As the sole writer on the Revlon account, I lead the brand's storytelling across channels—from print ads to TV spots, digital banners to in-store displays.
For the 2016 Choose Love campaign, 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.
Choose Love (full length)
Olivia's Choose Love Story
Halle's Choose Love Story
Alejandra's Choose Love Story
Revlon Mascara Collection
Revlon Ultimate All-in-One Mascara
Revlon ColorStay 2-in-1 Compact
Revlon Ultra HD Lipstick
#RevlonLooks: Holographic Pastels
#RevlonLooks: Rocker Lash
#RevlonLooks: Natural Smoky Eye
#RevlonLooks: Gilded Eyes
#RevlonLooks: Burnished Gold
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.
BRAND WRITING (FREELANCE)
I have worked on branding and rebranding projects for a variety of fashion and lifestyle clients, including Bulgari, Juicy Couture, Calvin Klein, Sephora, Gilt Groupe, NBCUniversal, Myspace, Ann Taylor, and LOFT.
In 2010, I was approached by Chandelier Creative to write all of the copy for Bulgari’s Holiday 2010 digital campaign. For Gilt Groupe, I served as Gilt City’s New York editor during its launch year, writing features, email copy, and promotional teasers. In 2011, I was brought in by NBCUniversal’s executive creative director for integrated media, Andrew Ault, to edit its first installment of The Curve, a 100-plus-page trends and marketing insights book that is taken out of the academic realm with lighthearted graphics and lively language. It was quickly extended into a video series, garnering the attention of the New York Times and Adweek. To date, I have edited five editions, for both print and digital distribution. In 2013, the former Redscout creative director Carter Millican brought me on again for the rebranding of Myspace. I helped to strategically differentiate the site from competitors like Facebook and Spotify and crafted the positioning statement and new user email. I also worked with the former Sephora creative director Cecilia Gates to concept LOFT’s spring 2014 campaign.
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.
editorial writing (2007–2010)
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. This led to writing store reviews and shopping roundups for New York and Time Out New York; style pieces and city guides for Refinery29; a first-person, internationally syndicated piece for Cosmopolitan; a cover story for Cosmopolitan South Africa; a video interview with the famed model Hannelore Knuts for Vogue Italia; and a book review for T, which was syndicated to The New York Times “Sunday Styles” section. For three years, I also contributed regularly to Interview as a freelance online features writer, interviewing designers, style bloggers, authors, filmmakers, and artists for the site’s “Culture” section.
Juicy Couture (2010 REBRAND)
I worked closely with Redscout's creative director Carter Millican to reconceptualize the Juicy Couture brand and write its internal brand book.
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.