, including features in Cosmetic Business and Fashion Network.
Beauty Boxes Pitching Note – picked up by titles including fashion and culture magazine Odalisque + more.
K-Beauty Skinimalism Mailer – secured placements in several buzzy beauty outlets including Dutch magazine Women Online.
Emails
Diageo Bar Academy: Newsletter
The mission: Grab the attention of time-poor bar professionals with must-know educational newsletter content to boost website traffic to Diageo Bar Academy’s site. The tone of each newsletter needs to be dialled up or down depending on the level the newsletter subscriber engages with the training platform’s content. Think extra creative and eyeball-worthy for those inactive subscribers, and – still super click-worthy – but a little more relaxed for those loyal subscribers.
The method: I ensured I understood the pain points of each audience the content was targeting, and reviewed the web content the newsletter was promoting to identify compelling hooks. I then researched themes surrounding each topic for wordplay inspiration (always following Diageo's responsible drinks marketing criteria) and relevant hospitality trends. To top it off, I crafted interactive email polls for recipients to vote on.
The magic: The global newsletter open rate smashed the industry average of 15-25% for hospitality education content, achieving a 29% OR year on year, with emails including ‘The coffee cocktail inspo you’ve bean waiting for ☕️📩' boasting a 41% OR.
Here’s some more examples to give you a flavour:
Ireland Six Nations Newsletter: Tackle big crowds HEAD ON with the 7 Cs 🏉🍺
Global Batching Newsletter: Here's your ultimate bartending hack, [Name]🍹😮
Global National Bartender Day Newsletter: This National Bartender Day we’re toasting you! 🍸🎉
NB: Work carried out with Smarts Agency.
Smarts Agency Newsletter
The mission: Keep Smarts Agency’s employees in the loop about what’s happening across its offices from London to New York with a new monthly company newsletter that people will actually read. It needs to show off what the agency’s been up to across the globe with colourful case studies, key HR alerts, new business announcements and employee updates all in one place – creating one connected agency.
The method: I worked collaboratively with a freelance copywriter to establish the tone of voice for the first edition – agreeing that it wouldn’t be just another dry, corporate newsletter. Though we had a good guide from the website, we agreed the internal-facing copy should be more informal to make the newsletter extra warm and engaging.
The project lead gave us case studies to include, and rather than using the titles of the campaigns in the newsletter, I suggested using wordplay like ‘Proven TRRack record’ and ‘A Cause(way) for celebration’ to create intrigue. Then we mapped out other sections for the newsletter like ‘Something for the weekend’ to add extra value, and keep employees creatively inspired and up to date with the coolest cultural events outside of work.
The magic: The newsletter work stream eventually handed Smarts News over to me as the sole copywriter on the project. The first time I drafted it solo, we received our most positive feedback from the CEO yet: ‘Thanks. Love this – who wrote the copy? It is bang on – love the tone.'
The average open rate was 34% and the click-through rate was 7% – outperforming standard benchmarks.
To read an example newsletter, click on the image or click here.
Social
Diageo Bar Academy & Bushmills Irish Whiskey
During my time at Smarts Agency, I also crafted Instagram posts for the leading bartending training platform, Diageo Bar Academy, and Bushmills Irish Whiskey.
For Diageo Bar Academy, their tone of voice on social is colloquial and energetic, with plenty of alliteration aiming to hook the attention of busy bartenders with a spare second between shifts. For many, English is their second language, so keeping the word choices simple and accessible was key.
Bushmills Irish Whiskey’s tone is witty and grounded in their Irish roots. The post below nods to their 'STAND' platform, which had just launched – anchoring the 'Standing since 1608' message while keeping the focus on the awards.
Scroll through and click any that catch your eye:
Fresh Student Living: Charity Week
The mission: Score a PB with new key messaging for Fresh Student Living's 'Charity Week' – a campaign rolled out across 60+ student accommodations to raise funds for mental health charity YoungMinds. The aim? To get students active, clock up 10,000km collectively, and beat last year’s fundraising target. The messaging needs to work across the entire campaign – from email comms to editable poster templates to social assets. The social assets are showcased here.
The method: I researched the different ways students could clock up the kilometres – swimming, running, cycling – then drafted short, punchy copy for the assets along with example captions for accommodation teams to use. I leaned into sensitive yet playful mental health wordplay like 'Help others stay afloat' for a swimming event (perfect for lucky students with pools at their accommodation), and tapped into pre-pandemic 2020 meme culture with 'Running from my uni assignments for Charity Week like…' to connect with the residents. I then worked with the designer to bring the copy to life with vibrant visuals, managing approvals from start to finish.
The magic: All 60+ accommodation managers used the suite of assets to promote their events. And the campaign didn't just beat the previous year's fundraising target, it doubled it, raising a record-breaking £4,000 for YoungMinds.
NB: Fresh Student Living have now rebranded to Fresh.