White hat copywriting
in the digital Wild West
Hey there, my name’s Justine Sheriff.
I know, right? That's a lot of justice for one name to carry (my parents were hoping for a judge). What does it mean for my work as a brand and creative copywriter? It means I’m a white hat in the Wild West of the digital space. I work for the greater good. When I see bad guys like meaningless marketing, AI slop and dodgy English, my typing finger gets real itchy.
With 15 years of experience, I help brands define how they sound, what they say, and how they connect with people. From TVCs to taglines, from brand voice to 360° campaigns, I deliver the words and ideas that mean business.
More about me
Based in Paris, I’m an English native who grew up between Canada and the UK, and yes, I speak fluent French. I help my clients perform internationally by staying culturally aware and connecting with consumers.
I started out writing magazine articles, then did the whole English-teacher-travelling thing, shifting into copywriting when I saw how French brands were getting lost in translation.
Do I have a favourite thing? Yes - defining brand voice, narrative and slogans, the foundations that shape everything that follows. Do I have a specialty sector? No - one of the things I love about my job is learning about new worlds and the people in them. Keeps things fresh!
I know what I stand for, whatever I’m working on, whoever I'm working for: authenticity, creativity, connection and culture. And the preservation of damn fine English. If you care about those things too, I can't wait to work together.
- Lancôme, Clarins, Shiseido, Maison Margiela Perfumes, Vichy Laboratoires, Biotherm, La Roche-Posay, Carolina Herrera, Jean Paul Gaultier, Dior, La Prairie, L'Oréal Professionnel, Takami, Sephora, Kérastase
- Gillette, Gillette Venus, Danone, L’Oréal, Carrefour, Elle&Vire, Nestlé
- Nespresso, PIaget, Ulysse Nardin, TAG Heuer, Armin Strom, Salomon, Chopard, LVMH
- Le Cheval Blanc, Accor Live Limitless, Pullman Hotels, MSC Cruises, Accor Group
- RATP, Valeo, Peugot Citroen, Renault, Free Now
- Safran, Probance, Braincube, Adloop, mc2i
- Swarovski, LOEWE, Lacoste, Agnès b, Tartine & Chocolat, Wonderbra, Herloop
- Pernod Ricard, Ao Yun, Hennessy, J&B, Havana Club, Cointreau
- St. Gobain, EDF
- Brand positioning: expressing a brand’s voice, messaging and place within its category through language and narrative.
- Brand storytelling: translating positioning into brand narratives, manifestos and foundational messaging.
- Brand voice: defining the brand’s editorial personality, how it writes and speaks across channels, including tone of voice and messaging guidelines.
- Naming and verbal systems: brand names, taglines, slogans and key messaging frameworks.
- Transcreation: adapting brand messaging from French to English while preserving tone, intent and cultural nuance.
- Campaign copywriting: headlines, taglines and campaign messaging adapted across channels (OOH, digital, social, print and film).
- Scriptwriting: OLV and TVC film scripts for brand and campaign storytelling.
- Performance marketing and CRM: lifecycle messaging, email campaigns and customer communications aligned with brand voice.
- Editorial and content: long and short-form articles and branded content with a strong focus on digital platforms.
- Social content: reels, stories, carousel, including captions and short-form scripts.
- Podcasting: writing and hosting podcasts and interviewing guests
- Voice recording: narration, voiceovers in UK or US accent, useful for a “voix maquette”