Studio
Eight years of campaigns, copy and content design for brands including AGL, Telstra, Coca-Cola and 7-Eleven. One bet underneath all of it: a creative thinker is worth more than the tools they're handed. I'm usually the one who brings the new tools in, tests them on real work and reports back on what they actually saved.
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Join the Change Copywriting
The brief
Differentiate AGL’s offer in a commoditised energy market. The ask was a strategic position for the ongoing campaign, a commercial platform that stayed hopeful and clear across TV, out-of-home and digital, and held up under a rebrand.
The execution
From gaslighting the cobbled streets of the 1900s to now. Given the financial climate, a change narrative couldn’t rest on the environmental benefit alone, so Join the Change became a way to frame improvement of any kind. Changing how you save with the app. Changing how you stream on the AGL plan. Joining the drive toward electric vehicles.
What I wrote
Lead writer across campaigns, creative strategy, templates and tone of voice, BAU, social, letter and the out-of-home rollout. Every touchpoint changes with a rebrand, and so does the copy, from the minute details to the customer-facing key messages. I managed the brand voice rollout across retail.
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Can't live without Netflix Copywriting
The brief
The modern home, where Netflix matters more than heating. Streaming is as common as electricity now, and every house has shows it can’t live without. The job was a retail bundle that didn’t feel like a bundle, a satirical campaign about life’s necessities.
The execution
Energy paired with entertainment, built on the household friction everyone recognises. If you can’t live without Bridgerton, it’s included in your electricity plan. The line flexed into context without losing its shape: can’t live without Netflix while working out, while in the garden. Rolled out across broadcast and tactical, price-based retail.
What I wrote
The 15s and 30s broadcast spots, including the Bridgerton hook, and the brand voice rollout across retail assets. Total dad energy.
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However you Christmas, Afterpay it. Copywriting
The brief
When you think of Christmas, you don’t think of Afterpay. The campaign’s job was to change that: to make Afterpay the way people find and buy gifts, and to frame it as financial flexibility over a cost-heavy period rather than another trap.
The execution
There’s no one way to Christmas. Real tree die-hard or proud member of the #faketreefam, deck-the-halls or stick-a-bauble-on-a-houseplant-and-call-it-a-tree. The platform held every version of the day under one line, and let the retail network prove it.
What I wrote
One of a team of three that created the concept and the platform line, “However you Christmas, Afterpay it.” Ideated the innovation activations: Merry Re-giftmas and its re-gifting pool mechanic, the drop-a-hint-and-win catalogue, the AI Christmas memory generator.
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A bit more you-shaped Copywriting
The brief
Youi don’t believe one size fits all. They celebrate customer quirks and write policies to match. You-shaped is the platform, and the question was how to carry it beyond the policy, into the sport they sponsor and the everyday Australian driving personas.
The execution
You-shaped portraits in public space, built out of the contents Youi insures. The aha is that the sculptures only resolve when you see them from a Youi perspective. We’re personified by our cars and the reasons we drive, so the campaign celebrated the persona and gave it a one-of-a-kind functional accessory.
What I wrote
Support copywriter across client-facing presentations and creative brainstorms. Ideation on the NRL and NRLW referee sponsorship integrations, and the quirky customer-connection platforms around them. Youi insurance, that’s a bit more you-shaped, the end line out of the TVC. Theft cover for things you can’t live without. For your 24-hour teenage taxi service.
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Summer 24/7 Copywriting
The brief
Twenty-five years of an American brand in Australia. The creative answer was to celebrate the anniversary when Australia gets the most out of it. 7-Eleven is open 24/7, so you can summer 24/7: midnight ice creams to mid-morning coffees, 10am sunscreen or 10pm Slurpee.
The execution
A looping brand film that takes the viewer from day to night and back again, with short social edits that looped the same way. To handle the time-of-day variables we shot each social edit twice, day and night, replicating frames and keeping talent aligned across both versions. That made the edit switch utterly seamless.
What I wrote
The day-into-night transition scripts and the social-first copy for short vertical formats, tuned to the morning-coffee-to-midnight-snack habit. We used time variables to earmark edits for day and night placements.
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5 a day the easy way Branding
The brief
Find a brand essence that could represent the product fearlessly. 96% of children and 90% of adults don’t get their recommended intake of fresh fruit or veg, so the strategy was transparency from the packaging to the mission: make sure fruit and veg gets eaten, not argued over or wasted.
The execution
Two jobs, one platform. The identity had to talk to kids and to the adults buying for them, which meant two tones of voice carrying the same proposition. 5 a day the easy way holds up on a lunchbox and on a shelf, so the ranges could differentiate without splitting into two brands.
Then the packaging, where transparency stopped being a strategy word and became a design decision. The ingredients are the hero of the pack. & nothing else. Nothing proves a commitment to transparent nutrition like having nothing to hide behind. Freeze-dried for maximum freshness, sealing in flavour and nutrition. Rip, tip, shake, sip.
What I wrote
Brand naming, both tones of voice, the packaging line and web copy across the two ranges. & nothing else, the device that let the ingredients list carry the front of pack on its own. Welly isn’t just your 5 a day the easy way; the mission is doing good for you while doing good for the planet. We think it’s BS that nutritionally great fruit and veg goes to landfill. Happy Apple, Mango Passion, Tropicool Punch, Chocberry Shake, Berry Beets.
Welly Kids, the kids tone of voice 
Welly, the adult tone of voice
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Send Joy Branding
The brief
Inke make custom packaging for other brands, sustainably. A packaging partner sits one step behind the thing a customer actually opens, so the platform had to give that invisible position something to stand on.
The execution
Send Joy. Like the cultural saying: if something doesn’t spark joy it’s probably not worth spending time on. The line worked on the packaging itself, and it worked as the reason a brand would choose Inke to carry what they send.
What I wrote
The brand platform and the story across social, the website and the product packaging, working directly with the business owner. We are inke. A custom packaging partner. We deliver scaleable, sustainable packages. We help you Send Joy.
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The Spirit Of Copywriting
The brief
Margaret River’s first craft spirit distillery, moving from family operation to something with reach. It needed brand positioning, packaging copy and campaign headlines that could carry the distillery, the accommodation and the product range without the thread going slack. It also needed to launch the Collector’s Series, a run of limited-edition bottles drawn from the distillery’s own history, on no media budget.
The execution
The Spirit Of does double duty: the liquor and the place, the same two words. Underneath it the territory splits by job: Distilled with a story. Delivered to you. carries the direct-to-consumer promise, and Made on this land. Distilled in history. carries the provenance.
Hot Cross Rum opened the Collector’s Series. Four-year barrel-aged dark rum steeped with raisins, orange, cinnamon, cloves and vanilla, 40% ABV, bottled in 500ml French cubic glass with a hand-numbered calligraphy label on each. The scarcity was the mechanic and the story. Two hundred bottles, sold direct, timed to Easter, with no media spend behind any of it.
What I wrote
The platform and its supporting lines, plus the product campaign headlines. Unlike Any Other, for The Spiced Rum. Made in Margaret River.
The Hot Cross Rum media releases and key messaging. Hot Cross Rum: cheers to an unforgettable Easter. Infused with Easter cellar-bration. Sugar, spice, everything nice. Holy, Spirit! You can own a piece of Australia’s distilling history. The rum came back every Easter after that. Concrete Playground covered the fourth run nationally in March 2023, 120 hand-numbered bottles at $110, with labels by Perth artist Stacey Teo.
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Share a Coke with Alexa Copywriting
The brief
A voice-commerce promotion between Coca-Cola South Pacific and Amazon: ask Alexa to share a Coke, get a free personalised bottle. One of the first voice-led FMCG promotions in the region, which meant there was no established shape for how the exchange should feel.
The execution
The flow had to stay short enough to be a gift rather than a form. Conversation design sat on top of the campaign platform, handling the prompts, the confirmations and the personalisation moment without ever making the person repeat themselves.
What I wrote
The voice and chat-flow dialogue, modelled in Dialogflow and Alexa. Say “Alexa, let’s share a Coke” to get a free personalised bottle. This summer, there’s a Coke for everyone.
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Cyber Lab Content Strategy
The brief
Tekspace sells trust in a market built on scepticism. Cyber security buyers are burned out on vendor marketing: every product claims to be the best, and IT leaders have no independent way to check. The team had operator-level expertise to say something real and had never made it public. No research asset, no earned media, and a small marketing function competing for attention against far better-resourced vendors.
The execution
I designed and ran the Tekspace Cyber Lab, an in-house research program that turns operator experience into independent, data-backed vendor analysis. It benchmarks every major vendor in a category against a proprietary scoring framework, grading real capabilities rather than marketing claims. Three reports shipped across two sprints: email security across 18 vendors, then browser security across 13 and security awareness training across 20, 400+ raw features normalised into 40 comparable capabilities in one report alone.
What I built
The research program and the reports, plus an agentic AI production pipeline built from scratch that doubled output sprint-over-sprint on no extra budget or headcount. The work was cited in Google’s AI Overview as a primary source for browser-security-vendor queries, and picked up by TechDay Australia, SecurityBrief Australia, ChannelLife AU and IT Brief.
Fact or Phishing, a phishing-spotting simulation built for a webinar, is in the tools. Attendees asked for the link so they could run the session with their own staff.
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Google Assistant × Smiling Mind UX Writing
The brief
Smiling Mind is a mindfulness and mental health platform. Putting it on Google Assistant meant the whole experience arrived as speech. No screen to retreat to, and no second chance at a first line.
The execution
Greetings matter. They’re our first point of contact with a world that hasn’t met us yet. In life, when someone you don’t know says hello, the way you say hey back reveals a lot about you. The work modelled dialogue and user flows in Dialogflow, translating conversational requirements into something that functioned as a product and still sounded like a person.
What I wrote
Scripted and built voice and chatbot experiences across Smiling Mind and, in the same period, the Australian Red Cross, the City of Melbourne and the City of Sydney.
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Blue Space Content Strategy
The brief
Blue Space is a wellbeing platform for current and former Victoria Police employees and their families: mental health information, resilience tools, recovery stories and crisis support in one place. People whose job is protecting the public have to protect themselves too, and the platform had to say that without sounding like a policy document.
The execution
Made for police, by police, in collaboration with thousands of people across the Victoria Police community. The content had to carry crisis support and everyday wellbeing in the same structure, cover help for yourself and help for someone you love, and put privacy first at every step, because the thing standing between someone and the resource is usually the worry that asking leaves a record.
What I wrote
Content strategy across the platform: the structure that has to carry crisis support and everyday wellbeing at once, and the words that get someone from a hard moment to the right resource. Blue Space is still running today, hosted through Police Care Australia.
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City of Melbourne Content Strategy
The brief
Nobody reads council guidance for pleasure. They arrive at it because they have a fine, a ruling or a deadline, and they want one answer fast. City of Melbourne’s public-facing guidance on fines, rulings and the detail attached to them had to work for people already on the back foot, which makes the architecture the message.
The execution
I was embedded in the City of Melbourne offices on behalf of VERSA, as the conversational flow expert on the team. The work ran across the information architecture, the email flow and the website content as one system: what a person needs to know, in what order, and what the next step is at every point they might stop. Treating the guidance as a conversation rather than a document set is what keeps someone moving instead of calling to ask.
What I wrote
Information architecture, email flow and website content for the public-facing guidance.
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Olive UX Writing
The brief
Olive was the Woolworths customer chatbot. The source material was the existing longform FAQ: accurate, exhaustive, and written for a page rather than for somebody mid-question in a chat window.
The execution
Editing the FAQ library down into chatbot content, taking the project from design through to content. My first chatbot project, working under Tyler’s leadership.
What I wrote
Conversational design and writing for Olive, as a writer with VERSA delivering for WooliesX.
Olive in the Woolworths app
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ARC Content Strategy
The brief
One department, two audiences who share almost nothing. Teachers need to run their working day; students need to learn and to be told what’s changing. Building a series of sites across both meant the content had to hold the same institutional voice while the register moved with the reader.
The execution
A whole series of websites for the Victorian Department of Education and Training under Deepend and VERSA. ARC (access, resource, collaborate) is the learning portal, and the name is the architecture: get to the thing, use the thing, work on it with someone else. Alongside it sat the business-as-usual organisational sites and the public school updates. Teachers and students alike, which in practice means the same information structured twice: one version for the person delivering it and one for the person on the receiving end.
What I wrote
Content strategy across the series, covering ARC, the BAU organisational sites and the public school updates.
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Love Them With Us Copywriting
The brief
An integrated campaign and brand platform to help parents pick up after COVID. If drop-off guilt is real, what makes it worth it? A story told in tantrums, campaigning for early education by uniting parents through the drop-off drama.
The execution
The Film Diary. A national talent search found parents who matched the vision, and production began and ended with sifting through self-filmed drop-offs to find the gold. Finding the sublime in the mundane: the moments where drop-off tears feel worth it. A smile in the backseat, a handhold on the bus.
What I wrote
The platform line and the copy framework around those small moments. Early education is an important choice for parents who work, who want their kids to learn, or who need the headspace. You’re not leaving your kids at daycare. You’re loving them with us.
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Writing from the studio
- There is only advertising2025
A reply to Suzanne Pope, fifteen years on.
- The pitch ends. Your head doesn't.2022
A pitch becomes your whole life while technically remaining a job you're doing for a few weeks. It's a lot of emotional weight for a PDF.
- Chatbots save lives2020
Written in the first months of 2020, when a chatbot was the thing standing between overwhelmed services and the people waiting on them.
Briefs and enquiries: finnastle@gmail.com.