Every piece of brand copy, social content, published article, walkthrough, deck, script, and author page — in one place. Updated as the work lands.
House of Shafaq is a Dubai-based production and creator agency with exclusive access to the top 1% creators across India and the UAE. My role: build the messaging frameworks, write the ad copy, and script the creator videos that take a brief from idea to a live Meta ad. Everything starts with audience psychology — who the person is, what pain they're carrying, and what makes them stop scrolling.
BurntFilter's USP is exclusive access to pre-committed creators — no chasing WhatsApp, no left-on-seen. The challenge: communicate that to two very different people without saying the same thing twice. I built an ICP-persona framework across both avatars, wrote four scripts, and the ads went live.
Script 1A "The Chaser": operational exhaustion → exclusive-access shortcut. Script 1B "Spreadsheet of Mistakes": your title says one thing, the job becomes something else entirely. Pain: chasing creators on WhatsApp all day, left on seen, agencies running the same old excuses.
Script 2A "Ghosted": DM-ing creators and getting left on seen → exclusive access kills the negotiation. Script 2B "The Competitor Just Did It": FOMO + competitive pressure → speed and exclusive access. Pain: rates that make your CFO choke.
Designed a full ad copy creative workflow for HOS — raw audience data → brief → persona matrix → ad copy → script output. Built so the system runs messaging tests at scale without starting from zero.
Built a full audience research document for HOS before briefing began — competitor positioning, creator economy pain points, ICP language, and the specific moments of frustration that make the hook land.
The Real You is a founder-led marketing agency run by Shreya Jein. I write across their client roster — ghostwriting personal LinkedIn and Instagram content for founders and designers, and running the full social media copy for two client brands end to end. Every piece starts from the same place: what does the person reading this actually need to feel or know, and what's the one thing I can say that the reel or image can't already say itself?
Interior designer and co-founder of JEA Dubai. I ghostwrite her Instagram captions and reel copy across project types: elevator reel, AC slot-diffuser walkthrough, Nashik family stay, Concu cafe YT description, hanging rods detail, multicultural carousel, flooring ranking, wallpaper listicle, and ongoing JEA Dubai project carousels. Voice: confident, direct, specific, always ends on a question.
LinkedIn and Instagram ghostwriting for TRU's founder. Work culture post — "my studio clocks out at 5:30" — was picked up by 30 publications. Led with an uncomfortable truth about Indian work culture, backed by Germany's productivity data, and closed on a question people couldn't scroll past.
All content for the Heer collection — every caption, post copy, and carousel narrative. Fashion label writing that carries the product without describing it. Visual references anchored in feeling, not feature lists.
Last 9–10 posts across captions and post content. Home-organisation brand where the copy meets the reader at the "why haven't I done this yet" moment rather than explaining what organisation is. Practical but never dry.
Every caption has to add something the viewer can't already see or hear. If the reel shows it, the caption earns its space by going deeper.
Each client speaks differently. Sarah is confident and direct. Shreya leads with uncomfortable truths. The writing follows the person, not a template.
The goal is precision. Every word either earns its place or gets cut. The hook is set first and never changed; everything else gets edited around it.
Marquee pieces and exclusives that delivered measurable reach.
Exclusive interview with the former NFL player and Ice Shaker CEO. Held #1 on Google for three weeks and drew direct social engagement from Gronk himself.
The behind-the-scenes editorial doc. Drafting, structure notes, and source organisation for the exclusive interview.
Headline call that broke through Google Discover. Built entirely around audience intent and algorithm signals at the time of publish.
Contributed to 3M views in a single 24-hour window during Super Bowl LIX. Only NFL journalist selected for the EssentiallySports Journalist Excellence Program.
Short, candid videos on what I've built, what's worked, and how I work day to day.
The proudest professional moment (Gronk exclusive) sitting next to the proudest personal one: my self-published novel, Almost, Always.
What made the 2M+ Discover piece land, why Apple News asks a different game of you, and where Google is leaning on personalisation now.
Claude Sonnet and Gemini Pro in the workflow. Ideation, competitor scans, trend extraction, fact-check. Human oversight is still the last gate.
Original observation work and the creative pivot pitch.
A strategic observation on India's D2C travel market. High-visibility utility against premium aspiration. Which way is the audience leaning?
BLUORNG × Hot Wheels. Streetwear meets nostalgia IP, the kidult economy turned into brand value, and a thesis on why the bully got humbled.
Creative case study for COMET. A capsule collection tied to Gaganyaan — 800 pairs across four colorways inspired by aphelion, built around an ISRO Gaganyatri.
The creative pivot deck. Marketing-trained, newsroom-tested. Built around the only metric that matters: stopping the scroll.
Spec scripts written in the voice of real creators — researched, structured, and built for platform-native storytelling.
Long-form travel video script in the voice of Sean Hammond. Kazakhstan's steppe, eagle hunters, nomadic life — hooks, B-roll directions, save points, and 10 Instagram captions included.
YouTube explainer in the voice of Murrad. Data-driven, direct-to-camera covering Plan B myths, the 22% unemployment reality, and the truth about studying abroad in 2026.
Full bylined catalogue across current and recent publications.
Content Manager & Copyeditor. All bylined and edited work across the NFL season, Combine, and Draft cycles.
Writer → Senior Writer → Editor. Includes the Gronk exclusive, the Kirk Cousins feature, and Super Bowl LIX coverage that hit 3M views in 24 hours.
500+ articles produced for The Sporting News across five affiliate markets. Each region adapted in tone, search behaviour, and conversion intent.
Working doc of the prompts used in production. Ideation, competitor analysis, trend extraction, fact-checking. Built around Claude Sonnet and Gemini Pro.
Find me online.
LinkedIn
The professional record. Endorsements, full history, recommendations.
Haiderlogy · Substack
Political and cultural analysis. Long reads with a point of view — the writing that doesn't fit a desk brief.
@thq_lfc
Sports, takes, headlines, the occasional thought on Liverpool.
@haiderlogs
The personal feed.