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 produced and wrote content and oversaw video and art direction.
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.
Photography + Video: Evaan Kheraj
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.
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.
Video Director: Collin Palmer
For the holiday season, we wanted to create a campaign that was simple, yet implied action. When thinking of the holidays, growing up as a child, all I could think about was unwrapping presents as soon as possible. The word "upwrap" carries such a succinct message. It conveys the holiday theme with one simple word. We used "unwrap" to touch upon various pieces of content. This 360-degree global campaign included in-store marketing, social media, e-commerce, video series, and digital content.
NBA star Nick Young's "Unwrap Your Game" video went viral and was featured on USA Today, Sport's Illustrated, ESPN, Yahoo News, and NBC News.
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.
(Video Director: Mitch Lemos)
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.
An outreach campaign to re-brand and renew interest in Labelux Group (the luxury holding company of Jimmy Choo, Belstaff and Bally). The visually-driven blog spotlights the creative process of today's most innovative thinkers in art, technology and culture and includes exclusive interviews and coveted behind the scenes content.
Editor-in-Chief: Melanie Cornwell (Wired)
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Perrier's multi-platform influencer campaign provides readers with culturally-relevant content and insider information about cutting-edge fashion, music, art and travel destinations. Branded content was created to provide audience with authentic social capital, enticing readers to share with their networks.
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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.
Editor in Chief: Vivianne LaPointe
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Created original content for Gap Inc.'s Adressed and Let's Do More blogs. Content focuses primarily on fashion, social issues, and innovation.
Created original content for Smashbox Studio's THE HYPE.
Art directed, wrote, and produced content as part of Forever 21's re-branding initiative. Content ran across all social and digital channels. Interviews with some of today's top music artists, profiles of Los Angeles influencers, and events were featured to elevate the brand and make it more relevant to the cultural landscape.
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
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