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Anastasia Beverly Hills

With a significant social media presence (19 million Instagram followers) and international retail presence (over 3,600 doors worldwide), ABH generates a LOT of content. We have an in-house studio in West LA and our team produces content including full commercials, model sizzles, product video and photography, and iPhone footage. We're shooting constantly and I bring every single one of the skills I learned at magazines and agencies to the table.

I lead all aspects of production — model casting, hair and makeup talent search, hiring of studio teams from camera to G&E to post-production, including hiring and directing CGI and VFX houses, and managing a multi-million-dollar budget.

NIKE

Nike's Global Brand Image (GBI) division creates all of the content destined for the Nike website. That means photo and vide for e-commerce, and editorialized content for brand and category amplification.

Here I directed video and photo both on set and location, gave models movement direction, and guided wardrobe styling, hair and makeup.

I also created a style guide to be used by all creative talent, and piloted innovative video shooting and production methods that were used across all GBI video shoots.

Papagallo: Brand Genesis

Agency: Chandelier Creative
Role:  Creative Strategy & Copy
Description: Pappagallo was a popular shoe brand in the 1960s and ’70s, with an Audrey Hepburn feminine preppiness. The brand had long ceased to exist when the Nine West group came to us to resurrect it. We had a totally open brief, and I was tasked with establishing the brand's positioning and TOV. As the below slides show, we began with a story…

De Beers: Sublime Symmetry

Agency: CreateThe Group
Role:  Campaign Content Strategy
Description: 
De Beers Diamond Jeweller is the retail branch of the De Beers operation, and was owned by LVMH. Unusually, the brand were willing to entertain a proposal that they utilize a different phrase than "A Diamond Is Forever."  I wrote the line "Sublime Symmetry" to reflect the inherent symmetry of a diamond's cut and the metaphorical symmetry to be found between two lovers, and based the site relaunch concept around that phrase. The client accepted and for the first time since 1947 a new line was used on the brand's relaunched website and campaign materials

De Beers: Sublime Symmetry

Agency: CreateThe Group
Role:  Campaign Content Strategy
Description: 
De Beers Diamond Jeweller is the retail branch of the De Beers operation, and was owned by LVMH. Unusually, the brand were willing to entertain a proposal that they utilize a different phrase than "A Diamond Is Forever."  I wrote the line "Sublime Symmetry" to reflect the inherent symmetry of a diamond's cut and the metaphorical symmetry to be found between two lovers, and based the site relaunch concept around that phrase. The client accepted and for the first time since 1947 a new line was used on the brand's relaunched website and campaign materials

ckone: The One campaign

Agency: King & Partners/Baron & Baron
Role:  Campaign Content Strategy
Description: ckone wanted a social-only global launch for a refresh, and they wanted it to be global, with tactics that could be used anywhere in the world. I came up with a campaign based around individualism, uniqueness, and empowerment, inviting brand fans to be come The One, self-appointed, self-curating global ambassadors.