SPECIALTY RETAIL & CPG
Flamingo Estate
Naughty by (Mother) Nature. Brand launch copy, EDM welcome series, email & Insta stories copy, and “evergreen” botanical brand personality ongoing for Richard Christiansen’s exceptional home for radical pleasures (and the world’s most luxurious body wash, candles, and olive oil).
FOOD52
Brand refresh & editorial content for seasonal catalog
Bloomingdales
A bit of editorial bite and tongue-in-cheek personality for Bloomingdale’s elegant, extravagant holiday catalogs, two years’ running.
Old Navy
I developed, communicated, and implemented the brand voice and copy strategy for the in-house agency of this $6B specialty retailer, overseeing all copy direction for brand identities, broadcast and print advertising, in-store, outdoor, P.R., promotions, field marketing, and packaging.
I collaborated with art directors, designers, and senior account management to develop product identities, innovative advertising campaigns, and integrated marketing for the launch of oldnavy.com, the brand’s e-commerce website, as well as managed translations in Spanish and French for international markets.
I concepted all radio ad campaigns, auditioned actors, directed voiceover talent and musicians (like Mark Mothersbaugh and Wayne Newton) in house 2000-2004, then again as a freelancer, 2013-2019. Have a listen.
I concepted and wrote all TV ad campaigns (including song lyrics and parodies) and directed talent on-set and in-studio for Old Navy, 2000-2004, and then again as a freelancer from 2008-2013.
To watch more Old Navy Broadcast spots, see my
DIGITAL VIDEO & BROADCAST REEL.
Tempur-Pedic
Tempur-Pedic was launching its first-ever, brand-owned retail stores. I developed all copy and content for the franchise from the ground up: from a comprehensive brand style guide to packaging systems, hangtags, and signage, digital display assets to direct-mail, advertising, brand videos, and more. (Full disclosure: they sent me a free bed to guarantee I wouldn't fall asleep on the job.)
In-store digital video product presentation
![TP_TempurWall_Display_Signage_041712[1]_Page_1.jpg](https://images.squarespace-cdn.com/content/v1/5f50240508f40a1f1c975f06/e575d67a-94ff-4ce6-8f5e-66c161a03c09/TP_TempurWall_Display_Signage_041712%5B1%5D_Page_1.jpg)
Arbour
Environmentally friendly products on a mission to make cleaning “more cheerful, less choreful.” I helped launch this DTC brand, with identity work, a strategic creed, and cheeky copy for everything from a tagline (“Strong and safe for people, pets, and our planet”) to Spotify playlists to packaging and website.
