Copywriting & creative writing

Words with a bit of spice.

Writer, director and producer based in Perth. This is a working sample of the copywriting side of that: concept pitches, journalism, criticism, brand voice, and a few things written to be heard rather than read.

Every piece here was written for a real brief, a real outlet, or a real reel, nothing invented for the sake of this page. Where a project is confidential or involves other people's personal details, I've excerpted or anonymised rather than leaving it out altogether.

Concept & pitch writing

A boy, a clam, and the end of the universe

Excerpt from a successful development grant application for an animated children's series. Project details anonymised; the writing is my own.

Logline: A friendless young boy-scout is kidnapped from Earth by the servant of a cosmic entity who wants to gobble up one of everything in the Universe.

Synopsis: Zooming through space on a ship full of zany critters, a misfit boy scout and a sassy pilot with a holographic arm travel the galaxy collecting one of every species, no matter how big their poops are. Together with a giant mussel who can only talk in emojis, they're off to stop an evil cosmic being from gobbling up the Universe. The series explores the far reaches of imagination and the other-worldly beasties that live there, as our boy scout earns his badges and a menagerie of new friends.

Audience rationale: Our characters are dynamic, relatable and three dimensional, built on three simple pillars: Fun, Funny and Fearless.

Feature writing

Where Have All the Cowboys Gone?

Published on astar.tv, since discontinued (the outlet has since moved to TikTok). Researched feature on the history of Indigenous cricketers in Australia.

Warning: this piece discusses Aboriginal and Torres Strait Islander people now deceased.

March saw the soaring success of the Australian Cricket Team over the rest of the world when they took home the trophy at the ICC Cricket World Cup. This achievement left many Australians feeling a sense of pride as they celebrated into the night, especially in Melbourne, where this year's final was held.

One thing to note, however, is the seemingly absent presence of a strong Indigenous contingent in the national team. This is not to say that Indigenous Australians cannot be proud of the team's win, or that Indigenous Australians should have to partake in this sport either. But when Australia's first international touring team was made entirely of Indigenous players (in fact, all of them cattle station workers from Victoria), one may understandably question: where have all the cowboys gone?

1868 was the year that saw Australia's first cricket team tour England. The thirteen players, and captain Charles Lawrence, won 14, drew 19 and lost only 14 of their 47 games. But such an achievement meant these men played 99 days out of a possible 126; these extreme efforts saw the death of one King Cole (Brippokei) and the subsequent removal of two more fatigued players.

This display of superior stamina, along with the skilful achievements of several players, was received and acknowledged proudly by the hosting nation's press. However, the incredibly lucrative Indigenous team, attracting 8,000 to 10,000 spectators a game, was rewarded with embezzlement, and eventually the Aboriginal Protection Act of 1869, which restricted the movements of Aboriginal people, especially overseas. This was merely the first of many times Indigenous cricket players were rewarded with discrimination for a seemingly innate and exceptional skill in the sport.

Eddie Gilbert, arguably cricket's most impressive fast bowler, was met constantly with calls of "no ball" for the incredible speed with which he delivered the ball down the pitch. Even after playing with splints and taped arms (to fix his arm in a straight line), he was still met with ignorance and suspicion. One of the most impressive demonstrations of his skill was bowling Sir Donald Bradman for a duck in 1931, regarded by Bradman himself as "faster than anything seen."

Being only one of many examples where the sport has turned its back on Indigenous athletes, or even outright discriminated against them, it could well be inferred that the lack of players from Indigenous backgrounds today is a continuation of the same exclusionary behaviour, or simply a responsive turning-of-the-back from Indigenous players. But Cricket Australia still insists that it is in search of strong Aboriginal role models in the sport, which calls into question why so many of the talented athletes who compete in the Imparja Cup are not invited, or aren't choosing to play, at the Test level.

With so many international teams comprised of varied nationalities and ethnicities, it clearly isn't practice of the ICC to exclude men of colour. So what will it take to see Indigenous players rise to the forefront of the sport in the manner of their forefathers? Not discounting the choice athletes have in which sport they participate, perhaps we have seen the end of top-level players with the retirement of Jason Gillespie, or perhaps the great victory of the current Australian team will shine an attractive light on the sport, and we might just see the great skill and strength of our Indigenous athletes return to Test cricket in 2019, at the next Cricket World Cup.

Criticism

Slaughterhouse

Published in Australian Arts Review, October 2019. Theatre review, Belvoir St Theatre's 25A program.

“Marks is a spider weaving a web across the stage.”

Disturbingly funny and refreshingly bold, Anchuli Felicia King's Slaughterhouse continues to prove why Belvoir's 25A program is the standard for independent theatre in Sydney. A series of monologues, interspersed with absurd anthropomorphic animal antics, seduce, distract and plead with the audience to accept their own culpability in the horror at its centre.

Australian Arts Review · October 2019
Read the full review →

Voice & audio

Written to be heard

Spec radio and VO scripts, written for demo reel. Not commissioned or aired, written to demonstrate range across tone and brand voice.

Beachside Hard Seltzer
Lifestyle / retail · :30
Yeah look, beer's fine. Nothing wrong with it. Just a bit boring. But this summer, why not try one of these bubbly bois right here. [Can Cracking SFX, Bubbles.] With 0g of carbs, 0g of sugar, and only 90 calories, Beachside Hard Seltzer is the perfect way to crack into a summer day. Nothing but taste. And bubbles. Try a Beachside Hard Seltzer today.
World's Greatest Shave
Character comedy, two-hander · charity campaign
SH: UP, UP AND AWAY!… Up… Up Up and…! Hmm, my superpowers don't seem to be working today, IncredibleKid. IK: That's alright, SuperGuy! You can still be a superhero without super powers. SH: What? But…but how? IK: By participating in the World's Greatest Shave! Set a date, grab some sponsors, and by donating your luscious locks, you can raise money and awareness for those in need! SH: It's really that easy? IK: Mmhmm! SH: Oh. Well, can we keep the costumes? IK: Well yeah, obviously we're going to keep the costumes. SUPER: Be a hero and sign up for the World's Greatest Shave today.
EB Games
Retail tagline · :15
Whether you're PC or console, whether RPG or FPS, whether Xbox or PlayStation, EB Games has all your gaming needs sorted. With all the hottest releases, latest consoles, and expert advice, EB Games is the number one destination for every kind of gamer. EB Games. Game on.

Brand voice

Matsu, biography

Third-person brand biography written for director/photographer Matsu, currently live on his site.

Jamaican/Australian Matsu is a passionate and multidisciplinary international director/photographer known for using colour to craft beautiful images, passionate energy on set and flexibility when tackling new visual worlds.

Starting with a successful career in the music industry as a photographer, Matsu worked with artists like Tame Impala and Flume to craft press images used around the globe. Linking with clients like Le Labo, Puma, Fred Perry, RAC Insurance and Western Power sharpened his creative process on the way to becoming Commercial Director of the Year in Western Australia.

“Life is more interesting if you believe dragons hide among the clouds.”

matsu.photography
Read the full biography →

Coming soon

Film & creative work

Directing, producing and screen credits are on the way, including work at Industrial Light & Magic and independent theatre and screen production.