Copywriting & Storytelling
Ad copy · Headlines and taglines · Brand storytelling · Transcreation · Bilingual EN/ES · Long-form writing
I write the lines, scripts and stories that make a brand worth reading, in English and Spanish.
848 signups from the lead campaigns
Matiklava Goes Partying
Weekly newsletter · 2026 · Founder, editor and builder
Wrote "Every party in Taiwan. One email." and its Chinese version; the ads brought subscribers at NT$10.90.
April 2026The relaunch rebuilt everything around one number: cost per subscriber. The objective changed to Leads, the button to Subscribe, and the pixel on the subscribe page started reporting each signup back to Meta. The message became the newsletter's own promise:
English: "Every party in Taiwan. One email."
Chinese: 「這封信，就是你的週末派對」, "this email is your weekend party", written for a local reader rather than translated.
Each language got its own campaign, static and 14-second video for Stories and Reels. Every ad carries a tag that the subscribe page writes onto the reader in MailerLite, so I can see which ad each real reader came from.
What it returnedFrom April to June 2026 the lead campaigns spent NT$9,224.
The Chinese campaign did best: 616 signups at NT$8.10 each, against 232 at NT$18.30 in English. A first test with both languages in one campaign got 1 signup for NT$191. I split them the next day, and the split is what made the Chinese numbers possible.
Mirage Festival
Content and system strategy · 2026 · Marketing & Content Lead (retained)
Built the whole plan on one campaign line: "It was real. It was all yours."
Week 1Phase 1: Strategy
I turned my research into a 24-slide strategy deck.
The campaign concept (“It was real. It was all yours.”), became four content pillars, a Reels-first Instagram plan and a plan for launch night.
RaceArt brand book
Brand book · 2024 · Founder, own brand
Wrote RaceArt's tone of voice as short rules, with copy that follows them next to copy that breaks them.
Strategy
RaceArt is streetwear rooted in street racing culture.
Missionthe moment of total commitment at max speed, when only you and the road remain.
Voice
RaceArt does not explain itself to people who do not already understand.
Short declarative sentences. No exclamation points. Facts over feelings. Compliant and non-compliant copy side by side.
Visual identity
Logo rules, a palette built on the Robin Egg Blue to Green Yellow gradient, Big Noodle Titling for headlines, Futura Heavy for subheads.
Photography
Disposable camera grain, sodium vapor light, gas stations and parking lots, JDM cars, casual framing. No studios, no fashion poses and no staged product. Clothing in context, and not as the subject.
This brand book refuses to...
RaceArt is defined by what it will not be: polished, explanatory or desperate for approval.
Waterfall
Hijack
Most brand ideas die in a conference room, sanded down until nobody can object to them. This book is about the ones that got out, like Dollar Shave Club and Southwest.
You'll learn to catch the idea when it shows up, pick an enemy, and keep the committee from making it safe.
The Only Football You Can See
Print ads · 2019 · Creative concept and campaign strategy
Wrote headlines on the competitors' names: "Is it CLARO?" and "Don't take it PERSONAL."
The setup
Tigo owned the broadcast rights to Paraguay's football league. Claro and Personal didn't.
The twist
Their names became the punchline. "Claro" means clear, "Personal" means personal:
Is it CLARO? You can only see football with Tigo.
Don't take it PERSONAL. The football league is only on Tigo.
Watching football with the competition looked like Chrome's offline dinosaur page.
My roleCreative concept and campaign strategy.
Translation
The first translates to: "Is it CLEAR right? You can only see football with Tigo"
The second"Don't take it PERSONAL. The football league is only in Tigo"
Olympic Park
Print ad · 2017 · Concept and copy
Wrote the concept and the line "Being part of this achievement has a unique flavor." in three hours.
The deadline
Three hours to make a print ad for the Olympic Park inauguration in Paraguay, tied to Coca-Cola's campaign that year, "Sentí el Sabor".
The ideaThe Olympics aren't about watching. Being part of something bigger has its own taste.
The line"Being part of this achievement has a unique flavor."
My roleConcept and copy.
Translation
Being part of this achievement has a unique flavor
Olympic Park Inauguration
Friendship Day
Social video · 2017 · Concept and copy
Wrote "For you, who are loved 'as a friend.'" for a video about the friendzone.
The truth
Everyone has that one friend stuck in the friendzone. Latin America celebrates Friendship Day, and Sprite's campaign that year was "Things as they are": uncomfortable truths, said out loud.
So we made a video about the friendzone. Direct, honest, the thing everyone knows and nobody says.
The line
For you, who are loved 'as a friend.' Happy Friendship Day.
My roleConcept and copy.
Translation
For you,
who are loved
"as a friend"
Happy Friendship Day.
Good Road Store
Copetrol and the Ministry of Public Works · Integrated campaign · 2015 · Creative concept and campaign strategy
Ended the tease and reveal on "It bothers you to see this, but it would be worse to use it."
The problem
Easter week in Paraguay means families on the road, and a spike in traffic deaths.
The idea
A fake gas station offering coffins two for one. Ads in newspapers and social media, a website, a hotline. People called, confused or furious: a religious holiday doesn't joke about death. The backlash was the point.
Then the reveal: traffic accidents are the leading cause of death in Paraguay during Easter week.
It bothers you to see this, but it would be worse to use it.
My roleCreative concept and campaign strategy.
"It bothers you to see this, but it would be worse to use it"
"In this holiday, transit accidents are the most common cause of death in the country, please take care of your life and your family's, Drive safely"
Family Size Internet
Personal · TV commercial and social · 2018 · Senior Digital Creative, WILD FI
Wrote the social video scripts that made a fiber upgrade a story about the whole family online.
The problem
Everyone hated their slow internet. Families fought over bandwidth, streaming died mid-episode.
The solution
Fiber optic fast enough for the whole family at once. I wrote the social video scripts that turned a technical upgrade into something people cared about: your internet shouldn't make you choose between your kid's homework and your Netflix.
Translation
Tired of having the internet being interrupted at home? Now there's internet for everyone. Get the Family Size Internet from Personal.
Main TV Commercial
Capsules
What Really Matters
Arcor · Print ad · 2017 · Senior Creative Copywriter, McCann
Print ad for Arcor, concept and copy at McCann.
