JAMES AVIAZ
SENIOR COPYWRITER & MESSAGING LEAD
Formerly in-house at Spotify and Uber in New York.
Now working independently across positioning, messaging and copy for Spotify for Artists, Heidi, Pilot and other clients.
Based in Melbourne and working globally.
SELECTED CLIENTS & EXPERIENCE
In-house
Spotify
Uber
Agency
Huge — Tinder
Anomaly — Budweiser, Marriott
Alldayeveryday — Amex, Airbnb
Independent Clients
Spotify for Artists
Heidi
Pilot
Origin Financial
Sydney Opera House
Agency Partnerships
Honey Insurance
Afterpay
Certn
Amp Human
SPOTIFY FOR ARTISTS
Take Your Fans Further
Independent client · Product narrative, messaging framework and campaign platform
Created Take Your Fans Further, connecting Spotify for Artists’ growing fan development ecosystem through one shared narrative and campaign platform.
HEIDI
By Your Side
Independent client · Brand positioning, product messaging and verbal identity
Shaped Heidi’s positioning, product and category messaging as the company expanded from medical scribe to broader AI care platform.
Testimonial
“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
Independent client · Brand positioning, brand platform and verbal identity
Developed Level Up Your Health, repositioning Pilot around confidence, self-improvement and a longer-term relationship with men’s health.
Recognition
AGDA Awards (Finalist)
Testimonial
“James was pivotal in shaping Pilot’s brand positioning, verbal identity and approach to storytelling.”
— Olivia King, former Head of Design, Eucalyptus
SPOTIFY
A Decade Wrapped
In-house · Campaign
Wrote across 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 Winner
SPOTIFY
Wrapped for Artists
In-house · Digital experience
Developed data stories and wrote copy for Spotify for Artists’ Wrapped experience, turning annual performance data into a clear, personal and celebratory experience for artists.
Recognition
ADC Gold, One Show Bronze
AIRBNB
#NotYetTrending
Agency · Campaign platform
Conceived #NotYetTrending and led its development into a campaign platform around under-the-radar travel destinations before they became mainstream.
Recognition
Shorty Awards Bronze
