Copy

COPYWRITING PHILOSOPHY

  • Every line has a purpose.

  • A good hook is the difference between someone staying or leaving.

  • Copy should reflect culture, not chase it.

  • The most effective writing feels like it came from a person you’d actually follow.

  • Great storytelling is strategic. Great strategy is emotional.

  • A/B testing is the writer’s playground.

Spotify — “Your Life Sounds Like” Series

Concept + Copy + Social Voice Development

Challenge

Create a social series that turns everyday moments into micro-soundtracks. The goal is to spark shares, comments, and self-identification.

Concept

A recurring IG/TikTok series called “Your Life Sounds Like” where each episode pairs a hyper-specific scenario with a playlist theme.

Thinking

Tone = witty, observational, grounded in digital behavior.
Format = repeatable, shareable, comment-friendly.
Copy leans into identity, humor, and lifestyle psychology — the things Spotify’s audience already expresses online.

Why it works

  • Naturally UGC-adjacent

  • Easy to localize

  • Drives people to playlists and saves

  • Positions Spotify as a narrator of real life