As an associate writing director at the digital creative agency Instrument, I work with brands like Google, Spotify, Uber, YouTube, Nike, and Sonos to create innovative experiences powered by devastatingly effective copy.
Which is a fancy way of saying “I make good words.”
Select projects
My sharp messaging frameworks and brand narratives showcase Google’s digital tools, science initiatives, philanthropy programs, and more.
Uber
With snappy spots, bold billboards, and non-annoying podcast ads, I introduced Uber for Business to enterprise customers.
Nike
By combining inventive copy with on-target strategy, I supercharged Nike’s massive email campaigns.
YouTube
My spots for YouTube Advertising stream across North America, Great Britain, Australia, Brazil, Indonesia, South Korea, and Japan.
Greenhouse
I helped Greenhouse showcase their premium hiring platform with refreshed messaging, original video scripts, and updated manifestos.
Sonos
My vibrant audio scripts made Sonos’ customers and partners see — and hear — the benefits of Sonos Radio.
Android
I’ve collaborated with Android on everything from larger-than-life out-of-home video to experiential installations.
Zwift
I teamed up with the online cycling platform Zwift to refine their messaging and streamline member outreach.
Samsung
With a focus on integrated tech and customizable aesthetics, I helped Samsung connect with younger families.
Charge Bikes
When Charge Bikes was ready to announce their electric relaunch, I crafted stories, headlines, and taglines for dotcom and social.
Travel Portland
To help Travel Portland reach future visitors, I developed lively long-form articles, an all-new newsletter, and unconventional convention swag.
Movie Madness
Unearthing arcane myths and astonishing legends, I told the thrilling tale of Movie Madness, the greatest video store in the galaxy.
Journalism
My writing has also appeared at The Believer, StarTrek.com, WIRED, Reactor, io9, The Stranger, and more. As executive editor of the Portland Mercury, I covered politics, film, books, and just about anything else you can think of. A few of those pieces:
News
- AOC, Bernie, and Earl Blumenauer take on climate change (Portland Mercury)
- Cities are taking back the internet — and making it faster and cheaper (Portland Mercury)
Film
- Guillermo del Toro discusses the tragedy and delight of The Shape of Water (The Stranger)
- With 2001: A Space Odyssey, the Hollywood Theatre brings back 70mm (Portland Mercury)
TV
- How to start an interstellar revolution (StarTrek.com)
- That time Kirk and Spock had beers with Satan (StarTrek.com)
Books
- Cory Doctorow examines our dark present, and our possibly slightly less dark future (Reactor)
- Science Pushes Open New Doors with Blood-Smeared Hands: Cixin Liu’s Ball Lightning (Reactor)
Those damn video games
- Sandbox games in a locked-down world (The Believer)
Contact
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Erik Henriksen 