Concepts & Creative Copy

Creative social work I concepted and wrote for two consumer electronics brands — earphones, smartwatches, the kind of product category where a spec sheet will put you to sleep and only a sharp line earns the scroll.

My role on each: concept first, then copy. The brief that went to the designer described the visual idea and the hero line together, because in good social creative the two aren't separable — the image sets up the line, the line pays off the image. Designers executed against that direction.

Consumer electronics is a deceptively hard category for social. The products all look the same, the features all sound the same, and the audience has seen every "wireless freedom" metaphor ever written. These posts worked because the concept had to come first, not the copy.