Copywriting/Strategy: Nothing Like I Imagined

In five funny and charming original essays (plus one bonus story) Mindy Kaling gives us a peak into her not-so-glamorous life in Hollywood, her single motherhood, and her social anxiety. She fills us in on her different types of “friends” she’s made throughout her time in LA, the time when she narrowly avoided a birthday toast, and her day to day as a TV producer.

The main creative approach highlights the idea of how Mindy is actually pretty relatable and normal. Yes of course, she's Mindy Kaling and she's glamorous and successful, but behind the public image she's just like us. And we get to hear some of those truths in this title. ​Check out the full strategy deck here or skip straight to the writing samples and scripts below.

















Trailer Concept 1: In Real Life

Mindy Kaling is talking to camera while living various parts of her day and weaving in the promotion of the content. A trailer might start with “Hi I’m Mindy Kaling” and will take on a slightly earnest but commercial tone. These scripts touch either on the relatable normality of her day, or the frenzy of single motherhood.











Trailer Concept 2: Inner Monologue

Mindy is placed in awkward social situations of daily life, and we can hear her scattered inner dialogue, She congruently makes facial expressions and has a couple of unwieldy outbursts, but she manages to mention her new Audible Original.