Copywriter, Viral Marketing

The Role

As the Copywriter, you’ll bring a strong verbal and narrative lens to the creative partnership. That means thinking about the idea itself as much as the words: what makes someone care, what makes the concept easy to understand, what earns the next second of attention, and what ultimately gets someone to watch, share, participate, or act.

Depending on the idea, that might mean finding the hook, writing a script, naming a new initiative, developing a social mechanic, shaping a creator challenge, building a partner concept, or finding the one line that makes the whole thing click.

The work moves quickly and can change dramatically from one assignment to the next. You’ll be expected to generate ideas from a blank page, challenge and build on your creative partner’s thinking, and stay with the work from early concept through production and final execution.

What You'll Do

• Develop original creative concepts in direct partnership with an Art Director, with both of you contributing to the idea regardless of whether the eventual solution is verbal, visual, experiential, creator-led, or something entirely different.
• Turn business objectives, audience insights, product benefits, and partnership opportunities into entertaining ideas people can understand quickly.
• Develop concepts across social content, creator collaborations, product launches, stunts, challenges, experiential activations, partnerships, and emerging formats.
• Bring a strong verbal and narrative perspective to the work through hooks, scripts, headlines, titles, naming, campaign language, calls to action, creator talking points, and presentation copy.
• Build scripts and narrative structures around internet-native viewing behavior, including how an idea earns attention, maintains interest, and delivers a payoff.
• Write for creators in a way that feels natural to their individual voices rather than forcing traditional advertising language into their content.
• Develop participation mechanics, prompts, titles, and calls to action that audiences can understand immediately.
• Work with your Art Director to build presentations that make ideas easy to understand and compelling to Creative Leadership, senior stakeholders, and external partners.
• Stay close to Production as ideas move into execution, adapting scripts and dialogue when circumstances change without losing what made the concept work.
• Partner with Post-Production on narrative structure, pacing, supers, titles, voiceover, graphics, and other copy-driven elements that shape the final piece.
• Use audience and performance insights to understand how hooks, titles, messaging, narrative, and calls to action affect attention, engagement, retention, participation, and conversion.
• Adapt language and storytelling for YouTube, Shorts, TikTok, Instagram, digital, physical, experiential, and emerging environments rather than treating every platform the same.
• Generate a high volume of ideas, recognize which ones deserve more development, and be willing to rewrite, rethink, or kill work quickly when it is not strong enough.
• Contribute actively in creative reviews, bringing a point of view across concepts, writing, design, and execution rather than limiting your contribution to copy.
• Keep multiple initiatives moving at once while maintaining the quality of the thinking and writing.
• Stay close to emerging internet language, creators, formats, entertainment mechanics, technologies, and audience behaviors that can open up new creative opportunities.
• Use AI and emerging creative tools when they make ideation, research, exploration, or execution faster, without treating them as a substitute for original thinking.

What You’ll Bring

• 5+ years of professional copywriting or creative experience in entertainment, digital media, advertising, social, creator-led businesses, agencies, or similarly fast-moving creative environments.
• A portfolio that demonstrates both conceptual thinking and strong writing execution, ideally including work developed alongside an Art Director or creative partner.
• Experience originating ideas from a brief, not just writing against concepts or messaging developed by someone else.
• Strong command of language, storytelling, scripting, structure, tone, naming, and editing.
• A strong understanding of internet-native entertainment, creators, social platforms, and audience behavior.
• Experience developing ideas collaboratively with Art Directors and other creative partners and carrying those ideas from initial concept through production and final execution.
• The range to write everything from a single hook or title to a longer script, depending on what the idea needs.
• An ability to take complicated products, propositions, or business objectives and turn them into language people can quickly understand and care about.
• Strong creative judgment, including the ability to separate a line you personally love from what actually makes the idea stronger.
• The ability to generate and improve ideas quickly while maintaining a high standard for both the concept and the writing.
• Comfort receiving direct feedback, challenging a creative partner constructively, and changing direction without becoming overly attached to an execution.
• Strong presentation skills and the ability to explain the thinking behind the work.
• Experience managing multiple assignments against aggressive timelines.