CREATIVE DIRECTION, Toty
Working with photographers Caleb + Gladys and Cera Hensley, we transported our viewer to the tropics for Sofia Vergara’s multi-benefit suncare line, Toty. We shot her launch campaign, as well as all product and model photography for the website.
Introducing “Beauty with Substance”. Amyris Clean Beauty partnered with Rose Inc to launch a clean, sustainable and non-comedogenic color brand in 2021. I led the creative development of the brand identity, strategy, packaging and retail material, partnering with Baron + Baron on campaign photo art direction.
To support the launch, we developed a welcome kit sent to 100 key influencers. The kit included one of each sku, with colors tailored for each individual. We also designed sampling sachets that were included in e-commerce orders and sampled at beauty retailers.
Working with D3, I led the development of the gondola design for domestic and international retail partners - Sephora, Space NK and Mecca. I attended prototype reviews to validate the quality of material, photographic imagery and product fit.
Working closely with the digital design director, I concepted and produced all launch imagery including individual and group product photography, swatches of every shade, and a community shoot of real women wearing every shade of the makeup line.
DIGITAL DESIGN + PACKAGING PRODUCTION, Commence
In 2024, Brooke Shields launched a haircare brand uniquely designed for women over 40. I led the website design and digital style guide for all email, paid and organic social as well as all packaging production. The design, bold and fearless, was inspired by the founder icon.
KEYS SOULCARE, CREATIVE DIRECTION
Its not just skincare, its soulcare. From Alicia Keys, the glow starts inside when you nurture your skin and soul with her line of skincare, bodycare and color. In the last two years, I have overseen the creative and campaign development of her beauty line - including campaign photoshoots, digital and print creative, store merchandising and press kits.
CUROLOGY, PHOTO ART DIRECTION
In partnership with ViV Mgmt photographers, Cera Hensley and Beth Sternbaum, we executed seasonal campaigns for the Curology team from concept through post production. Our favorite campaign below features the new Hydration line.
Despite 2020 being a challenging year for most retailers, Pipette first year was a series of milestones for our small, mighty team! In our first year, our brand was accepted into top multiple online retailers including Amazon, Target, Credo Beauty, Goop and Dermstore. And our revenue in year one was almost double our forecast at 6.5M.
Within 9 months of launch, we introduced 9 new skus including a handcare line we safely rushed to market in under 3 months. Our team produced and art directed all campaign shoots to support product launches, and our social feed designed and art directed by the creative team gained an active 30k following.
Site optimization and tools designed to increase customer conversion and drive higher AOV were the focus of the fall/holiday campaign. We introduced a virtual bundling tool, gift guide and an advent calendar of offers throughout the month of December.
Coming off the success of the launch of their first clean beauty brand, Biossance, Amyris sought to launch a clean masstige babycare brand in 2019. I was brought on board to lead the creative and copy development, from product naming and packaging through a full 360 marketing launch campaign.
After joining Amyris, we hired the Brooklyn based branding agency Red Antler. Equipped with extensive consumer research on our demographic and purchase behavior, we defined the brand ethos, designed the packaging of the core baby and mom assortment and created the style guidelines for digital and retail experiences.
Internally, I led a small team of art directors and copywriters to launch our mobile friendly DTC site on the Shopify platform. Building out a robust content strategy was crucial in building and retaining a loyal customer base.
We partnered with Wayfarer Studio and our brand ambassadors to introduce the product line and benefits while bringing light to the joy of parenting in three humorous episodes.
In the first few months, we concepted and developed event collateral for baby shows, press events and store windows across the country to introduce our new brand to retailers and consumers alike.
CREATIVE DIRECTION, Thirdlove
As a followup to the rebrand, we launched a campaign dedicated to the inclusivity of sizing. Touting one of the broadest selection of sizes, we cast one real woman for each of our 78 sizes in a photo/video shoot. The beautiful output celebrated ALL women (and transgender) across all channels.
A montage of the full cast of 78 women appeared in the New York Times, as well as OOH in multiple urban markets. A corresponding video of testimonials from many of the women brought the campaign to life in digital ad placements, while a BTS style video challenged the norms of what is sexy defined by direct competitor, Victorias Secret.
Alongside the launch of the inclusive sizing campaign, we redesigned the site with a fresh, modern look and feel, updating all editorial and PDP photography to be reflective of the modern women. Corresponding emails accompanied the campaign with a teaser, letter from the CEO and reintroduction of our core styles.
After joining ThirdLove, our team partnered with a boutique NYC creative agency, Partners & Spade to rebrand ThirdLove. Together, we redefined the photo art direction, graphic and typographic style guidelines to be truly reflective of the modern woman. We rolled out our manifesto and campaign imagery in NYC subways, billboards, print ads and a TV spot.
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In 2021, I was brought on as the company’s first creative director since its inception 16 years prior. Within a short few months, I built out a team to support the channel needs of the rapidly growing business and elevated the brand look and feel across all platforms. By holiday, the website and all channel activations had transformed and saw an 84% YOY growth in email and paid social channels.
By September of 2021, the company was poised to go public with a fresh, modern look and feel. I led the development of the IPO video and all creative collateral for investors. On the monumentous day for the brand, we took over Times Square with placements in NASDAQ, Reueters and the Marquis. Underscoring our brand ethos - its mission in sourcing conflict free diamonds sustainably and ethically became the cornerstone of our communications to differentiate us from a growing set of competitors.
The holiday season brought a massive transformation to the ecommerce site with all editorial and navigational site tiles updated with an elevated modern look and feel. Storytelling in email and social focused on styling techniques, customizing a personalized bridal setting and gift guides for everyone on your list.
Paid social videos were a huge opportunity for the brand to grab the attention and retention of the Gen Z base. Throughout our fall, holiday and post holiday seasons, we developed video campaigns to accelerate fine jewelry purchases at key gifting moments and strengthen our presence as a leader in ethical and sustainable bridal jewelry.
As a senior creative director, I oversaw a team of photo and graphic art directors in the seasonal development of all fall and spring store and online collateral. This included store windows, propping and navigational signage in stores, as well as the design of the website, campaign and promotional emails and digital ads.
In fall 2017, Old Navy launched a subscription service for children’s clothes. Based on their style, kids would get a box loaded up of sporty or trend-setting styles. We concepted and designed the box and insert design, as well as online site and order form.
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The Old Navy Superbox website outlined the product benefits and ease of ordering. A 4-step order experience allowed users to customize their box based on style, sex, age and delivery frequency.
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CREATIVE DIRECTION
In 2013, Victorias Secret PINK launched their first official website. I led the creative concept and development and throughout the years adapted the website to adopt new trends and digital innovation, with a focus on rich storytelling.
CREATIVE DIRECTION
In five years, creative and marketing efforts scaled the Pink Nation program from 2 million to over 13 million members strong through a consistent delivery of engaging content and experiences. Pink Nation members were the most dedicated customers, driving higher AOS demand and conversion.
Our robust Spring Break strategy included a customizable countdown clock, a shareable social post to announce their Spring Break destination and an Instashop, allowing Pink Nation members a first look at the must have items for their vaca.
Campus Kickoff was our first foray into building games for the teen market. Engagement with the game was so successful, we incorporated gaming into our seasonal strategy.
To build awareness and enthusiasm for our popup shop touring bus and with the key insight that our audience is highly engaged with app gaming, our team built an irresistible and addictive Pac-man inspired game.
Campus Showdown pits schools against each other in a race for the biggest PINK party of the year, held on their campus! Engagement with the program was so successful, we repeated the activation in all five years I was with the brand!
CREATIVE DIRECTION
Education is a powerful and important fundamental to scaling the bra business at Victoria's Secret. Building tools that enable user interaction and feedback can drive sales, increase satisfaction and loyalty. In 2014, our creative team partnered closely with UX and developers to build the PINK Bra Guide allowing visitors to find their perfect fit, get style tips and bra basics and create their perfect bra wardrobe.
CREATIVE DIRECTION, L'Oreal
160 years ago, Kiehls opened as an old-world apothecary in NYC and since, grown as a company devoted to community, customer service, and best-selling formulas. Serving as the brand guardian and creative liaison to outbound partnerships, I led the creative transition of the Kiehls ecommerce site to the Demandware platform, with a focus on building a strong user experience that included the integration of storytelling and content that celebrates the brand DNA.
