About
I love words. I think they’re amazing, and I make an effort to surround myself with as many as possible in everyday life.
At RMIT I study a Bachelor of Professional Communication with a major in advertising, where I hone my copywriting skills. I wrote scripts for RMITV’s sketch-comedy training show Basket Case, which aired on Channel 31. For good measure, I also spent two years after high school tutoring English.
I don’t think words need to be big to be good. I think you can write wonders with simple, straightforward language.
Music and words are one and the same to me. It’s why sentences have rhythm and melodies have phrases. Writing sings and music talks.
Food and music never exit my thoughts. I like to write about what I eat. Stevie Wonder is my most streamed artist ever, and I’ve taken lessons for five different musical instruments* throughout my life.
I don’t knock it until I’ve tried it.
*Piano, guitar, cello, drums, bassoon
Check out my work!
Copywriting
Assignments completed as part of the Bachelor of Professional Communication at RMIT.
Other writing
Personal writing projects.
Kettle Chips: Radio Mime
September 2025
For this copywriting assignment, I was tasked with creating a humorous radio campaign for a new Kettle chips flavour: Wagyu Beef and French Herbs. I pushed myself to fend off the sonic conventions you would typically expect from a radio ad about potato chips - crunching crisps and crinkling packets - and come up with something entirely unexpected.
Thus, the radio mime came to be. For a flavour where the name itself is enough of a sell, maybe the best thing to say is nothing at all.
We could tell you ourselves how delicious Kettle’s new Wagyu beef and French Herb flavoured potato chips are. We could tell you about how the carefully crafted blend of gourmet French flavours pairs flawlessly with the succulence of slow cooked Wagyu beef.
But why should you believe what we have to say? What do we know about French food? So, here’s an authentic French mime to tell you about them instead.
[silence]
Believe us now? Good.
Now try them for yourself.
Kettle’s new Wagyu beef and French Herb flavoured potato chips. They’re perfectly crispy, perfectly seasoned, and also gluten free. Honestly, these chips are so good they can sell themself, but we’ve been told we need a real French person to vouch for the flavour. So, here’s an authentic French mime trying them out.
No, no, no you need to actually eat it. Put your hand in the bag - no, the actual bag! Like we need you to actually eat one. For real. No, not pretend, actually, eat it! Come on!
See? He loved it. Now try them for yourself.
Sodaly: The Addiction That Defies Science
April 2026
Sodaly is a challenger-brand in the soft drink market. It has no sugar, no artificial colours or flavours, and is good for your gut. Their existing core creative idea, ‘Get Sodaly Addicted’, encourages consumers to ‘get hooked on the good stuff’, promising a drink that’s all upside with no compromise. This group assignment challenged us to take this idea even further in a phase two of the campaign.
Our creative idea was rooted in a simple question that came to mind while researching: If Sodaly has none of the bad stuff that gets people addicted to the big brands, then how can it be addictive?
Instead of trying to get to the bottom of this mystery, me and my art-directing creative partner made it the foundation of our campaign - making Sodaly a scientific anomaly, and a Sodaly addiction the addiction that defies science.
Press image to enlarge
Savers: Good Things Take Time
June 2025
This was actually an art direction assignment. When I pitched my idea for this second-hand-clothes campaign to my tutor, he told me that I seemed like a natural writer stuck in a design subject. I sometimes think that sentence changed my life.
To promote thrift shopping and keep Savers top of mind, my campaign adopted the aesthetic of fine cheeses and alcohols, demonstrating how like these goods, Savers’ clothes only get better with age.
Press image to enlarge
Fenbid: Pain Away Fast
Fennbid’s liquid ibuprofen tablets boast a fifteen minute onset time. To showcase this, my group and I focused on one unfortunate truth: being in pain sucks.
Our video executions confront the feeling of being in acute pain in an exaggerated and cringe-worthily captivating way.
Acute pain is torture, but at least Fenbid makes it last for only fifteen minutes.
(I also directed and edited these videos.)
On food
My thoughts on the food I try and the places I eat. I don’t tend to write these with any clear structure or vision in mind. They fall somewhere between a review, a recount, and a stream of consiousness.
Editas Fish ‘N’ Chips, Carlton North
If it weren’t for the small crowd forming outside, nothing would really hint towards Editas in Carlton North being an above-the-ordinary fish and chips joint. If you asked a hundred people on the street to describe the most ordinary fish and chips shop they could picture, then illustrated the aggregate of all their responses, it would look something like Editas. That is to say that from the outside, it doesn’t seem like anything special.
On one hand, boring. On the other hand, maybe there’s a sort of comforting assurance in that. The fact that a place so aesthetically unsusceptible could have such a following must surely speak to the quality of the food.
I am more than pleased to announce that in Edita’s case, this rings true. Unsurprisingly, the fish is the big attraction here - specifically in burger form. This signature sandwich seems to be unanimously hailed as the best fish burger in Melbourne. I’m far from well versed in fish sandwiches - my only genuine exposure being the Fillet o’Fish - but to me, this burger lives up to its reputation. The potato roll is pillow-soft and sunset-golden. The fish is the ideal level of crispy. The amber batter withholds against a gentle tap yet surrenders gloriously to a bite, crumbling away to expose the juicy and flaky fish inside. In a way that’s almost poetic, the fish is swimming in the generous serving of house-made tartare, which provides the perfect level of acidity. It’s about as well balanced as a burger can be.
But that’s nothing you wouldn’t expect from a place as raved-about as Edita’s. For me, the big shocker is the smash burger. Ordering the smash burger from a fish and chips joint is an inherent risk that requires a certain level of audacity. Edita’s rewards that risk with one of the most shockingly brilliant smash burgers I’ve ever experienced. Double patties smashed thin with a charred exterior. Dripping with sauce and gooey with cheese. The pickle - the culinary equivalent of much needed comic relief to the rich and greasy drama.
ChickyBoi, Fitzroy
ChickyBoi is the kind of burger that makes you see the good in the world. The kind of burger that makes the sun brighter and the sky bluer. The kind of burger that makes every stranger on the street your best friend. One bite of this burger added five years to my lifespan. The spice on this burger is the kind of spice that could set an iceberg ablaze. The kind of spice that could power a city. This spice could solve the energy crisis. This spice could put an end to fossil fuels. This spice could bring climate change to a screeching halt, repair entire ecosystems, and bring the seabirds and the sea otters back to their habitats. This burger could make the world a better place. The crunch. The crunch of this chicken could shatter glass. This chicken could move tectonic plates. This chicken could birth volcanoes. It’s the kind of crunch that makes you want to run through a brick wall, or join a rock band and smash a guitar into the floor and punch through a snare drum and dive off the stage. It’s the kind of flavour that makes you want to high-five a stranger and ask how their day has been. It’s the kind of burger that makes you want to be a better person. ChickyBoi is the kind of burger that can change the world.