My aim is to create work that resonates.
I believe copy has to resonate before it can engage, influence action or make people laugh. This goes for corporate copy, creative copy or punchy micro-copy.
I've worked client-side to big agencies. From digital to print. From property to fashion to automotive.
I heart words.
I'm fascinated by words that have the ability to change people's mind. Draw people in. Make them laugh and cry at the same time.
My favourite words are the sort that push a boundary, show no fear, allow people to feel for a character they'd never meet... or feel for a product they never knew they needed.