I've been a copywriter since 2019. First as a UX copywriter in the startup space, and now as a digital copywriter for an iconic brand.
I chose the following samples to showcase my range. I wrote prefaces to provide context, and give you a sense of my process (and personality), but feel free to skip them to let the work speak for itself.
I've been a Digital Copywriter for Converse since 2021. I write everything from product copy, to site assets, email, SMS, and paid social.
Scroll down to see samples of my writing.
My current Chucks: canvas Chuck 70 high tops in obsidian blue. (If that means nothing to you, I can explain. After all, it's my job.)
paid social
IG paid ad: CHUCK 70 De Luxe Heel
For a heel unlike most, we wanted an IG ad that felt the same.
Most important thing: A) they're heels, and B) they're super comfortable (backed by reviews).
The copy's wordier than usual. But it felt right with the creative. That kind of (strategic) magic happens when you and your collaborators know your product and audience—and you encourage each other to take risks.
My instinct is to aim for the least amount of words possible. This felt like an affront to that instinct. That's why I love it.
IG paid ad: Chuck Taylor all star lugged heel
Most important things: they're waterproof, and they're trending.
The challenge: the photo doesn't instantly scream "waterproof."
The burned-in copy speaks to the product benefit in an active voice. Re: the caption: "Don't leave your next obsession hanging" highlights the fact that these are in, in a way that gels with the boot floating in space.
IG paid ad: classic chucks/tunnel 'fits
Growing up on basketball, this was fun for me.
The concept: the most stylish players, in the tunnel, in Chucks.
The challenge: writing for a product at the intersection of sport and lifestyle. I never want to imply that Chucks are a performance shoe, so I took a style-led approach.
IG paid ad: End of summer sale
(Note: the image is a GIF including text: End of Summer Sale / Up to 70% off*)
Objective: A creative take on our End of Season sale, with urgency.
Thanks to evocative content chosen by my design partner, this screamed end of summer without me typing a word. I used the HL to create a sense of urgency, and I continued the theme in the caption.
email
Email: introducing: The Wave Trainer & The omega Trainer
The challenge: introduce two new retro-inspired trainers, rooted in Converse's running heritage.
Research is a big part of my process. It helps me better understand a concept or product and adds another dimension to my writing, directly or not.
Unfamiliar with Converse's running legacy, I reached out to the archivist. This led me down a rabbit hole of '80s and '90s Converse running ads. As a runner, copywriter, and fan of all things retro, this was a blast, and sparked a ton of ideas I ended up scrapping in favor of clarity.
Being a launch, I prioritized product names, to build equity. For subheads, I wrote a 1-to-2-line description to distinguish each trainer.
Pre-header: ...to keep up with all your moves
Email - Suede (Fall)
The challenge: writing about skateboarding products for a lifestyle audience.
The other challenge: being lifestyle imagery, the content's passive—which doesn't always fire up my copy brain.
I decided to embrace the attitude of the photography. A good reminder to let the content unlock the best story.
Speaking of "best stories," I might've been rewatching a certain fantasy series when I wrote this...
Pre-header: Get a look that goes with everything
Email - kids' (winter)
One amazing thing about writing for Converse is the opportunity to explore my range as copywriter since there are so many categories/products.
Kids' emails are fun to write. There's room to be more playful. For the P1, I went whimsical, with a lyrical subhead to match the mood of the shoes.
For the plaid story, knowing this is for millennial parents, I wanted to tap into some '90s nostalgia, so I wrote a version: "The Adventures of Plaid & Plaid" (with Little Plaid and Big Plaid)—but ultimately ditched it in favor of a better flow. Sometimes, the simplest direction is the strongest (...in the world).
Pre-header: Chucks they'll love all winter are here
Email - End of summer sale - Early access / Sale extended
Below are the first email (early access) and the last (sale extended) of this sale.
Let's be honest, when it comes to promos, all we really care about is the %. Especially if it's 40% or higher. Knowing that freed us up in the creative.
I had a fun time collaborating on this, and that comes through in the writing. (Filmmaking taught me the process often reveals itself in the work—whether we like it or not. So positive energy is crucial, from start to finish.)
Early Access
Last Chance
product copy
As a PDP copywriter, I've written for DTC and B2B functions. (ICYDK: PDP = product description page). I specialize in CONS skateboarding products, but have written for almost all categories.
Wave Trainer
For context: the Wave Trainer remixes details from old-school running shoes.
I wanted to nod to the retro inspiration, but focus on makes this trainer relevant today: its comfort. Through highlighting its versatility, I wanted to inspire creative consumers to see themselves in this trainer.
CONS Louie Lopez Pro 2
My favorite thing about writing for skateboarding products (besides getting to channel my inner teenager) is that the copy has to be lean and to the point (this isn't Big Brother). This keeps me nimble as a writer.
I focus on 2 things: audience and features. It's a performance shoe, so I build the copy around what skaters care about: durability and comfort. There's no room to overwrite.
The challenge is: if the copy's too straightforward, it can risk sounding generic.
To liven up the copy, I zeroed in on what makes this shoe special—beyond the metallic colorway: Louie's inspiration behind the design.
Star Player 76 puff
Here's an example of a trend/style where the shoe does most of the work. One look and you instantly know if you can see yourself wearing it or not. So keeping the copy spare, with a hint of nostalgia here felt like the move*.
*The title of a Beastie Boys song—and one of the less embarrassing tracks I would've put on a mix back when I was wearing shoes like this.
Chuck Taylor All Star Play Lite CX
The main benefits: easy to put on, and easy to clean.
To add more depth to the storytelling, I asked myself what the benefits actually mean for parents on an emotional level: more time.
CONS skeleton hand t-shirt
The challenge: finding the right tone, and staying positive, despite the 1-2 punch of the mushrooms/living dead hand.
My approach: the fungi is super cute, so I tried to infuse some goth spirit, but keep it G-rated—Pixar meets the Misfits.
I love writing to products when I can immerse myself in a specific mood or genre—which doesn't always happen. Finding the right headspace early on helps me avoid blocks up front, and better navigate rewrites later on.
Elevated Product desc. page - BB ALL STAR SHIFT CX
The challenge: talking about the BB All Star Shift CX in time for a global sporting event we couldn't mention by name. Seen on a player, who we also couldn't mention by name. (IYKYK, YK?)
As a young writer, I'd wince at the thought of parameters. Experience has taught me: it's the writing projects with little or no direction that tend to be the most excruciating.
Below is an example of the Converse Basketball landing page ("The Court Is Yours") and the elevated PDP ("Nothing But "W" Vibes*).
(*This line was sparked by noticing a "W" in the design on the lateral.)
"Now Available" Landing Page
Elevated PDP
Elevated PDP
Elevated PDP
As a lifestyle copywriter for NYC-based rug company, Well Woven, I contributed short & long-form copy (SEO, email, social posts, etc.).
Day one, I knew nothing about rugs. But I discovered product knowledge comes easy if you're A) curious, and B) surrounded by a talented and passionate team who loves what they do. I left knowing a lot more about rugs, e-commerce—and copywriting.
REBECCA PROPES X WELL WOVEN (long-form)
A contribution from a profile piece about DIY craft influencer, Rebecca Propes, for the launch of her collaboration with Well Woven.
As a writer, being able explore different voices, POVs, and ways of telling stories are what keep me going.
Merry Maker: Rebecca Propes
Between NBC's hit show Making It and HGTV magazine's Jan/Feb. 2021 issue, one-of-a-kind designer Rebecca Propes has been covering a lot of ground lately. (As a rug company, covering ground is something we at Well Woven totally respect.)
Crafters, DIY designers, and anyone seeking a creative boost turn to Rebecca for her bold use of color, budget-friendly style, and "You can do it!" attitude.
Ourselves included.
Which is why we're all aflutter to announce the Rebecca Propes x Well Woven Rug Collection (AKA RP X WW)! The first additions to this collection are the Emerson and the Oliver, a sweet nod to Rebecca’s oldest and youngest sons!
Here's another bit on RP's background:
Make, Believe
Behind Rebecca's distinct peppy specks is more than a keen eye for design. Rebecca Propes is a loving wife, mom of three, and designer whose colorful personality matches her oodles of DIY projects.
It's no surprise Rebecca has amassed a design-loving following. Dip a toe into Rebecca's Insta or blog and, before you know it, you're swimming in design inspo! Rebecca's got imagination and moxie to spare. And she's not afraid to share it, which she does, like nobody's business.
Except, it's her business…
For nearly a decade, Rebecca has been running a shop, blogging about DIY projects, designing products, and dreaming up new printable ideas.
An avid DIY-er, Rebecca's also a craft cheerleader. Rebecca's infectious spirit and design expertise bedazzle her various social channels. She's got a natural knack for buoying flocks of the DIY-curious who might otherwise be craft shy.
Rebecca's superpower is her ability to demystify the creative process and make crafting accessible to anyone, anywhere, on any budget.
WATER X WELL WOVEN (Long-form)
A sample from another long-form piece for World Water Day to announce Well Woven's collaboration with charity: water.
Causes that strive to leave a positive impact in the world and future make me feel enthusiastic, optimistic, and emotional. I tried to let those feelings flow through the writing.
A major takeaway re: collaborations (and a skill I got to further hone at Converse): learning to balance multiple voices. After immersing myself in the brief, brand-provided materials, and my own research, the writing becomes an exercise in connecting the dots in a way that's tonally correct.
WATER X WELL WOVEN
The same way a great rug starts with a single thread, change starts with a single deed.
The water crisis is a world crisis. Every community deserves access to clean water. If we all lend a helping hand, we can all grow together.
Well Woven is excited to share that we are gifting a percent of proceeds to charity: water this year to build/fund multiple clean water projects throughout the next year!
WHY charity: water
When we see clean water, we see more kids in schools. We see more adults—especially women in these communities—working, growing, and thriving. We see more families spending time together in their homes. When we see clean water, we see brighter futures all around.
We also see all of you. Because at Well Woven, we believe if we work together, we can make a difference. Every team member, customer, partner, and family members has contributed to the ability to give back, and we have plenty more to do— together.
Over the course of these projects, our focus will be on the positive ripple effect in these communities beyond the biological and psychological benefits, clean water can help cut down on disease and really help under-served communities thrive.
RUG Bundle (IG post)
And now for something completely different...
Social is a place to be more conversational. It's closer to entertainment, so there's room for looser copy.
Re-reading this, I'd probably dial it back a bit now ("fetching"), but I still love the concept of canine rug inspectors.
Valentine's Day Poems
For Valentine's Day, we wanted to try something different to promote machine-washable rugs. So I pitched the idea of putting our own spin on classic love poems. The team loved it, so we ran with it.
This Valentine’s Day, we're head over heels for our machine-washable rugs.
Because what’s not to love?
They give you that traditional rug look WITHOUT the hassle of traditional rug cleaning.
To get in the Valentine’s Day spirit, we took a few excerpts from classic love poems and gave them our own spin.
Ever wonder what "WHEN YOU ARE OLD" by WILLIAM BUTLER YEATS would've looked like if it were about a Well Woven GILA red machine-washable rug? We know we have.
Maybe it'd go a little something like this...
“WHEN YOU ARE (A FEW WEEKS) OLD”
...And sensing dirt on our Gila in red,
Murmur, not at all sadly, how Footprints
Leave no trace after a simple cold rinse,
and bid farewell once the dryer is fed.
Now what if a machine washable rug had been SHAKESPEARE'S muse when he penned “SHALL I COMPARE THEE TO A SUMMER'S DAY? (SONNET 18)?"
“SHALL I WASH THEE ON A SUMMER'S DAY?"
Shall I take care of thee on Laundry Day?
Shall I take care of thee on Laundry Day?
Thou were lovely, and now…are so dirty.
My kids do play on you with toys all day,
And those rainy day paw prints are a mess
Sometime drops of juice or rosé I spot,
But knowing you can be washed, I don’t stress
...So to all accidents, or stains I can see,
Laundry fixes this, and this gives life to thee.
After taking a UX Design course in 2019, I landed a role as a UX Designer at Meenta, a biotech company (think AirBnB for lab equipment).
Being a small team, they asked me to write creative copy for some mockups for their site—and I haven't looked back since. (...Unless you count writing this.)
#1 - "Lab"
Goal: communicate service—making lab equipment easily accessible.
Concept: personal device as a "portal" to lab equipment.
All vector art courtesy of https://www.humaaans.com
#2 - "Hurdle"
Cringey design aside... I wanted to communicate: getting lab equipment is a complicated process—Meenta simplifies it.
Collaborating with a designer obviously would've strengthened this work, but I'd approach the copy a lot differently now. (For starters, I'd try to find better balance between the headline and subhead. And make the HL an invitation to read instead of a blunt statement.)
One of the most compelling things about writing for me: any time I look back, it reminds me how far I've come—and how far I still want to go. So I keep going.
#3 - "Science-People People"
Being a small, agile team, their real strength was their customer service. That's something I really wanted to emphasize here. Out of the 3 samples, this felt the strongest. The team agreed, and this is what they ran with.
