Treatment Copywriting Samples
OURA
COMMITTING TO YOURSELF
I love that the concept for this film embraces the metaphor of the ring as an icon of commitment, wedding vow included. After all, a wedding symbolizes all the good things: optimism, the start of something fresh and new, tons of possibility. It’s an exciting through line to work with, especially because the person our protagonist is committing to is herself. Incredibly inspiring.
This is a love letter from one woman to her body promising to cherish and honor every inch. We’ll follow her through moments we can all relate to, from having the best time at a party (and paying it for later) to pushing herself through a tough workout, savoring a lazy day in bed, and putting in extra hours at the office.
But we won’t see her face till the end. Because this is a film about the body, and we’re focusing our attention on its journey. The body is a character, and we’re watching it go through test after test, highs and lows, over and over. When our heroine has literally put a ring on it, the commitment is complete and the conversation has begun. She is on her way to leading a healthier, happier life.
EXTENDED STAY AMERICA
INTRO
ESA travelers make up a community, one defined by a single common denominator: perseverance.
Whether they’ve spent 12 hours on a construction site, 14 hours working doubles as a traveling nurse, 2 days in back-to-back sales pitches, or are just temporarily relocating to be closer to family or start a new life in a new place—they’ve all come from somewhere and worked hard to get to this point.
They carry their bags in, drop them, and exhale. An exhale so deep, so rewarding that it singlehandedly defines the comfort and ease felt when stepping into the warmth of an Extended Stay America.
I want to run with that feeling for both our :60 and :15s, and create a kaleidoscopic, all-encompassing series of films focusing on the small details that make up the humanity and character of everyday ESA.
MACY’S
SPRING AWAKENING
I grew up in southern Sweden, where the winters are notoriously long, dark, and frigid. Definitely a time of hibernation. So when spring finally arrives, it’s like life begins again. The cherry blossoms and tulips pop with color, and the days grow deliciously longer. It’s truly transformative, not just physically but emotionally.
I want this spot to sail along on that same spirit of renewal. We’re off to an amazing start with “My Favorite Things.” I think it’s safe to say that everyone has their own connection to that song. How can you not smile the moment you hear it? Your bespoke lyrics provide an emotional framework of joy for our garden-party story. Instant festiveness.
From there, it’s all about crafting each element with care: astute casting, beautiful light, great spring styles, a luscious pastel color palette, and the kind of unexpected moments that give life texture. This is Macy’s trademark “perfectly imperfect” world, a place that inspires us to enjoy ourselves and savor every moment—quirks, mishaps, and all. Like the changing of the seasons, I see “Our Favorite Things” as an evolution: an uplifting addition to the joyful seasonal series you’ve already set in motion.
Thank you so much for thinking of me for this project—it excites me!
AUTHENTICITY & SPONTANEITY
I want to bring this story to life in a way that feels truly human. Real people with a real connection to each other living a real (if a bit elevated) day in their lives. We’ll avoid cliches and instead find the truth in our perfectly imperfect characters, telling their story with integrity and a light touch.
Spontaneity is key, and that means giving the talent space to be themselves rather than choreographing their every move. I’ll create a dynamic on set that makes it feel like we’re actually attending a garden party. Lots of energy, playfulness, movement, interactions. It will seem as if everything is happening organically on its own, even though the truth is I’m orchestrating it.
To break the ice, I’ll carve out time for some quick, loose rehearsals so that our cast can get to know one another and I can get to know them. We’ll build a natural rapport that will shine through effortlessly on screen.
As we shoot, I’ll facilitate the action by introducing prompts and suggestions for the talent to play off of, never losing momentum. I like for the actors to feel grounded but also just a little off balance. Why? Because I’m looking for those lovely in-between moments that happen off the cuff. I’m looking for fun! An irrepressible smile, a gesture of affection, the elation that kids feel when they’re having the best time ever…
ATHLETA
VISION
We often see Simone in perfection but we don’t see the journey to get there. This is the human part that feels soulful and illustrates this feeling that is at the heart of Athleta as a brand, this idea of will and power.
I find there’s real power in stripping a story back to its essence, keeping it direct and emotionally driven. It feels more impactful that way. And in this case, we have so much to work with if we forgo the car ride and start at the gym.
The journey is seemingly simple: Simone Biles is at the gym, trying to nail a new move. She doesn’t land it the first time or even the second. There are missteps, again and again. Her feet wobble and find themselves again. Her muscles shake. But she persists. There’s something about the power of her heart and her will, about the vulnerability along the path to greatness. It’s arresting. We are rapt, swept up in the tension and anticipation. We feel close to her now, far from the glaring lights of the world stage, the manicured arena and dazzling competition costumes.
Simone is confronting herself, pushing through the frustration until finally she grasps victory. And this is the moment — the high frame rate, big aerial, big wow moment, that Michael Jordan moment that is transcendent. This is the pay-off, the tension released, the goal achieved. She found her movement.
HIMS
INTRO
There was a time when ED was a taboo topic that men did their best to ignore. Talking about it was hard. Obtaining treatment was hard. Not getting treatment meant other parts of life started to feel hard. Everything was just so… You know.
Let’s be honest—we’re basically still in that time. But Hims is leading us into a new era, one where there are no stigmas and men can be open about all their healthcare needs. Even ED.
With “I’m Him,” we’re engaging our audience in this message by embracing absurdity and humanity in equal measure. We are clever, with visual metaphors that are unmistakable yet innocent. We are relatable, reflecting familiar experiences and people who are just like us. We are fresh, tongue-in-cheek, completely judgment-free. We are just plain fun to watch. We are Hims.
PITCH DECKS, TREATMENTS & DIGITAL PRESENTATIONS
Presentation deck for Giant Artists, used for virtual presentations with ad agencies and as a leave-behind.
I conceptualized the deck from scratch specifically for these meetings, establishing the structure and logic with input from the sales reps.
Services: design, photo editing, copywriting
Treatment for Brad Torchia, for a LensCrafters campaign, drafted using notes from Brad’s agent, the client’s creative brief, and an interview with Brad as my guide.
Services: design, photo editing, copywriting
Capabilities decks for photographers and directors on the All In Represents roster, commissioned by the agency for use in pitching to new advertising clients. I developed a design and color palette that could be adapted to suit the different styles of artist they represent, including…
Services: design, strategy, photo editing
Capabilities deck for photographer and director David A. Land. David asked for a simple but persuasive deck that he could use to pitch a major textile brand. The idea was to showcase his work while giving it context.
Services: design, photo editing, copywriting