Concept Development
Having worked for both traditional brick-and-mortar retail brands and digital-first ecommerce platforms, I have a breadth of experience developing 360 concepts that span all customer touchpoints, from awareness to consideration to conversion. This includes:
Traditional advertising campaigns
Website design and content creation
Paid and organic social media campaigns
Email marketing for acquisition and retention
Display advertising and affiliate marketing
Packaging, window displays, and in-store signage
Billboards, catalogs, and custom invitations
From brainstorming the “Big Idea,” to collecting swipe and storyboarding, to unearthing value propositions for lower funnel conversion campaigns…idea generation is my happy place.
The film shown here, Brilliantly in Love with Harry Winston, was part of a 360 bridal campaign developed while I was the brand's Global Creative Director.
I led the creation of the concept and narrative to meet the unique needs of our global audience, as well as the casting direction, styling guidelines, and on-set art direction in partnership with an external creative production partner.
Beyond the film, the omni-channel bridal campaign also included organic social media campaigns, email marketing initiatives, product photography, in-store displays, and a luxe printed catalog—all developed in-house.