CLIENT/ WESTFIELD AUSTRALIA

Bossy.’s Director + Head Writer Alyce has been involved with Westfield for close to a decade, acting as an extension of the content team. She split her time between writing fashion and beauty-related editorial content, crafting social captions for the 70,000-strong Instagram audience, and spending her money in all of their stores.

WHAT WE DID/

Editorial content
Social copy
Internal digital workshops
Media commentary

OUR WORDS/ EDITORIAL

In the ’70s we danced the night away at Studio 54, draped in furs and gold. In the ’80s we partied with bright blue eyeshadow and bright blue cocktails. In the ’90s we took over house parties and rocked on at concerts. And in the ’00s we partied our way through the day (at music festivals) and the night (more nightclubs). It’s common knowledge that some of today’s best fashion comes from those bygone eras, when our wardrobes were big, bold, sparkly and FUN – and that’s exactly why we’re reviving them for spring.

OUR WORDS/ EDITORIAL

In great news for shoe addicts everywhere, there are a lot of styles to choose from: boots with razor-sharp stilettos, boots so shiny you could apply your lipstick in their reflection, boots with a heel that resemble a lovely vase, and boots that a chic cowgirl might wear. Just to name a few.

OUR WORDS/ INSTAGRAM CAPTION

This whole more-salads-less-donuts thing is easy when lunch looks this good.

OUR WORDS/ INSTAGRAM CAPTION

Okay, if we can’t wear this gown to EVERY social occasion this party season, we’re not coming. (BBQs included).

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CLIENT/ SOLID STATE

Solid State is the world’s only solid grooming company. They act like it’s no big deal, but deep down, they know it is. We came on board to refresh the Solid State brand, starting with a new tone of voice that takes the piss of every celebrity cologne commercial ever made. It centres around a character that’s incredibly suave, intelligent, worldly, charismatic and confident. In the most sarcastic way possible.

WHAT WE DID/

Tone of voice development
Taglines + slogans
Website copy
Social ad copy
Enewsletters
Video scripts

OUR WORDS/ ENEWSLETTER

Some people love him because he fits in their pocket. Some because he is wax-based, not water-based. Others love that he’s longer-lasting than any spray fragrance they’ve been with. And some are taken aback by his looks alone. But we’re not shallow. We know it’s what’s on the inside that truly counts.

Our solid fragrances are made with the world’s most impressive ingredients. Imagine… Kakadu Plum from deep in the South American wilderness. Sage Oil, sourced from the souks of Marrakech. Violet Leaf from a lonely tree atop a mountain in Iceland. Our ingredients don’t actually come from those places, but it sounded pretty cool, didn’t it.

OUR WORDS/ PRODUCT DESCRIPTION

Journeyman sits at a smoky cocktail bar most nights, drinking Negronis and whispering sweet nothings to ears. He’s fresh, seductive and smells very nice. If you get too close, he’ll probably try to buy you a drink. Crisp notes of vetiver, citrus and mandarin, warmed up with moss, wood, spice and musk.

OUR WORDS/ FAQ

Q: Do you also sell spray cologne, for more inferior men?
A: How dare you.

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CLIENT/ ZIMPUL

Zimpul is the next generation of website design/development and graphic design. It’s a subscription model which allows people to pay for services via a monthly fee (rather than an offensive upfront cost). It’s dedicated to subscription-obsessed millennials, small businesses owners with big dreams but small budgets, and anyone that’s on the verge of throwing their laptop out the window.

WHAT WE DID/

Tone of voice development
Taglines + slogans
Website copy

OUR WORDS/ TONE OF VOICE CONCEPT

This idea zeroes in on these physical, mental and emotional benefits; the huge amounts of time, money and effort one saves with Zimpul. This got us thinking: what else saves time, money and/or effort in our everyday lives? What shortcuts do we, as humans, take to make life that little bit easier? For starters: carrying 15 grocery bags in one go, using a hair straightener to iron our clothes and leaving a knife on the edge of the sink – just in case we want another sandwich.

OUR WORDS/ TAGLINES

A better business, no thanks to you.
Lift your game. Not a finger.

OUR WORDS/ WEBSITE COPY

1 overnighter. 2 bottles of wine. 16 browser tabs. 9 YouTube tutorials. 4 fights with strangers on online forums. And still no website. Lucky for you, we know what we’re doing. Subscribe to Zimpul and head to bed. We’ll be working on your high quality, fully maintained custom website by the time you wake up.

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CLIENT/ RUNNING BARE

Born and bred on Bondi Beach in the early ‘80s, Running Bare has become a cult activewear label for women who like to look fashion when they work out. Or look fashion when they go to brunch and pretend they’ve worked out. Like a good sports bra, we’ve supported Running Bare whenever they’ve needed it – we started by revamping their all-important fabric guides before writing all enewsletter content in 2018.

WHAT WE DID/

Fabrics guide – concept creation + copy
Opacity rankings – concept creation + copy
Enewsletters
Ad-hoc copywriting

OUR WORDS/ FABRICS GUIDE

Like to work out? So does this fabric. A performance mesh that’s lightweight and breathable enough to handle even the cruelest workout. Like… 60-minute aerobics cruel.

OUR WORDS/ FABRICS GUIDE

Strong, supportive and stretchy, with excellent coverage and lots of movement for challenging activities. Like running across soft sand to get an ice-cream.

OUR WORDS/ OPACITY RANKINGS

We did deadlifts at the gym and nobody complained.

OUR WORDS/ ENEWSLETTER

Thanks, it has pockets. Your phone never leaves your side, so we made it easier than ever to keep it there.

OUR WORDS/ ENEWSLETTER

Make some noise. Amplify your next workout with high voltage neon, because subtlety was never our strong suit.

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CLIENT/ FASHION JOURNAL

Fashion Journal is an iconic Australian fashion and lifestyle publication. Okay, you got us. They’re not really a ‘client’ – unless you consider swearing on their pages and screens being a ‘client’. But every week, Bossy.’s Director + Head Writer Alyce airs her thoughts on fashion and life, and offers completely unsolicited career advice. In 2020 they sent her to Tokyo to cover a UNIQLO launch and she brought back so much Japanese candy she had to buy a second suitcase.

WHAT WE DID/

Editorial content
Interviews
Sponsored content

OUR WORDS/ EDITORIAL CONTENT

How to write a LinkedIn profile that’ll blow up your phone.
The art of collaboration with UNIQLO UT.
23 current rap lyrics that are begging to be Insta captions.
The weirdest beauty trends of last year you were too scared to try.
13 job interview tips to land your dream gig.
33 signs you’ve finally grown up.

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CLIENT/ TANGO FILMS

The average person waits 30 years to get engaged. They usually wait five years to get married. Most wedding days last for eight hours. And yet, it’s all over in the blink of an eye. But Tango believes a wedding day can span lifetimes – if it’s remembered correctly. The Tango team travels the world capturing couples on the best day of their lives, and then we write about them for tangofilms.com.au. We’re hoping if we keep doing a good job they might take us on the next wedding they shoot in St. Tropez.

WHAT WE DID

About Us
Wedding biographies

OUR WORDS/ ABOUT US

Tango Films began in 2014 as a way to translate our love for art, design, film and culture into the world of weddings. Alternative, cinematic and lovely stories, inspired by these creative passions, were always at the core. We push boundaries, celebrate rawness, harness the power of music, add a healthy dose of drama and tell your story exactly as you’ve felt it. Our films are about this, and so much more.

OUR WORDS/ WEDDING BIOGRAPHY

In astronomy, it’s called a syzygy; when celestial bodies in a gravitational system perfectly line up to create magic. You might know it as ‘when the stars align’. It’s pure science these phenomenons do occasionally occur, and we think we might’ve witnessed one at the wedding of Kate + Andy.

OUR WORDS/ WEDDING BIOGRAPHY

There are a few things the Greeks do better than anyone else. There’s gyros for starters: those delicious kebabs, stuffed with chips. Then there are the islands. Santorini, Mykonos, Corfu, Paros — it doesn’t really matter, as long as it’s in Greece. And of course, the weddings. Oh, the weddings! They’re big, loud, celebratory, family-oriented and have just the right amount of opa!s.

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CLIENT/ MELBOURNE CENTRAL

A CBD shopping and dining precinct after our own heart. Melbourne Central is home to some of Australia’s biggest retailers, loves food as much as us and knows a thing or two about epic events. We’ve teamed up with Melbourne Central (and their dining and entertainment precinct, ELLA) to execute a number of VERY IMPORTANT creative projects, such as Mickey Mouse’s 90th birthday party and an investigation into where to find the best ramen.

WHAT WE DID

Blog content
Event copy
Social captions
Centre signage
Ad-hoc copywriting

OUR WORDS/ BLOG CONTENT

Jeff Goldblum, a bunch of showgirls and a Japanese Led Zeppelin super-fan walk into a bar. Weird, sure. Unbelievable? Not really. They’re all appearing in kooky flicks at the Melbourne International Film Festival (or MIFF, for us locals) from August 1-18. So they probably just wanted to get a drink beforehand. Or to be first in line for the candy bar.

Since 1952, Melbournites have been dressing up in their best looks, and dosing up on culture for MIFF. But it’s not just about the movies… oh no. Rather, it’s a crazy, colourful, explosive two-week celebration of everything we love about our great city. Coffee! Outfits! Cocktails! Pre-show shopping! Dumplings for dinner! Cinemas that let you drink wine while sitting in the comfy chairs! MIFF really does have 👏 it 👏 all 👏.

OUR WORDS/ EVENT COPY

If you head to Broadway and 7th Ave in New York, you’ll find Times Square. To find Oxford Circus in London, you’ll follow the map to the corner of Oxford and Regent Streets. And now, if you’re looking for somewhere that celebrates everything that’s great about Melbourne, you’ll want to go directly to ELLA — the city’s new buzzing food, music, events and art hotspot — where Elizabeth meets La Trobe.

OUR WORDS/ SOCIAL CAPTION – STREET STYLE

Bonjour, Milly! We were so in love with Milly’s Pairisian school girl OOTD, we almost choked on our croissant! As a self-confessed hat addict, she was wearing a chic cobalt blue beret paired back with a sweater, mini skirt, knee high socks and kicks: “I love shopping at boutiques and dressing up my finds with luxury pieces, like these Dior runners.”

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CLIENT/ COREPLUS

CorePlus is Australia’s fastest growing fitness destination. It combines the best parts of yoga, Pilates and functional movement to create innovative class formats you can’t get anywhere else – it’s probably the only time you’ll have fun exercising, if we’re honest. As one of our very first clients, we’ve lost count of number of things we’ve written for CorePlus.

What we did/
Tone of voice development
Taglines + slogans
Website copy – Australia + Canada
Class naming + descriptions
Blog management + content
Enewsletters
Operations manual
Social ad copy
Franchise brochure
Video scripts
Social response register
Studio signage
Ad-hoc copywriting

OUR WORDS/ MANIFESTO

We believe exercise should make you happy, not faint.
We believe yelling and screaming should take it outside.
We believe in leaving our ego with our shoes. At the door.

OUR WORDS/ CLASS DESCRIPTION

Maybe all you need is a rest? You’ve moved, now recover, with a regenerative class featuring a series of intentional stretches, foam rolling exercises and meditation techniques. An important part of your routine that will revitalise muscle tissue, restore the body and ground the mind, leaving you ready for another strong week ahead.

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CLIENT/ KRÉOL

Functional beverages are ruling the fridges. And Kréol? They’re ruling the functional beverage space. Their prebiotic drinks are swimming with squillions of prebiotics, fruit fibres and vitamins that help you achieve a healthy gut and a happy mind. We refreshed Kréol’s copy so it was bursting with about as much goodness as their drinnks.

WHAT WE DID

Tone of voice development
Taglings + slogans
Website copy
Label copy
Blog content + management
Social copy

OUR WORDS/ TAGLINE

As many ingredients as this sentence.

OUR WORDS/ WEBSITE COPY

Looking at the bottle, you might be surprised to learn we’re able to squeeze billions of live cultures, containing multiple strains of live
probiotics, into every drink. This includes Lactobacillus Plantarum and Bacillus Coagulans, two of the most powerful probiotics that help to aid digestive function and strengthen your microbiota. They sound like magic because they are.

OUR WORDS/ INSTAGRAM CAPTION

We don’t hide our ingredients in the fine print — we print them right there
on the label for everyone to see. Filtered water. Raw organic apple cider vinegar. Real fruit. Chicory root. And absolutely no bad stuff.

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CLIENT/ ODESSE

Odesse will change your beauty routine forever. Then talk dirty in your ear. During the exploration phase of this brand, we discovered there really is no one like Odesse – so we created a voice to match. We played with swear words and pushed boundaries, and at times, we felt as though Odesse might get us into trouble. Once we’d developed her voice, we brought her to life in every way possible.

WHAT WE DID

Tone of voice development
Taglines + slogans
Website copy
Launch copy kit
Enewsletters
Social ad copy
Social captions
Ad-hoc copywriting

OUR WORDS/ TAGLINE

Forget me, not.

OUR WORDS/ WEBSITE COPY

Wanna get high? Odesse is small enough to stash in your carry-on toiletries case. She loves to travel and won’t start any trouble at airport security. Unless she’s got something in her bag you don’t know about.

OUR WORDS/ PRODUCT DESCRIPTION

She’s floral, but she’s no wallflower. Meet Odesse. First, she’ll butter you up with fresh and floral notes: zest of pear and melon, and petals of jasmine and lily. Then you’ll meet her seductive side, smooth and lingering. Made up of magnolia, tuberose, cedar and plum… This is the side you want to watch out for.

OUR WORDS/ SOCIAL CAPTIONS

Pink pepper. Might be the name she uses to check into a hotel. Might be the key ingredient. A hot-headed botanical that looks sweet, acts spicy.
Vanilla. Not just for licking.

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CLIENT/ PART & PARCEL

From the kitchen cupboard to the bathroom sink, Part & Parcel offer a curated selection of healthy household staples that are ethically sourced, organic and home delivered. While they worked with a creative agency to develop the tone, we followed guidelines to execute a large portion of the website copy. Throughout the project we racked up over 200 product descriptions, almost 100 brand biographies and a rather large appetite.

WHAT WE DID/

Product descriptions
Brand biographies

OUR WORDS/ PRODUCT DESCRIPTION

Unlike their bland cousins, these crackers are light, crispy and incredibly moreish. Good luck trying to stop at one handful. Thankfully, the only surprise ingredients are organic chia seeds and sea salt.

OUR WORDS/ PRODUCT DESCRIPTION

Avocados aren’t just for smashing. This natural, golden goodness has been extracted directly from avocado fruits to create a premium oil with a smooth, mild, and delicate flavour.

OUR WORDS/ BRAND BIOGRAPHY

Along the west coast of New Zealand’s North Island lies Mount Egmont – a dormant stratovolcano that’s home to an abundance of food, crystal clear water and lots of honey. Egmont Honey’s beekeepers collect this golden goodness from the towering mountain that overlooks their region, and package it up for us to enjoy on our breakfast table. But it’s not all about the honey, it’s mostly about the bees. Egmont bees are fully-focused honey bees who only pollinate the remote forests and pastures they’re based at all year round. Think no commercial pollination, no pesticides, and no other chemicals known to contribute to the world’s decline in bee numbers.

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CLIENT/ DASHER + FISHER

A gin collection made from the magical oceans, meadows and mountains of Tasmania. Its whimsical origins allowed us to explore creative writing, so after a number of G&Ts, we got to work. We wrote stories about seaweed-harvesting mermaids and farmers getting high on their own supply (lavender). We wrote travel diaries and tasting notes.

WHAT WE DID

Tone of voice development
Content strategy (with m. Media)
Taglines + slogans
Fiction stories
Tasting notes
Instagram captions

OUR WORDS/ FICTION STORY

Hunched over hot buttered toast and strong tea, The Maker drew a small map leading him to Goulds Country. He’d heard there was a remote community atop a mountain that farmed wild pepperberries. Which was perfect, because The Maker needed wild pepperberries for his gin. Lots of them. Mysterious farmers, wild pepperberries, and a really big mountain. What could go wrong?

OUR WORDS/ FICTION STORY

When I did finally reach the edge, I couldn’t believe my eyes: thousands of lavender stalks so tall, I had to get out of the truck and crane my neck towards the sky. It formed a canopy, completely blocking out the sun. “It ought to be the middle of the night!” I remember saying out loud. Nevertheless, I walked in, and within a couple of minutes, there it was: the cottage. It was camouflaged against the trees, trying hard not to be noticed, but a single lantern above the door caught my eye from at least a hundred yards away. When I inched closer, I noticed a weathered sign perched above the door that read ‘RING FOR LAVENDER’. I pressed the doorbell and thought, “How ironic that even after that long drive, I can tell my journey has only just begun.”

OUR WORDS/ INSTAGRAM CAPTION

A handful of months ago, someone left 30 overflowing crates of juicy, scarlett-tinted Tassie strawberries at the distillery door. Naturally, we turned them into gin.

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