Words, copy, stories.
Eat, pray, love but with more concepting and less Javier Bardem.
It all started with a typo.
My name's Frances. Not Francis. Which means I spent much of my youth correcting teachers, and then more of my adult life wondering why people don't read email signatures.
Half jokes aside, I've always been curious about language. About how it evolves, how it persuades, and how it enriches people's lives. That's why I spent 5 years studying linguistics. And 5 more years working as a copywriter. I just love me some words.
Performance ads
To support hero videos and campaigns, I've written tons of high performing ads.
Campaign copy
From concept to execution — I've worked on newspaper and performance ads, landing pages, emails, and social creatives.
Brand tone of voice
I developed and nurtured the brand tone of voice at Wise — training colleagues and empowering them to write too.
Newspaper spread
We took out a whole page ad in the Australian Financial Review after a highly publicised political briefing.
Creative concepts
At Wise, I spent a lot of time trying to explain FX markups. So with designers, we found more creative ways to bash banks.
In app brand moments
Upselling galore. Sometimes I lend a hand to product designers who have four words to promote a feature.
End of year campaigns
Like Spotify Wrapped with fewer hand on deck, but still a hell of a lot of copy variations. Wise's most successful in app story campaign.
Blogs and other business
Brand partnerships
Yolt teamed up with Universal to promote the Grinch. So I wrote ads for YouTube and got a lot of free green stuff.