PORTFOLIO
Carlyappelbaum123@gmail.com
I'm Carly Appelbaum and I love all things words—
Writing, storytelling, and the power of language in crafting narratives, the shorter the better. The poignant, punchy, and precise.
Whether it’s crafting copy that sticks or shaping creative concepts, I’m drawn to the way language influences how we see, feel, and connect.
The University of Vermont Spikeball Ad Campaign
the goal of our campaign was to raise the profile and turn some of our Spikeball fans into players. As an intermural team, we wanted to up the ante.
Spikeball isn’t just a game, it’s a way of life, especially in Burlington Vermont. “V style” is used to capture all things that are uniquely UVM. As a school with a strong culture, I wanted a punchy word that was all-encompassing, yet still insider.
UVM's known for its bitter winters, and yeah, we’ll admit it. It’s effin cold.
As a club, we don’t just survive the winter—we thrive in it. Spikeball is a year-round game, and we’re flipping the script on the seasons.
Lila Goes Viral
Lila Goes Viral is a musical short-form YouTube vlog series about Lila, a teenage girl who becomes an accidentally viral climate activist. As a PA assistant, I am part of the team that worked to create a sizzle. Our only problem… we had yet to shoot the pilot.
So, we had to get creative.
To simulate Lila’s global virality, we got innovative, filming “fans” singing her song and seamlessly integrating their clips into the trailer. I made an appearance in a shot from Florence!
The result? A buzzworthy reel that made Lila’s rise to fame feel real—before she even existed.
Creative Writing
Thank goodness for that sixth-grade writing circle—because that’s where I first discovered the magic of words.
Since then, writing has been my constant joy and lens for understanding the world. While the pieces below lean academic, they offer a glimpse into how my mind works!
I believe the essence of creative writing and copywriting is the same: blending creativity with purpose to create something new.