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.
Garnier
For Garnier, we moved from advertising hard-sell to imagery and copy that evoked free-spirited festival girls everywhere.
Essie
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.
personal manis:
And the shade story series is now heading to store displays near you!
at the core:
Neiman Marcus
For Neiman Marcus, we quickly realized that fantasy sold better then reality and we put the dreams on display on Facebook and Pinterest alike.
oversell them:
inspire envy:
Moto
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.
Underwear again? Turn a boring gift into a lucky pair. The #moto360 makes for #lessdumbgifts. https://bit.ly/1O4IdSd
Posted by Motorola on Thursday, December 24, 2015
Slippers that remember steps? The #moto360 makes for #lessdumbgifts. https://bit.ly/1ZgE9SD
Posted by Motorola on Saturday, December 19, 2015
The perfect gift for the artist on your list. Inspire their next masterpiece with the #MotoX Pure Edition designed by Jonathan Adler. #XOmotoX #XOJonathan https://bit.ly/1RqoFZS
Posted by Motorola on Thursday, December 3, 2015
Special K
Special K needed a face lift and a personality we gave them just that.
Coca-Cola Freestyle
When we started on free style it was all machine, all the time. We decided to turn choices into something a little more inspiring.
Brand Tumblr:
Ongoing promos:
Cuddle Monster from Alex Basak on Vimeo.