Hi, I’m Elaina Yutze

I’m an Arizona girl through and through. I spent my high school years on a ranch, blasting Alkaline Trio in my mom’s Silverado while I hitched and pulled horse trailers.

When I wasn’t riding, I was driving my Jetta to Zia Records, flipping through CDs and listening at those headphone stations at the end of the aisles. That mix of grit, culture, and independence shaped how I see the world, and it still shows up in how I work.

I’ve always been drawn to design and space, but more than anything, I’ve always been drawn to people.

I studied Cultural Anthropology at Arizona State University, which is a formal way of saying I’ve always been curious about how people live, what they value, and the stories they carry. That curiosity never left. It just turned into the work.

At 23, I left Arizona for San Francisco and slept on a floor while working as a telemarketer. Then I moved to Portland, rented an apartment with a stranger, and sold matchmaking packages for Portland Singles.

Eventually, I came home to finish my degree and found myself selling digital bootcamp programs for major universities. I got really good at it. And I hated it.

My sales job overlooked a freeway, and one day on a work call, I saw a billboard - and I thought, I could do that. So I quit my job and started writing newsletters for anyone who would hire me.

I struggled, but I really enjoyed the work. I taught myself everything as fast as I could. CopyHackers, Marketing Made Simple; you name it, I’ve probably done it.

After nine years of putting in the work, I’ve finally found my sweet spot in the creative world. I build experiences, write campaigns, and lead creative that connects with people in a real way.

The work is strategic and high-level, but at its core, it’s still about making something that hits. Something honest. Something people can actually see themselves in.

Doing good matters to me. It is my standard. If the work isn’t helping someone, reaching someone, or pushing something forward, I’m not interested.

All of the work shared on this site was built in tandem with the extremely talented team at AdWater — a multicultural agency out of Detroit that allowed me the space to learn and to create work that truly matters. I didn’t do any of this alone and it’s important that I give credit (and respect!) where it’s due.

Thanks for being here.

~ E

  • I started copywriting in 2017, well before tools like ChatGPT existed, and I’m grateful for that. I learned the craft the traditional way through research, repetition, and time spent developing a point of view. That foundation matters.

    I began incorporating AI into my workflow in 2023, and today I see it as a powerful tool. I use it to move faster, explore ideas, and pressure-test thinking. But it doesn’t replace the work. Strong writing still comes from experience, taste, and knowing what resonates with real people.

    I do think there’s a risk for newer writers who rely too heavily on AI without developing their own voice. Tools can generate content, but they can’t replace judgment or lived experience. Knowing what’s good and what isn’t still requires time, intention, and practice.

    At the same time, this industry evolves quickly. Adopting AI isn’t optional, it’s necessary. The key is knowing how to use it well. For me, it’s not about replacing the craft, it’s about sharpening it.

  • Absolutely!

  • I would for the right company and for the right kind of work. I don’t think I could ever go back to conversion copy again. But I would be open to building programs and initiatives that help people communicate and do good.

  • I wanted to be Nardwuar. My favorite show was Fanatic on MTV. I was obsessed with music journalism. I loved the stories behind songs and the artists. I spent much of my nights in high school laying on my floor reading jewel cases front to back.

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