Elizabeth Arden Holiday 2021 — 360 Campaign Concept

Lunar New Year 2022 Concept — Electric Jungle

Collaborating with Creative Director Angela Sumner, I co-developed the creative concept for the 2022 Lunar New Year campaign. While the final video features minimal copy—simply “Happy Lunar New Year”—the true heart of the project is the rich story and vision that shaped the campaign’s creative direction.

Electric Jungle
A vibrant fusion of neon lights, stunning architecture, and primal energy. Shanghai—known as the “Paris of the East”—is a dynamic, cosmopolitan megacity that perfectly balances ancient traditions with modern innovation. Its diversity, inclusivity, and global influence set the stage for fresh beginnings and bold celebrations.

Our campaign partners with artist Camilla Frances to create a compelling visual story anchored by four distinctive limited-edition prints. These prints balance the old and the new, the East and the West, weaving together ancient heritage and contemporary style.

The story follows our hero big cat prowling through Shanghai’s urban jungle. She moves gracefully past sleek cars, glowing neon signs, and soaring skyscrapers along Nanjing Road. She pauses at the iconic Bund, surveying the breathtaking cityscape. Then, she leaps to the rooftop of a historic European trading house, gazing at the Oriental Pearl TV Tower and Shanghai Tower. Finally, she retreats to the tranquil nongtang—traditional alleyways steeped in history—where she reunites with her zodiac companions to prepare for Lunar New Year festivities.

Role: Co-developed the original creative concept and storytelling framework that inspired the campaign’s visuals and narrative.

ELIZABETH ARDEN HOLIDAY 2021

This holiday campaign blended the timeless magic of New York City’s classic holiday spirit with Elizabeth Arden’s innovative beauty products. The goal was to position the brand as accessible luxury, showcasing skincare, makeup, and fragrances as the perfect gifts for the season. The concept celebrates both nostalgia and modernity, inviting customers to experience the joy, sophistication, and vitality of Elizabeth Arden through iconic NYC traditions reimagined for today’s beauty lovers.

To bring this vision to social media, my Art Director and I created "12 Days of Beauty," a playful take on The 12 Days of Christmas. This series of stop-motion animations follows an iconic yellow cab as it journeys through New York City neighborhoods, delivering a new Elizabeth Arden gift each day. Over 12 days, the cab reveals a key fragrance or skincare product, turning holiday gift-giving into a fun, engaging countdown.

This concept allowed us to combine storytelling, holiday cheer, and product discovery in a fresh and memorable way that resonated across social platforms.

Role: Wrote all copy for digital and point-of-sale touchpoints, including social media, email, digital platforms, and in-store signage. Defined the creative copy direction to deliver consistent, engaging messaging across channels.

macy’s COVID-19 React Email Series

During the early days of the pandemic, I developed a series of quick-turnaround react emails that showcase my ability to rapidly pivot messaging and storytelling to meet evolving customer needs. These emails took products already available on macys.com and presented them with a fresh, timely perspective—addressing the realities of a changing world and Macy’s role in supporting customers.

Created within just 1-2 days, these concepts were developed as innovative ideas for macys.com homepage storytelling and email marketing campaigns. The goal was to connect authentically with customers by reflecting their shifting priorities and offering relevant solutions during uncertain times.

(Scroll down to see navigation arrows for next & previous emails.)

Role: Concept development, copywriting, and rapid messaging adaptation for digital campaigns during COVID-19.

Macy’s Herald Square Men’s Floor Refresh — Fall 2019

MACY’S BEAUTY REBRAND concepts

This concept was developed to rebrand and reintroduce the Macy’s beauty experience with a fresh, emotionally driven approach. I grounded the idea in insights that connect the feelings beauty inspires with the business of beauty itself.

For the Macy’s Beauty rebrand, I focused on appealing directly to the customer’s desire to feel empowered—whether that’s happy, confident, glamorous, or sexy. I wanted her to experience these emotions as she rinses off a luxurious face cleanser, applies a flawlessly matched foundation, or spritzes her signature scent.

The Unexpectedly creative concept makes a bold statement that challenges common perceptions of Macy’s beauty. It plays with the idea of what’s unexpected about Macy’s while clearly communicating what customers can always expect: a beauty experience that surprises and delights.

Role: Developed the core creative concept and messaging framework to reposition Macy’s beauty as emotionally resonant and refreshingly unexpected.

The second concept for the Macy’s Beauty rebrand builds on the emotional appeal of the Unexpectedly campaign but takes a friendlier, more conversational tone. Here, I speak directly to the customer, inviting her into a beauty experience that feels approachable yet confident.

The creative concept combines a sense of fun, whimsy, and authority, capturing the wide range of emotions she experiences when engaging with beauty. It encourages her to explore and embrace that world with enthusiasm and curiosity.

The tagline “Say Hello To” is paired with empowering, aspirational words like GLAM, COOL, CHIC, STUNNING, LUXURIOUS, GORGEOUS, BEAUTIFUL, ELEGANT, ALLURING, DAZZLING — each word a doorway to the emotions and attitudes she can embody through Macy’s beauty offerings.

Role: Developed a warm, conversational creative concept and messaging framework designed to engage customers emotionally and inspire exploration of the Macy’s beauty world.

My Stylist @ Macy’s — Rebrand and Relaunch, 2015

In 2015, I led the creative for a full rebrand and relaunch of Macy’s personal shopping and styling service, now called My Stylist @ Macy’s. The campaign focused on real-life occasions where customers could benefit from personalized shopping and styling, making the service feel relevant and accessible.

Within the first year, awareness of the program nearly doubled—driven by a strategic mix of in-store signage, word of mouth among friends and family, and enthusiastic support from Macy’s colleagues. This growth demonstrated how targeted creative and clear messaging can bring a service to life and deepen customer engagement.

Role: Developed creative direction and messaging that highlighted key customer moments, helping reposition and elevate Macy’s personal styling service.

MACY’S IN-STORE SIGNAGE COPY concepts

Collaborated closely with Macy’s Visual Merchandising Team to develop fresh creative copy concepts for in-store signage. As Macy’s refined its store portfolio through new openings and remodels, these signs—part editorial, part buying guide—were tested in select locations to clearly communicate product features and benefits.

The goal was to enhance the shopping experience by educating customers, boosting their confidence, and ultimately driving sales through thoughtful, engaging copy.

Role: Created and tested innovative copy concepts for in-store signage to support merchandising goals and improve customer engagement.