Mastered
copy, content production + brand voice
copywriting | video production | UX | performance marketing emails | social | podcasts
“Sally is a talented copywriter and producer we trust to work with super established brands. She has great ideas and executes them superbly from concept to delivery.”
- Grace Pluckrose-Oliver, Director, Mastered Ltd
I was an senior producer/writer hybrid for this fast-growing tech startup providing user-first learning experiences for creatives.
I wrote UX copy and information architecture for the app and desktop, EDM and performance marketing emails, social campaigns and podcast scripts.
I also concepted and delivered in-app branded content collaborations with Nike, Vogue Italia, MAC, i-D magazine – planning and shooting video, live socials and digital events.
Conducting an interview onset in Paris.
Tone of voice
Using key audience data and working to the wider company strategy, I developed the brand voice and guides for each content format.
I compiled a brand style bible and ran workshops to engage the editorial team in the strategy, ensuring consistency across the various content verticals, across all channels.
Video production
Our content was designed to create a learning journey for our users. We collaborated with brands to create content grounded in expert insight.
Heading up a small production team, we researched, concepted, pitched and delivered multi-channel ideas that could be used as content and marketing collateral.
Mini documentaries and global Zoom-tutorials at Nike’s Portland HQ, how-to styling masterclasses with i-D magazine, live IG makeup tutorials with influencer Alex Box (with Kate Bush up loud in the background) and insightful interviews with just about everyone.
A mini-doc on brand authenticity and product design with Nike VP and Global Creative Director Martin Lotti at the Nike Headquarters in Portland, Oregon. This piece was aimed at budding art directors.
As producer I oversaw the pre-production and client-facing sessions, then the production and direction of the shoot, including interviewing the talent and the in-house edit.
Beyonce’s stylist and ‘fashion activist’ B. Åkerlund telling it like it is while revealing the storyboards behind her music videos for Beyoncé’s Superpower and Fergie’s M.I.L.F.$ from her showroom The Residency Experience in LA.
Most pieces for Mastered are behind a paywall, but this trailer gives you a good idea of the content. (Give me a shout to see the hidden stuff.)
i-D magazine’s Fashion Director Alastair McKimm opening up about his opinion-forming teenage years, and giving styling direction to budding Mastered stylist Liz from Alastair’s studio in New York.