JAMES AVIAZ
SENIOR COPYWRITER & MESSAGING LEAD
For brands, products, launches, and moments that call for exacting writing, human discernment, and good taste.
Formerly in-house at Spotify and Uber in New York. Independent work for Spotify for Artists, Heidi, and Pilot.
SELECTED CLIENTS & EXPERIENCE
In-House
Spotify
Uber
Huge (Tinder)
Anomaly (Budweiser, Marriott)
Alldayeveryday (Amex, Airbnb)
Direct Client
Spotify for Artists
Heidi
Pilot
Origin Financial
Sydney Opera House
Agency Collaborations
Afterpay
Honey Insurance
Certn
Amp Human
SPOTIFY FOR ARTISTS
Take Your Fans Further
Direct Client · Messaging Platform
Created a messaging platform for Spotify’s fan development tools, giving the team sharper language for how artists grow, understand, and engage their audience.
HEIDI
By Your Side
Direct Client · Brand Foundations
Sharpened Heidi’s brand language as the company expanded into a broader AI care platform, including updated brand foundations, manifesto language, and the “By your side” tagline.
Client Note
“James played a key role in shaping how Heidi presents itself to the market. His work helped clarify our position and how we talk about the product and the category.”
— Leah Mahtani, former CMO, Heidi
PILOT
Level Up Your Health
Direct Client · Verbal Identity & Brand Platform
Repositioned Pilot away from symptom-first health marketing, developing a broader brand platform and tone of voice built around long-term self-improvement.
Recognition
AGDA Awards (Finalist)
SPOTIFY
A Decade Wrapped
In-House · Campaign
Wrote copy for Spotify’s A Decade Wrapped campaign, translating 10 years of listening data into culturally specific creative across cities, artists, and audience behaviours.
Recognition
One Show (Gold), ADC (Silver), Webby Awards
SPOTIFY
Wrapped for Artists
In-House · Digital Experience
Developed copy for Spotify for Artists’ Wrapped experience, turning annual artist data into a sharper, more celebratory product moment.
Recognition
ADC (Gold), One Show (Bronze)
AIRBNB
#NotYetTrending
Agency Collaboration · Campaign Platform
Led copy development for a campaign platform built around under-the-radar travel destinations before they became mainstream.
Recognition
Shorty Awards (Bronze)
