Oak & Luna: Mother's Day campaign copywriting

I joined Oak & Luna as a freelance copywriter to support the jewellery brand's 2025 Mother's Day campaign, framed around emotion-first gifting. My job was to position their personalised jewellery in a way that goes beyond traditional gifting copy — with storytelling and creative alignment at the heart of the campaign.

Excitingly for me, the brand interviewed German artist and designer Jule Waibel to explore her experience of motherhood and its influence on her as an artist. I got to edit and refine the narrative to align with the campaign's themes of personalisation, emotional gifting, and creativity. Waibel's reflections on motherhood — and how it changed her approach to making art — naturally reinforced the campaign's idea of jewellery as an extension of personal story and identity. The photoshoot images were beautiful, making this a really enjoyable campaign to be part of.

During my time there, I also wrote copy across key marketing touchpoints, including paid social and lifecycle email marketing, with a focus on emotionally driven, conversion-focused messaging.