HELLO HELLO HELLO

LANDS' END: MADE TO WORK

THE CHALLENGE

Create a brand campaign via the Lands' End No Iron Dress Shirt product—already a top seller—that offers a modern take on the Lands' End heritage of quality, service, and value.

THE WORK

Aligning product attributes with the character of the working man, the campaign concept is "Made to Work.". The message translated to TV, print advertising (newspaper), the web, and the iconic Lands' End catalog. (See the New York Times article about the campaign.)

MEDIA: TV, PRINT, WEB, CATALOG, IN-STORE

TV

PRINT

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PROFILE VIDEOS

Joe Branch, Sports Marketing Agent

Justin Talt, Filmmaker

Reed Woodson, Design-Builder

PRESS

LEXUS: DESIGN RECONSTRUCTED

THE CHALLENGE

Communicate the sustainability and eco-friendly character of the Lexus CT Hybrid through a fashion-forward lens.

THE WORK

Lexus partnered with Vogue to tap into CFDA Fashion Fund-nominated designers to create accessories using the parts of the Lexus CT Hybrid. The back page shows the entire car disassembled! (Which actually happened before the designers selected the parts they wanted to use.)

MEDIA: ADVERTORIAL, VIDEO, EVENT (NOT ALL SHOWN HERE)

VOGUE BRAND VIDEOS

Every season, we reintroduced the Vogue to advertisers through sales and marketing language to that underscored the value in the brand's consistent power and heritage.

SEPTEMBER 2011: Brings the brand's history to the present using found footage and interviews

MARCH 2012: Energetic pop music and powerful editorial images from March Vogue inspire action.

NEW EXPOSURE PHOTOGRAPHY CONTEST

A unique marketing program conceived to discover emerging photographers, selected by a panel of esteemed industry insiders. I worked on the concept, film, and execution. Sponsored by Bottega Veneta and RED camera.

NEW EXPOSURE EXTENSIONS: PRINT, EVENT, OUTDOOR

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VOGUE DIGITAL

VOGUE STYLIST APP

How to bring advertisers into the world of Vogue on a mobile platform? This shoppable app featured Vogue editors' picks and advertiser product. Each month we created five editorial trends to support the advertiser's product. This was an early example of native content, as the editorial trends were authentic and inspired advertiser integration. Copy was created in collaboration with Vogue fashion editor Candy Pratts Price.

CAMPAIGNS ON VOGUE.COM

Site takeovers featuring various marketing initiatives for Fendi, Uniqlo, Cartier, and Juicy Couture.
Click to view.

JANE IREDALE: AWAKENING BEAUTY

THE CHALLENGE

Introduce a small makeup brand and products to the world in a compelling package while staying true to the brand's grassroots integrity.

THE WORK

Jane is a pioneer in mineral makeup. This campaign was inspired by the all-natural contents of her creations. Using an apothecary as the creative concept, we worked with photographer Norman Jean Roy and his incredible set designer to tell Jane's story. Watch the brand video (and behind the scenes of the shoot) below.

MEDIA: ADVERTORIAL, VIDEO, SOCIAL