Hero Cosmetics Creative Director 2020 - 2022

|| Brand Elevation & Scaling || 360 Degree Campaign Concept, Copy & Art Direction || Product Naming and Positioning || Shoot Concept, Casting & Production || Leading Content and Social Team ||

• Creative Director leading all brand creative and content for #1 specialty skincare brand in the US, Hero Cosmetics.

• Developed new creative strategy and vision from 2020-2022. Within this time frame, Hero became the #1 specialty skincare brand in the US at Target and Amazon.

• Concept, casting and art direction for multiple 360 degree product launch campaigns including: Force Shield trio, Brave Body franchise, Mighty Patch Original, Face & Nose, Lightning Wand and Lightning Swipe.

• Created and implemented all-new brand design and copy guidelines including new tagline, brand voice, art direction & photography, and content strategy.

Executive Director of Global Creative and Brand Messaging - 2017 to 2020.

|| Head of Global Campaign, Editorial, Content and Social || 360 Degree Campaign Concept and Copy || Seasonal Concepts & Art Direction || Product Naming and Positioning ||

Select cross-channel campaigns featuring original concepts, taglines, product and collection names, video copy and scripts. All campaigns came to life anchored with the same strategic narrative across digital, social, OOH and IRL events.

LOVE ME LIPSTICK: 2019 launch campaign shot by Petra Collins.

EVERY SHADE OF YOU: 2018 Studio Fix campaign shot by Tim Walker.

DESTINATION FABULOUS: Travel Retail campaigns one and two, 2018

DOORS OF PERCEPTION: Spring 2018 seasonal campaign, comprising several new collection and product launches, shot by Maurizio Catellan and Pier Paolo Ferrari.

STARRING YOU: MAC Holiday 2019 campaign, starring Lindsay Wixson and a crew of relatable influencers, shot by Petra Collins. The concept inspired the star-studded products and packaging throughout the collection.

Wet Brush Brand Refresh 2022 / 23

|| Brand Elevation || Creative Strategy || Creative Direction

Wet Brush, the #1 Best-selling detangler in the US, needed to elevate their visual world and tone of voice to gain relevance with Gen Z consumers, and retain the loyalty of their Millennial consumer base.

• The new creative direction involved an aesthetic elevation of visual identity including refinement of logo, while retaining iconic brand elements their audience knows and loves.

• This project involved implementing a new brand palette, new design & art direction guidelines, , 360 Degree content strategy, new shoot & casting guidelines.

• New brand messaging and tagline: Love at First Brush and For All Hair Vibes.

AGENCY: CHANDELIER CREATIVE

As the Creative Director overseeing the relaunch of Sephora Collection, I led the tone of voice, visual direction, and brand identity.

The successful campaign saw high engagement across social channels, as well as in-tore sales exceeding expectation and selling out multiple SKU’s. The concept and tagline are still currently being used by Sephora.

Focusing on educating and inspiring our audience via content offering 'guided choice', the campaign focused heavily on social and digital (monthly model and influencer shoots in studio and on location, illustration, still-life, video), with touchpoints across OOH, experiential, print and in-store.

|| New Brand Visual Identity, Strategy & Positioning || New Tagline, Art Direction & Design Guidelines || New Casting & Influencer Guidelines ||

• Headhunted to radically reposition and rebrand 2021 - rolled out 2022/23.

• Developed progressive strategy that anchors their mission (and is the new tagline): Piercing For All.

• Overhauled visual identity, voice and mission to give new relevance to Rowan Ear Piercing, since elevation is now valued at $100M.

• This strategic creative direction resulted in new investment in 2021, helping to expand the brand cross-country.

• Transformed brand look & feel with new palette, font, art direction, tone of voice, logo, tagline and brand language.

• Transitioning Rowan from appealing solely to moms and tween girls, to being inclusive of all ages and genders has given it cultural relevance and broad appeal.

• The resulting rebrand includes campaign and content across .com and digital, and new physical store decal.

Bio Ionic Rebrand & Strategic Repositioning

|| Rebrand & Visual Elevation // Creative Strategy // Creative Direction ||

• Identifying the whitespace in the beauty/hair landscape to strategically reposition and rebrand leading US hot hair tool company, Bio Ionic.

• Evolving the brand mission and purpose to promote wellness and self-care, reflecting the fast-growing hair health movement.

• A full cohesive and extensive rebrand comprising: New Digital Design & Art Direction, Brand Palette, Shoot & Casting Strategy, Cross-channel Content Strategy.

• New inclusive, relevant and purpose-driven tagline: Feel Good Hair For All.

Milk Makeup Launch Creative Director 2016

|| Brand Strategy & Creative Direction || 360 Degree Launch Campaign Concept & Copywriting ||

• Creative Director overseeing launch of the game-changing makeup brand.

• Campaign concept and tag-lines.

• Brand tone of voice and messaging across site, social and marketing, print, OOH and in-store. 

Evereden Brand Strategy & Creative Direction 2021

// Brand Refresh & Repositioning // Creative Strategy & New Communication Approach //

• Developed new strategy & creative vision, Tagline ‘All Ages, All Stages’ and overall messaging approach to differentiate and elevate the brand as it scales and launches beyond jut the US into into global markets.

• As a result of this brand refresh, Ever Eden closed a 32M round of funding in 2021.

• Copy and art direction for Sephora Canada visual ID and differentiating tagline, Nurture Every Moment.

• Copy and concept for Ever Eden’s kids NY and LA OOH skincare campaign 2021.

AGENCY: CHANDELIER CREATIVE

Creative Director for Old Navy campaigns including:

• Pre-roll day-to-night promo videos.

• 2016 Back to School Amy Schumer TVC.

• '#MySquad' omni-channel Kids campaign.

• 2016's 'Never Basic' tees print, digital and TVC featuring the cast of SNL.

• 40% off Pants Sale 2016 TVC featuring Elizabeth Banks.

• Spring/Summer 2016 Tees & Accessories shoots for social and digital.

Rothy’s Broadcast 2020: Choose Color

// broadcast // paid social //

Rothy’s first-ever broadcast campaign was designed to gain brand awareness, fashion credibility, and showcase Rothy’s four brand pillars: style, comfort, sustainability, and washability. I was brought on to partner with the in-house creative director on concept, creative strategy and execution.

Consulting Creative Director: Indigo Clarke

Creative Director: Lindsey Bissing

Copywriting: Anné Jude

Director: Casey Brooks

Nasty Gal – Editorial Director

As Editorial Director for Nasty Gal in Lo Angeles, I was hired to elevate the overall brand look, feel and communication across all touch-points to meet a new luxury consumer.

I led the content team, and updated the Editorial Strategy, Copywriting Style Guide, Social Media Style Guide and Nasty Gal's first Brand Book in 2015.

Managed the editorial department, which included senior and junior content editors, a social media team and product copywriting team.

Monthly campaign strategy and execution for key retail moments, holidays and cultural events.

AGENCY: CO:COLLECTIVE

Associate Creative Director on the first ever MoMA brand campaign highlighting the permanent collection in a way that creates awareness, drives traffic to the museum and elevates the brand reputation.

Wrote the copy for the 2015 integrated communications campaign that extended across Print, OOH, Digital, Video and Social.

ASOS – US Editor

2011 – 2013

Launch editor of biggest online retailer in the world, ASOS.com, large-scale US site.

Creating the US editorial style guide for womenswear, menswear and social media.

Monthly editorial campaign strategy and execution, translating campaign messaging and competitions across site, email and all social media platforms. 

Launching multiple social media platforms in the US, overseeing and commissioning all editorial content.

Concepting and art directing shoots and videos - highlights including the successful '4th July Edit with Cory Kennedy' (generating over $1 Million in revenue in one day), 'More Looks Less Luggage', 'Halloween Party Monsters' and 'Valentine's Day, Pair Up & Share The Love' campaigns. All campaigns included social engagement including competitions, live google-hangouts and live twitter chats with key influencers.

AGENCY: LAIRD & PARTNERS

Editor and copy-writer of the KARL LAGERFELD bi-annual magazine from 2012 – 2015. The most recent versions for Autumn/Winter 2014 and Spring/Summer 2015 are large-scale comic newspapers entitled, The Karl Daily.

AGENCY: MOTHER NYC

Senior copywriter and voice of ʻLittle Marinaʼ for Missoni & Targetʼs large-scale collaboration over a three month period in 2011. Working with MOTHER creative agency New York.

'Best In Show' Award Winner: One Show NY

As Creative Director at Vice / Virtue Worldwide, I oversaw the YouTube ‘Creators for Change’ initiative. It was a year-long project aimed at amplifying young YouTube creators using their channels and voices to front social change.

The resulting 7 documentary videos premiered at New York’s Tribeca TV Festival.

Creating all editorial content for the men's and women's Marc by Marc Jacobs' extensive quarterly seasonal guide (Fall/Winter, Spring/Summer, Resort and Holiday) from 2012 - 2014.

Covering ready-to-wear, accessories, leather goods and footwear.

2011 – 2012 ʻMonki Television girl of the monthʼ for Swedish fashion label MONKI (subsidiary of H&M), and featured writer for Monki Magazine.

Highway Of The Brave by Indigo Clarke 

Collaborated with the fashion label Something Else on a capsule collection inspired by a short story I wrote, and teamed with renowned illustrator Julie Verhoeven on artwork featured throughout the capsule line.
 

Indigo Clarke for H&M: Styllist for H&Mʼs Fall/Winter 2012 collection available via Elle.com and in stores nationwide (US).