The Book by Neiman Marcus
As the Senior Campaign Lead and Copywriter, I partner with art direction and graphic design to lead concept development and editorial storytelling for Neiman Marcus’ seasonal campaigns. I work closely and ideate with cross-functional teams to ensure brand messaging is cohesive across all touch points and translates across store visuals, videos, events and activations. The Book is the culmination of this work - the theme, storytelling narratives, visual direction, and everything in between all being elements I am responsible for conceiving and bringing to life with the executional and production teams. You can see the latest issue of The Book here.
#ChoosetoChallenge for International Women’s Day 2021
In celebration of International Women’s Day, I wrote and edited a message advocating for equality and inclusivity for all women for Incorp[HER]ated.
Collin Sexton Surprises 2020 Foot Locker Scholar Athlete Scholarship Winners
Due to the COVID-19 pandemic, Foot Locker was not able to surprise the 20 winners of the Foot Locker Scholar Athlete program winners in their local community stores. Instead, the 2020 finalists were invited to a virtual discussion facilitated by Tony Mui, to share their experiences of how the pandemic is affecting their lives. Then, they were surprised with a celebratory reveal by NBA player Collin Sexton, who announced that they were actually winners of the 2019-2020 Foot Locker Scholar Athletes scholarship.
In addition to managing the overall program from the application stage to the marketing collateral, I produced the online event and wrote the scripts for the featured talent.
GAP Logo Remix Campaign
To debut its new collection, GAP partnered with nine culture remixers, including the likes of SZA, Metro Boomin, Awkwafina and more. I oversaw production of the social component of this campaign from ideation to execution, including on-set production to work with talent one-on-one and developing social copy.
CÎROC French Vanilla By French Montana
French Montana unveiled his very own CÎROC variant, CÎROC French Vanilla, to a star-studded affair. My role in this campaign was to develop the digital and social strategy, including copy, across the brand and talent channels.