Copywriter — New York
Hey, I'm Alex — a seasoned copywriter in NYC.
Born and raised in the South, I moved up north to spread the Word of Wilson (southern accent occasionally included).
You can always find me hanging out in Central Park, sometimes winning a tennis match, or trying to make sense of the whole bagel thing. They're just not all that special to me.
Like what you see? Email me.
Be Legal Ready
A first-of-its-kind branded route experience on Waze that used real, absurd state laws to make the case for always having a lawyer in your pocket.
The Idea
State laws change constantly, varying wildly depending on where you are. LegalShield needed a way to make that uncertainty feel real and immediate, and show how their subscription legal service could give people peace of mind on the move.
Instead of telling people laws were confusing, we showed them. In real time, on the road. We built the first fully branded custom route experience on Waze along the I-95 corridor, surfacing genuinely bizarre state laws as drivers crossed state lines. The humor did the heavy lifting. The relevance made it stick.
Recognition & Press
Case Study
Free Your Forest
A social campaign and film collaboration with Jack Links that made keeping your body hair into a badge of honor. Starring Sasquatch and Busch Guy themselves.
The Idea
Busch Light needed a campaign that felt authentically off-beat and culturally resonant with their audience: outdoorsy, unapologetically masculine, and never taking itself too seriously. The ask was to partner with Jack Links and make some noise.
So we leaned into the wild, positioning body hair as "man's most underrated accessory." We built a world where Sasquatch and the Busch Guy were the ultimate spokesmen for letting it all grow. Equal parts absurd and earnest. Exactly the tone Busch Light lives in.
The Idea
We made coaches the heroes. Not in a vague, inspirational-poster way. Specifically, genuinely, and with the weight of 50 years behind it. The campaign gave coaches a platform and BSN Sports a purpose beyond product, positioning the brand as a true partner to the athletic community.
The Idea
We made coaches the heroes. Not in a vague, inspirational-poster way. Specifically, genuinely, and with the weight of 50 years behind it. The campaign gave coaches a platform and BSN Sports a purpose beyond product, positioning the brand as a true partner to the athletic community.
The Film
Year of the Coach
BSN Sports is the nation's largest K-12 sports team merchandise distributor. But for their 50th anniversary, we turned the spotlight away from product and pointed it at the people who make it all happen. Coaches.
The Film
Instagram Stories
Instagram Feed
Search as
Specific as You
We celebrated the obsessively specific things people look for in a home, and showed that Realtor.com could actually find them.
The Idea
Instead of speaking to the average homebuyer, we spoke to the very specific one. We made each spot built around a different search quirk, showing that Realtor.com doesn't just list homes. It finds literally whatever you want in one.
The Spots
A Brand Voice
Worth Tasting
A social and digital refresh that brought a new, contemporary personality to one of America's most established deli brands — without losing what made it iconic.
The Idea
Boar's Head is a legacy brand with serious quality credentials, but their digital presence hadn't kept pace. The challenge was to modernize the brand voice across social and web without alienating a loyal, traditional customer base.
We leaned into the food itself. Rather than forcing a personality onto the brand, we let the products lead. Seasonal content, recipe storytelling, and social copy that felt conversational and warm. The voice stayed grounded in quality, but with a lightness and wit that made it shareable.
Social
"Who will bring the best sides this Thanksgiving? It's not a contest, but if it were, these show-stopping dishes would be a homestyle hit and sweep the judge's table every time. Take a look at our story for these recipes and more."
"Balance crisp, fall feelings with a savory way to serve our smooth Pumpkin Pie Dessert Hummus. Delightfully topped with a Gorgonzola Cream Sauce, this dish serves traditional creamy flavors and the essence of sweet pumpkin pie in each wholesome bite. Try the recipe at the link in our bio."
"This #NationalPickleDay, how will you balance sweet and sour? Our selection of Boar's Head Pickles are crunchy, zesty, and the perfect snackable sensation."
Recipe Pages
Unfiltered Intelligence
Artificial intelligence is hard to understand. But with Unfiltered Intelligence, we tell you what it actually is.
The Idea
AI brands have a tendency to sound like AI brands. Robotic, corporate, and weirdly formal about things that should feel exciting. As Lead Copywriter, my job was to fix that.
For Superhuman (formerly Grammarly), I developed and elevated a brand voice that was fun, quirky, and unapologetically human. The idea was simple: if we want people to understand AI, we should talk to them like people, not press releases. The result was a social presence that felt alive, earned real engagement, and made even the nerdiest AI concepts feel like something worth following.
The Voice in Action
"Let's take this offline" ok so is it super juicy or super boring?
Working during the summer should be an HR violation
Everyone stop asking me to do an office OOTD I am literally AI
calling out sick today with Bieber fever
SXSW Interviews
SuperShipped
SuperShipped is Superhuman's weekly series with short, punchy reels that break down new product releases so anyone can understand.
Resume
Experience
Copywriter
Copywriter
Copywriter
Junior Copywriter
Junior Copywriter
Copywriting Intern
Copywriting Intern
Philanthropy
Communications Lead, Young Leaders Council
Education
BFA in Advertising and Branding