In-House Creative: Liquid I.V.
Contract Copywriter
Develops copy across 20+ assets a week for one of the fastest-growing wellness brands in the country, spanning organic social, campaign narrative, and product launches. Works cross functionally with Social & Influencer Marketing, Partnerships, Media, Impact, Innovation, and Regulatory & Scientific Affairs teams.
Liquid I.V. x Grillo's Pickles
Developed campaign narrative and copy across the collaboration's full rollout, balancing Liquid I.V.'s hydration authority with Grillo's loud, unapologetic tone in a single copy system. The launch sold out in 36 hours.
Team:
Creative Director: Stevy Wang
Design: Ethan Schaffer
Art Direction: Roxy Morrison
Copy: Danielle Williams
Photography: Christiano Hermoso
Project Manager: Hannah Banks
Partnerships: Nicole Candiff, Jackie Vo
Brand: Rafael Deleon, Tayce Taylor
Campaign Flavor Launches
Each launch carries a range of required asset production, from :30, :15, and :06 scripts, paid ads, banners, Amazon, and Meta assets, social content, PR communications, retail signage, homepage takeovers, PDP copy, and CRM emails, to visual identity, creative development, agency toolkits, and internal presentations. Flavors featured: Hot Chocolate, SF Mandarin Orange, SF Lychee Sorbet, SFE Lime Margarita
Hydration Hotline, Ep. 3
A scripted series living across social and YouTube. I wrote Episode 3 and served as copy manager on set during production, keeping language consistent and on brand in real time as episodes came together.
Featured Creative: "Hydration Hotline" Episode 3
Role: Copywriter for script 3 of the Liquid I.V. content series for Youtube and Instagram + on-set script manager
LAFC Partnership
Assisted on set as script supervisor, writing short, social forward scripts as ideas developed in real time for the social team to execute, alongside the planned content produced with LAFC's team. The partnership unfolds as a series adapted for social, with content rolling out throughout the year, including joint features with LAFC Performance Nutritionist and Liquid I.V. Scientific Board Member Connor Spencer and LAFC Forward Denis Bouanga, plus additional standalone content with Denis.
Featured Creative: "The Walk-Through"
Role: Copywriter, curating talent-specific, social forward questions that engage our audience + on-set script manager
Social Tone of Voice
Developing language that translates Liquid I.V.'s brand authority into a fun, bold, cheeky, edutainment style point of view that's in conversation with our community. This voice is intentionally pushed off from our typical brand and ad guidelines: rather than chasing trends to seem in the know, to lead the culture by writing brand centered informational content that teaches and pushes the storytelling forward in creative, engaging, social conscious ways.
Featured Creative: Liquid I.V. x FLO "Taste Test w/ FLO"
Role: Copywriter, curating talent-specific, social forward questions that engage our audience