Braylond Howard
Brand Creative / Writer / Strategist / Director
Brooklyn, NY
www.copysamurai.com
instagram @copysamurai_
Q What do you do?
“It’s a spectrum. At the most basic, I’m hired to tell people why they should try certain brands and products. I get asked to focus on a benefit, a feature, or an idea. Then, I tell them using language that makes them laugh, that rouses their spirit, or that makes them think outside of their norm.”
At the most ambitious, I’m hired to transform brands and products into worlds that people want to belong to. I get the chance to study what makes their lives fulfilling, and channel that into things people want to watch and experience.
At both ends of the spectrum, I get to share with people how cool you are.
Q What steps did you take to get to where you are now?
I declared my major in Creative Advertising at the University of Miami, where I studied a curriculum spanning visual arts including graphic design, photography, cinematography, and VR/AR; copywriting, communications strategy, campaigns, social media, and more.
I practiced my education through experiences with Miami’s student consultancy, Orange Umbrella, and non-profit campaigns event, PhilADthropy; The One Club’s creative boot camps with Verizon, and the Marcus Graham Project’s summer-long boot camp with Google, Apple, Hennessy, Fossil, and Trailer Park.
I accepted an Assistant Copywriter role in Dallas, TX at Tracy-Locke writing headlines, radio scripts, and activation concepts for brands including T-Mobile, Metro by T-Mobile, Pepsi, Mountain Dew, bubly, Crown Royal, Johnnie Walker, LEGO, Godiva, and more; while leading agency-wide diversity celebration initiatives (see my portfolio for more).
After a promotion at Tracy-Locke, I accepted a Copywriter role in New York, NY at fluent360 writing for tv, radio, social media, web, print, activations, and new business pitches for brands including Nissan, Infiniti, Mastercard, Capital One, and more.
Q How do you stand out in your field?
I’m committed to weaving good in everything I do. It could be writing easter eggs for the culture into scripts, sharing fun briefs from clients with other creatives to collaborate, or taking initiative to build platforms and programs to make my workplace stand out, and much more.
When I interview for roles, the first thing I share are my work values: mentorship, learning, community, service, and initiative. I take ownership in fostering a creative culture that’s proactive, progressive, and tapped in. That’s how I believe I stand out.
Q What are you working on right now?
I’m working on my strategy certification through Julian Cole’s Strategy Finishing School, a series of scripts for a prominent liquer brand in collaboration with a renowned Atlanta rapper, and branding for a company I'm looking to launch in 2025.
I’m also developing branding for PATH Travel, a black-owned, rising destination management company. PATH Travel connects the next generation of social events, including conferences, conventions, and sports games, to executive-level accommodations–under the market rate.
Additionally, I’m building organizational infrastructure for the Marcus Graham Project, an organization committed to training the next generation of multicultural leaders in advertising, marketing & media, to inspire alumni leadership, communications, and programming.
But beyond all that, i’m concepting my next tattoos, and writing a manga focused on Yasuke, Japan’s Black samurai.
Q What’s your style?
When I think of my writing that’s been the most impactful, I would describe it as inspirational, playful, and introspective. I haven’t had the opportunity to produce work like that just yet, but I’m confident we can capture that for your brand.
Q Out of all your slashies, which one do you wish you could do more often?
Right now in October 2024, I would say strategy. In the words of one of my favorite strategists, Advertising is like a book: design is the artful presentation; copywriting is the engaging summary; strategy is the hundreds of pages of content. Hidden gems, essential to authentic creativity, lurk in research. Becoming a better strategist is pivotal to becoming a master writer.
Q What is frustrating you right now?
Lately, my frustrations have been with the pervasive subjectivity within commercial creativity. It doesn’t really matter how diverse your client experience is, or how robust your execution experience is; it doesn’t really matter if you make work that works (then what’s the point of strategy?), or if you go above your role to make your team and workplace better. The only value I’ve seen consistently win opportunities in this space is whether someone “likes” your work.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
SAMURAI APPRENTICE
Position Summary
The Samurai Apprentice will be immersed into the world of creative entrepreneurship. They will be a critical partner in advancing the Copy Samurai’s efforts in crafting innovative work, driving PATH Travel’s partnership success, and fostering the Marcus Graham Project’s network. In this role, expect to grow your understanding of creative spaces including music, film, fashion, gaming, emerging technologies, and more; interact with thought leaders in creative industries, to hone your creative problem-solving skills
Responsibilities
Research the latest innovations, trends, and news in advertising, music, film, art, technology, sustainability, social justice, pop culture, and more.
Identify potential organizations, platforms, and events for partnership with advertising & marketing, destination management, or professional development services.
Compile, summarize, and share research for executive review to maintain leadership’s cultural relevance.
Coordinate a weekly outing to discuss research and brainstorm innovative applications in effort foster cultural competency and thought leadership, within budget.
Organize and review all meeting assets including calendars, agendas, notes, presentations, etc.
Q What do you wish you could have told yourself, when, and why?
“Writing is at the center of everything you strive to accomplish. Go study English, Creative Advertising, Marketing, and Interactive Media. If you choose to apply for the Plus One scholarship, think about Women’s & Gender Studies, Sociology, or Finance. Also, cutback on the student leadership. It means nothing in the working world. Go explore Miami. Be more courageous. Adventurous. I will always work out in your favor.”
This is the advice I’d give myself as a freshman entering the University of Miami in 2014. Reflecting on myself at 28, I wish I had immersed myself in creative writing earlier, as opposed to stumbling through Architecture and other disciplines. I believe learning both English and Creative Advertising would’ve strengthened my writing; forging my style through both writing’s traditional rules, and unconventional approaches. Further, diving deeper into Marketing would strengthen my business acumen, while exploring Interactive Media more in-depth would’ve refined my experience producing films, websites, and other media ahead of my career.
In terms of the Plus One scholarship–a financial grant that gifted Miami students an extra year of enrollment to study disciplines outside of their focus–I believe understanding experiences beyond my own would help me write better for people, and, I mean, #morefinancialliteracy.
Finally, I grew up conscious of my poverty. Despite living in Miami for school, I didn’t party or explore. I worked two jobs, ran organizations, and stayed on campus to not ask my family for support. I didn’t take advantage of socializing like I should have, and that’s a regret i’d turn back time to resolve. I mean, who wouldn’t? It was Miami!
Q If you could talk to an expert to gain more insight on something, what would it be about?
I’d ask the Logistics & Partnerships executive of an iconic conference, convention, or festival about negotiation challenges with hotels to better understand PATH Travel’s desired audience.
Q What kind of opportunities/projects are you looking for?
I want to rally revolutions around brands. I want to translate your story, transform your products into experiences, and help you transcend your impact with partnerships. I want to build moments around your brand, no matter the medium; while keeping your community, fans, and tribe at the heart of it all. Challenge me with campaigns, experiences, and copy of every kind, so I may carve prosperous futures for you as your brandguard.
Q Describe your ideal job/client/collaboration.
My ideal client would be a dreamer. Someone who sees their idea not only being relevant to one focus, but every frontier it can touch. Someone who understands their people, and continues to make progress to serve them first, instead of their dollar. Those are the brands that I believe that survive the longest. That’s a brand like Honda, who’s dedication to moving society forward has taken them to ventures in automotive, air transportation, and marine travel. My ideal client shoots for the stars, undaunted.
Q: What is your rate?
$120,000/yr. $10,000/mo. $2,800/wk. $600/day. $75/hr. Also flexible to budgets, depending on the opportunity.
Q How should someone approach you about working together?
Approach me with meaning. I want to know who you are, what your passion is, why it’s your purpose, and the story behind how it came to be.
Then, talk to me about the opportunity: what your problem is, what you’re trying to solve, how big the solution you want should feel, the means available to execute, and what you’re investing into the solution.
After that, throw what you think compensation could be at me, and let’s talk!
Q Who is a creative you admire?
Chris Isaiah — Website Tiktok @chris__original
Chris channels her queer experiences into visceral, thought-provoking, emotional visual art and animations in her signature character-centric style that I find captivating.
Q Oh! and… how do you stay creative?
Wandering through people’s inherent wonder.
This member profile was originally published in October 2024.