As an Associate Creative Director (Copy) at Droga5, I helped spearhead the 2017 relaunch of CoverGirl with the campaign and tagline "I am what I make up."
Featuring a roster of new CoverGirls—Issa Rae, Maye Musk, Ayesha Curry, Shelina Moreda, Massy Arias—the campaign came to life through 8 films and 5 print ads celebrating the powerful role of makeup in self-creation.
As a senior writer at Sephora, I had some brilliant mentors and thinking partners. Under the creative director of copy, Catherine Scroop; the executive creative director Lina Kutsovskaya (now senior vice president of creative at Calvin Klein); and the senior vice president of marketing Sharon Rothstein (now the chief marketing officer at Starbucks), I was given enormous creative freedom and entrusted with a slew of high-visibility projects. These included the concepting of major campaigns (NARS x Andy Warhol, Holiday 2012, Holiday 2013, Sephora's 15th anniversary); the launch of Sephora's first-ever nail polish brand, Formula X; and the 2014 rebrand of Sephora Americas.
Calvin Klein (FREELANCE)
I was hired by Lina Kutsovskaya, SVP ECD of Calvin Klein (previously my ECD at Sephora) to come up with the concept and copy for Calvin Klein's first-ever holiday campaign. Based on their partnership with Save the Children, I came up with the concept and headline "Keep generosity present" to tie the idea of giving to that of gifting, as well as a series of "Give" statements that always end with "Give back."
This messaging lived across channels, from OOH to digital, store windows to packaging.
I also worked on Calvin Klein's Black Friday/Cyber Monday campaign, which was centered around the idea of today's "buy now, wear now" culture, featuring barcode-inspired graphics and seductive imagery.
As the Creative Director/Writer on the Revlon account, I lead the brand's global storytelling through TV and video content, testimonials and tutorials, print ads and digital banners, in-store displays and social campaigns.
For our current brand campaign (CHOOSE LOVE), I came up with the strategic insight that women today are eager to step away from the passive language of love—waiting, falling, losing yourself—and ready to take love into their own hands.
To create a seamless connection between the brand and product worlds—and reinforce that when you choose Revlon, you choose love—each product launch is given a singular "Choose" statement, one that ties its point of difference to a dimension of love.
As an Online Features Writer for Interview (from 2009–2012), I interviewed artists, authors, musicians, and designers, contributing 30+ articles to their site.
NAMING @ SEPHORA
I named some of Sephora's biggest franchises, services, and brands.
VIB ROUGE: The highest tier of their much-loved loyalty program, Beauty Insider.
BEAUTY ON THE FLY: Their popular in-store fixture—which conveniently surrounds you while you wait in line—for on-the-go, flight-friendly beauty essentials.
I worked closely with Redscout's creative director Carter Millican to reconceptualize the Juicy Couture brand and write its internal brand book.
As an associate editor at Assouline, I wrote, edited, and managed book projects for luxury fashion, beauty, and lifestyle clients including the Council of Fashion Designers of America, the Luxury Collection by Starwood Hotels and Resorts, AmorePacific, and the Nobel Conference 2011. In addition, I wrote copy for catalog, e-commerce, and email; developed content for the best-selling Proust Questionnaire series; hired, managed, and edited freelance writers, including Jay McInerney; and wrangled celebrities (including Sofia Coppola, Daniel Boulud, and Robert Parker) for book participation. Working closely with the editorial director, Esther Kremer, and cofounder, Martine Assouline, I also helped lead pitch meetings with potential clients, including Balenciaga and Burberry.
THE ESTÉE EDIT (FREELANCE)
After the initial launch of Lauder's new brand, The Estée Edit, I was hired to consult on a range of brand and product-level needs. That included: writing a revised positioning; coming up with culturally-relevant, Millennial-targeted collection concepts; naming products and shades; and crafting copy for packaging and dotcom.
ANN TAYLOR (FREELANCE)
I was hired by Cecilia Gates, founder of GATES Creative (and a former colleague at Sephora), to write a month's worth of Instagram posts for Ann Taylor.
In 2010, I interviewed Belgian model Hannelore Knuts in and around her Bushwick neighborhood. The video lives on Vogue Italia's site and can be found here.
HOW-TOS (REVLON + SEPHORA)
I came up with branded names (and wrote all copy) for both Revlon's and Sephora's how-to programs.
#RevlonLooks: To establish Revlon as a destination for trend and education, we came up with #RevlonLooks, a how-to program that spoke her language with easy-to-follow steps, pro tips, and energetic, graphic takes.
Ready_Set_Polish: To feed the hunger for nail art—and show how easy it can be to get seemingly-advanced looks—Sephora launched a series of nail how-tos. I created a language of ultra-snappy steps, as well as the name "Ready_Set_Polish" (no time for spaces between words!).
#RevlonLooks: Burnished Gold
#RevlonLooks: Holographic Pastels
#RevlonLooks: Gilded Eyes
#RevlonLooks: Natural Smoky Eye
#RevlonLooks: Rocker Lash
How-To: The Neons and Brights Look | SEPHORA
How-To: The Fresh Cut Look | SEPHORA
How-To: The Splattered Look | SEPHORA
How-To: The Graffiti Look | SEPHORA
How-To: The Tagged Look | SEPHORA
How-To: The Well-Rounded Look | SEPHORA
How-To: The Ombré Look | SEPHORA
How-To: The Magnetic Look | SEPHORA
How-to: The Textured Look | SEPHORA
How-to: The Cracked Topcoats Look | SEPHORA
How-To: The New Moon Look | SEPHORA
How-to: The Nudes Look | SEPHORA
How To: The Chalkboard Look | SEPHORA
How-to: The Newsprint Look | SEPHORA
In 2011, I was brought in by NBCUniversal’s Content Innovation Agency department to edit The Curve, a trends and marketing insights book focused on what's ahead in consumer culture. It was quickly extended into a video series, garnering the attention of the New York Times and Adweek. From 2011–2015, I edited five editions, for both print and digital distribution.
I got my start in fashion and arts writing at Nylon, where I wrote a quarter of the content for nylonmag.com, and contributed monthly pieces to Nylon and Nylon Guys.