NEW YORK
BRAND STUDIO
Building an In-House Agency
I was instrumental in launching and leading New York Magazine’s Brand Studio, overseeing creative for custom video and photo series we produced for brands including Marc Jacobs Beauty, HSBC, and Clinique. Collaborating with strategists and directors, we created engaging short films, visual stories and integrated campaigns to tell compelling stories that subtly and tastefully included brand messaging and product placement.
Role: Creative Direction, Video production
BRANDED CONTENT
We produced short, engaging films and visual stories that subtly and tastefully incorporated brand messaging.
Marc Jacobs Beauty: “Velvet Noir Nuit”
New York Brand Studio worked with Marc Jacobs Beauty to present a video featuring NYC influencer Corvette Le Face, a burlesque dancer who uses nightlife as her creative canvas. The video gives a glimpse into her sensual process of getting ready for her evening, as she transforms into her night time persona. (Director: Nick Heller)
HSBC x Vulture:“Gratitude”
To spotlight the HSBC “Thank You” Initiative, my team at New York Brand Studio created a series of original videos showcasing iconic New York talent from the worlds of fashion, food and entertainment, all discussing key people in their lives who made a positive impact on them — and the world. (Director: Ben Poster)
The Cut x Clinique: “Bright Thinkers, Smart Serum”
In partnership with Clinique, we created three mini-docs that asked inspiring women to tell us about the smartest decision they ever made that impacted their life and, in the process, helped women around them. (Director: Ryan Baer)
DIGITAL ADVERTISING
As digital platforms began to eclipse print media, publishers needed to build in-house teams capable of concepting, designing and executing custom rich media advertising. I was instrumental in building and leading a team that delivered best-in-class ad experiences complimenting the editorial product and resonating with audiences.
HBO Vinyl Throwback Takeover. All homepage content is drawn from the New York editorial archive circa-1973. Winner Digiday Award for Best Custom Advertising.
Expanding home page gallery for Cole Haan.
Interactive homepage takeover for Noosa