I was hired to help evolve Hanna Andersson from a 35-year-old catalog company to a digital-first, customer-focused premium kids brand, and to create the voice and imagery for their first collaboration with Amazon. I recast the creative team to a digital agency model, opened an in-house digital studio, and established a new brand and social strategy that would celebrate and connect Hanna's family-oriented history with millennial parents. I wrote concepts and copy and was very involved in the everyday creative details. It was the most challenging and rewarding experience of my career. I began as Creative Director and was promoted to VP Brand Marketing.
I built the first in-house Agency for Nautica, and added lifestyle to the "Guy on a boat." I led the team that created all global advertising and in-store imagery and copy. Working with the strategy team, I refined the brand voice and rolled-out a new positioning: "Inspired by the sea. Designed in the city." With a small team, we launched Nautica's first digital campaign, Ocean2Ocean, creating over 30 videos featuring real "water people" who embody the values of the brand. As Sr. Director, Global Agency, I evolved the creative process to align with the ecommerce business.
AMERICAN LIVING JCPenney
A small team of former Ralph Lauren creatives was reunited by the RL in-house Agency to concept and execute American Living, an original brand for JCPenney. With photographer and filmmaker Bruce Weber, we dreamed up life in a small town filled with characters and adventures, and captured it over one week on the eastern shore of Virginia. Five commercials that premiered on that year's Academy Awards and a large print campaign kicked off the campaign. A social campaign featuring real stories of the cast was a little ahead of its time.
My first creative job was as a copywriter, then art director, for Polo Ralph Lauren advertising, working under image advertising icon Sandy Carlson and shooting campaigns with photography legend Bruce Weber. For a decade, I art directed world class imagery for Polo, RRL, Polo Sport, Polo Jeans, Polo Kids, Polo Underwear, Chaps, RL Paint and Fragrance launches. I was part of the teams that launched Polo Jeans and RRL. At the age of 28, I began to write and direct commercials for Polo Jeans and Polo Kids.
As Sr. Creative Director for GAP, my role was to revamp print and store imagery for the global brand including GAP and GapKids. We also shot several concept spots, and aired these GapKids national commercials, directed by Dayton/Faris.
Brahmin. Shinola Pets. Kipling.
The Children's Place. American Eagle. White House Black Market.