Tread Lighter. Go Further. For Allbirds first ever Trail Runner shoe, I worked alongside the Global Head of Creative and the Creative Director to help concept, cast, and write the launch campaign for the Allbirds Trail Runner SWT shot in true reportage style — camping, trail running, and hiking in Sequoia National Park.
Role: Copy, creative/art direction
Creative/Art Direction: Alex Valdman, Kate Leisy
Production: Open Range
Directed By: Brandon Kuzma/ Jerry Buttles
DP/Edit: Brandon Kuzma
Photo: Jerry Buttles Studio | Jerry Buttles
Motion: Diego Funken
Music/Sound Design: Thom Pringle
You Can Do Anything In A Dress. To re-introduce it’s best-selling Exercise Dress, Outdoor Voices hosted a 1000 person dance class in NYC’s Lincoln Center. An additional campaign and assets were created to include wild postings, billboards, earned and paid media, a full page spread in The Gentlewoman, email, and more.
Role: Copy Director
Creative Direction: Tiffany Wilkinson
Art Direction: Nicole Kurily
Photography: Drew Scriva (event)
Photography: Carlota Guerrero (campaign)
Video Direction: Catherine Orchard
Designed For Performance. Made For The Planet. Adizero x Allbirds 2.94 kg CO2e shows what’s possible when competitors work together as collaborators. We reduced, refined, and rethought every component from materials to manufacturing — minimizing emissions at every step without compromising function, performance, or style.
Role: Lead Copywriter
More Miles. More Smiles. Mind running a mile a minute? Go run a mile. Stretch it out. Shake it off. Get outside. No matter how tired you get, you always feel good. Which is why we redesigned our best-selling running shoe with cushier foam, softer landings and extra grip to help keep you running and nature winning. And that makes us, well, happy.
Role: Copy Director, creative/art direction
Creative/Art Direction: Alex Valdman, Kate Leisy
Design: Piper Wysaske, Philip Gleichauf
Styling: Neelo Noory
Director: Brandon Kuzma/Jerry Buttles
DP/Edit: Brandom Kuzma
Photographer: Jerry Buttles Studio } Jerry Buttles
Assistant: Erik Ursin
Music/Sound Design: Thom Pringle
Production: Open Range | For Your Consideration
Copy lead for branding, invitation, collateral and activations for first J.Crew women's stores in Paris (Rue Malher and Le Bon Marche)
J.Crew international markets (UK, HK, FR) do not receive the Style Guide so we created a bi-annual 'Zine to help spread brand awareness, show off new styles and celebrate new store openings. Each issue had a circ of 1 million and generated $4-$8 million.
International lead for Fall 2016 “Do You Speak J.Crew” global print, out of home and digital campaign speaking to the brand’s color obsession. Including New York Magazine 8 page ad, NYC Times Square subway takeover, dedicated wild postings, billboards, branded candy, international store/bus/taxi wraps and more.
Copy lead for branding and cross-content collateral (direct mail, social, email, signage) to launch the made up holiday, including an in-store DIY event.
Copy lead for branding and cross-content collateral (packaging, store signage and window copy, mailers, emails, social) for this US/International Garments for Good collaboration to save the bees
Founded in 2016, Rockets of Awesome is a NYC-based, cool kid's clothes startup that aims to make shopping easier (and awesome-er) for parents everywhere. Their voice, like their brand, is fun, colorful and straight up funny. I worked directly with the chief creative officer and brand design director to revamp their homepage and shop landing page, write emails, Instagram copy and print collateral pieces, and name their VIP customer group (the League of Awesome!)
Kate Spade New York is known for its witty and irreverent voice. During my time working in-house with the brand as the associate copywriter I created all emails, blog content, product names/descriptions and site copy.
Meet Iris Apfel: nonagenarian style icon, documentary subject and one of J.Crew’s (and Jenna’s) absolute favorite human beings. (Read the entire story here)
Copy lead for Chinese New Year sale event including window creative, email concept and GWP (most successful INTL sale YOY).
We spent the day with our new head of women’s design—the creative genius (we said it because he’s too modest to) behind our colorful, print-filled, feminine fall collection—to talk about his favorite New York City spots, his eighth-grade obsession with bolo ties and a typical day at J.Crew. Spoiler alert: There’s a lot of iced coffee and snacks involved. (Read the entire story here.)
Copy lead for branding, invitation and collateral for men's store opening in London
Copy lead for branding and cross-content collateral to launch the latest swim collection through all-door store events and a VIP party at Grand Banks in NYC (invites, swim guide, store takeover)
Renowned English haberdashery Drake’s has been handcrafting gentlemen’s scarves, ties and pocket squares for almost 40 years. Now it’s collaborating with us for its first-ever (!) women’s collection, featuring scarves, shoes and pajama-inspired tops and bottoms that you can only find here. Here’s the skinny on how it all came together… (Read the entire story here)
Branding and cross-content collateral (packaging, invitations, emails, signage and social) to launch the limited-edition collaboration with Compartes chocolate, including an in-store pop up shop during the holiday season
In the spring of 2019, I was tasked by WeWork to help create a B2B lookbook branding Headquarters by WeWork — their newest spacial offering catering to medium-sized companies of 11 to 250 people. I worked directly with the WeWork product marketing team to create a content strategy and all copy .
