the
story
Hello! I am Madeline, I write words that make people look and feel goooood.
I’m a Sydney-based copywriter with a film background, a strong point of view, and a soft spot for brands with guts.
I've spent the past 11 years exploring audience psychology, cultural storytelling, and persuasive messaging that truly resonates, to discover why some stories stick and others fade.
Your story matters most.
Mine just proves I’m the one to tell it.
My mission.
Mad Lines is a copywriting & ghostwriting studio for people who lead with heart and want their voice to follow.
It’s for leaders who want to be heard as they actually are, not watered down, over-polished, or playing a part.
My mission is to put personality back into copy, and to centre people in a digital world. I help thoughtful brands and leaders show up as their charming selves, without losing credibility, clicks or reach.
I get to the heart of what you’re really trying to say, and shape it into valuable, entertaining language that lands.
Because when we tell the truth, skillfully, powerfully, and in your actual voice, we don’t just protect your reputation, we build a better, more human internet.
In a world drowning in noise, I write what people actually want to hear: the truth.
Your truth.
I’ve spent my life chasing great stories. How they’re built, how they move, and how they move us.
As a kid, I was obsessed with creating animations in Microsoft Paint.
It began somewhere around 2005, hard to say. But that era when going on the computer meant The Computer. The family desktop, fuzzy monitor, sticky keys. The sacred portal to MSN and a virus. I’d open Microsoft Paint. Scribble a drawing. File. Save As. MADDYS FOLDER!!!. JPEG Picture. Save. Repeat 50 times. Speed run through the frames. clickclickclickclickclickclick. My character moved. It looked awful, and it was painfully inefficient, but it taught me something important.
Stories aren’t just told. They’re built.
I followed that instinct into formally studying visual effects, motion graphics, and creative technology, earning qualifications (and a few awards) along the way. I was mentored by a major tech company, where I researched how to catch an eye.
But I wanted more than the how. I wanted the why.
So I threw my belongings in a sack on a stick and disappeared for a few years. I reemerged with a first-class degree in International Media and Communications (with Japanese), a few more academic awards, and an obsession with audience psychology, media influence, and why some voices resonate while others fade.
Storytelling at scale. Influence at work.
I spent three years in film and entertainment advertising in London, partnering with Warner Bros., Lionsgate, and Disney, managing creative campaigns for some of the biggest stories in the world. I sat front row, wide-eyed and covered in popcorn, learning what made audiences care. Watching how stories ripple out and connect with people. It was an intensive masterclass in engagement and the dance between creativity and commerce.
I also spent time at Disney Television Animation in Los Angeles, I saw firsthand how storytelling shapes culture and society, and the responsibility that comes with it. The responsibility to be thoughtful, trustworthy and empowering. Stories are woven into culture. They can be deployed as powerful tools to shape perceptions, drive change, and influence behaviour.
I learned how to translate a complex story into one sharp, compelling message that resonates. How to capture attention and keep it. How to craft narratives that don’t just stand out, but stick.
Why me?
Because I know how to write in a way that makes people listen.
Not just with fancy words or a sharp turns of phrase. But with an instinct for what makes an idea spread, what makes a message land, and what makes people care.
I’m a brand voice strategist with a background in media psychology, storytelling, and the science of influence.
I've spent years studying media psychology, storytelling mechanics, and the art of influence. I’ve worked at the intersection of entertainment, technology, and communication, where capturing attention is a science, not a guess.
I read, researched, and received awards for my writing on audience behaviour. I saw firsthand how stories shape industries, audiences, and culture itself. I’ve managed creative campaigns for some of the biggest stories in the world, ensuring they resonated, spread, and stayed relevant.
At every step of my career, I’ve fine-tuned the skill of turning complex ideas into messaging that feels effortless, relevant, and impossible to ignore.
This isn’t something I picked up overnight, this is what I do.
Because your voice deserves to be heard. And when done right, your words don’t just get attention, they make an impact.
If that’s what you’re looking for, let’s talk.
values
People first storytelling
The world has enough content, and not enough connection.
People remember what made them feel something.
Not the template or the perfectly optimised post.
You’re not talking to an algorithm. You’re talking to a human. A scrolling, snack-eating, emotionally complex human.
My writing is built around people, how they think, how they feel, how they decide.
Not to manipulate, but to resonate.
I write for the real people, who buy, follow, trust, and laugh.
The best ghostwriting doesn’t leave a trace. No tells, no fingerprints, no aftertaste.
It sounds like you. Your rhythm. Your voice. Your flavour, crystal clear, unmistakably yours.
I don’t take credit. I don’t need bylines. I don’t get recognition.
You do.
What we create stays between us. Confidential. Private. Yours alone.
Nobody has to know I was ever hereeeee.
I write copy that winks, gatecrashes, and leaves with everyone’s attention.
The best ideas challenge, provoke, and make people stop scrolling. Not immature rage-bait, but flipping assumptions on their head. Reframing the conversation.
That’s where strategic mischief comes in.
I don’t write to keep you in the conversation. I write to make sure you lead it.
It’s calculated creativity, with a mad little twinkle in the eye.
Strategic mischief
Invisible excellence
Quality crasftsmanship
Sure, AI can string together a sentence. Words are easy.
A single misplaced phrase can dilute your authority or sink your credibility.
Every sentence I write is doing something. Building trust. Nudging action. Starting a thought spiral.
Nothing vague. Nothing vanilla.
Deliberate, intentional writing with structure, flow, rhythm.
It’s the kind of quality you don’t notice because it just feels right.
I will never settle for good enough when I could have holy shit, that’s brilliant.
Adaptive relevance
Trends are useful but style is timeless.
Relevance isn’t about chasing trends.
It’s about knowing what’s shifting, and why.
I help brands speak to the moment and the momentum.
Not reactive, just five steps ahead.
Staying relevant isn’t the hard part.
Staying interesting is.
My work is built to evolve as you do, with your voice, your market, your audience, your weird little corner of culture, so you’re never playing catch-up.