Start things up or take things up a notch.

I work with small biz & start ups to help start their marketing or elevate it.

Through brand development & ideation of strategic creative, we work to define & strengthen a brand’s position in the marketplace. Elevate it, optimize it, and scale it across omni-channel strategies & performance.

From experience on both brand & agency sides, arts & entertainment, media & marketing, I’ve led brand development, elevated storytelling, orchestrated teams, actualized goals, advised decision makers on paths forward, and implemented best practices and structure that scales. Always learning and having some fun along the way.

Below are examples of where we started things up or took things up a notch ↓

started things up: turn a Brand’s “DNA” into a content series

This is one of 12 pieces I wrote for denim brand Hudson Jeans to personify their brand’s character traits of irreverence, independence, and believing in yourself. This work was produced to demonstrate how to create and scale brand narrative in relevant ways.

Role: creative strategist, writer, director, producer

BRANDING / NARRATIVE / VIDEO

took things up a notch: Elevate omni-channel: web + social + email + paid

started things up: a regular video program

Audited marketing efforts across all channels: email, web, social and paid media, then created go-forward plans for increased organic & paid performance, including development of a strategic organic content plan [S.O.C.], better open and conversion rates for email & SMS campaigns, and the brand’s first internal video program. Additionally, optimized email and social campaigns for higher conversion, and implemented efficiencies in the workflows to decrease time on task at scale. Advised on agency management, PR, and partnership marketing opportunities, shoot planning, hiring, and introduced scorecard reporting & analytics plan.

Role: marketing, creative, & ad strategy

web / EMAIL / organic social / paid social

website Optimization for Better conversion + UX/UI + brand guidelines

email & social: editorialized & optimized content for increased engagement + open rates + conversion + brand guidelines

[click or tap thumbnail to view video content below]

started things up: define a start up’s brand image & make video ads that convert

Wrote & produced strategic organic and paid content that very clearly showcased the value proposition of “GARDYN” technology to consumers while also positioning the brand as innovative and thoughtful. Also worked with team to developed influencer program, community content, website & PDP pages.

Role: strategist, copy & concept, creative director & producer

creative direction / BRANDING / VIDEO / ads

elevated brand imagery & updated style sheets for web, social & email content

took things up a notch: Distinguish retail “Wellness” Services from “medical office” Services

Drawing upon the practical health benefits of the “RESTORE” hyper-wellness services, I incorporated more aspirational aesthetics, humanized the copy, and added visual structure to make the services attractive and understandable to customers across retail, event, and digital placements, and also to investors in the company.

Role: concepts, copy & creative direction

social / communications / event / retail

took things up a notch: Re-brand to Boost Revenue

By changing the conversation from “mattresses” to something everyone truly cares about— SLEEP, this ‘Sleep Better’ campaign and re-brand resulted in YOY sales up 20%.

Role: creative director: copy & design; writer, director, producer: TV/Broadcast & social

Results: +20% YOY sales +87% website sales. +230% organic impressions and clicks. 100+ live chats/mo.

RE-BRAND / STRATEGY / CAMPAIGN

new branding & content dispersed through all channels: social, TV/Broadcast/radio, in-store, billboard, website, paid/display

took things up a notch: communicate “artisan” value of tableware without saying “hand made”

By taking a storytelling and editorial approach through words & pictures, and creating an overall style guide, we repurposed the client’s archive of existing photo and video assets, and furthered the BEATRIZ BALL name as an authority and leader in their domain of luxury tableware.

Role: creative director: copy & design, content

Results: 10-20% YOY e-comm revenue increases. 250%+ ROI on digital marketing. $40 AOV increase.

BRANDING / COPY / SOCIAL

took things up a notch: make lifestyle CONTENT dynamic

Pivoting away from “behind the scenes” style video, I directed models to interact with the camera directly and the clothing in dynamic ways, and we shot for the viewer. We converted “photo" shoots to “hybrid” shoots to capture both photography & video assets for omni channel use, and created vertical cuts for mobile-first consumption on social, as well as e-comm product and landing pages. [Featured brands: Bella Dahl, Zobha, Marika]

Role: video director, editor, consultant

CONTENT DEVELOPMENT / SHOOT PLAN / VIDEO

took things up a notch: capture a brand’s culture authentically

By capturing the energy of a brand’s culture in candid and innovative ways, we were able to create video content that feels truthful, inspiring, and not-so “corporate.” [Featured brands: Hudson Jeans, Dogeared Jewelry & Gifts]

Role: director, producer, interviewer, editor

BRAND / CULTURE / VIDEO

started things up: define a new brand

Took things up a notch: re-define an established brand

By creating a brand book to act as a “bible” for an organization internally, it can better communicate its message, story, visual standards, and values externally to its customers and business partners. [Featured brands: QuiverGrip, Beatriz Ball]

Role: creative director: copy & design

BRANDING / COPY / CREATIVE DIRECTION

[1. Tableware company, Beatriz Ball] [2. Start up surf gear, Quiver Grip]

started things up: help brand an indie artist & make her first video

From album artwork to studio production to photography and even choreography, all creative resources and experience were deployed to make this indie-artist’s debut look like a star— and all on a micro-indie budget.

Role: Creative Director

creative direction / photography / music video

DVD ART + PROMO MATERIAL + key title art

[one offs]

Every now and then you just wanna nail it with a great image, video or copy, that can really help sell someone’s story, message or product. My role has evolved over the years from photographer, videographer, designer, filmmaker, editor, art director, producer and director. My function in each of these examples was as lead creative of design, copy or production.