Conceptual Ad Copy
This is where I let my imagination go wild.
Each of the following ad copy pieces are fictional and exist to demonstrate my versatile voice across different industries. Before crafting services and products for these conceptual brands, I make sure to ask myself a few questions:
What do I need—not want—to say? (Everyone has an opinion, but do they offer a solution?)
Who do I want to reach with this ad? (More specifically, what personality and behavioral traits?)
What kind of voice will sell my words? (Encouraging? Authoritative? Humorous?)
Beneke Academy | Educational Brochure
The Product: Private high school with STEM focus.
The Audience: Parents of middle school students with a passion for math and science.
The Brand: Professional, fact-driven, and authoritative, yet accessible.
The Strategy: Increase inquiry rates and enrollment by establishing immediate academic credibility. The copy must sound as disciplined and rigorous as the curriculum itself. Using a Headmaster persona over a formal corporate voice as well as pronouns such as “we” and “our” builds trust and community.
Power Zone Fitness Clubs | Promo Email
The Product: Fitness app.
The Audience: Newly-joined Power Zone Fitness Club members.
The Brand: Empowering, considerate, and community-oriented without being pushy.
The Strategy: Drive app downloads and trial activations among new gym members at peak motivation. The copy validates common fitness pain points (inconsistent gym access, little time) and positions itself as a flexible solution that can be adapted to daily life. The 60-day free trial reduces friction by allowing time for habit formation without pressure, increasing the likelihood of paid conversion after the trial period.
DermaDude | Social Media Ad
The Product: Men’s skincare collection.
The Audience: Young men (18-30) interested in self-care and quality skincare but feel alienated by traditional skincare marketing that feels either too feminine or takes itself too seriously.
The Brand: Bold, humorous, and unapologetically masculine without being aggressive.
The Strategy: Steal attention on social media by subverting masculinity stereotypes through humor. The copy lists stereotypically “manly" activities alongside skincare (“making your date jealous of your smooth, soft skin") to reframe men's grooming as confident rather than vain or feminine.
Urban Vibes | Web Copy
The Product: Modern furniture collections.
The Audience: Young adults (18-30) who enjoy humor and want sustainable, quality furniture.
The Brand: Conversational, humor-leaning, and playful without frivolous fluff.
The Strategy: Drive engagement and brand loyalty by positioning each voice as a peer rather than a merchant. By segmenting the copy into distinct personalities for each collection—much like a social circle—the brand invites the customer to invest in a lifestyle that mirrors their own internal narrative and style.
Behind the Apron Food Tour | Promotional Brochure
The Product: Japanese smorgasbord event.
The Audience: People who love Japanese food/culture and culinary travelers.
The Brand: Informative, sensory-driven, and specific to Japanese culture.
The Strategy: Use specific culinary vocabulary (Kushikatsu, Takoyaki) and sensory-rich imagery (savory, bite-sized) to bridge the gap between a tourist experience and a cultural immersion, making the reader feel like an insider before they even arrive. This builds immediate trust, cultural authority, and emotional investment in a unique experience.
Fat Cat Coffee Company | Promo Email
The Product: Promotional welcome newsletter.
The Audience: Coffee enthusiasts and cat lovers who value ethics and education.
The Brand: Playful, approachable, and values-driven yet casual.
The Strategy: Increase newsletter engagement and educate subscribers about brand values while driving mobile app orders. By leading with immediate gratification (20% discount on first order) to reward signup, it introduces ongoing value to build long-term engagement. The email is split into three content pillars—Fresh News (products/deals), Get Educated (sourcing ethics), and Open Your Ears (expert interviews)—to appeal to different subscriber needs and engagement levels.
