Shani Able

Shani AbleCreative Strategist and Copywriter©

Words made me a writer.Questions made me a journalist.Ideas made me a strategist.Naturally, I ended up in advertising.

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Portrait of Shani Able, laughing
Shani Able, black and white portrait with hands in her hair

Shani Able — Creative Strategist & Copywriter

(Est. ’20)(7+ yrs)

About

The writer in me said, “Choose journalism.” The copywriter in me said, “Don’t bury the lede.”

I chose both.

I’m Shani, a creative strategist and producer with 7+ years across agencies, retail, SaaS and lifestyle brands. At Stacked Content, I was primary account lead on Maincode, driving the launch of Matilda, an Australian-made AI model, from brand manifesto and art direction through to rollout. Across EasyGo, Tracksuit, Edgell and Beyond Blue, I produced shoots, sourced talent and crew, and directed voiceover and scripted content.

Before that, I built campaigns at Milkman Agency for BoozeBud, Mt Buller and Barrel & Batch, built tone of voice for Accor venues at Painting Towns, and was published in Broadsheet and The Age. These days copywriting is one tool in a bigger kit, and AI is another: useful for speed, never a substitute for taste.

Shani Able, black and white portrait
Mt Buller, A Mountain of Moments billboard
Capabilities

Creative & campaign strategy / Production & shoot management / Account management / Content & social strategy / Brand & tone of voice / Copywriting & editorial / New business & pitching / Creative direction

(Selected Work)(Case studies)

Work

  1. Maincode(Featured) Go-to-market launch for an Australian-made AI model.Creative strategy · Art direction · Brand · Account lead MaincodeImage to come
  2. Edgell [One-line description][Tags] EdgellImage to come
  3. BoozeBud A platform that moved BoozeBud beyond “order drinks online”, connecting 5,000+ beverages to the moments people actually care about.Brand platform · Campaign · Copy
  4. Squealing Pig Tone-led social copy that pokes fun at wine pretension without talking down to drinkers, written within ABAC guidelines.Tone of voice · Social · Copy
  5. Barrel & Batch Repositioned a premium wine and spirits retailer to invite curious drinkers in, not keep them out.Repositioning · Tone of voice · Web copy
  6. Mt Buller A seasonal platform that carried the resort beyond peak winter, launched nationally across OOH, video, radio and digital for Winter 2023.Campaign · Video · Radio
  7. Horsey People [One-line description][Tags] Horsey PeopleImage to come
  8. Bottle Stop A verbal identity for a large-scale bottle shop: straightforward, confident and built to scale across retail and product copy.Tone of voice · Retail copy
More writing & editorial →→
(Substack)(Subscribe)

Writing

What the Crown Towers debacle tells us about bad publicity Publicity Why billion-dollar brands are posing as interns Social media Put that back, you don’t know where it’s been Branding An obituary for old school digital giants Culture Off the table: an obituary for the restaurant menu Hospitality Strong coffee & stronger copy Copywriting What do indoor plants and marketing campaigns have in common? Marketing
See all posts on Substack →→
(Clients)(Testimonials)

In otherwords

“[Testimonial on production and running accounts under pressure.]”
[Name] · [Role, Stacked Content]
“[Testimonial on strategy and creative lead for the Matilda launch.]”
[Name] · [Role, Maincode]
“[Testimonial on brand platforms and campaign copy.]”
[Name] · [Role, Milkman Agency]
“[Testimonial on tone of voice work for Accor venues.]”
[Name] · [Role, Painting Towns]