Find your purpose.
Craft your story with authenticity.
Hit the sweet spot of emotion.
Tell your story or bring your character to life in the way you need it to.
These adaptable and experienced vocal cords slay with main character energy.
When two icons of the music world come together to celebrate a first-ever release, it's a biggy.
The goals were set:
- Position Marshall where we could showcase a clear point of difference in the marketplace.
- Drive earned media and social impressions in popular and aspirational channels.
Strategy: The soundbar category is already pretty crowded. This meant we needed a thoughtful and focused tease strategy to drive consumer excitement for this new release within the field of TV sound, while continuing to raise hype for the brand. We also had to prove Marshall knows it's stuff when it comes to putting 60+ years of main-stage knowhow into their first-ever TV soundbar. To build credibility, we educated the consumers using by highlighting the product's features and emotional value points – using Marshall's tonality.
Authenticity: As an added benefit, MTV were along for the ride. Through idents, a personalised MTV Cribs special, and the accompanying messaging, we injected some serious energy and excitement for what was to come. But we had to be careful to avoid making people thing this was a product collab in the campaign communications.
Emotion: Playing on the television language, with a particular focus on the 90s era considering that's what inspired the design and artwork, we ramped up the legendary, making everything as loud as possible on earned media and social impressions in popular and aspirational channels. This helped showcase Marshall's clear point of difference in the marketplace.
Teasing, launching and sustaining Marshall's first-ever TV soundbar campaign.
Volvo wanted to prepare their content well in advance for the release of their first-ever fully electric SUV as well as their winter accessories. Working together with product owners and designers, I created the story that would drive the narrative of expectations.
Strategy: Storytelling can be so effective in combatting the time consuming and tedious nature of purchasing a car and/or its accessories. But equipped with the right customer feedback and research, user experience needs can be met with images and words that hit the sweet spot. This was a moment to dig deep into the learnings of previous launches and develop a better user experience using these insights. Why should drivers choose Volvo and particularly put their trust in this vehicle and these accessories?
Authenticity: Volvo has built their brand around a particular value: safety. The storytelling needed to meet and maintain the high standards set by the products themselves. I did the research and locked into Volvo's brand voice, creating a story of the experience the car would offer you, but also staying true to the reality of the vehicle's dimensions and innovative features.
Emotion: To hit the emotional sweet spot here, I used the value of safety, but also incorporated the Scandinavian design backstory. The tonality became one of reassurance. Stats are always a good support and appreciated by Volvo users, but it's also helpful to paint realistic pictures of family life and the car-based scenarios people find themselves in when packing for day- or weeks-long trips.
Navigating the story for the Volvo EX90's narrative journey.
Being giving the responsibility of voicing a documentary that tackles such a monumental period of history is not something to take lightly. Finding the right tone and pace for the vocal delivery for 4 hour-long episodes took a hefty amount of patience, planning and vocal training.
This BBC Select educational and informative piece features on Amazon Prime.
Click below to hear the result by watching the series.
Narrating the documentary "Winston Churchill's War", exploring the British PM's relationships during WWII.
Getting into the minds of the experts is no easy feat. But that's what these ghost writing assignments were all about. Research played a critical role in becoming the voice of the brand and using their stories to position themselves firmly as thought leaders in their field.
Strategy: Innovation is constant. And Ericsson has no time to rest on their heels. They want to be the first source of information for groundbreaking technology. Always. That's why conducting thorough interviews, audience research, and my own deep dive into the topic matter was essential to getting the 'why' right. All while meeting the needs of one of the biggest, global telecommunications companies around.
Authenticity: For Ericsson, there's a time to speak to other experts, and then there are times where storytelling takes the reigns in order to speak to a broader audience. The tonality and the content itself work hand in hand here, complimenting each other to drive the narrative. I also weaved in the voice of Ericsson experts to always bring it back to the source. Additionally, specific Ericsson products and services mentioned along the way, which also helped from an SEO and search perspective.
Emotion: The content had to be many things, but above all, I opted for thought-provoking, informative, and downright educational. when it came to resonating with our readers.
Telling stories about the latest, greatest innovations on behalf of tech experts.
