Featured Projects
By Arabella
On 09, Jun 2014 | In | By Arabella
Britomart Scenezine Magazine | Copywriting & Editing
Scenezine is a bi-annual magazine produced by the Britomart Group Marketing Team, featuring the best new fashion, beauty, food, music, culture and news from around Auckland’s buzzing Britomart precinct. I edited editions 12, 13 and 14 of Scenezine, commissioning all stories, writing features, conducting interviews, penning headlines and standfirsts and sub-editing the magazine. Read a few sample stories below.
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By Arabella
On 08, Feb 2014 | In | By Arabella
Tully’s | Product & Website Copywriting
I was tasked with developing the ‘voice’ for fledgling New Zealand gardening company Tully’s, writing all product copy for the young brand’s nascent range of simply brilliant garden ‘Tuckers’ and ‘Blends’ and penning all copy for the Tully’s website at www.tullys.co.nz.
By Arabella
On 16, Oct 2012 | In | By Arabella
This City Speaks | Documentary Film Publicity
I spearheaded a communications campaign to promote This City Speaks, an online documentary series capturing video portraits of artists’ lives. The lovechild of filmmakers Emma Morris and SXSW award-winning Darius Devas, This City Speaks is both documentary series and arts platform. I penned press releases promoting the project’s Melbourne launch, generating coverage in Time Out, Metro Screen, Film Ink, Beat Magazine, SYN Media, 3CR, Everguide and more.
By Arabella
On 05, Oct 2012 | In | By Arabella
Yelp Melbourne | Review Writing
With more than 60 million monthly visitors worldwide, in late 2011 the seemingly unstoppable juggernaut that is lifestyle reviews website Yelp.com landed in Australia. To mark its launch, Yelp commissioned a handful of journalists, reviewers and people around town to write about and photograph their favourite Melbourne haunts in the site’s signature colloquial style and I was asked to contribute.
By Arabella
On 04, Oct 2012 | In | By Arabella
People & Planet Calendar & Diary 2013 | Copywriting
For the second consecutive year, I penned 56 short stories for People & Planet’s Social Justice & Environment Calendar & Diary, which showcase the work of a slew of photojournalists and raise funds for 42 Australian charities including Friends of the Earth Australia, the United Nations Association of Australia, Oxfam and the Cambodian Kids Foundation. People & Planet requested a stand-alone story about each photograph, telling the tale of the images themselves and touching on any wider social, political or economic facts in under 110 words.
By Arabella
On 25, Sep 2012 | In | By Arabella
Linen Room | Website Copywriting
When Melbourne-based luxury retailer Linen Room decided to become an e-tailer, they needed a copywriter with their finger firmly on the interior design pulse to pen the website’s copy. And with experience across fashion, lifestyle and design, Ink. was the perfect choice to convey the Linen Room brand with quite some linguistic style. I was tasked with writing all copy for the Linen Room website in the brand’s friendly, casual and colloquially cool style.
By Arabella
On 24, Sep 2012 | In | By Arabella
Yahoo!7 | Restaurant Reviews & Photography
I was the resident Melbourne restaurant critic and photographer for Yahoo!7’s flagship lifestyle deals site Spreets, which features the best things to do, see, eat and buy in major cities across Australia. Spreets’ signature editorial tone is quirky, droll and just a little bit tongue in cheek and I regularly contributed restaurant reviews and photographs of everything from Italian trattorias to Nepalese brasseries to the Melbourne website.
By Arabella
On 11, Dec 2011 | In | By Arabella
48 Hour Film Project | Festival Publicity & Copywriting
I directed the PR and communications for the 48 Hour Film Project Melbourne 2011 in a campaign that saw the festival garner more press coverage than ever before. With coverage across Melbourne media outlets including Beat Magazine, mX, Time Out Melbourne, The Age, Film Ink, Only Melbourne, PBS, Film Vic, Screenhub, Encore Magazine, Everguide and Artshub, the festival culminated in a sold-out Awards Night at Palace Cinemas.
By Arabella
On 04, Dec 2011 | In | By Arabella
People & Planet Calendar & Diary 2012 | Copywriting
I was asked to pen 56 short stories for People & Planet‘s Social Justice & Environment Calendar & Diary 2012, which showcase the work of a slew of photojournalists and raise funds for 42 Australian charities including Friends of the Earth Australia, the United Nations Association of Australia, Oxfam and the Cambodian Kids Foundation. People & Planet requested a stand-alone story about each photograph, telling the tale of the images themselves and touching on any wider social, political or economic facts in under 110 words.
By Arabella
On 24, Aug 2011 | In | By Arabella
Yelp London | Review Writing
When lifestyle reviews website Yelp London launched in 2009 it employed a crack team of journalists and reviewers with an appetite to experience and write about all things London to populate the site with opinions and I was happy to contribute, penning over 300 reviews of everything from plimsoll stores to sausage shops; insufferably trendy bars to tearooms for what is now a bona fide London institution.
What We’ve Been Working On
