Neiman Marcus - 2024 Fall: 30 Years of the Art of Fashion

As the Senior Campaign Lead and Copywriter, I led concept development and editorial storytelling for each of Neiman Marcus’ seasonal campaigns throughout the year. I partnered with art direction and graphic design to bring to life “the big idea” and collaborated with cross-functional teams to translate key messaging and moments across digital (.com, app, email), print social, videos, events and activations. This included writing taglines, manifestos, stories, social copy, signage, scripts and storyboards, and more.  

The Fall 2024 campaign, 30 Years of the Art of Fashion, is one example of how my work came to life. You can view some of it here.

The Book is also a culmination of this work - the theme, storytelling narratives, visual direction, and everything in between all being elements I was responsible for conceiving and bringing to life with the executional and production teams. You can see an example of The Book here.

Incorp[HER]ated x Diadora “Walk With” (2022)

Designed by four high-school students as part of Incorp[HER]ated’s Studio Next workshop, the Diadora “Walk With” was produced by Garrixon and exclusively launched online at champssports.com and exclusively at the Times Square flagship (with an accompanying billboard).

In addition to mentoring the team of young creators on the process from ideation to designing to end-product marketing, I worked on producing the workshop concept and rollout strategy. This included all things copy, including storytelling collateral and social content.

GAP Logo Remix Campaign

To debut its new collection, GAP partnered with nine culture remixers, including the likes of SZA, Metro Boomin, Awkwafina and more. I oversaw production of the social component of this campaign from ideation to execution, including on-set production to work with talent one-on-one and developing social copy.

CÎROC French Vanilla By French Montana

French Montana unveiled his very own CÎROC variant, CÎROC French Vanilla, to a star-studded affair. My role in this campaign was to develop the digital and social strategy, including copy, across the brand and talent channels.

Collin Sexton Surprises 2020 Foot Locker Scholar Athlete Scholarship Winners

Due to the COVID-19 pandemic, Foot Locker was unable to surprise the 20 winners of the Foot Locker Scholar Athlete program winners in their local community stores. Instead, the 2020 finalists were invited to a virtual discussion facilitated by Tony Mui, to share their experiences of how the pandemic is affecting their lives. Then, they were surprised with a celebratory reveal by NBA player Collin Sexton, who announced that they were actually winners of the 2019-2020 Foot Locker Scholar Athletes scholarship.

In addition to managing the overall program from the application stage to the marketing collateral, I produced the online event and wrote the scripts for the featured talent.