ABOUT

Brief:
To act as Copy Lead on all things Brian Cox for his new BBC Maestro course on acting, (including leading a creative/conceptual workshop, writing across all channels and touchpoints for the course's announcement and launch, and creating a set of principles for writing as Brian). I've written thousands of words across ads, emails, web copy, PR, social media, and more for Brian Cox's course but I've shared just a handful of sample elements here: a launch email as Brian, some conceptual paid media ads, and a targeted video trailer. All design is by the fantastic Daniel Kelly.

Approach:
Brian is a genuine icon and legend, recently catapulted to fame thanks to Succession. A lot of people conflate him with Logan Roy, so the challenge was to draw out Brian's own authentic voice in all copy, without shying from the zeitgeist. The key to this work for me was to articulate his voice, which I condensed into a five-part one pager to write as him (a copy strategy I implemented at BBC Maestro for all Maestri soon after starting). While I can't share it all here, I can share a few hints:

1. BRIAN’S VOICE
Down-to-earth and honest | Nostalgically reverent | Empathetic and encouraging | With a splash of fiery Scottish spirit
etc.

2. WRITING TECHNIQUES
Don’t be afraid of idiomatic big statements and dramatic generalisations (within reason)
e.g. This business will eat you alive if you let it
etc.

3. LANGUAGE
(Slightly) flamboyant adjectives e.g. Remarkable, Extraordinary, Astonishing
Expressive adverbs e.g. Sincerely, Deeply, Absolutely
Graft e.g. Do the work, Training, Put in the time
etc.

4. THEMES
Integrity e.g. the responsibility of acting, appropriate treatment of fellow actors and full crew, respect for the text
etc.

5. KEY LINES
Take on the role of a lifetime
It’s time to stop waiting in the wings
Forge a successful acting career
etc.

Result:
A full suite of copy that playfully moves between Brian's voice and BBC Maestro's voice, drawing thousands of eyes to his remarkable course.