underscores x mom + pop music



Role: Worldbuilding Copywriter
Duration: 6 months
Client: underscores (Devon)


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Worldbuilding + copywriting for an interactive alternate-reality game (ARG) built around the fictional town of Wallsocket for underscores’ album rollout. 

Created the voice, tone, and micro-narratives across dozens of faux small-town digital platforms, where fans can interact across all “town” web properties, coinciding with irl activations, such as music videos, scavenger hunts, and pop-ups.


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Voice + Tone



Developed “clinical suburbia” voice for the fictional town of Wallsocket, Michigan. Wrote a multi-channel copy system, maintaining a cohesive bureaucratic tone to function as a real-town experience, 


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Transmedia Copywriting



Wrote copy for a suite of hyper-specific, interconnected portals:



Town Government/Civic Portal

Town hall minutes, announcements, “Welcome to Wallsocket” intro, community services copyLocal Business Website
Pizza parlor homepage, menu text + promotional copy, “Wallsocket Pizza” storySchool Newspaper + Student Media
Articles, school announcements, student club listings, and event calendarCommunity Forums
“Moms of Wallsocket” message board posts, comments, and local gossip copyBusiness Directories / Marketplaces
Fake local market listing, business descriptions, and history copyCorporate/Tech Site (Fictional)
“Secretariat.tech” style company website, world-building copy tied to narrative arc
Event + Alert Channels
Safety alerts, community event flyers, small-town notices (”loitering musician alert”)




Sites:

https://wallsocketgov.com/history/
https://secretariat.tech/
https://momsofwallsocket.com/
https://waterworksweekly.com/
https://wallsocketpizza.com/
https://oxbowsmarket.com/


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Narrative - Visual Integration



Translated lore prompts from staggered music videos and Reddit posts into in-real-time, simultaneous worldbuilding. Embedded clues, humor, and story beats through mundane-seeming copy with an emphasis on continuity.







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Creative Collaboration


Worked with Devon and her team to refine story logic while coordinating with design + engineering team, able to deliver under tight marketing timelines. 



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