Paid campaigns, websites, e-commerce, scripts, and content for brands, agencies, public agencies, and nonprofits. Start with the case studies, or jump straight to the full reel.
Every project has a story arc. Here's the setup, the turn, and the payoff for five of them.
Live creative from SelectQuote's life insurance and Healthcare Select programs: paid social, display, and email. Click any piece to see it full size.
Life insurance ads usually lead with worry. This platform leads with life: the wedding, the new baby, the first house. Each moment becomes a reason to check your coverage, not a reason to be afraid.
One idea, stretched across display, paid social, and email, with segment-specific hooks for each audience and every line cleared for carrier compliance.
Copy by Michelle Farley. Design by Apply Digital.
Filter by the kind of writing you need.
Clean, confident brand voice that steps away from muscle-and-gym messaging in a crowded category.
View → Moving BeyondWebsite copy that trades process-speak for transformation and relief, so visitors feel understood from the first line.
View → N-Ovate SolutionsWebsite language for an innovation strategy firm building resilient, connected, sustainable cities.
View → Coach JulianConversion-focused site copy that guides beginners from awareness to enrollment, with mobile-first calls to action.
View → Aari & Co.Origin story, front- and back-of-pack copy, and PDP variants for a DTC hair and body care launch.
View → Saplaya SkincareProduct descriptions, label copy, and listing variants for a clean beauty sheet mask line.
View →Toddler athletic apparel copy written for parents (durability, support) and kids (comfort, adventure) at once.
Sample on requestProduct narratives covering designer inspiration, fabric, and occasion to support premium pricing.
Sample on requestHigh-volume product writing for a fast-moving e-commerce marketplace.
Sample on requestWrote and produced public education spots on the value of coverage for older adults and couples.
Watch → Ohio Dept. of InsuranceA YouTube series making insurance relevant to millennial lifestyles.
Watch → Experience ColumbusCampaign copy positioning the city as a leader in post-pandemic experiences.
View → Documentary scriptScript with visual and audio direction on Columbus's Blackberry Patch, Bronzeville, and Poindexter Village.
Read → Alliance to Advance Patient NutritionExplainer script with on-camera and title direction.
Read → YWCA ColumbusDigital campaign and content strategy for a social impact organization.
View → Ohio Dept. of InsuranceVideo promoting careers in Ohio's insurance industry.
Watch → Ohio Dept. of InsuranceVideo pointing Ohioans to the department's mental health and substance use toolkit.
Watch → Ohio Dept. of InsurancePress release for Ohioans turning 65 and new to Medicare.
Read → Ohio Dept. of InsuranceColumn celebrating older Ohioans as volunteers, mentors, and advocates.
Read → Healthcare trainingPatient-centered training manual paired with video on HCAHPS survey measures.
Read → U.S. News & World ReportConsumer-focused insurance coverage for U.S. News 360 Reviews since 2015.
Author page → U.S. News & World ReportMatching coverage to the real risks of owning a business.
Read → U.S. News & World ReportHow businesses protect themselves after losing an owner, partner, or key employee.
Read → U.S. News & World ReportProfessional liability coverage explained for people who give advice for a living.
Read → U.S. News & World ReportThe NAIC's tool for measuring insurer financial stability, made readable.
Read →Got a launch, a campaign, or a teammate heading out on leave? Tell me what you're building and where the words need to take it. I'll take it from there. Now booking projects, retainers, fractional roles, and leave coverage.
Email me → Download resume admin@michellefarleywrites.com