Jefferson Fisher had built an audience of more than 13 million through short, direct videos filmed from the front seat of his car.

Their appeal came from compression: one familiar problem, one clear explanation with a phrase the viewer could use immediately.

That economy had to survive a much larger format. The event needed enough substance to justify an evening in the theatre while remaining recognisably his. As his first tour of the region, it also had to work for people who had never encountered the videos.

The campaign covered a website, social media, Meta advertising, EDMs, a trailer, an event booklet and merchandise. The writing had to change in length and function without changing the central proposition.

Rather than invent a separate campaign idea for the stage, I built the messaging around Argue Less, Talk More, the phrase already central to Fisher’s work and the subtitle of The Next Conversation. It was familiar to his existing audience, clear to everyone else and specific enough to make a promise about the evening.

The website set out that promise in full, moving beyond Fisher’s biography to the substance of the event: why arguments escalate, how toxic behaviour can be disarmed and how to speak clearly when emotions are high. The Meta advertising and trailer distilled the same material into more immediate ideas suited to short-form formats.

The booklet was written for a different reader: someone who had already bought a ticket and was now sitting in the venue. Its purpose was not to sell the event again, but to add context through Fisher’s background, the development of his work and the ideas behind The Next Conversation.

The merchandise translated those ideas into shorter, lighter lines, including Unavailable for Unnecessary Conflict, Argue Less, Sip More and Your Honking Has Been Noted.

Across the project, I wrote the website, email and event booklet copy; developed the Meta advertising concepts and copy; conceived and scripted the trailer; and created the merchandise lines.

Result: The tour sold more than 10,000 tickets across five cities. Sold-out performances in Brisbane and Melbourne led to additional matinee shows.