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Shani Able — Work Samples
A selection of campaigns, articles, social content, and tone of voice work. Available on request for the right opportunities.
For Milkman Agency / Mt Buller & Mt Stirling
Develop a 2023 seasonal campaign line for Australia's premier ski resort in Victoria — cementing Mt Buller as the home of snow sports and après-ski activities during on and off-seasons.
A seasonal tagline to inform the campaign's visual direction for use across OOH artwork, video, radio, and other assets as part of the season's marketing activities.
'A Mountain Of Moments' launched Winter 2023, seen on billboards and screens across Australia — promoting Mt Buller as the peak destination for holiday experiences, off-season snow, and après-ski. A hero radio ad and video followed.
For Milkman Agency / Boozebud
Develop a range of brand platforms for Australia's leading online alcohol distributor, tailored to shifting consumer preferences, seasonal campaigns, and promotional activities.
A new platform positioning Boozebud as the destination for online drink orders — pivoting away from hard retail toward consumer-led messaging relating 5,000+ beverages to real-life drinking experiences.
Analysing shifting consumer preferences, the new 'Bring On BoozeBud' platform featured real, insightful drinking occasions — from celebration to commiseration and anything in between.
Direct Client
Build a social content strategy and copywriting voice for The Meltways — a dessert destination guide with a cult following and a very particular sense of humour.
Ongoing social content across Instagram including editorial content pillars, hero posts, captions, and a 'Public Displays of Confection' series spotlighting Melbourne's best dessert venues.
Irreverent, food-obsessed, slightly unhinged in the best way. Writing that sounds like your most food-literate friend — who also happens to have strong opinions about jiggly cheese.
"Some exciting Melbourne venues — including Hi Fi, Warkop and Sloppy Joe's Deli — are getting into bread together every Thursday in June for carby collabs. Stretchy pants recommended."
A venue feature covering Beast CBD's rotating bread collaboration series, published in full on Broadsheet.com.au.
"Any publicity is not good publicity, Janet. Crown's recent bedside table debacle is not a story chronicling Melbourne's shady underworld. It's a fall from grace following Swift's tabloid-worthy stay."
"This is not a dessert piece. It's a reminder to keep your branding in-house, and out of dinner conversation. An allegory for the process by which individual feedback gets diluted."
"'I'll be your waiter this evening' — said no one. The hospitality industry has taken to digitalising its customer service processes like Facebook took to Meta."
"Luxury designers have made one thing clear in the world of logos. Out with the serifs, in with the sans. But does ditching the old guard actually make you look more premium?"
"Coffee was harmed in the making of this article. Words can be soothing, like an intention-filled coffee with the perfect crema. They carry significance, meaning and expectations."
Editorial blog content written and published under the Enabled Copywriting brand — covering social media, branding, strategy, and culture.
"You're scrolling like it's nobody's business. And then you stumble upon a billion-dollar one, impersonating an imaginary intern. That's straight out of the social listening playbook."
"Kim Kardashian built a billion-dollar shapewear empire on three things: a last name, a colour palette, and copy that sounds like it was written by your most aspirational best friend."
"Meta's verification badge promises more reach, more protection, more clout. But is the blue tick actually worth what they're charging — and what does it mean for your brand?"
Brand, product and campaign copy across alcohol brands for large-scale platforms, cultural moments and category messaging. For Milkman Agency.
For Milkman Agency / Squealing Pig
Squealing Pig's social presence was built around a simple truth: wine does not need to take itself so seriously to be good. The brand needed to speak to real drinkers in real moments, without losing its cheeky, irreverent edge.
Audience segmentation by lifestyle, mindset and occasion. Tone-led social copy and content direction. Playful language frameworks within ABAC guidelines — ensuring Squealing Pig showed up as entertainment, not advertising.
Playful, cheeky and down-to-earth. The language leans into humour, shared social moments and cultural references. Entertaining first. Selling second.
For Milkman Agency / Barrel & Batch
Barrel & Batch operates in a premium category often defined by expertise, hierarchy and quiet exclusion. The brand needed to feel welcoming without losing credibility. Curious without being condescending. Premium without being performative.
Brand repositioning and tone of voice development. Website and product copy across wine and spirits. Subscription and discovery messaging designed to invite, not intimidate. Language frameworks balancing premium cues with warmth and clarity.
Moving away from old-world gatekeeping language, the new messaging welcomed curious drinkers of all tastes — celebrating choice and discovery in every pour.
For Milkman Agency / Bottle Stop
Bottle Stop is a large-scale alcohol retailer built for everyday moments. The challenge was to develop a clear, consistent verbal identity that could flex across product, promotion and brand without losing warmth or approachability.
Verbal identity and tone of voice development. Retail and product copy across digital and promotional touchpoints. Language frameworks built for scale and consistency. Alcohol copy written with clarity, restraint and confidence.
Straightforward and approachable. Confident without being loud. A retailer's voice that knows what it's talking about — and speaks to everyday drinkers in everyday language.