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 consulting Creative Director/Copy, I helped concept and execute the first-ever brand campaign from nontoxic skincare company True Botanicals.
Photographed by Inez and Vinoodh, two of the world’s most powerful image-makers, the campaign celebrates the truth in beauty—the energy of embracing the wild within, fully inhabiting your own life, and letting your genuine love and belief guide you.
I wrote all campaign messaging, which came to life across print, OOH, digital, social, and e-commerce.
Photography: Inez & Vinoodh
Creative Direction: Lina Kutsovskaya / Be Good Studios
MEN'S LOUIS VUITTON
“With the campaign, I wanted to make something that is universal and human at the core. Inclusive and dense, something that has gravity. So I decided I was going to focus the campaign on boyhood, not men’s wear. What makes men? The different stages in one’s life, from infancy all the way through teenager, adolescent, young adult to adult.” — Virgil Abloh
I worked with Be Good Studios on the Men’s Louis Vuitton Spring-Summer 2019 Campaign, the first from Artistic Director Virgil Abloh.
Centered on boyhood, the campaign was broken into three chapters:
“Infancy, Childhood, and Adolescence,” shot by Inez and Vinoodh, focuses on the developmental stages that form a man’s identity and wardrobe.
“The Painter’s Studio,” by Mohamed Bourouissa, offers a contemporary perspective on the artist’s atelier, paying homage to Gustave Courbet’s 1855 painting.
“The Pivotal Years,” photographed by Raimond Wouda, reimagines a modern-day school portrait. Filmmaker Julian Klincewicz delves into the moments that make us.
I helped craft the storyline by coming up with questions for talent, identifying emerging themes, selecting VO for the films, and writing all copy across print, digital, and social.
I wrote a series of social captions celebrating Virgil Abloh’s first sneaker for Louis Vuitton—inspired by old-school basketball trainers.
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.
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.
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.
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.