ELIZABETH ARDEN LUNAR NEW YEAR

I worked with my Creative Director, Angela Sumner, on this Lunar New Year 2022 concept. Although, there’s not a lot of copy on the video itself aside from “Happy Lunar New Year,” I really enjoyed coming up with the story below that would be the final (and original) vision for the creative.

Role: Co-developed creative concept.

ELECTRIC JUNGLE
A beautiful blend of bright neon lights. Architectural marvels. A primal energy. An international metropolis and one of China’s most cosmopolitan cities, Shanghai’s diversity, inclusivity and global influence sets the stage for new and exciting beginnings. 

We’ll partner with Camilla Frances, to create a compelling visual campaign anchored by four distinctive limited edition prints that perfectly balance the old and the new, the East and the West, ancient and modern.

The story begins with our hero big cat prowling through the Paris of the East, a megacity home to 24 million and a stunning mix of ancient and modern. She’ll navigate the shiny new cars, the neon lights and towering financial centers near Nan Jing Lu—stopping at the iconic Bund to take in the scenery. She confidently leaps and perches herself on the rooftop of an old European trading house and glances at the iconic Oriental Pearl TV Tower and Shanghai Tower before making her way through a nongtang (old-fashioned alleyways) for a more quiet and serene moment. It’s here, she reconvenes with her fellow zodiac friends as they prepare for this year’s Lunar New Year festivities.

ELIZABETH ARDEN HOLIDAY 2021

The 360 holiday campaign brings together the old and new—nostalgic interpretations of holiday time in New York City and innovative beauty products that reinforce Elizabeth Arden’s position as an accessible luxury authority during the 2021 holiday season.

Campaign highlights the brand’s innovative skin care, makeup and fragrances as the perfect gifts to give. We also invited customers to take part in classic NYC traditions and share the joy, sophistication and vitality of Elizabeth Arden beauty. 

To kick the concept into high gear in the social media space, my Art Director and I created "12 Days of Beauty"—a series of short animations where we follow the iconic yellow cab as it journeys throughout New York City’s neighborhoods, delivering the most beautiful Elizabeth Arden gifts. Each day, for 12 days, our stop-motion animations will reveal a key fragrance or skincare gift to give.

Day 1
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Day 12

Role: Wrote all copy for digital and point of sale touch points: social media, e-mail, digital properties, in-store signage. Determined creative copy direction.

MACY’S COVID-19 PIVOT WORK

This is a series of quick react emails that I worked on during the COVID-19 time period.
I think they're probably the best example of how I can quickly pivot messaging & storytelling for an audience. (Scroll down a bit further and you’ll see next & previous control arrows.)

They feature the same products that have always been available on macys.com but with a new spin—taking into account what's happening in the world & how Macy's can answer the customer’s ever-changing needs. These were created in a matter of days (1-2) right at the beginning of the pandemic & were presented as ideas for macys.com home page storytelling & for inclusion in the email marketing campaign.

MACY’S MEN’S STORE

MACY’S BEAUTY REBRAND

This concept was created to help rebrand & reintroduce the Macy's beauty experience. 
For this concept, I tapped into insights that clearly tie together emotions & the business of beauty.

For the Macy’s Beauty rebrand, I approached this by appealing directly to the customer’s desire to feel a certain way. Whether it’s happy, confident, glamorous or sexy, I want her to feel these emotions as she's rinsing off a luxurious face cleanser, applying a perfectly matched foundation or spritzing her signature scent. The Unexpectedly creative concept shown here makes a direct statement that challenges the perception that surrounds Macy’s. The creative concept also plays on what could be unexpected for Macy's while stating what to expect at Macy's when it comes to beauty. 

The second concept for the Macy's Beauty rebrand is similar to the Unexpectedly creative concept in that I'm again appealing to the customer’s emotions. This approach is friendlier, more conversational but also direct as I'm speaking directly to her. Imagery conveys a sense of fun, whimsy & authority. Creative concept is designed to explore the many emotions she faces when she encounters the world of beauty & encourage her to engage with it. 

Additional words to accompany Say Hello to: GLAM, COOL, CHIC, STUNNING, LUXURIOUS, GORGEOUS, BEAUTIFUL, ELEGANT, 
ALLURING, DAZZLING

MACY’S PERSONAL STYLIST

In 2015, I worked on a complete rebrand & relaunch of Macy's personal shopping & styling service. Within its first year, awareness for the new program, My Stylist @ Macy's, nearly doubled with in-store signage, word of mouth/friends & family and Macy's colleagues driving the increase. The creative focused on occasions where the customer could utilize Macy's personal shopping & styling service.

MACY’S IN-STORE SIGNAGE

Worked with Macy's Visual Merchandising Team to develop new creative copy concepts for in-store signage. As Macy's continues to refine its store portfolio with new store additions, remodels, etc. these part editorial, part buying guide signs were tested in select stores to explain product features & benefits, drive sales & boost customer confidence.