Alex Tawharu

Copywriter, Bastion Shine
Bachelor of Communication Studies in Advertising Creativity with a minor in Public Relations

Her passion for storytelling has deep roots, says Alex Tawharu who completed a Bachelor of Communication Studies in Advertising Creativity with a minor in Public Relations in 2020 and now works as a copywriter at Bastion Shine.

“As a kid, I'd spend countless hours writing my own storybooks and sketching imaginative illustrations. This creative drive has been a constant in my life. Now, working as a full-time storyteller feels like a dream. It's an opportunity to turn a lifelong passion into a career, allowing me to channel my creativity in meaningful ways every single day.”

As a copywriter it’s her job to come up with creative ideas for clients and brands.

“This includes coming up with bigger ideas for campaigns, social media executions and activation ideas. Sometimes I write AV scripts, sometimes radio ads and sometimes just the smaller things that need to be done like social media captions.

“One of my proudest achievements in my career so far was when my creative partner from AUT and I had a few months between graduating and having a job while we were still searching for the right agency. Instead of passively waiting for opportunities, we decided to make the most of our time by entering the D&AD New Blood Awards, a competition for recent graduates starting in advertising. We tackled a brand's brief, developed a creative solution and, to our delight, won a pencil. This achievement not only boosted our confidence but also demonstrated that perseverance and proactive effort can lead to success.”

Finding her path
As much as she loves working in advertising now, Alex admits that it’s a passion she only discovered at university.

“I chose AUT for its well-known reputation for creativity and for how hands-on it was. When I first applied to AUT, I actually had no clue what I wanted to do. I knew it was something in the realm of creativity though. The first few years of the communication studies degree were great because they give you the chance to try out a whole range of courses to see what sticks. And advertising was that for me. I loved that I was able to write, draw or conceptualise for different brands and briefs. It feels like such a good creative outlet for me, and I’ve loved every second of it ever since then.”

She still has many fond memories of her time at AUT.

“I made a lot of friends for life there, which was probably my biggest highlight of my time at AUT. Another highpoint for me were the last few weeks of my last year at AUT. We spent hours and hours working up an advertising portfolio for a showcase at the end of the year. It was stressful, fun and such a great experience. While I will forever look back and cringe at the portfolio I made, it really helped to prepare me for the real world of fast-paced advertising and shows me just how much I’ve changed from then till now.”

Advice for other students
Don’t give up, Alex advises other students.

“Sometimes it’s stressful and sometimes you’ll feel like you have no idea what you’re doing. But you will have your lightbulb moment!”

Always push yourself to do better, she adds.

“That extra effort, however small, can unlock potential you never knew you had. Embrace the journey of self-discovery and achievement.”