Campaign Storytelling
I create culturally resonant, brand-proud concepts across platforms, from billboards and TV, to radio spots and social ads, to emails and site experience. Here’s a snippet.
That It Fit, Old Navy
There were two asks for this campaign: 1) create an aspirational denim ad campaign that inspires customer confidence, and 2) improve fit clarity across our store and site. I partnered with strategy, merch, design, UX and customer insights to deliver video, paid social, radio, influencer, a new landing page, and all-new store signage. As a result, we increased conversion and AOV by 8%, and created a denim campaign that was the highest performing in the brand’s history.
Why I love it: We communicated confidence like never before — and obviously it resonated with our customer.
Sorry Not Sorry Season, Old Navy
The holidays are stressful, so we wanted to inspire customers to holiday however the heck they want by putting our Old Navy lens on the #sorrynotsorry trend on social. Copy played a huge role across billboard ads, in-store signage, paid social, and our digital experience. I led the editorial team in bringing it to life.
Why I love it: We took a trending hashtag and leaned into cultural conversation. It gave us an opportunity to push our brand voice, talking directly to customers with humor and relatability.
Pants That Do The Most, Old Navy
This campaign was a chance to showcase Old Navy’s two biggest pants franchises, Stevie & Pixie. We chose a versatility angle, knowing how customers were not 100% ready to get back into work pants coming out of sweatpants-era Covid, and then bringing the messaging into paid social ads, emails and our site.
Why I love it: The messaging is simple, clear, and product proud, working in tandem with a strong visual concept using repetition to get our point across.
DenimAmerica, Old Navy
For a brand that believes in the ‘democracy of style,’ this campaign felt like a powerful way to bring Old Navy product to life by photographing real families. It ran big and proud on billboards and paid ads, and we brought their personal stories into email and organic social.
Why I love it: I personally pushed for the DenimAmerica angle. The campaign was originally briefed as a standard denim shoot — I think the brief was literally just “denim classics” — but we evolved it into a bigger brand moment with storytelling depth.
The New Life/Style, Old Navy
We concepted this ad campaign coming out of Covid, when everyone was reassessing what life looks like now. We leaned into the dual, ‘one foot in, one foot out’ mindset we were experiencing by juxtaposing key words to showcase the versatility of our active product.
Why I love it: It’s a great example of how clear, quick copy can be effective and still feel engaging.
btsbrags, Old Navy
Inspired by social media and #parentingwins, our #btsbrags campaign was about giving parents all the snaps and support for the coming school year. The idea? Parents often feel like they’re failing; let’s give them permission to brag when they’re nailing it. The concept came to life across TV, radio, and paid social ads.
Why I love it: It felt like a fresh idea that other brands weren’t doing, allowing us to empower parents and stand out during a time period when so many ads feel rinse and repeat.
Designer Love Letters, The RealReal
For The RealReal’s Valentine’s Day campaign, I concepted and wrote love letters addressing designer brands by name.
Why I love it: The RealReal wasn’t known for a ton of humor in its creative, so this felt like a swing — and customers (and leadership) loved it.
