On top of overseeing creative teams, I've also created the core personas and ongoing content strategies for a diverse group of brands. Some brands needed to get real, others to build a fantasy. Every fan base was different.
The key to learning the truth was listening and adapting daily, weekly and yearly. Here are a few of the brands I've had the privilege to help redefine over the years.
For Garnier, we moved from advertising hard-sell to imagery and copy that evoked free-spirited festival girls everywhere.
For essie, we learned the bottle was beloved but advertised collections didn't match true consumption. So we focused on real occasions and highlighted core shades.
And the shade story series is now heading to store displays near you!
at the core:
For Neiman Marcus, we quickly realized that fantasy sold better then reality and we put the dreams on display on Facebook and Pinterest alike.
Moto had the tech, it needed a personality and a purpose. We did just that but starting to build out a Moto lifestyle where only KSPs existed before.
Special K needed a face lift and a personality we gave them just that.
When we started on free style it was all machine, all the time. We decided to turn choices into something a little more inspiring.