GORILLAS

Agency-level creative + copy for a zeitgeisty start-up.

As Lead Copywriter and ACD, I brought strategic thinking, insight-led ideas and creative direction to the Gorillas Creative Studio. I think it helped—we made arresting, honest and self-aware campaigns and the brand was acquired for $1.2bn.

15 months and a busy calendar:

Defined the brand's tone of voice in a way that writers can work with. Updated as the business grew.

Concepted and led creative production for frequent promotional campaigns.

Managed a team of writers to create a steady stream of push notifications, emails, and in-app messages that sounded like Gorillas.

Beat performance predictions with a long-copy banner campaign. Competitors imitated.

Created the most-liked social posts in Gorillas history.

Became a client, and saw how agencies do it right and wrong.

Developed 6 sub-brands in a year, as business strategy shifted. (next project page)

The brand work helped Gorillas to generate loyalty and easy recall in the capital boom of the ‘quick delivery’ sector. It became the brand people chose to be seen with the paperbag of. Gorillas sold for $1.2bn, and YouTuber/Maker Simone Gertz still wears some merch from one of the sub-brands.

I can help your brand stand out and perform. Get in touch.