Macpac
New Zealand’s original technical outdoors brand designs quality apparel and equipment for New Zealand’s diverse conditions.
My writing for them covers every channel, from TV to web, social, digital, and in-store placement.
TVC voiceover
Macpac went back to its roots for winter ‘22. At a time when other brands are leaning into outdoor lifestyles more than ever, Defined by Here shows that Macpac was always there – while proving it’s still up to the task.
I wrote the voiceover script that accompanied the journey from the Southern Alps to the Tasman Sea.
Workbook
Twice a year I’ll write and publish the Workbook. It’s a catalogue that educates the team on all the new and updated styles, with a library of all the fabrics and materials that go into the range as well.
For Winter ‘22, I worked with a couple of ambassadors to write stories that highlight their achievements from the past season; showing in-store staff that designs are still tested the old-fashioned way, and hopefully inspiring them, too.
Product videos
Hero products deserve the hero treatment, and each season a handful are filmed with the design team.
I’ll turn my product descriptions into scripts, making sure that any ‘hidden’ features are brought to life.
SEO
I’ll write blogs and unique landing page copy based on what people are searching for online. For blogs that includes things like a checklist for skiing, a step-by-step on how to fit your backpack, or a guide that dives into the benefits of merino wool.
For landing pages, it’s helping bring people who are actively looking for what we offer to the right place.
Customer value proposition
Macpac has a huge amount of data on itself, and I had the opportunity to turn some of that into a single sentence that sums up the brand.
Balancing technicality, responsibility, and what people expect, we landed on: