Brand: EVE (イブ) painkillers — EVE QDX & EVE A — by Opella
The insight
"Always-on" social for an OTC painkiller is a deceptively hard brief. It needs volume — dozens of posts a month, never going quiet — but every single one has to clear three bars at once: stay on-brand, stay inside Japanese pharmaceutical advertising law (薬機法), and land a real cultural moment for a Japanese audience. AI (Jasper) was the mandated production tool, and the temptation with any AI tool is to let it solve the volume problem and call it done. But AI doesn't know where a regulatory line sits, doesn't hold a brand's voice across sixty posts, and doesn't know that February 22nd is Headache Day in Japan. The insight wasn't "use AI to write faster" — it was that AI could carry the volume only if a copywriter carried the judgment: voice, compliance, and cultural fit. My job shifted from writing each line to directing the tool and being the guarantor of everything it can't be trusted to get right.
The craft
Prompt-and-edit, not prompt-and-ship. Jasper generated drafts; I steered the prompts and then edited every output for brand voice, rhythm, and regulatory accuracy. The skill is knowing what to keep, what to rewrite, and what the AI will reliably get wrong.
Writing inside pharma law. Every post carries mandatory supporting copy ("この医薬品は「使用上の注意」をよく読んで…") and avoids any unsubstantiated claim. Small devices do heavy compliance work — e.g. the headline 「つらい頭痛に速攻※！」 footnotes 速攻 as 「早めに対処すること」 so "fast" describes the user's action, not an unprovable speed-of-relief claim. Getting that right is the difference between a usable asset and a legal rejection.
A three-pillar content architecture.Product (differentiating EVE QDX's speed vs. EVE A's all-round relief), Education(headache types, MOH, PMS vs. dysmenorrhea, weather-triggered headaches), and Moments (tying relief to the Japanese cultural calendar). Each pillar needed a different register — clinical-but-warm for Education, emotive for Moments — held together as one brand voice.
Bilingual presentation. Every post was written in Japanese and English when presented, each reading as native rather than translated.
Tuned to the Japanese calendar and climate. Posts built around Hinamatsuri, Headache Day (Feb 22), Self-Care Day (Mar 25), Golden Week, new-graduate season, and seasonal-change headaches (気象病 / weather-triggered pain — a genuinely Japanese health concept). This is the cultural layer AI can't supply and the clearest proof of a human writer steering.
Scope
60 unique social posts
· static + video/animation
· Japanese & English when presented to the client
· three content pillars (Product / Education / Moments)
· produced with Jasper (AI) under my direction
· Part of a team
· Brief from Opella (SSP)
· All copy and prompt design
Outcome
Full always-on copy suite — ~60 bilingual posts across three pillars — produced for X under AI-assisted workflow.
