360 Degree Campaigns

SUMMER 2025 Campaign

OUT OF OFFICE

Creative Director across large-scale fully-integrated campaign. Shot in Majorca at iconic Hotel Bon Sol, the campaign included London-wide underground brand film + billboards (heavy concentration at Oxford Circus underground), plus high- impact wild postings city-wide. To coincide with campaign launch, created a 2-day experiential, shoppable pop up that brought the campaign to life for over 1600 people - with sand floor, boardwalk, surf shack, Cult gelato and more.

Indigo Clarke: Creative Direction. Brand Film Direction. Campaign Concept, Copy, Art Direction.

Photography and co-Film Director: Polly Brown. Styling: Lola Chatterton. Production: LG Studio. Product and Location Photography: Jessica Gates. Graphic Design: Patrick Waugh.

Spring 2025 Campaign

IN BLOOM

Creative Director across all elements of a fully integrated 360 degree Spring campaign for Cult Beauty - In Bloom. The out of home campaign featured a brand video presented on digital screens across London (including Euston Station), London-wide road-side model and product print posters and London-wide wild postings (photographed by me). The IRL extension of the campaign was an immersive two-day shoppable consumer pop up experience.

Creative Direction. Brand Film Direction. Campaign Concept, Copy, Art Direction. Wild posting photography.

Photography: Jessica Gates, Styling: Lola Chatterton, Production: LG Studio

MAC Studio Fix

EVERY SHADE OF YOU

Campaign concept, tagline, messaging. Digital, social and events strategy.

Every Shade of You breathed new life into MAC’s ethos- All Ages, All Races, All Genders - celebrating the shades of your skin, and identity. The global campaign spanned digital, social, in-store, events and OOH. Anthem video played digitally, in-store, and on billboards including Times Square, New York.

ESTRID

YOU WANT IT. YOU GOT IT.

The iconic little black razor Estrid’s community requested - and named. Limited-edition and ready to flaunt, display, collect and covet. Integrated digital and social campaign. 2024

Campaign creative direction: Concept, messaging. Art direction, casting and styling direction. Photography: Polly Brown, Styling: Lola Chatterton, Production: LG Studios

MAC Love Me Lipstick

LOVE AT FIRST SWIPE

Campaign concept , product naming, positioning and messaging. Digital and social strategy, casting guidelines.

Global launch inspired by self-love starring diverse, culturally-relevant influencers rolled out across digital, social, OOH and IRL events. The campaign experienced soaring engagement and exceeded sales predictions, inspiring a full Love Me franchise launching with the same creative concept and strategy.

Cult Beauty X HUSH

Cold Hands, Warm Heart

OOH Campaign photography, creative direction, tagline, messaging.

Concepted and brought to life Cult beauty’s first-ever retail collaboration with elevated, versatile clothing brand, Hush. We developed a limited-edition beauty bag + edit, which sold out within weeks and had over 15,000 sign ups - the most for an edit ever. The influencer + press event also amassed more coverage and impressions than any event of it’s size in Cult history. Winter 2025

MILK MAKEUP

HIGH CONCEPT, LOW MAINTENANCE

Launch campaign concept, copy and taglines for Milk Makeup. Brand tone of voice and messaging across site, social and marketing, print, OOH and in-store.

MAC Travel Retail

DESTINATION FABULOUS

Campaign concept and creative strategy, script-writing and messaging.

First dedicated campaign for MAC’s travel retail stores, featured globally in-store, paid digital and social. Increased awareness around MAC TR Kits and drove engagement and revenue, inspiring a second campaign.

MAC Cosmetics

Doors of Perception

Campaign concept and creative strategy. Product naming and taglines, video treatments and script-writing.

Global campaign across video, print, social and .com, large scale immersive experiences, in-store merchandising.

For the first time, MAC used a single brand purpose-driven theme to frame an entire season. Doors of Perception, Spring 2019, shot by Toilet Paper duo Maurizio Cattelan and Pier Paolo Ferrari. Each makeup collection had a unique story within the larger narrative of stepping out of the everyday and through the doors of perception - experimenting with new products and looks through a playful pop-surrealist lens.

HERO Brave Body

FEEL BRAVE IN YOUR SKIN

Campaign concept, art direction, video direction, casting, model and product styling.

Product naming and messaging. Digital and social strategy.

The Brave Body sensitive-skin franchise launch focused on empowering people with acne-prone skin. The aim for the shoot, digital content and product naming/messaging was to engage a unisex Gen Z and Millennial audience, and make them feel confident and in control. These products do not mask acne, rather they help reduce inflammation and sensitivity so that you can feel brave in your skin.

HERO Force Shield

GET AN INSTANT RESET, WHEREVER LIFE TAKES YOU

Campaign concept, art direction, video direction, casting, model and product styling.

Product naming, positioning and messaging. Digital and social launch strategy.

Launch campaign for on-the-go skin booster set spanning digital, social. .com, retail partners, and IRL PR and influencer activations.

HERO Superlight SPF

MEET YOUR DREAM SUNSCREEN

Campaign concept, art direction, video direction, casting, model and product styling.

Product naming and messaging. Digital and social launch strategy.

Launch campaign for Hero’s SPF synched .com, digital and social content with IRL activations including ice cream truck, sample giveaways, and specialty merch.

MoMA

How do YOU see?

Concept, Copy, Content Lead.

First ever MoMA brand awareness campaign highlighting the permanent collection to drive traffic to the museum and elevate brand reputation. Copy and creative strategy for integrated communications that extended across Print, OOH, Digital, Video and Social.

ROTHY’S

CHOOSE COLOR

Concept, Creative Strategy, Brand Messaging.

Groundbreaking sustainable shoe and apparel brand, Rothy’s, first-ever broadcast campaign to gain awareness and promote their brand pupose and IP by showcasing their four brand pillars: style, comfort, sustainability, and washability.

HERO Cosmetics

Mighty Patch

Concept, Strategy, Copy.

Hero, a digitally-native skincare brand, started as a brand with one product: hydrocolloid acne patches. While hydrocolloid bandages were not new to the United States, the idea to use them for acne care was.

Although Mighty Patch was still selling out on Amazon and Hero’s own site, we launched a brand awareness campaign around their best-selling product to gain awareness and promote their new products. The ‘Don’t Pop It, Patch It’ ads went live across social and digital, as well as OOH billboards and NYC taxi tops.

Retail Creative Direction

Nasty Gal

Editorial direction, Social Media and Content Strategy.

As Editorial Director for Nasty Gal in Lo Angeles, I was brought on to elevate the overall brand look, feel and communication across all touch-points to meet a an emerging luxury consumer base. I led the editorial, content and social team, and updated the Editorial Strategy, Copywriting Style Guide, Social Media Style Guide and Nasty Gal's first Brand Book in 2015.

OLD NAVY

Creative Direction, Concept, Copy, Art Direction, Campaign Strategy.

I led top funnel content and campaigns for TVC, radio, social and digital, print and OOH for Old Navy. Key campaigns included an aesthetic and organic brand elevation for Summer tees, footwear and accessories shot in LA for social and digital; 2016's successful 'Never Basic' tees print, digital and TVC featuring the SNL cast; 2016 Back to School Amy Schumer TVC and the connected ‘#MySquad' omni-channel Kids campaign; and 2016’s 40% off Pants Sale TVC featuring Elizabeth Banks.

ASOS

Editorial direction, Creative Direction, Social Media and Content Strategy.

Launch editorial director of ASOS.com in the US, overseeing both mens and womenswear. I oversaw monthly editorial campaign strategy and execution, translating campaign messaging and competitions across site, email and all social media platforms. I concepted and art directed shoots and videos - highlights including the '4th July Edit with Cory Kennedy' (generating over $1 Million in revenue in one day), 'Halloween Party Monsters' and 'Valentine's Day - Pair Up & Share The Love' inclusive campaign. All campaigns included robust digital 360 degree strategies.