Before I wrote words for brands…

I wrote first-person narratives and long-form features for magazines. 15 years ago, a little further Down Under, I even sat at the features desk of a national fashion magazine. Think Crocodile Dundee meets The Devil Wears Prada. One of my favourite editorial commissions from this previous life saw me spend two days in the Dutch countryside at a magic mushroom retreat to tell the story of the cultural resurgence of psychedelics in therapeutic settings. Why is this relevant here? I like to think it’s my editorial training ground gives me an edge when it comes to writing in a conversational tone… not too unlike the way brands these days like to sound. I’ve done it since day one, long before the bots entered, er, the chat. Happy reading!

An after-dinner mint: otherwise known as a place I can link to yet another clip! I was commissioned by a high-end hospitality group to write the brochure for a luxurious residential-meets-resort living concept in the Red Sand Dunes of Riyadh, Saudi Arabia. The project was cancelled before development began, but here is the brochure, pending a few final renders.