A product relaunch for one of the world’s most iconic personal care brands, fusing old values with a powerful new formula.
Through dynamic, visual storytelling that spanned broadcast, digital and print, we spotlighted the brand’s latest innovation by bringing a breakthrough formula to life: a nourishing serum infused with powerful plant-derived ingredients. A simple step in a daily routine now gives you completely nourished skin.
Ideation, Copywriting
On Display: Product image and broadcast commercials
CLIENT Beiersdorf // CREATIVE DIRECTION Fabrice Policella // COPY James Elizabeth Arnett // ACCOUNT EXEC. Daniel Rahmann // PRODUCTION Dieter Lebbe // DIRECTION Drew Bourdet // PHOTOGRAPHY Fro Rojas // DESIGN DIRECTOR Katherin Beasley // TV EDITING Cut+Run // SOCIAL EDITING Patrick Naughter // POST PRODUCTION Nozon
Brand Positioning: I’ve been a mega fan of Beautycounter’s look and feel (and vitamin c-serum) for many years. I was thrilled when their ACD reached out for a little freelance.
Together, we added a bit of flavor to promos, holiday campaigns, and plenty of emails.
Ideation, Copywriting
Luxury meets lifestyle.
When Banana Republic decided to launch a home category, it would take more than stunning visuals to tell the story of each pillow, blanket, and throw. Our mission was to redefine opulence with approachability and quality products designed by artisans around the world. The result? Stories of the makers woven into every piece. Without stepping foot outside your home, you’re transported to the regions where these masterful textiles were made. In spearheading the launch of PDP copy for the category, origins, textures, and premium fabrics were the primary focus.
On Display: Web and product display copy
Honest Company provided an exciting opportunity to write for some of my favorite categories — skincare, beauty, and all things baby. How could I resist?
The goal was to maintain and strengthen the brand's voice across social media, video scripts, and DTC merchandise. Through consistent messaging and tailored communication strategies, I successfully contributed to improving engagement rates, maintaining a sense of authenticity, and driving conversions while staying true to the brand’s identity of clean, sustainable products.
Ideation, Copywriting for Honest Beauty, Honest Skincare, and Honest Baby.
On Display: Social media posts, DTC copy.
A new voice to speak for the distinctive personalities behind every wellness product.
After the success of their first PMS gummy vitamin, the makers of FLO needed a parent company to unify the sass, humor, and education of the vitamins that followed. My priority was building a brand guide before expanding on the personalities of the current gummy lineup. The voice of O+ was born.
The gummies: GTFO Immune Defense Gummy, GOGO Fiber Gummy, FLO PMS Gummy
On Display: Brand guide, tone of voice, packaging, email marketing, video script for social samples
When it comes to hair, Sebastian Professional is a brand that believes the rules don’t apply. Leaning into the unique possibilities of self-expression for creatives and end-consumers alike, our task was to create packaging that was both edgy and elegant. Through bold tears and headlines with an empowering, benefit-driven call-to-action, we focused on growing base business for a millennial and creative audience. Copy was simplified to maintain a sleek and clear message — when it comes to self-expression, rules don’t apply.
Hanz de Fuko Rebranding: A men’s grooming company in need of an established and stylized voice, starting from the ground up. A new blog, updated company slogans, and missions led to products that spoke to individualism and fearless self-expression.
https://www.hanzdefuko.com/blogs/products
Ideation, Copywriting, Direction
On Display: Manifesto, company bios, blogs, emails, taglines
BELLAMI Hair Rebranding: A sleek yet playful direction for collaborations and overall aesthetic. Fresh elements like copy and packaging to give the company a much needed facelift.
Ideation, Direction, Video & Editorial Production, Copywriting
On Display: The Dove Cameron Collaboration, web and package copy, email samples, style guide
Additional Collaborations: Nikita Dragun, Nathalie Paris, Niki & Gabi, Brittany Bear, Grav3yard Girl
