my work
i'm a copywriter and brand strategist in dallas. right now i run the newsletter and x articles at moonshot (yc s26). i graduate from the university of houston in december 2026.
“I remember you. The theatrics combined with the insight was killer.” javier farfan, the nfl's global brand consultant, after judging push forward
if you only read one, read the nfl one.
- nfl: push forward an awareness brief we turned into a campaign about connection.
- moonshot a pivot letter, an essay, a launch piece, one short email and the x articles.
- artist boat a houston campaign to help save 204 acres of galveston coastline.
- salad & go the insight and the media plan behind a fast food campaign at loomis.
- fora a debate app i co-founded, and an ai opponent named ragebait randy.
- tulu a 3-week job i rebuilt to run in 20 minutes.
p.s. at loomis, my account lead told me a client has to be able to repeat the problem in one sentence, or they can't act on it. i write that sentence first now.
nfl: push forward
the brief
the nfl asked us to raise awareness of its six youth programs: nfl flag, flag in school, play 60, character playbook, inspire change and way to play. 45% of nfl fans knew about them. among everyday consumers it was 32%.
what we found
the nfl already gets billions of impressions. the programs still weren't reaching families, and six separate names gave a parent no reason to keep track of any of them.
then two numbers from our research changed the brief. 93% of parents believe their kids feel comfortable sharing their emotions. 43.9% of kids are uncomfortable talking to their parents about their personal lives.
the reframe
we reframed it from an awareness problem to a connection problem. the question became: how can six programs become one reason for families to care?
the line
i framed the insight as one line:
“no one was meant to play the hardest game in the world.”
it set up the idea of the nfl as a teammate for families.
the idea
push forward brings all six programs under one platform and casts the nfl as a teammate that helps families push past what holds them back. it runs on four pillars: emotional, physical, social and intellectual. our growth audiences were young women and latino families.
the campaign closes on:
“because no matter what stands in your way, you can push forward.”
what i made
i built the campaign's two brand partnerships.
nfl x lego, "brick by brick"
a branded content series with the boys & girls clubs of america, the highway billboard at the top of this page and a walk-in brick installation.
nfl x sonic
four zone cards, one for each pillar. cutter gloves with a pillar printed on each finger. a sonic football.
the full campaign also ran a tv spot called "the extra push," audio, transit and social, made with the rest of the team. my other job was keeping creative, media and the account director talking.
how it did
76% picked push forward over four other concepts in pre-testing. we placed 2nd at districts.
javier farfan, the nfl's global brand consultant, judged it. afterward, at the hotel, he told me:
“I remember you. The theatrics combined with the insight was killer.”
read the full plansbook (pdf, 16mb)
moonshot
moonshot makes jalapeño, a small earpiece that remembers what you say out loud and reminds you when it's time. it's $99 to preorder.
i wrote the brand positioning. its core line is "proactivity, not transcription." i also run the newsletter, which goes out as "anish at moonshot," and the x articles, which are long guides built to be saved. the x articles send readers to the newsletter, and the newsletter asks for the preorder.
four pieces to read
1. the pivot letter
1,140 people had signed up for the open, a daily letter about opentrade, the team's stock market game. the game was dead, and the same team was building an earpiece. this letter had to tell readers what happened and give them a reason to stay.
preview: 457 people opened it and made zero moves. this is the rest of the story.
457 people opened the game, made zero moves and closed it.
12 of 1,113 readers unsubscribed. read it
2. the essay
my screen time hit 15 hours one wednesday. this piece is about that number, the people who built the feed to keep us on it, and hinge, the dating app built to be deleted. moonshot wants to do the same thing to the phone.
preview: my screen time used to be 3 hours a day. two of those were clash royale.
My screen time used to be 3 hours a day, and two of those were Clash Royale.
Then it hit 15.
3. the launch piece
the first letter about samantha, the voice that will live inside jalapeño.
preview: she remembered what you forgot to write down
you told your roommate you'd call your mom back this week. you forgot. she didn't.
two lines from further down:
“every other ai is built for your work. samantha is built for your people.”
“ears on. eyes up.”
4. the short one
i wrote this one myself, start to finish. here it is in full:
preview: scrolling around, taking a breather?
after work, do you guys ever just sit in the car for a minute?
it's a long day, lots of stuff happening. a breather is nice. it's not an escape, you don't want to escape from the people you love. so what is it?
hit reply and tell me what that minute is for. one line is plenty. i'll share a few answers next week, and i'll ask before i use yours.
anish
p.s. we're building jalapeño, a small earpiece that remembers what you say out loud and reminds you when it's time. it's $99 to preorder, and you can cancel for a full refund any time before it ships. we're aiming for early december. if that date moves, i'll tell you first.
x articles
guides that teach a process people can copy.
- "How to build a proactive AI with Claude in 30 minutes (full guide)", october 1
- "how to take your company from $0 mrr to its first 10 buyers with proactive ai", october 13
how it gets made
i built moonshot's content system with claude code. agents brief, draft, edit and fact-check each x article in a house voice i set, from a knowledge base built on six writers: dan koe, sherry turkle, oren john, tom chatfield, albert borgmann and edward de bono. nothing posts until i approve it.
the newsletter lives at joinmoonshot.beehiiv.com.
artist boat
artist boat is a galveston nonprofit that buys coastline to protect it. it had raised $12.5 million of a $16 million goal. the last $3.5 million would unlock state and federal grants for the final 204 acres.
what we found
we surveyed 660 people. 91.5% said conservation mattered to them, and under 3% had ever been to galveston. money held people back, and so did doubt about where donations go. people also cared more about looking good than about doing good, so we gave donors an identity to step into.
the line
artist boat's own line was "be one in a million." we changed one word:
“be someone in a million.”
it nods to the BE SOMEONE graffiti over I-45, so giving to galveston feels like a houston thing to do.
the plan
seven activations, each with a cost, an impression estimate and a cpm:
- billboards on I-45
- an exhibit at the houston museum of natural science
- an astros first pitch
- a drone show over the beach in galveston
- an art car in the houston parade
- the shoreline stride 5k, run along the land being saved
- merch on tiktok shop
we projected $3,532,104 in donations, enough to close the $3.5 million gap.
what i did
i ran the account across media, planning and creative. i rewrote copy throughout the plansbook, built the deck and presented it to artist boat's director and coo. i put a cost, an impression estimate and a cpm on every activation, from a $30,000 museum exhibit to a $250 welcome sign.
salad & go
salad and go serves fresh food from a drive-thru. none of that came through on its social channels.
the insight
fast food sells the quick payoff, and healthy food gets sold as the responsible choice. so the category had made healthy the opposite of fun. i helped land that insight, and our creative team turned it into "salad and go is fun" and the campaign "lettuce turn you on to fast food."
the media plan
13 weeks on instagram, facebook and tiktok in three markets, at $25,000 a month. i split the money by how well each market already knew the brand:
- phoenix knew it best: $12,500 a month, mostly to get people into the drive-thru.
- tucson barely knew it: $8,750 a month, mostly awareness.
- las vegas sat in between: $3,750 a month, mostly awareness.
an even split would have spent awareness money where people already knew the brand.
projected results: 3.4x quarterly impressions (1.5 million to 5.1 million) and up to 267% more instagram engagement.
fora
fora was chess.com for debate. our line was "debate is a sport," so we built ranked matches, a leaderboard and an ai judge that scored each side from 0 to 100 on logic, evidence, rebuttal and clarity.
what the research found
i surveyed 100+ people and found they debate to feed their egos, not to learn. we built the product around that.
the opponents
i designed all five ai opponents. three of them:
- chill carl makes weak claims and half-concedes when you push.
- professor pat builds structured cases from evidence.
- ragebait randy argues badly on purpose to make you lose your temper. i added him last, after the ego finding came in.
the twitter bot
to test the idea in public, i built a bot that posted twice a day for five weeks. each post set two sides of a low-stakes argument against each other and asked people to defend their pick. it got 100+ comments and 10,000+ impressions across 70 posts.
how it ended
investors passed and we couldn't find a way to scale, so we stopped. the site is still live at fora.llc.
tulu
tulu puts iot amenity units in apartment buildings, student housing and offices. every new location needs 8 pieces of printed collateral, each with its own qr code and listing link.
across 300+ locations that's about 2,400 assets, all made by hand. every copy was a chance to point a qr code at the wrong building.
i ran the process by hand first to see where it broke. then i rebuilt it in n8n as one loop:
location sheet (300+ locations)
↓
n8n loop, about 20 minutes
↓
canva qrtiger typeform
8 pieces 8 qr codes listing + link
↓
results written back to the sheet
three weeks of work now runs in 20 minutes, and tulu still uses it.
contact me.
i'm looking for copywriting and brand strategy roles. i'm in dallas, and i graduate in december 2026.
email: anish.v.raghavan@gmail.com
linkedin: anish raghavan
resume: download the pdf