Award-winning writer with 10+ years’ experience across global brands including Nando’s, MTN, Google, Visa and KFC. Experience at Ogilvy, VML, Network BBDO and M&C Saatchi Abel. Alongside advertising, I’m also an internationally performing musician and spoken-word artist. That background gives me a deep understanding of rhythm, audience, culture and storytelling which is why so much of my work connects so strongly in film, radio and social. I specialise in conceptual writing that travels across platforms, from 60-second films to 6-word social lines.
After years of experience at leading agencies in South Africa, I have recently made the move to London. Here is some of my proudest work so far.
Advertising has remained a fascinating science to me. I love how, as a copywriter, I can use words to inspire the choices that people make. To me, if words are written and written well, they almost have a rhythm. Writers can change perceptions, mindsets, culture, and even the world. Speaking of culture, sports gambling is the craze at the moment and this is something I love and am deeply passionate about.
The work
Nando’s – Chicken Prego Role: Senior Copywriter / Creative Director Brief: Launch a new Prego meal at a price so good people wouldn’t believe it. Cut through price clutter and drive talkability in a highly competitive QSR market The Idea: We treated the deal like fake news, using the real-world story of a “10 babies scam” to frame the offer as so unbelievable it had to be checked out.
Supersport Bet - Slots Role: Senior Copywriter / Creative Director Brief: Launch a new slots game for South Africa's largest football rivals. The Idea: No one brags like Kaizer Chiefs and Orlando Pirates supporters, also the biggest rivals are also the best of friends. Use rivalry to spur healthy competition and show that everyone wins in the end.
Namibian Breweries - Windhoek Draught Role: Senior Copywriter / Creative Director The Brief: Entrench Windhoek Draught as a cultural icon that facilitates intersections where art, music, fashion and trends meet. The Idea - Come with, journey with Namibia's favourite beer, and explore the many facets of its character. Use real artists, models, DJs and fashion designers and give audiences a glimpse into their creative journey and invite them to come with.
Mr D Food - South Africa's leading food delivery app. Role: Senior Copywriter / Creative Director The Brief - break the norms of the food delivery contested space, where food delivery is based on an emergency state. The Idea - Show consumers that we deliver more than food. It's not just dinner, it's peace and quiet.
Staying with South Africa's favourite delivery app. Tensions were high leading up to South Africa's last elections, and we wanted to find a way to stay top of mind as people took to the polls. I’ve developed a knack for finding new and interesting ideas proactively - this work shows that the best ideas don’t always come from briefs.
Doritos Flaming Hot Nachos The Brief - Launch Doritos Flaming Hot Nachos ( With a limited budget) Senior Copywriter/Senior Creative The idea - Gather the hottest up and coming musicians, creatives and artists, put them in one room and heat it up.
Takealot, South Africa's largest e-commerce brand, Role: Senior Copywriter / Creative Director The Brief: launched its new subscription service, TakealotMore, where customers could get more out of their app. The Idea: 'Gimme some more" , using Busta Rhymes famous track with a similar title, we showed South Africans how quickly they can get more of what they want from the country's number 1 e-commerce app.
DSTV - South Africa's largest satellite TV provider. Role: Senior copywriter The Brief: Make DSTV's Premium offering more appealing to a demographic that always chooses a cheaper offer. The Idea: DSTV Premium's biggest draw card is the variety of sports in broadcasts. Sport brings people together, so we told the age-old story of the boyfriend and his future father-in-law.
Stogie T, Nasty C, Castle Lite (beer) Role: Screenwriter, Director The Brief: Shoot a music video for two of South Africa's biggest Rap artists and Beer. The Idea: The track touches on the theme of social commentary and how people can say anything from the comfort of their own homes. But what if that wasn't the case? What happens when the beef comes to your doorstep?
In closing, my actual CV for your perusal.