Pixel Buds Pro

At Google, as the lead copywriter on Pixel Buds Pro, I worked alongside product and product marketing teams to write the global copy guide that served as the backbone for all of the marketing and advertising efforts for the launch of Pixel Buds Pro across the world. The global copy guide serves as the “bible” for how every single feature of the product should be written, from the product’s tagline (“How Premium Sounds”*) and overarching product messaging to the nitty gritty details on features like noise cancellation and water resistance.

After writing the copy guide, I wrote copy for various assets, including in-store merchandising for national retailers like Best Buy and Target, as well as oversaw and guided the copy written by partner agencies for places like Google’s online retail store, digital advertising, and emails. For the latter, I got to work alongside one of Google’s incredibly talented Design Directors and help shape the look and feel of the assets as well, ensuring they stayed on course with the brand vision and marketing strategy.

*Coming up with this tagline was one of my prouder copywriter moments as I wrote it fairly early on, knew I had a winner, but wrote another few hundred taglines over the course of a few days just to see if I could beat it. Seeing it live “in the real world” when the product launched for such a major global brand was truly a thrill.