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      <image:title>Copywriting - An SEO refresh | Sony Music</image:title>
      <image:caption>Sony Music wanted to optimise their artist pages for voice search. Using Google ad keywords, I wrote FAQ pages for musicians such as George Michael, Headie One and Sam Fischer. The challenge was to tweak Sony Music’s formal tone for a more conversational setting.</image:caption>
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      <image:title>Copywriting - Frequently voiced questions | McDonald’s</image:title>
      <image:caption>I rewrote portions of McDonald’s FAQ page to accommodate voice search queries about the restaurant’s menu. A key difference between this and the Sony Music project was the incorporation of multiple answers for each FAQ (to account for menu changes or limited offers).</image:caption>
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      <image:title>Copywriting - Driving a sustainable future | Onto</image:title>
      <image:caption>This blog post points Onto members to one of the EV leasing company’s key subscription benefits. Adopting Onto’s friendly brand persona, the article emphasises the simple, convenient features of their 24/7 online service.</image:caption>
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      <image:title>Copywriting - The Art of DJing | Resident Advisor</image:title>
      <image:caption>I wrote the Instagram copy to promote a flagship feature for the magazine — one teasing the subject, two highlighting key themes, and another emphasising a visual element. It was important to draw readers to the main story while making the captions enjoyable as standalone pieces.</image:caption>
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      <image:title>Copywriting - A copy glow-up | Boots Working with VMLY&amp;R, I created end-lines for Boots using an Agile sprint methodology, ideating and applying these end-lines “in the wild” across all major marketing channels. I also made a rule-of-thumb document for best practice on Boots copy.</image:title>
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