Maggie Joanna Nyzell, looking away

Maggie
Joanna
Nyzell

10+Years in the game
60+Clients led
5 YEARSIn leadership
21Soundtracks on repeat

Hi, I'm Maggie

I've spent more than ten years helping brands find the right words: first as a journalist, then as an agency copywriter on accounts like Samsung and McDonald's, then leading marketing strategy for more than 60 clients.

Every brief I’ve worked on comes down to one question: what does this moment need for people to feel it? For years, the answer was words. Now it’s a song.

What I bring to a brief

  1. 01Creative strategy
  2. 02Storytelling
  3. 03Brand voice
  4. 04Audience insight
  5. 05Client management

Selected work

Creative works

Music supervision · Case study

Cosmos Laundromat: First Cycle

An alternative musical treatment for Blender Studio’s animated short, from spotting the film to choosing and clearing the cues.

Advertising · Meta ads

Crownover Company

Three campaign concepts and a targeting strategy for an ultra-luxury custom home builder.

Brand & strategy · Brand voice

Costa Careyes

A brand voice for a private coastal community in Mexico, and the website copy built on it.

30-second radio spot · Leo Burnett

0:30

Advertising · Radio

McDonald’s

A Halloween pitch built on an old wives’ tale: cheese before bed gives you nightmares.

Brand & strategy · Sales pitch

Dorelan × Royal Caribbean

The pitch deck that won an Italian luxury mattress maker the Royal Caribbean account.

Music supervision · Case study

Cosmos Laundromat: First Cycle

Film
Cosmos Laundromat: First Cycle, Blender Studio
Project type
Independent, speculative music supervision exercise
Role
Music supervisor (self-directed case study)

The challenge

Develop an alternative musical treatment for the animated short film, supporting Franck’s emotional journey without compromising the dialogue, sound design, or natural tension of the story.

The approach

Preserve the dialogue-driven opening without music, allowing the characters and their performances to establish the emotional stakes. Introduce music as Victor initiates Franck’s transformation, building from anticipation into an uplifting, cathartic climax. Use a deliberate transition into silence before introducing a final musical statement that suggests hope and new beginnings.

The shortlist

Tornado sequence

  1. Yemwe — Judah Earl & Odeta

    Selected

    Liberation through transformation

    An uplifting, gradually building piece with epic, choir-like vocals and joyful violin textures. Its scale suggests a profound, life-altering change, reframing Franck’s terror as something potentially beautiful, though its late musical peak raised questions about how it would support his running sequence.

  2. Maasai — Hans Johnson

    Uncertainty evolving into catharsis

    A distinctive, unexpected choice. Its pensive introduction builds anticipation, and the emotional release unfolds gradually rather than in one dramatic peak. The timing works particularly well across the cut to black, offering a sustained catharsis in place of Yemwe’s pronounced climax: a creative alternative rather than a weaker placement.

  3. The Highlands — Marcus Warner

    Reflection, beauty and emotional resolution

    A slow, beautiful build, with pensive notes complementing Franck’s glance toward the noose. The lyric “carried home” and a Scottish vocal that echoes the island’s Highland-like landscape add emotional depth. Strong timing and a natural ending, though it gives the sequence a more reflective, place-specific character than Yemwe.

End credits

  1. Hopeful Horizons — Filmic Folk 3

    Gentle optimism and reassurance

    A gentle but uplifting choice that brings warmth to the ending. Its softer character lets the audience settle after the intensity of Franck’s transformation, leaving them with comfort and hope. Its appeal is primarily emotional rather than tied to a specific synchronization moment in the laundromat scene.

  2. Arrival — Avery Bright & RØRE

    A new beginning

    An atmospheric, instrumental choice that gives the ending a sense of possibility rather than finality. Its spacious quality reinforces the mystery of Franck’s transformation and creates an open-ended resolution, fitting for a film that ends with the promise of continuation.

  3. Brother — Lights & Motion

    Selected

    Hope, continuity and future adventures

    Its heartbeat-like opening pulse syncs naturally with the thudding washing machines, tying the music to the physical environment before it builds to a hopeful, uplifting conclusion. It carries the emotional resolution into the credits and continues the hope established by Yemwe, suggesting Franck’s transformation marks the start of further adventures.

The decisions

Tornado sequence

Yemwe

Judah Earl & Odeta

Yemwe was selected for its ability to reinterpret Franck’s fear as the beginning of something transformative. While the other tracks offered compelling timing, atmosphere and emotional possibilities, Yemwe’s uplifting progression and powerful choral climax created the clearest expression of liberation at the sequence’s dramatic peak.

End credits

Brother

Lights & Motion

Brother was chosen because it works on both a technical and narrative level. Its opening rhythm complements the washing machines, while its emotional progression creates a satisfying conclusion without making the story feel definitively over. The heartbeat associated with new life accompanies Franck’s emergence into a transformed existence.

Rights & clearance

Yemwe — Judah Earl & Odeta

CategoryFindings
TrackYemwe — Judah Earl & Odeta
SongwritersJudah Isaac Earl; Odeta Mvuyekure
PublishingJudah Earl Publishing (BMI); Mvuyekure Publishing (ASCAP)
Master recording℗ 2020 879745 Records DK (DistroKid-associated credit)
Licensing representativeMusicbed (artist-directed licensing route)
Licensing typePotential one-stop via Musicbed; rights coverage subject to confirmation

Brother — Lights & Motion

CategoryFindings
TrackBrother — Lights & Motion
SongwriterChristoffer Franzen
PublishingMUSICA Publishing
Master recording℗ 2025 Deep Elm Records
Licensing representativeMusicbed; Deep Elm Records
Licensing typePotential one-stop via Musicbed; rights coverage subject to confirmation

The result

Watch the re-scored film
View the full case study

Advertising · Meta ads

Crownover Company

An ultra-luxury custom home builder in the Ozarks needed to reach the few buyers ready to commission a $1.5M–$10M home.

Client
Crownover Company
Agency
CodeSM
Year
2025
My work
Creative direction, ad concepts, copy and targeting strategy
“The best things aren’t made for everyone. They’re made for someone.”Creative Direction

Three campaign concepts

  1. Ultra-Custom Without Compromise. Showcase the full extent of Crownover’s bespoke capabilities: true customization has no limits.
  2. For The Discerning Few. Intentional exclusivity, creating desirability through scarcity.
  3. Your Personal Resort. Crownover homes as private retreats built around one guest: you.

Who we targeted

We paired the creative with a targeting plan for ultra-high-net-worth buyers: luxury real estate shoppers, second-home buyers and high-net-worth audiences around Branson and Table Rock Lake, expanding into Northwest Arkansas and Mountain Home.

Proposal page: campaign strategy and psychological triggers Proposal page: taglines Proposal page: ad copy variations

The ads

Ad: Custom building means options. Ultra-custom means possibilities. Ad: It often starts with a sound. Water lapping against the dock. Ad: A Crownover residence isn’t for everyone. Carousel ad: Ultra-custom isn’t about options. It’s about authorship.

Mid-Campaign Results

1,730Clicks
5.51%Click-through rate
47Leads
+67.9%Leads on the previous month

Also delivered for Crownover: brand strategy, social media strategy and a coffee table book.

View the full proposal

Brand & strategy · Brand voice

Costa Careyes

An exclusive, private coastal community and nature reserve on the southern coast of Jalisco, Mexico, needed a voice as distinctive as the place itself.

Client
Costa Careyes
Year
2021
Role
Copywriter alongside designer Karla Cifuentes
Deliverables
Brand voice, audience, vocabulary, brand script, website copy

What we did

We defined who Careyes speaks to, how it speaks and the words it uses: the audience and their mindset, the core values, the personality, a brand vocabulary and a brand script. That framework became the foundation for the website redesign, and I wrote the copy for the new site.

Careyes Brand Voice cover Our Legacy page What They Seek: community, nature, legacy, connection, timeless retreat, aesthetics The Language of Careyes
See the website copy live View the brand voice deck

Advertising · Radio

McDonald’s Halloween radio spot

An old wives’ tale says that eating cheese too close to bedtime gives you nightmares. For Halloween, we turned it into a pitch: the nightmares are worth it for McDonald’s.

Client
McDonald’s
Agency
Leo Burnett, Johannesburg
Format
30-second radio spot
Role
Copywriter
0:30

My work

As the only copywriter on the spot, working alongside the creative director, I wrote the script, cast the voice artists and worked hands-on in the recording and sound design.

Status

A proactive pitch for the Halloween season. The client chose to prioritise other campaigns, so the spot didn’t air.

Brand & strategy · Sales pitch

Dorelan × Royal Caribbean

Dorelan makes luxury Italian mattresses and bedding. We built the pitch that introduced them to Royal Caribbean, and it won them the account.

Client
Dorelan
Agency
CodeSM
Role
Copywriter alongside designer Bratislav Djikic
Result
Royal Caribbean signed as a client

What we did

The deck tells Dorelan’s story, from a small garage in Forlì to cruise ships and hotel chains around the world, then makes the case for Royal Caribbean: heritage and craftsmanship, sustainable production, sleep technology, a mattress menu matched to guest and crew cabins, co-branded marketing opportunities and a clear path to partnership.

Cover: Royal Caribbean, luxurious days meet luxurious nights Quote: When love and skill work together, expect a masterpiece Dorelan Italian luxury mattresses: where art and science merge The first steps in a lasting partnership
View the pitch deck

Experience

A decade of making brands make sense.

View full CV

Certifications

Music Supervision MasterclassJennifer Pyken
IP Essentials: CopyrightEUIPO · European Union Intellectual Property Office
  1. 2026–now

    Marketing & Communications Strategist

    Freelance

    Partnering with businesses on marketing, brand and communications strategy, from understanding the audience and commercial challenge through to positioning, messaging, campaigns and execution.

  2. 2025–2026

    Director of Communications

    CodeSM (marketing agency)

    Led brand and communications strategy for 60+ B2B and B2C clients, from audience research and personas to positioning, brand scripts and messaging frameworks.

  3. 2023–2025

    Managing Director

    CodeSM (marketing agency)

    Led strategy for a 50+ client portfolio, from brand foundations, websites and SEO to email, sales pages and paid advertising, while overseeing creative quality and agency operations.

  4. 2021–2023

    Chief Copywriter

    CodeSM (marketing agency)

    Led copy across 50+ clients: websites, landing pages, email, ads and sales scripts. Trained copywriters and reviewed the team’s work.

  5. 2018–2021

    Freelance Copywriter

    International clients

    Conversion-focused copy across eCommerce, DTC, travel and conservation, for clients including ROI Jolt, MyDivePro and Sea Shepherd.

  6. 2017–2018

    Copywriter

    Leo Burnett

    Radio and video advertising creative for major international brands, including Samsung and McDonald’s.

  7. 2015–2017

    Content Writer

    League Digital

    SEO content as sole writer on major accounts, including Promasidor’s portfolio of 35 brands across 30 African countries.

  8. 2015

    Print & Digital Journalist

    3S Media

    Sole journalist for Meetings magazine: research, industry interviews and editorial.

  9. 2013–2014

    Features Editor

    PDBY

    Led the features team of a weekly publication, training journalists in research, style and journalistic integrity.

Brands I’ve worked with

Industries

  • Healthcare & Wellness
  • eCommerce & DTC
  • B2B SaaS & Technology
  • Luxury Hospitality
  • Fashion & Lifestyle
  • Professional & Local Services
  • Financial Services
  • Construction & Interiors

Music curation & playlists

Built for a feeling.

  • Villain's POV playlist cover

    Villain's POV

    Music from the antagonist’s perspective, exploring everything from charm and calculated control to rebellion, menace and outright evil.

    Open in Spotify
  • Don't Look At Me Like That playlist cover

    Don't Look At Me Like That

    A soundtrack for irresistible chemistry, sexual tension, seduction and forbidden desire, from stolen glances to giving in to temptation.

    Open in Spotify
  • A Long Drive At Midnight playlist cover

    A Long Drive At Midnight

    Music for journeys where the road becomes part of the story, from escape and adventure to heartbreak, uncertainty and new beginnings.

    Open in Spotify
  • Main Character Energy playlist cover

    Main Character Energy

    A soundtrack for feeling hot, confident and untouchable, from glow-ups and grand entrances to owning the room without trying.

    Open in Spotify
  • It's A Trip playlist cover

    It's A Trip

    A soundtrack for altered states, from psychedelic euphoria and hedonistic excess to sensory overload, disorientation and the comedown.

    Open in Spotify

In Good Company

“Maggie has a sharp strategic mind and she’s an exceptional storyteller. Her ability to adapt across distinct verticals, including complex regulated industries, and turn nuanced requirements into clear, compelling messaging has directly helped CodeSM win larger, more established brands.”

Oriol ZertucheFounder, CodeSM

“Maggie combines energetic creativity and a relentless drive to mastery with a really thoughtful and results-orientated attitude. She’s a great writer, and is constantly seeking to add value in any way she can.”

Carl ThomenFreelance client, Old Mutual

“Her work ethic, motivation, creative thinking and get-things-done attitude are phenomenal. Her copywriting skills are such an essential tool for any type of business.”

Ran MorFounder, MyDivePro

Say hello

Let's find the right song.

Got a scene that’s missing its song, a brand that’s lost its voice, or a playlist debate that needs settling? Tell me about it at maggiejnyzell@gmail.com.

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