JAMES AVIAZ
SENIOR COPYWRITER & MESSAGING LEAD
Clear messaging and sharp copy for complex products, major launches and brands in motion.
Formerly in-house at Spotify and Uber in New York.
Independent messaging and copy leadership for Spotify for Artists, Heidi and Pilot.
Based in Melbourne. Working with clients globally.
SELECTED CLIENTS & EXPERIENCE
In-House
Spotify
Uber
Huge — Tinder
Anomaly — Budweiser, Marriott
Alldayeveryday — Amex, Airbnb
Direct Clients
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 & Campaign Platform
Defined the message and campaign platform for Spotify for Artists’ fan development tools, giving the team a clearer way to explain fan growth to artists and industry partners.
HEIDI
By Your Side
Direct Client · Brand Language & Verbal Identity
Reframed Heidi’s brand language as the company expanded from medical scribe to AI care platform, clarifying its position, message hierarchy and voice.
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
Direct Client · Verbal Identity
Developed Pilot’s language as the brand moved beyond symptom-first health marketing, creating a verbal identity system 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 Winner
SPOTIFY
Wrapped for Artists
In-House · Digital Experience
Wrote Spotify for Artists’ Wrapped experience, turning annual performance data into a clear, personal and celebratory product story for artists.
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
