Author: Arch Copy
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This house
This house was a sad thing. She’d sat, weeping, for decades – unloved, undone. I wanted her because she was cheap, but also for her long upstairs corridor and her proximity to both sea and river. She’s not fancy, not in the slightest. She’s a red-brick Victorian semi, just one shabby old lady amongst millions…
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Wild knowledge
There’s a certain kind of knowledge you can find peace in. It’s quiet, it’s not clever, but it’s a grounding force inside you. The folk names of plants. How a valley came to be. Where wild raspberries grow. The phases of the moon. A pinch of salt in chocolate, a pinch of sugar on tomatoes.…
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Creative Direction of Truffle Pigs
I was a copywriter for 10 years. I learned about structure and aesthetics, sitting next to designers and developers. I was often told off for how much time I spent with them. But I knew words. I wanted the next bit: getting the words into people’s eyeballs. When I started working for an insurtech startup…
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The tricky-sticky of creative brand play
When I was playing with AI image generation a few weeks ago, I tried out a Nike Airmax prompt to see how brands could potentially tap into this type of creative. This is something people like me do. We do free spec work for fun. It’s a great way to test ideas and see if…
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Haunted AI
Last week I fell into AI image generation. I signed up for the MidJourney beta and was immediately obsessed. I have way more vision than artistic skill, so plugging insane concepts into a robot suits me down to the ground. You then refine and refine until you arrive at your perfect nightmare. My bubblegum circus…
Arch Creative 