As VP of Creative at Splashlight, headquartered in New York City, I led all content making while managing the creative teams across studio locations. With a notable roster of fashion and lifestyle clients, featuring Target, David Yurman, dedicated brand studios for ALDO in Montreal and Victoria’s Secret in Columbus, Ohio. New client wins during my tenure included Eileen Fisher, J.Crew, Giggle, Boden Kids, Target Kids, and Lana Jewelry.
For Under Armour, directed the redesign and launch, while continuing to oversee in partnership, the brand’s new content studio in Baltimore. Additionally, provided oversight of the on-site build out of an in-house content studio and directed the creation of an internal portal (website), for El Palacio de Hierro, Mexico’s largest department store chain, in Mexico City.
Specializing in high volume e-commerce and editorial (video and photography), I focused on streamlining process company-wide, expanding content capabilities, identifying new business opportunities, amplifying revenue, and representing Splashlight to all external brand partners and potential clients. Directing all brand and presentation design, promotional video and live test shoots, with additional day-to-day oversight of production, post production, retouching, operations, finance, sales and marketing teams.
I launched and directed the company's first mentorship initiative, the Masters Program, developing unique curriculum for the four ‘master’ creative disciplines; Art Direction, Photography, Fashion Styling, and Beauty (HMU). The program was featured in WWD, where I spoke about my commitment to gender and diversity and the measurable value of mentoring.
Agency: Code and Theory
As the senior Creative Director on Maybelline New York, I oversaw a team of designers and writers, strategists and producers, across digital and social. Projects included the "Hail Beauty" content series (2 original episodes) created as part of the YouTube Lab accelerator program (since turned into a regular branded series “Makeup On The Way”, hosted by Adriana Lima). Also led various new product, how-to and retailer videos for the U.S. and global markets.
Agency: Saatchi & Saatchi
As Global Creative Director, challenged with bringing the ‘Your Best Beautiful’ campaign to life worldwide, we launched the new Olay brand point of view across all markets and all platforms. Seen for the first time live, during the 57th Annual Grammy Awards show in 2015 - with broadcast and digital - we took over the red carpet with E! TV. Creating real time social posts, Olay captured 4x the brand’s average impressions on Facebook and Twitter, earning unprecedented engagement rates for #Olay and #BestBeautiful.
We introduced new products and refreshed the core for face and body. We concepted across all platforms from social to video and broadcast, to eventually win back all of the digital business. We engaged a new brand spokeswoman, Katie Holmes, to represent the Regenerist boutique. And together with twice Academy-award nominated director Bennett Miller, we created an insightful series of content focusing on the emotional side of beauty and skincare with Katie.
Leading Saatchi creative teams in New York and Shanghai (and London, Dubai, Singapore, India and Europe), I also oversaw all Olay projects with partner agencies including packaging design (Active Botanicals) and relaunching Olay.com with a fresh look and feel. I introduced an editorial-focused aesthetic overall, with a relevant roster of photographers (Daniel Jackson, Diego Uchitel and Laurent Chanez) and talent.
Working in close collaboration with the P&G client, we helped Olay retain and excel in its position as the world's #1 facial skincare brand.
As Creative Director, I concepted and led copy on multiple global campaigns for the world's #1 makeup brand. Working across broadcast, print and digital, with an editorial eye, I ensured consistency of the Maybelline voice while moving the brand forward to increase visibility in new markets and drive sales.
Shooting with photographer Kenneth Willardt and directors Jonas Akerlund and Laurent Chanez, we created category defining communications for eye, lip and face products.
Agency: Radical Media
Photographers: Phil Poynter, Ellen Von Unwerth
Directors: The McCoubrey Brothers
As Senior Copywriter in the Design + Digital Group, I helped create the new voice and vision of Tommy Hilfiger. To refresh the playfully iconic fashion brand, we conceived the "American Stories" campaign as a modern, sophisticated take on American culture and style. Each season, a different American city was featured in the campaign (Miami, Los Angeles, Washington, D.C.). Supported with unique content across e-commerce, out of home, retail executions, and curated city guides (both online and as a mobile app).
Executive Creative Director: Antonio Navas
Photographers: Alexi Lubomirski, Nick Knight
As Associate Creative Director, I was proud to be a part of one of the world's most recognized and respected American beauty brands. I concepted and created multiple campaigns across print and broadcast for makeup, nail and fragrance launches worldwide. Writing all copy for consumer communications and client presentations, I worked with celebrity talent including Fergie, Salma Hayek and Reese Witherspoon, spokeswoman for the leading global beauty brand, on various product and brand advertising.
Agency: Radical Media
As the lead writer, I worked with the design team to introduce Grey Goose as the arbiter of discerning taste through engaging content across digital, print, video and TV.
I curated online guides to the world's best in design, destinations and leisure, while also highlighting cocktail recipes and unique branded events.
Showcasing the distinctive origins and heritage of Grey Goose (Cognac, France), we worked to push through the clutter of the often brash spirits category by distinctly refreshing the brand identity and fully embracing a thoroughly modern mindset and cosmopolitan lifestyle.
Agency: Select NY
Photographer + Director: Peter Lindbergh
As Copy Director, I helped create a new, modern voice and vision for the Artistry brand, across video, digital and print. Concepted and produced a launch video for the brand's most premium skincare offering to date, Creme L/X, with spokeswoman, Sandra Bullock, shot by Peter Lindbergh. Named and launched Artistry's "Vision" magazine, where as editor and writer I oversaw and crafted all content and copy within.
Agency: Toth + Co
Photographer: Peggy Sirota
Creative lead on print and TV campaign to support the brand's spring collection and So Slimming Jeans launch.
Agency: Toth + Co
As Creative Director, I wrote a new tagline for Belk: Modern. Southern. Style. I led the creation of new digital and print advertising, which included the conception and execution of a brand book that would relaunch and reinvigorate the venerable family-owned department store with over 300 locations in the United States.
Agency: AR New York
As Copy Director, I concepted and named the new "Discover" fragrance collection for Banana Republic.
Agency: AR New York
Fall and Winter print campaigns, including the naming of a new education-focused charitable initiative for the brand. In the Classroom remains the corporate charity of Jones New York, launching with spokeswoman Brooke Shields, and a limited edition t-shirt designed in collaboration with artist Ryan McGinness.
As a consulting writer, I helped create an interim digital experience for LVMH as they transitioned to the Nowness website. Intended to intrigue and excite, we posed a series of provocative questions to engage luxury brand users worldwide.
Agency: Select NY
Executive Creative Director: Olivier Van Doorne
Introducing Josh Holloway, the star of "Lost", as the new face of Cool Water fragrance for men.
Agency: Laird and Partners
Launching the venerable French vodka in the United States, under the direction of Trey Laird, a new tagline was born. Conceived to communicate the unexpectedly unique origins of the luxury spirit, crafted from grapes not grain (potatoes).
Narrative storytelling and strategic thinking, I’ve helped launch brands and products across all platforms for numerous style-minded clients. From Lux to Belk, Elle Magazine to Beyonce’s first fashion line, House of Dereon, you’ll find the groundwork here. Click on any of the images to view the full brand explorations.
I am a widely published writer on fashion, travel, lifestyle, and design. My work has appeared in numerous magazines/sites, including Vanity Fair, Interior Design, Dwell, Blackbook, Surface (contributing editor), Soma (style editor), Clear, Corduroy, Theme, Hintmag, Let Them Eat Cake, The Fader, BPM, Florida InsideOut, Prophecy, Death + Taxes, One, Sportswear International, Coolhunting and Style.com.