‘This is me’: Clemson English alumna pens commercial now airing during the 2024 Olympic games

Clemson Athletics is well represented in the 2024 Olympic Games underway in Paris, but the broadcasts of the competition have also given other Tigers the opportunity to showcase their skills.

English graduate Hayley Lyons Beatty ’12 is a senior copywriter for Atrium Health, a hospital network headquartered in Charlotte, North Carolina, serving patients in four states across the Southeast. Months ago, she was tasked with a job that millions would ultimately see — Beatty had to write a 30-second television spot to air throughout Southeastern and Midwestern media markets during the games.

This ad is called ‘This is me,’ and it’s all about highlighting everyday people at their personal best. As a runner who’s getting older and raising little kids, I know all too well how important it is to achieve and celebrate my personal best — even if it looks different these days. That’s what this spot is all about. I felt personally and emotionally connected to it as I wrote the script, and I hope others can relate and feel proud of their personal triumphs. After all, the only best that matters is yours.

HAYLEY LYONS BEATTY ’12, SENIOR COPYWRITER AT ATRIUM HEALT

She still recalls the day she moved out of her college apartment in Clemson after graduation. Beatty grew up in Orlando, Florida, before moving to Greenville, South Carolina, ahead of her junior year of high school. Both of her parents are from the Upstate and attended Clemson. Her father, Marty, and his twin, Johnny, played for former coach Danny Ford’s football teams in the late 1970s.

Beatty shared more about her Clemson journey, professional career and advice in an interview with Clemson News. This has been edited for length and clarity.

Clemson News: Please take us behind the scenes when writing a script for a commercial. What does your writing process like?

Hayley Beatty: “If my house is clean and my laundry folded, you know the writing process has begun. I’m halfway joking, but after a campaign kicks off, I usually start by letting it marinate in my mind before I start writing.

“Once I’ve absorbed the client’s ask, I spend as much time as I can brainstorming. This is just like throwing spaghetti at the wall and seeing what sticks. I try to put myself in the target audience’s shoes and think about what they might be feeling and what might resonate with them. This usually ends with pages and pages of potential phrases and concepts that I then try to turn into something.

“From there, it’s adding this, cutting that and editing, editing, editing until we land in the right spot.

“All that said, collaboration is the most important part of the writing process for me. Whenever possible, I share ideas with teammates (and even my husband) to get outside perspective. There might be a lot of time spent writing alone, but developing creative ideas is a team sport. I may put the words on paper, so to speak, but videographers, designers and so many others are the ones who bring them to life. I’m truly in awe of their talent.”

CN: How do you cope with the pressure of knowing millions of people will view this ad? What did you want to convey in this spot?

HB: “Well, I actually hadn’t thought about it that way. So now I’m freaking out a bit.

“It can feel like a lot of pressure to put your ideas and words out there. Even presenting to your teammates can be scary sometimes. Rejection can be really, really hard. I hope my writing resonates with someone, but what if people don’t like it? They might not, but at the end of the day, all I can do is put my whole heart into whatever I do and hope that shines through.”

CN: Companies expect today’s workers to be diversely skilled across fields. Beyond content writing, where else do you have expertise?

HB: “I think this is so important. As a copywriter, you must understand the big picture and how other things work — like digital ads and social media — to write the best copy for that space.

“From my first job at an agency to now with Atrium Health, I’ve been fortunate to work on various projects. This has taught me how to write for websites, emails, digital ads, social media, commercials, billboards, direct mailers — you name it. Plus, learning new skills keeps things interesting! No two projects look the same for me, and I wouldn’t have it any other way.”

CN: What, from your Clemson Experience, has been the most beneficial to you in your career?

HB: “I graduated from Clemson with a major in English and a minor in creative writing. Though I wasn’t exactly sure where my career would take me after graduation, I knew I wanted to be a writer — and that’s all thanks to my education and experiences at Clemson and the people I met along the way.

“Also, since graduating, I’ve made so many great Clemson connections. Whether they are also alumni, know someone else who is, or even cheer for an opposing football team, our Clemson roots have a way of bringing us together and sparking conversation.”

CN: Is there any advice you would offer current students on maximizing their time in school to be prepared to enter the workforce?

HB: “First and foremost, learn from my mistakes. As a freshman, I was far from the perfect student. I learned the hard (but necessary) way how important it is in life to show up and do your best. I spent the next three years climbing my way back and discovering how wonderful it feels to be the brightest version of yourself. So go to class, give it your all and gravitate to whatever brings out the best in you. These are lessons I’ve never forgotten, especially as I’ve gotten older, and I hope I can help another freshman who might be off to a rocky start.

“But most importantly, simply enjoy your years there. Your time in the workforce is important, but this is, too. So spend time with your friends and take in the glorious campus every chance you get — because before you know it, you’ll be back visiting as an alumnus, and the nostalgia will hit you in the most beautiful, bittersweet way. And no matter how many years have passed, it’ll feel like part of you is home again.”