Writing & Copywriting Samples 2024
Camilla Eustance

New Edition
Fremantle’s happily-ever-after for bookworms

Fremantle’s New Edition proves that bookshops are far from forgotten. Alan Sheardown is the current custodian of a tale that began 30 years ago on nearby South Terrace and he’s committed to keeping this independent retailer’s story going.

New Edition has a local, friendly atmosphere. Despite the shop’s modest size and popularity amongst bookworms, its uncluttered layout ensures it never seems too crowded. Large glass windows lead to a simple wood interior and provide plenty of light: all the better to browse the store’s thoughtfully-stocked shelves.

While the range features both fiction and nonfiction selections, books on art and design are a strong suit. This includes an elegant collection of tattoo catalogues and a whole shelf of hand-picked graphic novels. As well as international works, a healthy selection from local publishing house Fremantle House suggests that community is a prized part of the store’s ethos.

Although there is a clear focus on aesthetic and atmosphere, New Edition is largely dedicated to the quality of stock in every section.  It’s the sort of selection that lends itself to a happy afternoon of browsing, though Alan and his team are never far away if you need a well-considered recommendation.

Client: Broadsheet


Change Management E-learning Program: Introduction (Excerpt)

Hi, my name is Friska Wirya. I’m a certified Change Management professional. This 8-module program distils nearly a decade of my experience leading change efforts across the seven continents. It aims to accelerate your ability to manage change, a critical life skill today and into the future. You’ll develop your stakeholder engagement skills, and shift resistance to resilience by persuasively communicating your vision.

Welcome to module 1. This module will provide a solid foundation from which to progress through the rest of the program. I’ll explain why change is hard, the types of changes in organisations, how change management complements project management, and walk-through the ADKAR change model.
You’ve tried every carefully-worded key message to promote your change you can think of. You’ve started and stopped a dozen different change initiatives, perhaps frustrated with yourself and your inability to influence those around you. Don’t they see how beneficial this will be? You feel like no matter what you try, it’s going to fall into a heap…. Just like all the other change initiatives in the corporate graveyard.
Sound familiar?
Human brains are hardwired to resist change. When change (especially organisational change) is mentioned, it can trigger a strong fear response, which is why most of us are quite at home in our little bubble, detesting any deviation from the world as we know it.
A little neuroscience 101: upon sensing that something new is occurring, our brains immediately start comparing it with things we already know to be true and are familiar with. There’s a lot of mental gymnastics going on that takes up quite a bit of energy.
This mental fatigue can increase both our fear of the unknown, and our resistance to it. No wonder we groan, panic and are so often in denial when a new initiative is announced.
This intrinsic jerk-chain reaction and unconscious resistance to all that is foreign presents challenges in bringing about change. Imagine trying to corral thousands of people - all of whom are hard-wired to resist - each possessing different aspirations, motivations, interests, expertise, experiences, learning styles, communication preferences and personalities. Building commitment to change is not for the faint-hearted.
Needless to say, it’s a rare organisation that manages change well. Initiatives have a dismal success rate of around the 20% mark, and it’s not surprising. Humans are emotional, irrational creatures.
Let’s look at the consequences of not managing change effectively.

Client: Friska Wirya, Change Management Guru


Room for Ritual Press Release

Room For Ritual is an interactive design show by Sergio Mannino Studio that investigates the role of objects in our daily lives.

This year, the Sergio Mannino Studio moved into Bushwick. We wanted to take advantage of our new neighbourhood, so we threw an event during the famous art festival Bushwick Open Studios, where all the artists’ studios are open to the public.

One of the key concepts of the exhibition was a tribute to Italian architect Ettore Sottsass, who would have been 100 years old on this date.

Sergio had the chance to work directly with Ettore in 2002, who curated Sergio’s exhibition Cento storie which was designed and presented at Galleria Memphis in Milan.

The original exhibition consisted of 100 different pieces of furniture that Sergio had developed - though only a limited number of pieces were produced at the time. Room For Ritual sees a brand new piece, number 67, created from the 2002 exhibition.

Another series of pieces also from the exhibition is a collection of lamps that pay tribute to another beloved artist, John McCracken.

Room For Ritual encouraged viewers to bring in an object of their own that provides profundity in their lives, creating meaningful connections between the viewer, the designer and the object as part of the overall experience of the exhibition.

Everyday, people are exposed to vast amounts of information through new media and social networks. In part due to the advertising influence of the internet, they tend to buy more and more; ending up with masses of objects which start to mean nothing.

Room For Ritual aimed to change this, bringing back the joy and meaning inherent in objects and re-carving the space for daily rituals in our lives.

Client: Sergio Mannino Studio


@ home in the internet Group Exhibition Introduction

@ home in the internet is a group show exploring the phenomenology of digital life and self increasingly sinking into the disparate merging of IRL and online. 

We’ve been alone, together, for much of 2020. The cyber threads that connect us both frustrate and enrich through the stifling confusion of zoom meetings, angrily existential instagram posts, pixels of places we’d rather be and the faces we so dearly miss. 

We’ve learnt of the dangers of algorithms, mindless digital beliefs and the narcissistic competition of social media - but we’ve also been able to harness the internet’s goodness through niche memes, impromptu zoom parties and funny face filters. 

This show has been in the making for over 12 months. The internet is vast and I’ve only attempted to explore one small corner of it. Indeed, through the process of curating this show, I have realised that there are many themes that intersect with the internet and inevitably manifest through my work and the work of others. For me, the internet is deeply connected to faces. The internet is increasingly connected to solipsism. And the internet is connected to identity. I link these three together through feminity, queer identity, and infinite depictions of my face as an avatar to stand for the broader sense of ‘me’. This also serves to illustrate the lone wolf feeling that I’m quite confident everyone has experienced, late at night, estranged from society whilst scrolling endlessly through its digital opinions, - your face propped up by pillows and lit up with each new notification. 

To get back to tangible matters, and before we begin, I would just like to thank Jess, Ruby and Angela from NOIR Darkroom for making this pipe dream show a reality. Thank you. 
I’d also like to thank, deeply, my fellow artists – Jess, Giulia, Fiz, and Tamara, and Brigit. The level of drive you’ve given to this journey has made the show happen. Thank you. 

And now, to the audience –– Thankyou for joining us as we peer at ourselves through the darkening screen and wonder, collectively, what comes next. 

Client: NOIR Darkroom


LinkedIn for Architects: How To Reach Potential Clients (Excerpt)

How do you improve the chances that your architecture practice is marketing to potential clients, and not just other architects? In this article, I’ll explore some of the reasons that architects are using Linkedin to market to new kinds of audiences, and the strategies you can use to do it too.

Linkedin requires a very different approach to marketing

When you think about social media, is Instagram the first platform that comes to mind? Most architects have become super comfortable and familiar with Instagram’s quickfire, visually-focused style. It’s absolutely taken over as the dominant marketing platform for architecture practices.

There’s lots of reasons that’s happened, and I’ve covered some of them before. However, as time goes on, architects are starting to get a bit disillusioned with the single-minded focus on aesthetics that Instagram requires from us. 

Sure, Instagram makes the task of promoting beautiful images easier, faster, and better than ever before. But, somewhere along the way, did we forget how to do anything else?

There’s nothing wrong with celebrating some really lovely architectural images. Finished projects are a super valuable part of what will make your marketing work, but it’s not (and shouldn’t be) the only tool in your toolbox. After all, people are hiring a person, and not a building, when they decide to work with your practice. They want to get to know who you are, and it’s critical that your marketing helps them to do that.

Of course, you can try your best to squeeze more information about your practice into your Instagram captions; but most of the time, the message just gets lost or overlooked. When that happens, your followers only see one aspect of your brand and miss out on a lot of the important stuff we want them to know about you and the work you’re doing.

What Instagram lacks are the more meaningful conversations - the opinion pieces, the interesting expert insights, sharing of knowledge and the dialogue between disciplines. The serious stuff for the serious-minded clients!

This is where I think Linkedin has some potential to offer something different for architecture marketing. Unlike Instagram, LinkedIn is built for opinions and conversations; and for engaging in debate with both peers and non-architects alike. It facilitates grappling with more nuanced or complicated ideas, sharing and discussing interesting articles, news, videos, presentations, podcasts, books - and ultimately sparking conversations with a greater variety of people. 

Client: Office D. Sharp


Warm Up: The MoMA PS1 Party Experience

As a founding player in the alternative-space movement, MoMA PS1 has been active as an experimental art gallery since its beginnings in the late 1970s. Exhibiting predominantly contemporary and postmodern art, PS1 aligns exactly with the general consensus that contemporary art is an avant-garde force straying from established modes of art-making.

However, it is arguably as much an institution as its father art-space, MoMA, requiring a comparable amount of funding to maintain itself. Its Long Island location reinforces both its claim to difference and the funding it requires, being a moderate distance from the majority of the modern and contemporary museums on the other side of the East River.

Over the course of summer in New York City, PS1 hosts a series of day-time, weekend parties. These parties are aimed at the city’s young and hip. They boast a wide range of sonic, primarily DJ-based talent intended to align with the innovation of the art inside the gallery itself. The stage design is one of the major visual features of Warm Up, and aims to complement the experimental, genre-blurring music performed.

Assumedly, these parties are a key source of seasonal funding for the gallery; relying on the good taste of the clientele that they endeavour to attract. PS1 is also funded by corporations and a generous medley of philanthropists. A cynical interpretation of these parties is that they are just another element of the money-focused machine that is the contemporary art market – bringing into question the gallery’s status as independent alternative art venture. Despite this, however, Warm Up has had continuous success throughout the eighteen years that PS1 have initiated the events. 

Assessed work


5 Ted Talks to Inspire Your Career
From the pragmatist to the idealist, these talks offer inspiration to anyone looking for fulfilment in their career.
Find Your Dream Job Without Ever Looking at Your Resume ǀ Laura Berman Fortgang ǀ TEDxBocaRaton
According to Laura Berman Fortgang, career satisfaction doesn’t come from what you do. It comes from who you get to be when you’re doing it. Through stories from a variety of people as examples, Laura advises us to find the driving force underneath the shifts in our career paths. Listen to this talk and quit using your resume as a map.
Three Questions to Unlock Your Authentic Career ǀ Ashley Stahl ǀ TEDxBerkeley
Ashley Stahl’s philosophy is to do work that aligns with who you are, not what you love. It sounds counterintuitive, but she has a point. If you’ve ever felt like you’re banging your head against a brick wall trying to find your passion, perhaps it’s time to stop.
Why the Best Hire Might Not Have the Perfect Resume ǀ Regina Hartley ǀ TED@UPS
If you’ve battled your way through university, paying your own way and waiting tables to make ends meet, chances are you might have the right life experience for your dream job. Regina Hartley weighs up the pros and cons of hiring someone with all the right qualifications, already set up for success, against someone who’s had to work a little harder in life to get where they are.
Why Some of Us Don’t Have One True Calling ǀ Emilie Wapnick ǀ TEDxBend
We’ve all been asked the familiar question: ‘What do you want to be when you grow up?’ But what if you don’t want to be one thing? What if you want to be a psychologist and a violin maker? According to Emilie Wapnick, you can be both. There’s even a word for it: ‘Multi-potentialite’. Many multi-potentialites feel anxious about having to fit into the traditional, romanticised framework of choosing one career dedicating your life to it. However, innovation can happen at the intersection. Let Emilie reassure you.
What They Don’t Teach You About Career Fulfilment in School ǀ Ryan Clements ǀ TEDxKelowna
Ryan Clements shares his story and offers advice on the grand obstacle of finding career fulfilment. The trick is to disengage with a job’s material or monetary outcome and simply enjoy the actions it takes to do the job itself. It might sound hard to fathom, especially when rent needs to be paid, but with the right motivation – i.e. for the sake of the job, not the sake of its outcome – Ryan shows that you can be intrinsically rewarded.

Client: ScoutJobs


Combined Methodology Report 2023 (Excerpt)

I have also been inspired by artist Pilvi Takala’s performance-based practice. Takala is known for “stress test[ing] the conventions and codes that govern our daily interactions”. Through “infiltrating offices, theme parks, shopping malls, and public spaces” , the artist adopts various personas that question and quietly disrupt social norms.

This connects to writer Jenny Odell’s idea of “resistance in place”. Instead of running away to the woods or becoming a monk, Odell urges readers to instead “make oneself into a shape that cannot so easily be appropriated by a capitalist value system.” I’m passionate about this idea - I believe that we can only make positive change from inside the system.

To further the corporate-consumerist undermining, I had the idea of ‘glitching’ well-known logos in Photoshop. I added these in at random intervals, and lined some of them up with the piano ‘plinks’ in the background, contributing to the work’s playfulness. I wanted these to evoke the bombardment of advertising experienced on my commute to and from work/university. 

I was pleased with the final result of this project. I found that I was able to positively harness my perfectionism and persist through the technical headaches when I envisioned the result. Class feedback located the narrative in the work, as well as the “corporate and advertising [language and imagery] sliding into the everyday”. They remarked that the ‘song’ was reminiscent of hymns sung in US megachurches, which I found to be a wonderful observation hinting at the sinister indoctrinal nature of corporate ideology.

Assessed Work

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