It’s 2025, and we’re washing our hair with food. Or to be more precise: shampoo infused with ingredients like fruits, nuts and oils. We’re told it will make our hair shiny and lush.

Meanwhile, in other parts of the world, famine is unfolding. If there were any food to spare here, it wouldn’t be going on hair.

So how can these two opposing realities exist? That question led us to create Only Shampoo: a haircare product that cares about humanity, not vanity.

Creative Directors: Dan Sparkes, Elle Bullen

Senior Copywriter: Sarah Vincenzini

Role: copywriter.

Proactive.

Always-on copy and concept projects for Modibodi, all with a focus on capturing the brand’s key message: leak-proof protection.

Various copy, content and product campaigns for Aussie skincare brand frank body aka: the most fun you can have in the bathroom.

Graduated award school with a few piece on The Wall and even managed to win Best Print and Radio brief in Vic too.