Next-level creative copywriting
Words by me…
Work
Terrence Higgins Trust is calling time on HIV. Did you know the UK is on track to being the first country in the world to end all new cases of HIV by 2030? As part of The Big Give 2023, I worked with two inspiring individuals to help them share their stories of living well with HIV and bring awareness to this important issue. Along with the wider campaign wrapper of “No new cases by 2030. No stigma today.”, I also helped craft the script for THT’s social video with the aim of encouraging people to donate.
The Barclays This is Me employer brand campaign centres on telling the unique and diverse stories of colleagues around the world. I had the privilege of working closely with the Barclays employer brand team, interviewing colleagues in London, Tokyo, New York, Chennai, and beyond to help them craft their stories in a way that felt authentic and right for them. Brought to life with cinematic simplicity and human-led storytelling, this project was a dream to work on– thank you to every human who invited us into your lives and homes. Your courage, resilience, joy, power, and willingness to be vulnerable have inspired us every step of the way.
Dior // “Building the Dream” // Gigi Baini // Head of Architecture
“From the beginning, the Maison has been about couture – and what is couture, but architecture for the body? In both disciplines, you have this compelling conflict between the technical and the creative; precision and beauty; structure and softness; steel and roses. Everyone here understands that we can never separate the hard realness of what we do from the soft romance – that is Dior. “
Since 2018, I have worked across Barclays for a variety of stakeholders including Barclays UK, Barclaycard, Barclays Wealth, Barclays Private Bank, and many more, creating social assets. At the moment I am working on very exciting and ambitious campaign uplifting the voices of Barclays colleagues around the world across LGBTQ+, Multicultural, Socioeconomic, Health, and other pillars.
I work with ghd on an ongoing basis, creating social campaigns, video scripts, and lots and lots of memes. The somewhat risqué F**K FLOWERS campaign was created to be disruptive on social, encouraging women to not be shy about what they really want for Valentine’s Day…
Exhibiting between 1933 and 1990, usually as Isabel Lambert, Rawsthorne’s art was a poetry of things: an emptied glass, a cut flower, a felled bird, the animal or human body, caught in ephemeral frameworks.
It all started in the 1940s with one unique vision. Monsieur Dior’s famously said, “We owe it to tradition to be disruptive.” I think this quote perfectly embodies the nuanced balance between tradition and disruption we have here at Dior.
Since 2019, I have been the editorial lead on the Linkedin Talent Voices project, interviewing business leaders at global companies like Adidas, Unilever and Google, and working closely with teams to create authentic, ghostwritten articles to post on their LinkedIn profiles. The Talent Voices campaign is intended to encourage conversation around talent and the future of work on the platform among some of the industry’s foremost voices. Here is a good example from Karima Green at SThree…
For the past four years, I have contributed to social calendars for TATA-owned brands including Good Earth (UK & US), Tetley (US), Raasa (UK, US, Pol & AUS), and Joyfull (UK). Here are some fun examples of social captions for Good Earth UK. Launching the brand with content like this ulimately helped the fledgling brand grow a cult following and it is now stocked in every UK supermarket. I also came up with the creative wrapper concept and many of the posts for our 2023 “Find Your Personali-tea” campaign.
