Hello! Thanks for checking out my work. I’m Alice, a London-based senior conceptual creative and copywriter with a decade’s experience shaping creative storytelling through the lens of culture.

I started out as a writer at Dazed, before moving into agency and brand, creating work across luxury fashion, sports, lifestyle, beauty and tech. Since then, I’ve worked at The Face, Hypemaker, Dazed Studio, Morning, On, Mulberry, and more.

Through that experience, I’ve developed an approach that brings together an editorial and strategic POV, conceptual thinking and a strong understanding of culture and audiences.

As a freelance copy lead, I develop big campaign ideas, shape the story and creative approach around them, and build the messaging frameworks that hold the narrative together. I lead social ideation and write scripts and copy across every touchpoint, from film and OOH to social, editorial and digital.

Wanna work together? Get in touch. alicenicolov@gmail.com