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 some (good) weird stuff, and the brand was acquired for $1.2bn before I left.

I should have argued for more equity in my contract.

15 months and a busy calendar:

I defined the brand's tone of voice in a way that copywriters can work with. I redefined it as the business changed.

I created concepts for and lead the creative production of dozens of promotional campaigns.

I managed a team of writers to create a near-constant flow of push notifications, emails and in-app messages that sounded like Gorillas.

I wrote a long-copy banner advert that worked so well it was immitated by competitors.

I created the most liked social post in Gorillas history. It was taken down after after 3 hours, but remains on an anti-Gorillas account, where regular people came to the defence of corporate interests for the first and last time in history.

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

I developed 6 sub-brands in a year, as the brand's business strategy shifted. (some are in the next project page)

I want to do it all again; to develop a brand with a genuine difference and make communications that celebrate it’s perspective. I know what’s required, now, and I know how to sell it.

Give me a call. We'll make something that people won’t pretend to like on LinkedIn.