360 Degree Campaigns
360 Degree Campaigns
CULT BEAUTY Rebrand
For the Love of Beauty
Developed and introduced a New Era of Cult Beauty with a comprehensive, culturally-relevant rebrand - including new logo and tagline - as Global Brand and Creative Director. Culminating in an omni-channel 360 activation spanning print, motion, OOH and immersive two-day consumer pop-up (all first’s for Cult).
The months-long campaign, comprising Autumn and Holiday, celebrated self-expression anchored in a value-led consumer strategy that resonated emotionally while communicating both trend and product - conveying the new brand tagline, For the Love of Beauty and CTA Join the Cult.
Creative direction, film direction + campaign concept, tagline.
Photography: Polly Brown, Styling: Lola Chatterton, Production: WeFolk
CULT BEAUTY PLAY
Cult Holiday Playground
Campaign concept, art direction, video direction, casting, model and product styling.
Product naming and messaging. Digital, OOH and social launch strategy.
Invited our audience to rekindle their nostalgic love of the holidays with an omnichannel campaign taking them out of the everyday, and into the Cult Holiday Playground. This was an immersive digital, social and IRL experience dedicated to empowering self-expression and - Play!
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
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
LET US REINTRODUCE OURSELVES
As Executive Creative Director, I developed a new, culturally-relevant identity and brand persona for viral Swedish start-up, boosting awareness across UK/EU. Created omni-channel campaign to celebrate the launch of key new products + new packaging design, palette and VM. Content, digital design + art direction, Creative directed omni-channel campaign to reintroduce Estrid. 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.
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 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.
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.
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.
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.
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.
Strategic Rebranding
Strategic Rebranding
ROWAN
PIERCING FOR ALL
Rebrand and reposition 2021/22. Brand strategy and creative direction. Tagline, brand lines and key brand messaging. Art direction and elevation.
Creative visual and communications strategy anchoring the resulting culturally-relevant brand mission: Piercing For All. Overhauled and elevated visual identity, voice and position. Following the new brand strategy, Rowan secured a 20M investment to scale across North America, and is now valued at $100M.
Brand Visual Identity, Strategy & Positioning. New Tagline, Brand Lines (Play it By Ear, Give ‘em an Earful, Shine Through) Art Direction & Design Guidelines. New Casting & Influencer Guidelines.
WET BRUSH
ALL HAIR VIBES WELCOME
Brand refresh and strategic elevation 2022.
Aesthetic elevation of visual identity including new art direction guidelines, refinement of logo, casting guidelines and palette, brand fonts. Established new brand purpose and mission with accompanying, tagline, voice and casting.
EVER EDEN
ALL AGES, ALL STAGES
Brand strategy, messaging and visual elevation 2021. Sephora visual ID and messaging. Copy and concept for Ever Eden’s kids NY and LA OOH skincare campaign 2021.
Developed new strategy & creative vision, Tagline ‘All Ages, All Stages’ and overall messaging approach to differentiate and elevate the premium multigenerational skincare brand as it scaled and launched beyond the US into into global markets. As a result of this brand refresh, Evereden closed a 32M round of funding in 2021.
BIO IONIC
FEEL GOOD HAIR
Extensive rebrand, visual elevation and repositioning 2022. New digital design and art direction, brand palette, casting strategy, cross-channel content strategy.
Identifying the whitespace in the beauty/hair landscape to strategically reposition and rebrand leading US hair company, Bio Ionic into the hair health and wellness space. Revising the brand purpose to promote wellness and self-care, resonating with a multi-generational consumer.
Brand Awareness Campaigns
Brand Awareness Campaigns
SEPHORA
I Want
Concept, Strategy, Copy, Art Direction.
Relaunch of Sephora’s namesake line, Sephora Collection. The successful campaign saw high engagement across social channels, as well as in-store sales exceeding expectations 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, and in-store signage.
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.
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.
Retail Creative Direction
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.
