I was Tough Mudder’s very first senior copywriter and was integral in developing the brand’s tone and voice - one that still exists today.
I led the company’s website re-brand as it moved from scrappy start-up to global events powerhouse and served as a gatekeeper for all creative content from landing page copy to blog posts; paid media ads to video scripts.
On this page exists two short spots targeting and engaging new customers and one longer piece chronicling World's Toughest Mudder, the extreme 24-hour endurance race.
writer/director
writer/director
co-writer
Unlike many copywriters, my wordsmithing mettle been tested far beyond North American shores. Here are a few international brands I've provided some impactful strings of characters for.
Stroll into almost any Sephora or luxury skincare boutique in the world, and you'll find LUNA, the Swedish luxury facial cleansing brush. The product's original success spawned many bestselling generations (LUNA mini, LUNA for Men, LUNA Play, LUNA Go), and the original was named by yours truly in 2013.
Læsk (Danish for "Quench") is Denmark's chic tea brand looking to introduce kombucha to Scandinavia. They needed a name for their espresso-infused rooibos flavor and settled on my "Double Jazz" - a reference to the dual pick-me-up offered by both red tea and caffeine.
Did you know one of Europe's Silicon Valleys is in Bosnia? Neither did I until I took on the brand revival gig for the Balkan tech giant previously known as DevLogic. Based on their detailed brief explaining the new sentiment (collaborative, inclusive and harmonious) they wanted to capture, together we narrowed down my shortlist of names to one: Symphony.
In 2015, I started copywriting and blogging for the science-based happiness and meditation platform, Happify. Helping to combat newsfeed negativity with positivity and inspiration, I researched and wrote these two infographics about volunteering and happiness misconceptions.
Additionally, I've written articles about happiness for the SoHo-based Happify from Bali, Copenhagen and Manhattan.
Researched and written by: Matt Alesevich
Researched and written by: Matt Alesevich
