KINLÒ
LOS ANGELES, CA
NAOMI OSAKA MADE IT HER MISSION TO ILLUMINATE THE UNIQUE NEEDS OF MELANIN-RICH SKIN WITH A LINE OF SPECIALLY-CRAFTED SUNCARE. TOGETHER WITH CREATIVE AGENCY KIN, WE DEVELOPED A POWERFUL PLATFORM AMPLIFY HER MESSAGE.
DELIVERABLES: Creative campaign conception, messaging, social and influencer strategy, copy
ROLE: Advised and collaborated on the brand’s visual approach, capturing Naomi's spirit and intentions to take the lead on KINLÓ’s social messaging.
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BEATS BY DRE
LOS ANGELES, CA
BEATS BY DRE SETS THE INDUSTRY STANDARD FOR ANTICIPATING CONSUMER NEEDS. IN AN ONGOING COLLABORATION WITH THEIR IN-HOUSE MARKETING TEAM, I DEVELOP BRAND MESSAGING AROUND SOME OF THEIR MOST GROUNDBREAKING PARTNERSHIPS.
DELIVERABLES: Implement brand voice and tone as it pertains to global initiatives; lead copywriting development for multi-channel campaigns, present ideas and engagement recommendations to better connect with consumers.
ROLE: Craft exceptional branding copy that translates relevant technical information into concise, compelling messaging.
NIKE
PORTLAND, OR
INTRODUCING A NEW SNEAKER DESIGNED SPECIFICALLY FOR WALKING, NIKE HOPED TO REVOLUTIONIZE OUR CONCEPT OF FITNESS WITH THE MOTIVA. I COLLABORATED TO DEVISE THE MESSAGING FOR THE SHOE.
DELIVERABLES: A pithy, memorable tagline that deprioritizes high intensity workouts as the sole format for effective fitness, while ensuring all abilities are included.
ROLE: Liaise with art directors to create copy that immediately finds its audience and reaffirms the brand as an industry leader.
SPEC_IAL
NEW YORK, NY
TO CONNECT WITH A YOUTHFUL, LUXURY-ORIENTED MARKET, SPEC_IAL SET THEIR SIGHTS ON DEFYING THE BOUNDS OF TRADITIONAL EYEWEAR — AND THE MESSAGING TO MATCH. TOGETHER, WE CREATED COPY TO CONVEY JUST HOW SPECIAL SPE_CIAL IS.
DELIVERABLES: Brand copy for web, to be repurposed across all platforms.
ROLE: Effectively communicate Spec_ial's unique origins, sustainability and environmental initiatives to aligns with a young demographic seeking a point of difference.
UNIVERSAL MUSIC
NEW YORK, NY
EACH ARTIST HAS A STORY. TO EFFECTIVELY INTRODUCE NEW TALENT FOR PRESS OR COLLABORATION OPPORTUNITIES, I CONNECT WITH ENTERTAINERS TO DISTILL THEIR VISION.
DELIVERABLES: One-page profile to supplement press releases and hone an artist's 'angle' for pitching.
ROLE: Interview an entertainer to craft a unique narrative that accurately depict their background, personality and artistry — setting them apart in a saturated landscape.
ZAC'S SWEET SHOP
LOS ANGELES, CA
CARVING A NICHE IN THE WORLD OF NOSTALGIC CANDY, ZAC'S SWEET SHOP WAS READY FOR REINTRODUCTION AS HOLLYWOOD'S GO-TO TREATS. I STRUCTURED THE BRAND'S BACKSTORY, POSITIONING ZAC'S SWEET SHOP FOR A SUGARY TAKEOVER.
DELIVERABLES: One-pager to be repurposed across web and social, press resources (draft pitches, pegs, angles), deck copy and episode outline for show pitching.
ROLE: Craft a playful tone that accurately captures the brand's unique origins and playful approach.
VERACITY
NEW YORK, NY
UPENDING THE BEAUTY INDUSTRY AS THE FIRST VERIFIED HORMONALLY-SAFE SKINCARE BRAND, VERACITY BRIDGES THE EXTERNAL AND INTERNAL. WITH MY HELP, THE BRAND SHOWCASED HOW SKIN RESPONSES ARE JUST AS UNIQUE AS THEIR PRODUCTS.
DELIVERABLES: Product naming, product descriptions, ingredient descriptions, benefits/claims, primary packaging copy and web PDP copy.
ROLE: Package the dynamics of hormone-oriented skincare in easily-digestible and concise copy, crafting unique angles in an highly-saturated market to offer the luxury and health-conscious consumer a point of difference.
DELTA AIRLINES
ATLANTA, GA
AFFIRMING THEIR COMMITMENT TO DIVERSITY, REPRESENTATION AND INCLUSION, DELTA TASKED A TEAM OF CREATIVE COLLABORATORS TO EXPLORE INITIATIVES THAT ELEVATE TRAVEL FOR BIPOC COMMUNITIES.
DELIVERABLES: DEI campaign and accompanying activation for a 2022 roll-out.
ROLE: Collaborate with a team of creatives on a campaign visual that communicates Delta's intention to make travel a safe, rewarding experience for BIPOC communities.
WASTED COLLECTIVE
LOS ANGELES, CA
TO REFLECT THEIR STATUS AS ONE OF SUSTAINABLE FASHIONS’ FASTEST-RISING BRANDS, LOS ANGELES-BASED WASTED COLLECTIVE NEEDED A CONTENT MAKEOVER. WE COLLABORATED ON AN OVERARCHING TONE AND STRATEGY THAT WOULD ENGAGE THEIR RANGING DEMOGRAPHIC, WHILE EFFECTIVELY DISTILLING THEIR ETHOS.
DELIVERABLES: Full web content audit, comprehensive editorial strategy, weekly blog roll-out, newsletter conception
ROLE: Package Wasted Co.’s latest releases as compelling interviews, how-tos and product features — crafting evergreen content to consistently drive traffic.