The Work
As the lead copywriter across erafone, iBox, and Samsung by erafone, short-form content is the most demanding — and most creatively satisfying — part of my daily workload. Every week, I translate complex technology into the language of TikTok: fast, relatable, and impossible to scroll past.
The challenge isn't just volume. It's writing 100+ unique scripts without sounding repetitive, adapting instantly between four brand voices, and keeping pace with a technology landscape that changes faster than any content plan can predict. When a new Gemini AI feature drops or a trending format takes off overnight, the script needs to be ready.
What I Do Every Week
- 01Translate complex tech features — Gemini AI, Circle to Search, Nightography, iOS updates — into scripts that feel like a friend explaining it, not a user manual
- 02Write across multiple formats: POV, educational ("Myth or Fact"), promotional, seasonal campaigns, and trending formats — switching fluidly between them within a single content week
- 03Maintain four distinct brand voices simultaneously — erafone's warmth, iBox's premium tone, Samsung's tech-forward energy, and EDC's retail-specific register
- 04Sustain a consistent weekly content cadence across all platforms without compromising on quality, originality, or brand alignment
How I Write for the Feed
Topics I Write About
How a Script Looks
Here's how I structure hooks — the first 2–3 seconds that determine whether someone keeps watching or scrolls away.
Illustrative examples — representative of script structure and approach, not verbatim published copy.
4 Brands, 4 Voices
The real skill isn't writing one great script — it's writing four on the same day and making each one sound exactly right for its brand.