Hitting a shot with un-returnable spin, but one that lands exactly where you want it to is a powerful weapon for a tennis player. The new SX racket gives players game-changing spin on their shots.
We partnered with the team at Orangery Creative, to tell the product story of the new SX racket through an integrated campaign. Our aim was to tell the product story by showing how it can help players hit shots with more spin and control.
The SX campaign comprised film, print and banner ads, teaser landing page, web page, seeding box and POS marketing assets. All helping to tell the story of the SX racket.
Paul is a true wordsmith. He is never satisfied with ‘good enough.’ It was a pleasure to work with—and be inspired by—someone constantly seeking experts and experiences to hone his craft.
Senior Content Manager, Apple
We recommend Paul to anyone who wants to find their voice and put personality to a brand.
Founder and CD, Orangery
Paul’s a really friendly, talented and experienced copywriter. We’ve worked together on several projects for Nike EMEA and Global and he's extremely easy to collaborate with.
Paul knows his audience. One of his sayings has become a team mantra – ‘Your audience always has an opinion. Start there.’
Author of Apple's Credo
Everything you could ask for. On brief, on time and always looking to improve the work. Highly recommended.
Digital Project Manager, Tribal Worldwide London
Tone of voice and brand challenges resolved via well-crafted words across all channels, to get you and your brand, business or organisation wherever you wish to go.
It was a pleasure to work with Paul. His great collaborative mindset and professionalism push the deliverable to the next level. He’s a great content strategist, writer and thinker who asks insightful questions to push the design. I’ve never worked with a writer who influences design so much.
Director, Frog Design
Paul & Robert at Craft Copywriting patiently worked with us to have a deep understanding of our history, our purpose, our values, our successes and failures. They then translated that work into authentic stories and positioning which truly reflect who we are. We are very grateful to work with them.
Paul exemplifies the best elements in a writer: he’s constantly looking for inspiration, and maintains a childlike sense of wonder for new things. His appetite for all things literary is humbling and he’s the nicest guy you’ll ever meet.
Vice President, Creative and Original Content at RFRSH Entertainment / Blast Pro Series / Astralis / Origen
Paul reliably supported our product teams with great copy, but was also essential in setting up foundations for voice & tone and other content guidelines.
Head of Design ∙ Experience Strategist, Zalando
Paul is one of the most insightful writers I’ve worked with. He’s a strong and proactive creative whose infectious enthusiasm and forethought have driven many global campaigns to success. I couldn’t recommend Paul more highly.
Executive Creative Director, Huge
Paul just gets it. He elevates content to the next level. He’s a talented writer, creative and a very clever communicator. And he’s great to work with – hard working, passionate and extremely humble.
Content Manager, PepsiCo
Straight away, we saw Craft’s work ethic and can-do attitude. There have been many big projects where we needed support and this took a lot of weight off our shoulders and meant we could concentrate on more strategic decisions driving the projects.
Digital & Content Marketing Manager, Security & Safety Things
All our projects start with a conversation. Maybe you’re not entirely sure what you need, that’s fine, we’re happy to explore it with you.