Coinciding with the launch of Bally's newest bag, SUZY, we were tasked with creating a 360-degree, fully integrated campaign that would profile 3 influencers and their unique styles to appeal to a millennial audience. I casted, produced, wrote, and art directed (alongside video director Evaan Kheraj) all content.
Content collection includes: 3 styling videos on ELLE.com and Bally, 2 articles on ELLE.com, 3 animated GIFs, 3 additional video clips to be used on social media, and 9 Instagram posts. All content appears on ELLE.com, Bally.com and both brands' social channels.
Project Roles: Copywriter, Content Strategist, Producer, Art Director, Casting Director
Photography + Video: Evaan Kheraj
I worked directly with the Creative Director to concept the overarching story of Forever 21's Holiday campaign and wrote all the copy throughout the various touchpoints (E-Commerce, Marketing, Digital Marketing, Video, Social Media). I also worked with the Video Director to concept, storyboard, and write the script for the campaign videos. Nick Young's "Unwrap Your Game" video was featured on USA Today, Sport's Illustrated, ESPN, Yahoo News, and NBC News.
Project Roles: Content Director, Producer, Copywriter, Creative Director (Video)
Company: Forever 21
Video Director: Mitch Lemos
For this project I wrote all copy, casted the shoot, and scripted the videos. Wanting to create a campaign with scale and a larger reach, OLAY decided to align with ELLE's annual Women in Television issue. To amplify impressions and social conversation, I selected four diverse actresses of different age ranges to share their stories of beauty both on and off the screen, and what being beautiful means to them. Each actress was paired with a different collection of OLAY products and was asked a unique set of questions on-set to gather insight on the role "beauty" plays in their life and how it transcends far beyond the surface. Content collection includes videos, ELLE magazine print across multiple issues, ELLE social media, banner ads on ELLE.com, and OLAY social media channels.
Project Roles: Content Producer, Copywriter, Casting Director
Found without an agency, eBay employed my team to create original content for a 3+ month campaign to run in-book, online at ebay.com, and on all social channels. I created the "Inside Your Closet" concept to tell the story of the one-of-a-kind coveted pieces that were attained and then later sold on eBay. Behind every piece lies an epic story. These are those stories. Content appeared in 3 ELLE print issues, on ELLE.com, and eBay.com. I wrote the concept and all copy.
Project Roles: Copywriter, Creative Strategist
Original content was created for Forever 21's new Activewear launch. Content included a 3-part video series for cross-channel integration. Creative directed and produced videos, a newsletter, and an on-camera interview with top model Shanina Shaik. In addition, original copy was created for all in-store and online marketing assets.
Project Roles: Creative Director, Producer
Company: Forever 21
(Video Director: Mitch Lemos)
Digital content created on-site and in real time during NYFW: The Shows September 2019. Content creation included daily blog posts recapping the top shows; photography curation, caption creation, and strategic posting for Instagram; live Instagram Stories featuring runway, BTS, and interviews with celebrities and talent.
Here is a small sampling from the breadth of work created for September 2019 NYFW.
(Cover image by photographer Don Stahl)
TRESemmé’s campaign “Hair Statements” aimed to inspire women to embrace their flaws and have confidence in who they are. For this campaign I crafted “statements” to match each model’s personal style and attitude, as well as how-to tutorials to get each look.
Project Role: Copywriter
For the launch of new color and styling products, cutting-edge hair care brand Wella tasked my team to create service-oriented content that would resonate with a cool, hip millennial audience. I paired model Chloe Nørgaard with the brand for this project since she not only embodies the edgy, cool-girl lifestyle but is well known for her colorful hair on the runway. With Chloe, we created 3 live tutorial videos--one coloring her hair, and 2 styling--with Wella top artists to bring the products to life. In addition to casting, I wrote the video script and all content to appear in-book, on digital sites, and on social media channels.
Video series + advertorials created appeared in 2 issues of ELLE print magazine, ELLE.com, ELLE's social channels, Wellausa.com, and Wella's social channels.
Project Roles: Copywriter, Casting Director
Video Director: Vessel Creative/Collin Palmer
As part of Jockey’s “Show Em” campaign, I interviewed Sierra Leonean-American ballet dancer Michaela DePrince. This story appeared in one issue of ELLE magazine.
Project Role: Copywriter
Digital advertising, paid social, and email marketing created for ClassPass to increase growth and retention.
Elevated editorial content & seasonal trend stories created to inspire and educate customers on the latest must-haves and how to style them.
Creative Director: Anders Lyckman
A digital publication spotlighting art, fashion, sex and travel. Content management included writing, editing and curating editorials and interviews of up-and-coming artists, designers and photographers.
Project Role: Writer, Editor
Company: Live Fast Mag
To read more, click here
For influencer marketing startup Octoly, I was brought on to help re-brand the French company’s digital presence, to create a content strategy and editorial calendar, and to build a community of US influencers and tastemakers.
I wrote all copy for digital re-branding, introduced a new editorial line for the blog and all social platforms, and launched global Instagram and YouTube channels. I grew Octoly’s Instagram following 53% + brought 32 events and 4 partnerships to the US market within the first 6 months.
Roles: Creative Director, Content Strategist, Producer, Copywriter, Speaker, Event Director
Below: Website rebranding, Octoly Magazine (blog), global Instagram account, and event recap videos.
Concepted, wrote scripts, and produced video series.
Behind the scenes photography taken on-site at global campaign shoots to provide integrated content for social media, PR and E-Commerce pushes. Images provided additional layers to universal campaigns for a complete 360-view of seasonal stories.
Photography: Danielle Robles
Interviews with talent conducted on-set to provide engaging content and layer into seasonal and global campaigns.
Director: Mitch Lemos
Interviewer/Producer: Danielle Robles