Make something wonderful - Behind the Mac

People with passion can change the world. And Mac is the tool that helps these people make wonderful things.

Role: Copywriter

ADC Awards 2019 - Integrated - Silver
The One Show 2019 - Integrated - Bronze

 Bruce Hall - Blind photographer

Password: Bruce


 Peter Kariuki - App developer

Password: Peter


Grimes - Musician

Password: Grimes


Selected Press

Ad Age


The Drum (Ad of the Day)

The Verge


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The Rock X Siri - Dominate the day

Apple asked us to put Siri back on the map.
So we made a 3 minute short film featuring the future president.
It was one of the most watched ads on YouTube in 2017.

Role: Junior Copywriter

Cannes Lions - Social & Influencer Lions - Bronze Lion
Cannes Lions - Media Lions - Shortlisted
Global Effies 2018 - Gold
Webby People's Voice Award 2018

Password: Siri

We also made some 15s.


Password: Cooking


Password: Reminder


Password: Space

The poster that teased the launch. Made with LA Associates.

Selected press:


Ad of the Day on THE DRUM



The Hollywood Reporter






The Verge

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tv+ launch 
This work is password protected. Ask me about it. 

Role: Copywriter

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Student Work

A reasonable place to sleep

80% of the time you're in a hotel room, you're sleeping.
So it doesn't really matter what that room looks like,
or what amenities there are. At Super8, we know that.

Role: Copywriter

Communication Arts Award of Excellence 2016

Radio I: Safe

VO: At Super8 Motels, we don’t have safes.
Don’t worry, if you had a whole lot of money,
you’d be somewhere where they have safes.
And then a whole lot of money would be in that safe.
And on your mind. Worrying you, keeping you up at night.
But you are here, in a room with no safe but
plenty of bed. And you’re free to dream
about whatever you want. Like having
a whole lot of money or a safe in your room.

ANNCR: Super 8 Motel. A reasonable place to sleep

Radio II: Front Desk

Front desk lady (monotone, bored):
Welcome to Super 8 Motel, do you have a reservation?
VO: Now some say our front desk could be flirtier.
But that flirting would just keep you up at night.
Because she totally winked there, right?
And she wouldn’t do that to anyone, would she?
No, she wouldn’t. What do I do now?
Should I go back and ask something?
Talk about the weather? Nice out, isn’t it?
Why would she care, she’s in a building,
that’d just make her mad. Would she even
recognize me? I bet she would...
(fades out)

ANNCR: Super 8 Motel. A reasonable place to sleep

Radio III: Lobby Bar

VO: At Super 8 we don’t have a lobby bar.
Without a lobby, a lobby bar is just a bar.
And we don’t run a bar, we run a motel.
Which is not a place where you want to find
yourself up all night, thinking: “What if Hank
hadn’t taken that job in Albuquerque?
Do I even know a Hank?
Would Erin have cheated on Hank?
And would Tommy have better grades?
No. Why am I still up? Why Erin? Why?

ANNCR: Super 8 Motel. A reasonable place to sleep

Some people sleep better with background-noise. There's a Super8 app for that. The production value matches our prices.

Others need a sleeping mask. And if they dream about waking up in a nice hotel room, they can. With our Super Sleeping Mask.

These stickers mock other hotels and their ridiculous "extras".

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 Watch - The gift of go

Some digital 15s I got to work on for Apple Watch.

Role: Junior Copywriter


Password: Snow


Password: Swim


Password: Workout


Password: Soccer

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The End ︎.