Creative chaos, well contained
From big campaigns to bite-sized storytelling, here’s a look at the ideas I’ve shaped, the teams I’ve led, and the clarity I’ve brought to all kinds of creative chaos. Each one reflects how I work (which is always up for the mess before the magic).
Keen on some meatier examples?
View my spotlight page
Pitch work
They're where I first learned to troubleshoot a brief, sharpen a half-formed idea, and pressure-test how strategy, story, and creative thinking come together. Scroll for my faves.
Agency: Wunderman Thompson
Client: BMW Group
MINI South Africa
Copywriter • Concept
As part of the pitch team, I helped shape the central concept, rallying cry, and brand voice for what would become the MINI Electric Collective. The campaign invited people to join a growing group of drivers who don’t wait for the world to change — they charge ahead. The concept resulted in Wunderman Thompson winning the work. Although I left before roll-out, my core copy and messaging direction carried through to final drafts and campaign launch.
Team: Gugu Khojane (Strategy), Danny Druion (Creative Director), Bianca Rudolph (Art Direction), Theo Ferreira (Executive Creative Director), Lerato Mbangeni (Copywriter), Rendani Nemakhavhani (Art Direction)
Agency: Wunderman Thompson
Client: Nike
Nike x Sportscene
Copywriter • Concept
Tasked with helping win the Nike x Sportscene pitch, I contributed to early ideation, strategic positioning, and the development of a manifesto. From blue-sky thinking to grounded brand storytelling, I helped shape work that felt both culturally charged and creatively expansive. The result? We won the pitch.
Team: Gugu Khojane (Strategy), Ewald Groenewald (Art Direction), Francois Botes (Creative Director), Theo Ferreira (Executive Creative Director)
Media: Wunderman Thompson South Africa awarded the Nike account
Digital campaigns
A snapshot of some of my favourite campaigns where I shaped the creative core, led storytelling, or built a brand’s emotional resonance.
Sta-Soft (ZA)
Base Relaunch Campaign
Copywriter • Concept • Art Direction Support
To relaunch Sta-soft with a modern twist, we reimagined the brand’s classic warmth for a new generation of homes. I led the concept and script for a split-screen TVC that contrasted different lifestyles and laundry rituals, all connected by Sta-soft’s signature softness and new, longer-lasting fragrance. From scripting to set to voiceover in both English and Zulu, I helped guide the story at every stage, maintaining the balance between heritage and freshness.
Team: Ashlee Wilson (Production), Khanyi Ndlovu (Account Director), Leighton Goosen (Creative Director), Theo Ferreira (Executive Creative Director), Ewald Groenewald (Art Director)
Partners: Massif Media | Post Modern | Earworm | Freq'ncy
Media: Kantar announces South Africa's Top 10 Best Liked Ads for Q1 and Q2 2021
Sittercity (US)
Their Thing is Our Everything
Copywriter • Concept • Art Direction Support
This campaign spotlighted the kind of childcare that meets kids in their element, whether it’s dinosaurs, drama, or dance breaks. We landed on the insight that Sittercity finds sitters and nannies who care about a child’s favourite activities, hobbies, and passions as much as the child's parents do, and who enjoy these passions as much as the kids do. This led us to the line: Their thing is our everything, which perfectly conveyed the calibre of Sittercity sitters and their investment in the lives of the children they look after.
We brought this to life through over-the-top vignettes that showcased sitters going all-in on hobbies and passions (think sitters getting tattoos of the kid's artwork, or entering — and winning — a dodgeball championship together). To stand out from competitors, we opted for bold colours and a retro look and feel. I helped shape the big idea, wrote the hero line, led TVC and podcast scripting, and brought bold, retro energy to the set.
Bonus joy: Our 90s-style “quack quack” direct mailers hit just the right note of nostalgia for our millennial parent audience.
Team: Gabriella Bajkai (Art Director), Ashlee Fitzgerald (Head of Production), Leticia Carvalho (Project Manager), Jess Lupton (Production), Bernard Brand (Photography), Schalk Myburgh (Styling), Sophia Lee (Assistant stylist), Chris dos Santos (Assistant) Fanus Beetge (Animal Wrangler), Lyn Kennedy & Charlie Runge (Make-Up)
The Coca-Cola Company (ZA)
Fanta Squad ZA
Supporting Copywriter (S1) • Campaign Lead (S2)
We handed the mic to teens — literally. I helped shape two seasons of #FantaSquadZA, a creator-led content campaign that brought the brand closer to its audience through bold, youth-driven storytelling. As campaign lead in Season 2, I oversaw the execution of concepts and copy across various formats. The result? 4.2 M+ views, 4.7M teens reached, and a view-to-completion rate well above benchmark.
Media
Team: Annie Kolatsis (S1 Campaign Lead), Khanyi Ndlovu (Account Director), Leighton Goosen (Creative Director), Jacques Shalom (Executive Creative Director), Linda Hächler (Production & Photography)
The Coca-Cola Company (ZA)
Cappy | Guinness World Record™ Campaign
Digital Campaign Content Copywriter
We created social and digital content to support OLC's bid to break the Guinness World Record™ for the most people eating breakfast in bed — at once — with Cappy®. I led the copy for a social-first campaign that filled limited event spots quickly, generated significant buzz, and reached over 15 million people.
Bonus: All beds and bedding were donated to local charities after the event.
Campaign Highlights
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210,752 video views
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20,924 link clicks
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15,813,548 people reached
Creative leadership
& content at scale
The work that keeps the engine running — and running well. These are projects and accounts where I led teams, built systems, or shaped brand voice across multiple brands and high-volume content streams.
Strava
Primary Creative Lead
Creative Direction • Concept • Copywriter
As the studio’s primary content lead, I collaborate closely with Strava’s core customer team to shape messaging across the user journey — from multi-funnel email campaigns to in-app ads, push notifications, and real-time CRM. I help guide strategic thinking, build scalable content systems, and oversee every brief to ensure cohesion, clarity, and zero repetition — even in high-volume cycles.
The Coca-Cola Company
Lead Copywriter
Concept • Copywriter
Led copy across Coke, Fanta, Powerade, and more — delivering high-volume, always-on content that stayed sharp, strategic, and on-brand. From campaign rollouts to FIFA World Cup war rooms, I brought speed and story to the scroll.
Beiersdorf
Lead Copywriter, 2IC
Concept • Copywriter
From editorial systems to creative output, I helped steer content for Beiersdorf’s portfolio (NIVEA, NIVEA Men, Eucerin, Elastoplast, and Labello) across thousands of pieces a year. As 2IC, I shaped the creative process, led Always On content ideation, and played a central role in campaign concepts and copy. One highlight? Delivering two months of content per brand in one week. And this was before AI.
Castle Lager
Rugby World Cup War Room
Copywriter
Live from the 2015 Rugby World Cup: I crafted on-the-fly content with speed and precision, capturing the emotion of the match in real time, without dropping the brand voice or the ball.