Brand · Product · Campaign
GoPro.
Role — UX Writer → Senior Copywriter → Associate Creative Director
The ArcPart 01
Four years, three roles, and words for a brand that wants everyone to do their thing — and have fun doing it.
I joined GoPro as a UX Writer on its first SaaS product and grew into a Senior Copywriter and then an Associate Creative Director on the Brand team. Along the way I wrote across nearly every surface the brand touches — ads, brand guidelines, creator scripts, ESG reporting, and website copy.
What follows is a look at that range, discipline by discipline.
Campaign — HERO LaunchPart 02
The brief said $199 and 4K. I found a line that built a whole campaign.
Role — Senior Copywriter. GoPro wanted to reach a new segment of customers at a lower price point. The brief handed to the brand team was narrow: say two things — it's $199, and it shoots in 4K. That's it.
I thought that was boring, and saw a chance for the brand to show up in a new, playful way. Looking at the product's form factor, I noticed how tiny it was — small enough to hang on a keychain. And the line hit me:
"It's 4K'ing Tiny."
Static ad — HERO launch campaign
The line informed the visual direction of the entire campaign: playful, a little silly, set in a bright white world instead of GoPro's usual dramatic black. It broke the brand's own conventions on purpose — and it landed.
Campaign film
The CEO called it "the favorite copy he's ever seen at the company." It also got me promoted to Associate Creative Director.
Selected Ads — Out in the WorldPart 03
More launch work, spotted in the wild.
MAX 2 — "Max Never Misses"
HERO 13 Black — "Made to Mod"
ESG Report — Brand Writer & AdvisorPart 04
Translating corporate reporting into a voice that actually sounds like GoPro.
Role — Brand Writer & Advisor. I served as brand writer on GoPro's inaugural ESG report through its 2024 edition, working directly with C-suite leadership, legal counsel, and the People team.
The work went beyond copywriting. I was brought in to translate corporate reporting language into human, brand-consistent communication — and to advise leadership on how to speak about culture, diversity, and social impact in ways that were accurate, current, and credible. That meant aligning the company's voice with contemporary scholarship and discourse while keeping the report true to GoPro's brand character, not generic corporate sustainability language.
2024 Sustainability Report — cover
"We Are GoPro" — introduction
Social section — brand-voice-led spreads
Brand Guidelines — The SystemPart 05
Not just writing for the brand — authoring the system that governs how it sounds.
Role — Brand Copywriter, Voice & Messaging. I helped build GoPro's first global brand guidelines — the single source of truth for how the brand looks, sounds, and speaks across every market. It replaced a patchwork of inconsistent regional interpretations with one system, saving an estimated $2M and deployed across 15+ markets.
I wrote the entire brand guidelines — including the sections on imagery, composition, logo, color, and the tone-of-voice framework, copy principles, and do's-and-don'ts that let anyone, anywhere, write in GoPro's voice.
The system (left) · the copy principles I authored (right)