I've spent a decade writing in the wellness space, and I've learned that the best copy in this world does two things at once: it converts and it respects the person reading it. I write at the intersection of performance and empathy, for brands that believe wellness should build people up, not set an impossible bar.

Your Practice Is Showing

The brief was simple: write copy to match a new set of brand photos. The concept that emerged, making the result of practice visible, became one of our highest performing campaigns.

The "looks good on you" line works as both affirmation and proof. Visual, immediate, and easy to carry across formats, it gave the imagery room to do its job. The campaign's performance led directly to a homepage overhaul using the same strategic approach — and a 30% increase in conversions.

Additional Concepts

Script (Morning Calm)

Visual: Early morning practice, slow breath

Coffee being poured, a quiet kitchen

Sitting in traffic, but she’s steady

VO:

That calm doesn’t stay here.

It stays with you.

Script  (Energy)

Visual: Flow sequence with strong movement
Walking outside in the sunlight
Focused work
Laughing with a friend

VO:
You don’t leave that energy behind.
You carry it with you.

Script (Minimal)

Visual: Close-up breath
Close up of hands resting on lap
Close up of face, relaxed
Cut to moving through the day

VO:
That feeling stays with you.

Simple Steps, Real Change

This concept builds on the idea that meaningful change comes from small, consistent actions. Instead of overwhelming people with big goals, the messaging focuses on simple, daily steps that feel doable in the moment.

Script (You Already Have Time)

Visual: Small pauses in ordinary moments
Waiting for coffee to brew
Standing in line at the grocery store
Sitting in the car before getting out

VO:
You don’t need to find time.
It’s already there.

End:
Built for the in-between. Roundglass Living.

Script (Start Small Today)
Visual: 
Morning phone alarm
Pause. Eyes closed. Breath.

Midday sitting at desk
Pause. Quick stretch.

Evening wind down
Press play on sleep music.

VO:
It doesn’t have to be big.
Just something small you do today.

End frame:
Start small. Start today. Roundglass Living.

Script (Stacking Moments)

Visual: 
Morning breathwork
Midday stretch
Evening dinner recipe

VO:

Small moments add up.

End:
Build wellbeing into your day with Roundglass Living

Ovia Health x Home Chef

Home Chef partnered with Ovia Health to reach busy moms through native advertising. The brief called for a quiz — the "culinary style" angle was my solution to make it feel inviting rather than transactional.

Leading with self-identification rather than a sales pitch lowers the barrier to engagement and makes the audience feel seen before they're ever asked to convert.

Additional Concepts

Taglines

Skip the prep. Still make something real.

One less thing to figure out tonight

Start at the good part

They don't know how easy that was. You do.

Script (End of day)

Visual: Kids, bags, clutter
She pauses, looks tired

VO:
Dinner doesn’t need to be another thing to figure out

Visual: Opening box, simple cooking, plating

VO:
Skip the prep.
Still make something real.

Script (Skip the Store)

Visual: Grocery overwhelm: Kid leaning out of cart grabbing items. She's trying to figure out dinner, phone in hand.

Home: Opening up the box, ingredients ready to go. Her child helping to stir the pot.

VO:
Dinner doesn’t need to be another thing to figure out.
Skip the planning.
Start at the good part.

Script (How Easy)
Visual: Box opens → ingredients → plating → family at the dinner table

VO:
They don't know how easy that was. You do.

Script (Busy Mom)

“By the end of the day, I don’t want to think about dinner.
I just want to make something and be done.

This makes that part easy. Everything’s prepped, so there's nothing to figure out.

I still cook,
it just doesn’t take over my whole day.”