Selected Work
Copy and creative I've produced across different formats, markets and offer types.
Rite
Video ad creative brief for a DTC hydration and beauty supplement set sold in the GCC. A woman dealing with hair fall and low energy gets handed a stick pack by a coworker, and the ad follows what changes from there.
PuraVita
Video ad creative brief for a DTC magnesium supplement. Written for men who already tried magnesium and wrote it off, it explains why the form they took never absorbed properly, connects four symptoms they've been treating separately to one deficiency, and introduces a 12-form complex as the fix.
The Ultimate Human
VSL script for a free 3-day detox challenge run by Gary Brecka. Opens on symptoms most people write off as aging, traces them back to mold and heavy metals, tears apart the commercial detox market, then offers three days of live protocol walkthroughs for free.
PetLab Co.
Broadcast email for a DTC pet supplement. Sells skin and coat chews by connecting the symptom (scratching) to the cause (nutrition) before introducing the product.
Complete Health Rewire
Long-form application page for a South Asian health and body transformation programme, run by Juggy Sidhu (The Indian Body Coach).
The ICM Education
Launch email selling founding memberships to fitness professionals. Reframes the AI panic as a reason to invest in specialist skills instead of competing on price.
Dude Wipes
Broadcast email for a DTC men's personal care brand. Makes the case for flushable wipes using a poop-related comparison that's hard to argue with once you've read it.
James Clear
Broadcast email on habits and behaviour change. Calls out a common behaviour (consuming content about improvement) and makes the case that it's the obstacle, not the solution.
Cheryl Porter
Broadcast email for an online vocal training programme. Dismantles a self-limiting belief that stops most people from trying to sing, then replaces it with something the reader can act on.
ClickMinded
Broadcast email for a digital marketing training platform. Uses a simple test (take a few days off) to surface a problem the reader has been working around instead of fixing.
Unparalleled Agency
VSL script for a Google Ads agency selling a 60-day account rebuild to ecom brands. Reframes poor ROAS as a structural problem (how the account was assembled over time) instead of an optimization problem, then walks the viewer through what a proper rebuild looks like.
Nest Marketing
VSL script for a DTC email and SMS retention agency. Goes through the five things that break inside every neglected Klaviyo account and what happened when they fixed them for six brands in 30 days.
Challenge with Chita
Sales letter for an 8-week online group fitness programme aimed at men and women stuck in the cycle of restricting all week and bingeing at the weekend. Stacks six client stories back to back, each one landing on the same point. The diet was the problem, not the effort.
Coaching Concierge
Sales letter for a fitness business mentorship programme. Written for fitness professionals who are good at coaching but can’t turn that into predictable monthly income. The page lays out a five-step system, positioning against the “seven-figure guru” selling one-and-done tactics.
Neutonic
Broadcast email for a DTC nootropic brand. Opens on why talent alone doesn't predict performance, then narrows the difference down to one factor the reader can control.
Escend Media
VSL script for an ecom email marketing agency. Covers what happens to customer lifetime value when your post-purchase emails stop at a shipping confirmation, and what a from-scratch rebuild did for three brands doing $50K+ a month.
Suno
Broadcast email for an AI music generation tool. Takes a universal micro-experience and turns it into the opening argument for why the reader should try making a song right now.
YuMOVE Joint Care
Hybrid sales page for a dog joint supplement. Takes the reader from “maybe they’re just getting old” to understanding exactly why their dog’s joints are deteriorating, then separates what YuMOVE does from what pet shop glucosamine tablets don’t.
BRĒZ
Broadcast email for a DTC functional beverage brand. Anchors on a customer who quit drinking after 40 years, then names the social compromise the reader makes every weekend.
The PR Process
Long-form application page for a 24-week online powerlifting coaching programme. Diagnoses why intermediate lifters plateau, picks apart what most strength coaches get wrong at that level, and walks through a structured 24-week process for getting out of it.