Shanna McCoy

TERNS ACTIVE | Where Marine Science Meets Premium Skincare

TERNS had the foundation: marine science credibility, ocean partnerships, active recovery formulations for skin health. They just needed someone to position it at the intersection of outdoor performance and premium beauty—while keeping the founder's vision and business goals front and center.

My role:

Strategic partner to founder and creative designer, translating brand vision into positioning framework and go-to-market strategy

Developed brand repositioning to appeal to dual audiences: active outdoor enthusiasts recovering from sun/salt/wind exposure AND premium skincare consumers seeking clean, efficacious ingredients

Executed creative strategy and messaging across all platforms that elevated TERNS from "recovery product" to "premium skincare essential rooted in marine science"

Collaborative creative direction with internal design team and external agency to ensure all touchpoints aligned with business objectives and brand narrative

Wrote copy that balanced technical credibility (marine-derived actives, skin barrier repair) with aspirational lifestyle messaging

Result: A cohesive brand repositioning that aligned founder vision, business goals, and market opportunity—creating premium positioning that resonates with multiple audiences while staying true to TERNS' marine science roots.

SUN BUM: KIDS SUNSCREEN LAUNCH & EVENT ACTIVATION

The main goal of this campaign was to disrupt the kids' sunscreen space, while staying true to brand roots and focusing on product efficacy and education. The challenge my team accepted was to creatively impact our community by going beyond a 'basic' product launch with a full 360 creative campaign that included a national art contest and an experiential event called 'Sonny’s Daydream'.

My Role: Creative development copywriting for cross-channel content launch, Brand Strategy partner.

Deliverables: Product line tagline and storyline, product descriptions, emails, social copy, mag ads. Worked in collaboration with Creative Director, Content Director, Art Director, Content Manager, Brand Manager, and Designers to execute photoshoot and rollout of experiential event.

SUN BUM: Air Dry Cream

For this product launch, our top priority was to introduce our new and existing fan base to a relatively uncommon hair care product in a fun and simple way on Instagram and TikTok. Both messaging and visuals worked together to explain (simply) what an Air Dry Cream was, how it worked, and why it would integrate easily into any hair care routine.

My Role: Copy direction, social messaging, brand strategy support.

Deliverables: Product packaging copy, PDP descriptions, social concept + messaging, emails.

SUN BUM: Purple Shampoo & Conditioner

Kinda like a magic potion for blonde hair + highlights.

We figured if we were going to stray away from our iconic yellow color scheme, there better be a good reason. Purple toning hair care was a market gaining a lot of traction; so we decided to dive in and have some fun with it.

Contribution: Copywriter

Deliverables:

Blogs— Behind the Scenes & Purple Hair Care FAQ, Product packaging copy, PDP descriptions, Social concept + messaging, emails.

When blow drying our hair sounds like a lotta work, we use this stuff. Our Revitalizing Air Dry Cream – made with 🍌banana and 🌻sunflower oil – is a lightweight, anti-frizz styling cream that smooths out pesky flyaways and helps boost our hair’s natural shape and texture while it dries.

For those days we wanna look like we styled our hair, without actually having to style it. Our Air Dry Cream is UV protecting and is made to help smooth flyaways while adding some “oomph” to the natural style and texture of our hair.🙌

Typically, I’d say you shouldn’t judge a book by it’s cover. But when it comes to product packaging, I’d beg to differ. Our goal for all products was to be informative but also make it easy for everyone to understand what the heck they are looking at. It’s also imperative to make sure we have as much fun whenever possible. Some of these projects required close communication with our Lead Chemist, Product Innovation Manager, and the Legal Advisor.

My Role: Product naming and product description copy for all product launches.

Sun Bum Lifestyle Merch

Skin Care Products

Hair Care Products

TAVARUA ISLAND RESORT | Reef Restoration Giveaway Campaign

The Challenge: Drive awareness and engagement for Tavarua Island Resort's reef restoration initiative while growing social following and brand credibility in the ocean conservation space.

My Role: Messaging Lead & Creative Strategist

Developed the campaign "why" in collaboration with campaign lead—creating brand narrative that connected Tavarua's reef restoration work to authentic ocean stewardship (not just feel-good marketing)

Owned all messaging and social copy—from giveaway mechanics to conservation storytelling, ensuring every caption reinforced the mission while driving participation

Directed creative strategy for photography and visual content—providing creative direction to photographer to capture imagery that felt both aspirational and grounded in real environmental impact

Partnered with campaign lead on influencer and ambassador strategy to amplify reach while maintaining message authenticity

The Result:
13K+ new followers in 2 months
17k new email subscribers
Through a campaign that combined purpose-driven storytelling with strategic influencer partnerships—proving you can drive growth AND make an impact.

Video scripts:
Tavarua Video 1
Tavarua Video 2

Sun Bum: Finders Keepers Activation

“If you find it, ya keep it…seriously.”

To help kick off summer in our community, we decided to go up the coast leaving fake parking tickets (aka Air Fresheners) on people’s windshields and handlebars. Why? Because, we can.

My Role: Creative concept, Copywriting, event activation planning.

Fuck Jerry x Sun Bum: Skin Cancer Awareness

“You do you… Just wear sunscreen🤘”

Sun Bum’s campaign around Skin Cancer awareness was the goal, unconventional sunscreen application techniques was the execution.

Role: Creative concept and social messaging.

SUN BUM LIFESTYLE ITEM: Socks

“Sock on the beach? Yep. Made for bare feet. One size fits most.”

Role: Packaging copy and social creative concept

SUN BUM SKIN CARE: Product Features

Hydrating Serum

“When our face really looks like it could use a glass of water.”

Face Mask

“We fought the spa, but the spa won.”

Eye Cream

“When our eyes packed their bags, but we’re not goin anywhere.”

Night Cream

“When we look like we could use a nap.”

Brightening Sugar Face Scrub + desc

Role: Copy and creative concepting

SUN BUM | “We Make Ads” Campaign

The Brief: Series of paid social assets showcasing cult-favorite SPF products and new launches in a way that felt distinctly Sun Bum—disruptive, self-aware, and definitely not your typical sunscreen ad.

My Role: Creative Concepting & Copywriting

The Approach: Instead of typical product-benefit messaging, I helped our Content Director to develop campaign creative that leaned into Sun Bum's irreverent brand personality. The goal: make people actually want to watch ads about sunscreen.

Creative Strategy:

Developed concepts rooted in cheeky, self-deprecating tone that makes the brand feel human, not corporate

Wrote copy that paid homage to Sun Bum's lifestyle brand positioning while sneaking in (actually important) sun protection messaging

Balanced product education with entertainment—because if people are laughing, they're paying attention

The Result: Campaign creative that showcased products while reinforcing brand voice and proving that sunscreen ads don't have to be boring.

VERSION 2 (More Emphasis on Your Process):

SUN BUM | Disruptive Product Campaign

Challenge: Launch new SPF products and reinforce cult favorites without sounding like every other sunscreen brand.

Creative Direction: Supported concepting and led copywriting for campaign that rejected typical sun care advertising in favor of Sun Bum's signature irreverent voice.

What I Did:

Conceptualized campaign approach rooted in self-deprecating humor and slightly awkward brand personality (because sunscreen doesn't have to take itself so seriously)

Wrote all campaign copy that balanced product benefits with cheeky humor—making sun protection messaging feel like an inside joke, not a lecture

Developed creative concepts that paid homage to Sun Bum's lifestyle brand positioning while keeping the focus on having fun (because if we weren't having fun making the ads, why would anyone want to watch them?)

The Vibe: Disruptive, self-aware, and proof that you can sell SPF without being preachy about it.

My Role: Copywriter & Creative

Finders Keepers

TERNS Mayday

TERNS Science

Sun Care Education

Ambush-Style Contest Series

Brand Ambassadors

Travel Series

Sonny’s Porch Music Series

Sun Bum Hair Care

FAQ

SUN BUM: ‘SKIN CARE ANTHEM’ VIDEO

The goal for this project was to reinforce Sun Bum’s expertise in the skincare space by strengthening the connection back to our brand's core values in SPF protection. Incorporating new product 'use-case' scenarios into our recognizable lifestyle content was also kept in mind for video, paid social assets, Amazon, etc.

My Role: Brand Storytelling + Creative Concepting.

Video production support and close collaboration with Content Director, Creative Director, and Content Manager.

SO….MANY…EMAILS.

Goals? Open rates^ UP , Click rates^ UP, make at least one person laugh at least one email (thanks dad), entice everyone who reads them to check out some things we think are cool. Check check check.

54% email open rates (2x industry average)
4-5% CTR
25% landing page conversion rate

Achieved through strategic subject line testing, messaging optimization, and audience segmentation

ATHLETES, ARTISTS & ACTIVISTS

Our goal behind Sun Bum Ambassadors was to create a solid community of individuals who represent the values of our brand. The people who show us (day in and day out) what it looks like to be a good human, who go after what they love. Through one on one interviews and personal conversations, we had the honor of sharing their unique stories with our global community.

My Role: Copywriter and interviewer.

A Few Sun Bum Ambassador Features:

Bum Rush Tour w/ Pro Surfer Jack Robinson

This is Caity Simmers

Say Hi to Artist Andy Davis

Ray Barbee on Sonny’s Porch

Meet GiGi Lucas

Girls Rule w/ Pro Surfer Carissa Moore

This is Kobe Hughes


Supporting Vuori Strategist / QA
Photographer Tommy Corey
CEO Khalil Rafati
TherapArt

Besides amping people up before a party and bragging about how great they were afterwards, I've been fortunate enough to help create event concepts and storylines, manage vendors, come up with custom gifts, collaborate with creative agencies, and of course setup (and clean-up) shop.

It's a lot of work, but a lot of fun.

My Role: Event management, vendor management, creative concept and naming.

-Skin Cancer Awareness fundraisers (The Banana Party & Gromorama)

-Surf Film Premiers & Contests

-Product Launches

-Experiential Events

-International Sales Meetings

-Community Stoke-outs

-Art Festivals

-Music Festivals

-Brand Collabs

Partnering with other like-minded brands to create like-minded products is a win-win.

Goal: To create fun, educational, and on-brand messaging (on packaging and all digital platforms) that aligns with each of the brands unique identity's.

My Role: Lead Copywriter

ALOHA Collection

Slowtide Towels

Daniella Perkins

Kitsch

Goal: to stand out on paper while staying true to both the publication and our brand. The color yellow helped us pop, but so did a few words.

Whalebone Magazine

National Geographic (Kids)

Monster Children

Free Surf Magazine

My Role: Copywriter

Billboards, Event Posters, Game Wraps, Flyers... the signs are everywhere.

My Role: Copywriter

Longer-format content pieces (aka blogs) are a great way to bolster trust and credibility for curious consumers. You’re free to do more of a deep dive on your products and/or services while also archiving the info on your site, for anyone wanting to learn more about your brand.

Interviews/Q&A’s with brand ambassadors, in-depth product features and benefits, event recaps. Here are a few examples of blogs I've written for Sun Bum and Vuori.

My Role: SEO management, Copywriter, Brand strategy partner.

SUN BUM

Say Hello to Andy Davis

Ray Barbee on Sonny’s Porch

Exfoliating is a Skin Care Game Changer

Traveling with Babies (and Keeping Your Sanity)

Don’t Let Your Hair Dry Alone (Slowtide collab)

10 Years of Bum Rush Tour

Mineral vs Non-Mineral SPF

We Made Ads

Girls Rule (with World Champion Carissa Moore)

Dare Santa

VUORI

Honored to Amplify: TherapART

Bringing Clean Water to Malawi: Charity Water

The Rise The Shine: With Photographer Tommy Corey

Travel Journal: Photographer Morgan Maassen

Wellness with Khalil Rafati

That one time I got to be the voice of a little pink lip balm, just for fun.

Coco Balm Series 1: “The New Guy”

Coco Balm Series 1: “The Beach”