← All Work
Brand • Voice & Systems

Insta360.

Role — Freelance Senior Copywriter, Brand
Insta360 flagship camera product shot, dark blue gradient background
The BriefPart 01
Finding Insta360's American Voice

A full voice rehab of their site, checkout flows, email journeys, and brand-level ad concept. Insta360's existing copy carried the flattened neutrality of translation — accurate, functional, and completely unwilling to have a personality. My job was to find and empower the voice that was already there underneath it, across every surface a U.S. customer touches.

The Ad ConceptPart 02
A brand level ad concept they didn't know they needed
Zoom In — Brand Video Concept
02
The Adored
Troublemaker
Brand-level ad concept — 6-frame storyboard
Objective

Position Insta360 as the smarter, more cutting-edge capture solution — directly addressing the top frustrations users face with the competition while reinforcing Insta360's values of innovation, freedom, and seamless creativity.

Core Idea

Show how Insta360 eliminates the top pain points — overheating and dead batteries — replacing them with smart, category-pushing performance that just works out of the box.

Brand Impact

It's not enough to be technically better — we have to be more alive. That means more personality than the competition: the adored troublemaker who bends the rules, loves a bit of banter, moves fast, and always lands on their feet. Quick-witted, sharp, effortlessly capable, never too serious about themselves. Confident enough to poke fun, clever enough to back it up, bold enough to lead.

Storyboard frame 1: subject browsing a store display, purchases a battery product called Brick
Storyboard frame 2: subject in the snow holding a brick reading 'too cold, move to warmer environment'
Storyboard frame 3: subject holds up a brick reading 'low battery' while trying to take a selfie with friends at apres ski
Storyboard frame 4: subject fumbles through pockets pulling out spare batteries at a snowy outdoor event
Storyboard frame 5: TikTok clip of a group at a snowy apres-ski celebration, for reference vibes
Storyboard frame 6: closing frame, crowd photo with yellow headline text reading 'Ditch the brick'
The WorkPart 03
Punching up the page, one ambiguous headline at a time.

Key moments from the flagship landing pages — the original copy as it came to me in the client handoff, next to what shipped live.

01 — Low-light performance
Before Client handoff — Figma
Before: landing page section headlined 'Magic at all hours'
After Live site
After: landing page section headlined 'Brilliant clarity in low-light and streetlight'
Why it changed "Magic at all hours" doesn't register as a light message. It could just as easily be a battery-life claim — and on a spec-driven page where the reader is scanning for what each feature actually does, a headline that needs a second read to place is a headline that doesn't work. The rewrite names the condition the camera is solving for, and lets the demo underneath prove it.
02 — Invisible Selfie Stick
Before Client handoff — Figma
Before: landing page section headlined 'Go Houdini'
After Live site
After: landing page section headlined 'All you, no stick'
Why it changed The invisible selfie stick is the product that put Insta360 on the map — which makes this the page where a lost-in-translation headline costs the most. "Go Houdini" is reaching for magic, but it asks the reader to work out the metaphor before they get to the point. And this audience doesn't need the technology explained anymore. They know what it does. They care about one thing: the stick disappears.
03 — Wind Guard audio
Before Client handoff — Figma
Before: landing page section headlined 'All-new Wind Guard'
After Live site
After: landing page section headlined 'Cut out noise, keep the sound'
Why it changed "All-New Wind Guard" names the feature and stops there. A headline has to carry the feature and the benefit at once — and the feature does more than its name suggests: it's not only wind, it's extra noise across the board. Moving the product name up to the eyebrow lets the headline do the work.