Anthropologie recognized that they needed to connect with consumers in a deeper way. So they turned to me to help reframe their Fall Home catalog as a magazine. I consulted, provided editorial direction and wrote the 80--page book. See the final print product here.
While running Tastemade Travel, I created a multi-platform digital video series to reframe millennial perceptions of American Express through passion points like food, travel, fitness and entrepreneurship. The Work Hard, Play Hard video guides were Tastemade Travel's most successful branded campaign with a nearly 20% higher engagement rate and 97% positive brand sentiment.
All-in trips led by locals with a story to tell. That's Airbnb Adventures. I created the brand messaging for this launch, one of the largest in the company's history. I drove editorial direction, marketing messaging, page structure and email campaigns with a resulting 135 million impressions, 10 million email opens and 47 million video views in the first week alone. See more here and here.
I helped to concept, develop, and write the scripts for The Purpose Project, a first-of-its-kind long-form television series with Capital One and Zooey Deschanel. The show followed hosts who were at personal crossroads, connecting them with places and people to inspire their new path.