The FRIENDS Experience creative copywriting

The FRIENDS™ Experience is an immersive celebration of the iconic 90s TV show, created by Superfly in collaboration with Warner Bros, HBO Max and others. It features set recreations, interactive moments, a retail store and a café. With a primary, permanent location in New York City, it has also popped up around the world, and currently has locations in Boston, Chicago, London, and Las Vegas. 

 

I was a founding Creative Copywriter on The FRIENDS™ Experience, working from its infancy alongside marketing directors, social media managers, designers and others at the agency Superfly.

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Drawing on my deep knowledge of FRIENDS™ and popular culture, I developed the brand voice, which was executed throughout the experience and in all customer-facing content, including press, marketing and advertising materials. 

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As the Copywriter, I created all signage copy for the experience, from welcome messaging to wall-mounted exhibit placards to interactive trivia games and other digital stations. 

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Working with the Creative Director, I developed 360 marketing campaign concepts, with a focus on social, digital, and OOH. ​This involved populating editorial calendars for Instagram, Facebook and Twitter, and writing email marketing copy for customers throughout the marketing funnel. 

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I also wrote all copy for The FRIENDS™ Experience website, including the home page, FAQ, ticketing, and e-commerce store. I wrote the product descriptions in a way that referenced iconic show moments that would resonate with fans. 

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My writing duties also included Google search copy,  promotional scripts for TV and radio, and sponsored editorial content for partner websites.