Cardigang—chunky content
The dynamic duo at Cardigang approached me to help expand their website copy. I wrote product descriptions, email subscriber microcopy, skill-level descriptors, metadescriptions, and more. Morgan and Cat had already established an energetic, playful, and tongue-in-cheek voice (AKA a copywriter’s dream)—all I had to do was work with that to enhance and flesh out their website, and create some social ads. I love working with these two pocket rockets on everything from helping with product launches to eDMs to media releases— their energy, passion, and purpose is truly inspiring. And their incredibly easy (and seriously chic) knit kits are keeping people all over the world warm, calm, and collected. Nothing beats working with clever and creative people who are doing good things. Below are a few lines I wrote to launch their crochet collection for summer.
Cushla Whiting—Copy that rocks
Creating copy that rocks for a jewellery designer with a difference.
Images courtesy of Cushla Whiting
Cushla Whiting are jewellery designers with a difference.
A locally owned and family run business, (comprised of siblings Cushla, Anna and Hamish) Cushla Whiting source their own stones and their creative director, Cushla, is a former architect. They’re architects of identity and sorcerers of self-expression.
My task was to create copy that rocks (and converts!).
I immersed myself in their business, unearthed their origins, delved into how they source their diamonds and stones, and translated their superlative story into copy for their website (including personality-filled microcopy to accompany the customer on their purchase journey and articulating their thoughtful and ethical process), socials, a series of triggered eDMs, and educational blog posts. I also created a style guide for them to empower their in-house team to stay consistent with all of their copy.
The results? “Since launching, we've had the highest amount of traffic driven to the website and highest online sales in over 18 months. Pages viewed per session have seen an uplift of over 60%, and average leads per month have increased by more than 20%.” Cat, eCommerce and Marketing Manager, Cushla Whiting.
Images courtesy of Cushla Whiting
Making motherhood easier with Mumli
Some of my work for Mumli (who are on a mission to make motherhood easier)
Mumli’s on a mission to make motherhood easier, and I’m all for it.
Mumli is a truly magnificent app that helps mums navigate the (very f*cking) wild ride that is motherhood. Joining a community of other mamas and translating overwhelming pregnancy and parenthood information into easier to digest content was a really rewarding experience. Have a gander at some of my pieces, including my attempt to make postpartum haemorrhoids less horrendous, and all you need to know about dyeing your hair when pregnant.
Nail your narrative. Discover your difference with brilliant brand storytelling (hint: it starts with knowing dramatic structure).
Screenwriting tips to help you become a brilliant brand storyteller.
When you want to be a screenwriter, you watch a thousand films, read a few hundred screenplays, and buy a few books about writing scripts. The films you watch include Paris, Texas, The 400 Blows, Midnight Cowboy, Three Colours: Blue, Parasite, Nomadland , A Separation, (if you need some lockdown movie recommendations, just ask—I’ve got a treasure trove of them). The books you read include Blake Snyder’s Save the Cat, Syd Field’s Screenplay and Lajos Egri’s The Art Of Dramatic Writing. I know all of this because in my twenties, I wanted to be a screenwriter. I studied it for over two years. I gained mentorship from a Cannes awarded writer and director. Then I realised my chances of making a living from it were probably as likely as me actually reading the T&Cs on Apple’s latest update. But I use the methods I learned whenever I’m approaching a piece of content or branding work. And I’d like to share a few screenwriting tips with you. Starting with…
For fluff’s sake: storytelling isn’t fluff
“Our brains are wired to respond to well-crafted narratives and remember drama over information.”
The tussle between creativity and business results is as old as time itself.
But in an increasingly competitive (and less-differentiated) market, the stories you share can increase your market share. As a creative, it can be hard to fight for what you instinctively know is a compelling story. When I’m losing the fight, I start speaking like a robot and say that ‘neuroscience proves that storytelling is the best way to capture people’s attention, forge an emotional connection with them, and make them remember you.’ And it’s true. Our brains are wired to respond to well-crafted narratives and remember drama over information.
Without conflict, you’ve got nothing
I avoid conflict like the plague—unless I’m creating content. Then, I’m seeking it out and loving every damn dramatic moment. Syd Field famously said ‘All drama is conflict. Without conflict, you have no action; without action, you have no character; without character, you have no story; and without story, you have no screenplay.’ And the same goes for your content—whether that be an article, video, the ‘about us’ section on your website, or just about anything else. More about the hero’s journey later.
“Audiences are done with the never-ending highlights reel... Honesty and vulnerability build trust.”
Shiny unhappy people: flaws help break down walls
Audiences are done with the never-ending highlights reel. They crave authentic storytelling, warts and all. The want to see the sky highs and down-in-the-gutter lows. Honesty and vulnerability build trust. So, be real babe.
Using the hero’s journey to craft your content
Three act structure, eight reel structure, the hero’s journey. These are all different labels for what’s really the same thing: creating rising conflict in your story.
How does it work? Google any of these screenwriting methods and you’ll discover detailed formulas, but the main things you need to know are that your story should have a beginning, middle and an end. And that:
your protagonist should be flawed, likeable, and have a clear goal.
there needs to be a baddie. Someone or something that stands in the way of the protagonist and their goal.
your protagonist needs to have an initial obstacle to overcome (and then escalating obstacles, pity them).
along their journey, the protagonist should make friends and allies—and discoveries about themselves, and the people and the world around them.
they need to have an ‘all is lost’ moment. This is where they almost give up.
your story needs to have a climax and a resolution.
So next time you’re brainstorming branded content (or even your own brand story), you might like to think of it like you’re writing a screenplay. Now, you just need to source a clunky old typewriter a la Jack Torrence. Want to learn more? Drop me a line.
The Things I’ve Thought—Mental Health Podcast
This is a podcast series that explores how our minds sometimes try to sabotage us, why it happens, and what to do if yours does. In it, we examine substance abuse, depression, homelessness, domestic abuse, anxiety and eating disorders in a real and relatable way.
Swinburne’s Wellbeing team wanted to create a resource for students that raised awareness about their existing online resources for anxiety, depression, alcohol and other drugs, and eating disorders. My challenge was to normalise self-doubt and help people feel less alone in their experience—while respecting the private nature of these stories. I had an idea for the perfect format to achieve this: a podcast. It would enable listeners to hear their voices—when they cracked, when they chortled. Teamed with sound design, we could really take the listener into their world. Best of all? Students could consume the content on their morning commute. And so, the concept for The Things I’ve Thought was born. It’s a 5 x 30 min episode podcast series that explores how our minds sometimes try to sabotage us, why it happens, and what to do if yours does. I created the concept for, and co-executive-produced, the show. I also wrote website copy and social promos. Podcast production by the wonderful crew at Audiocraft
Creative Manager: May Ling Yong
In-house Producer: Douglas Pope
Executive Producers: Sam Lloyd, May Ling Yong, Clare Monte
Executive Producer & Host: Hannah McElhinney
Illustration: Elin Matilda
Living proof your ATAR isn’t everything—Editorial
I was tasked with finding a reassuring story for nervous school students to read on the morning of ATAR release. Here’s how it went.
Speaking with Ethan Maclean gives the sensation of standing too close to a power station: an infectious energy buzzes in the air. Ironically, the restlessness that propelled him all the way from Swinburne University of Technology to Stanford University nearly saw Ethan disengage with the education system altogether.
His is a story of going his own way. It has its fair share of twists and turns, and it’s far from over. Ethan’s currently working as an Innovation Lead at a multinational design firm and has his sights set on an international career in academia. For students receiving their ATAR this morning, it’s a pertinent reminder that no matter the number, with a steely resolve, and the right people around you, anything is possible. It’s a story about the universal power of self-belief.
When Ethan was halfway through Year 11, his parents were advised that Ethan should leave school and find a job. Lucky for Ethan, he’s always been keen on seeing what happens when you tear up the rulebook. And he knew he was capable of more than that. Instead of quitting school, he started TAFE. Little did he know, this was to be a fateful decision that would take him all the way from Melbourne’s West to Stanford University.
“At the time, I thought ATAR was everything. I’m living proof it’s not”
At Swinburne, he found the pragmatic approach precisely what he needed. He flourished. He progressed from a bachelor degree in design to honours – a pressure cooker nine-month program undertaken in partnership with Swinburne’s Design Factory and Stanford University, at their California campus.
“It was full on, but I loved every minute of it,” Ethan says. The experience shaped his design methodology and established friendships and professional connections that have endured the years and vast spaces between.
When asked what gives him his insatiable drive, Ethan explains it’s partly unbridled energy – and the rest comes from those around him.
“The people close to me always encouraged me to aim one notch higher,” Ethan says.
He’s deeply thankful for his backers: the Swinburne lecturer who challenged him to lift his game, his girlfriend, who continues to push him, his mother, and his father: a man who forged his own, uneasy road to success.
“Dad went from a diploma to a master of laws; all while juggling a job and raising me on his own,” Ethan says. “He really set the bar extremely high. I’m just trying to get out of his shadow,” he says wryly.
Ethan’s path to success isn’t clichéd. Nor is it unique. Quite simply, it’s proof that a number doesn’t determine your ascent.
Wandering Folk—Poetry & Product Launch
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“Pillows made of peonies
pockets full of dawn’s sunshine.
Petals drip from roses
to the rhythm of the vines.”
My task: paid poetry (yes, really). For each of their incredible picnic rug launches, Wandering Folk use poetry to evoke the mood of their latest design. All designs are hand drawn by founder Sharnee Thorpe in Wandering Folk’s Byron Bay studio. My words were used across EDM, event invites, and postcards.
Have you lost sight of what you love?—Article
Lost sight of what you love? Easy tips to sharpen your focus on a career you’ll adore.
What if we told you just ten minutes of introspection could help you get career direction? That’s precisely the article I pitched for an article targeted at gap year students for Swinburne’s Info Evening campaign. It went on to achieve a record 26% conversion rate. Want to re-open an old existential crisis? Go ahead. Read it.
Floating. Drifting. But wait. You’re not bobbing about on a lilo in South-East Asia. The adventure of a lifetime is fading into a distant memory and you’re feeling a bit directionless. Maybe you just don’t know where to start. Take comfort in the fact we’ve all been there. Then take a few minutes to look inwards.
As an adult, we get so busy in the doing we can lose sight of what we love. If you’re working or studying five days a week that’s about 70% of your time. And if your job or course is making you feel a bit stale, that means 70% of your life feels a bit stale. Staleness finds a way of sapping the juice from other areas of your life too – your relationships, your mental and physical wellbeing, even your choice of media (we’re looking at you reality dating shows.) Depressing huh? Enough of that. We’ve got eight steps to help you rediscover what you love, and make a career out of it. So grab a notebook and find somewhere quiet to ponder these points. It might just kick off your next adventure.
Step 1: If you already have a job in mind – question it
Ask yourself: are you in love with the job title or the qualities of the job? Job titles are a bit like brands: they can be a handy shortcut to social cred. They might suggest how creative, smart or practical you are. And they might also steer you in the wrong direction.
Say you like the sound of ‘architect’ and all it represents (doesn’t everyone?): a sleekness in all aspects of your life, a high-intellect, turtlenecks, and the obligatory round-framed spectacles. You identify with this. And you love creative problem-solving. But you don’t have the patience for being methodical. You’re an act-on-the-spot-kind-of-a person. There’s no avoiding it: that’s a problem. Because being methodical and patient are key qualities of being an architect. Perhaps a career in the fast-paced world of media is more suited to you?
Instead of thinking title first, start with the qualities you find appealing and let them guide you. If they match up – good for you, you’re already on the right track. Go ahead and make a list of the top five qualities you want in a job.
Step 2: Tap into your inner child
Trawl your memory bank. Look for things that got you excited as a kid - those kooky traits unique to you. Maybe instead of reading books, you liked car manuals. Or perhaps you were more enthusiastic than most when it came to staging home-theatre productions (take a moment to feel sorry for your parents). Track your journey from then to now and jot down the moments of pure pleasure etched in your mind. If you think you’ve forgotten your passions, this should spark the fire.
Step 3: Search your browsing history
Potential embarrassment aside, there are clues here. You’ll find a database of stuff that fascinates you. You might spend hours poring over political opinion pieces, design blogs, or seeking out nutritious recipes. What is it that you enjoy about the process? Just because you like design and nutrition it doesn’t mean you have to choose between designer or nutritionist. Look deeper. You might realise it’s not nutrition that really interests you: it’s making healthy food readily available to everyone. Your passion is, in fact, sustainable organic farming. California here you come.
It’s also worth thinking about physical activities in the real world that get you into a ‘state of flow’: the place where the ego disappears and time flies. Write down what you google and spend time with the ‘why?’.
Step 4: Get envious
We’re all told not to compare ourselves to others. But there’s a benefit in this form of torture: it can provide clarity on your own goals. Go ahead and think of someone who makes you feel a bit ordinary (this will make you feel good at the end, promise.) Now, instead of feeling deflated, use them as motivation. What is it about their life that you want? Scribble away. If you think on it long enough you’ll discover there are only a few things you really want. And it’s probably not the surface stuff.
Envy can help you realise what you want. And there’s nothing wrong with acknowledging your shortcomings: it’ll help you develop the skills you need to reach your goals quicker.
Step 5: Remind yourself how great you are
It’s good to know where you can improve. But it’s also beneficial to reflect on your own unique brand of awesome. What traits or skills do you already have that set you apart from everyone else? Play to your strengths. Now’s not the time for modesty. Go ahead and toot your own horn – only you are going to see what you’ve written down (just make sure you burn after writing).
Step 6: Pull it all together
You should now have a comprehensive list of the qualities you’re seeking, things you enjoy doing, the gap in your skills, and the things you’re great at. Together they sketch a picture of the kind of career best suited to you. Whether it cements the path you’re already on, suggests a slight change in direction, or a fresh new start, aren’t you glad you did this now and not in five years’ time?
Step 7: If analysis paralysis is taking over – just jump in
Sometimes the best way to find your way is by making a start. Get out of your head and into your heart. We’re overwhelmed by choice in every aspect of our lives. Waiting to find the elusive ‘perfect course’ is just another form of procrastination. Remember, no experience is a wasted one. And if you do happen to change direction along the way we have heaps of ways to help you switch gears.
Step 8: Come to our info evening
Got questions about what to do next? We’ve got you covered. You’ll hear stories of people who’ve switched, changed course and started over. Speak directly with our teachers. Ask all the questions. And, you can even get your application done and dusted on the night.
The Benefits of Starting Early—Film, Article & EDMs
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Swinburne wanted to promote their midyear intake. To me, starting your studies midyear was starting six months earlier (not six months late). So I thought of all the perks of starting something early. And then I found someone who embodied that. That person was Aimee Stanton. She starts her day at 3.30am. This means she can lay claim to being one step ahead of Richard Branson and the CEO of Apple. She’s also competed on Survivor, walked solo from Melbourne to Canberra and has a fierce entrepreneurial spirit—her latest venture being Tiny Stays. In addition to the documentary concept, treatment, scripting, and interviewing Aimee on the day, I also wrote the accompanying campaign article and all campaign EDMs. My article, with the embedded video content, was the most successful campaign article. It achieved the highest visits and highest CTR of all campaign content (it performed almost three times better than the next best article). The EDMs saw a conversion rate of 13% which was a significant lift on the previous year’s results.
Creative Manager: May Ling Yong
Director: Anton Blajer
Executive Producer: Douglas Pope
DOP: Jamie Farnell
When Plans Break—Youtube Docuseries
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Swinburne wanted to create authentic brand stories that embrace failure and missteps. The screenwriter in me was thrilled. My challenge was to make compelling, emotive content on a shoestring budget (that 17-year olds actually wanted to engage with). The solution was When Plans Break—a series of micro-documentaries. I wrote the documentary treatment and the script. I interviewed talent. I also wrote a series of articles and social promos.
Creative Manager: May Ling Yong
Direction: Jamie Farnell
DOP: Anton Blajer
Executive Producer: Douglas Pope