Copywriting and Content Creation

IKEA + you 2018/19/21/23

Content Strategy/Production / Campaigns / Narrative Storytelling / Research & Interview

IKEA + YOU is IKEA Australia's most ambitious and far-reaching campaign series to date. Over the last 4 iterations, I’ve worked in a lead creative role with both the IKEA marketing team and various agencies to ideate and create campaign content across paid, owned and earned channels. 


Content Creation / Brand Identity & TOV / Print

Innovation hub, SPACE 10 is on a mission to create a better everyday life for people and the planet. Working with Copenhagen-based Barkas agency, I was tasked with co-writing and editing their beautiful HOME book which encapsulated their work over the last decade.


Content Creation / Campaigns / Narrative Storytelling

INGKA Group has a goal that is quite literally earth changing. As the holding company of IKEA, they're looking to take the world's biggest furniture retailer off the grid and use 100% renewable energy to power their total global operations. Since 2019, I've collaborated with their sustainability and global news team to interview and write 100+ long-form articles to engage the company's 230,000+ co-workers.


Brand Identity & TOV / Content Creation / Narrative Storytelling

Mutt Motorcycles is a bespoke British motorcycle company. I created integrated marketing material to launch the brand in Australia, including pitch decks, EDMs and long-form articles for their online journal.  


Content Creation / Narrative Storytelling / Copyediting

Opera Queensland’s 2019 program offered up a much appreciated opportunity to work with Alphabet Studio and delve into long-form storytelling across print and digital. 


Content Creation / Radio Scriptwriting / Socials

A high point of each year is the Petbarn Christmas campaign. I worked with TRUE SYDNEY to ideate and create campaign and radio content. With 41,777 comments and likes, and a total unique reach of over 1.2 million, the campaign generated more than a little Christmas cheer.


Brand messaging / Content Creation / Scriptwriting / Socials

I partnered with SUDDENLY content agency to extend Costa’s energetic new mushroom brand, Mush-Boom. Working with a brand identity from Principals, I wrote campaign copy for ad creative, article content and social assets.  


Brand Identity & TOV / Content Creation / Narrative Storytelling / website copywriting

Ensemble Theatre is Australia's oldest continuously running theatre company. I worked with Alphabet Studio to interview creatives, ideate and then produce content for print, socials and the theatre’s new website.


Brand Identity & TOV / Content Creation / Narrative Storytelling / website copywriting / SEO/ Marketing Material /Socials

I’ve worked with Swedish retail giant IKEA for over a decade delivering hundreds of projects across their many global channels. Highlights include writing the origin story of IKEA founder Ingvar Kamprad, working on the iconic catalogue, and traveling through the supply chain to learn the background story of some of the world’s most iconic products. Curated portfolio available on request.

Talk to me.
Keen to talk through your project or get to know me better? Shoot me an email or a LinkedIn message.