Brand Creative Direction

BRAND CREATIVE
Direction

Tallia | Lunar New Year
Role: Creative Director | Head of Marketing

These videos show the full version of Tallia video campaign and the fifteen-second version that ran on the Nasdaq building in Times Square.

Objectives

For Peerless Clothing's high-volume proprietary brand Tallia, my main objective was to create a more elevated, youthful, and diverse advertising campaign. My secondary goal was to shift a percentage of the advertising budget from print into digital media. I also wanted to adjust ad placements to better position the brand with our target audience. Finally, I aimed to reach a new demographic to drive sales to Macy's and better specialty stores nationwide. This campaign was inspired by Stranger Things' Upside Down alternate dimension.

Actions

Directed all creative for the campaign from concept through production and delivery. Ran print ads in Esquire, Essential Homme, MR Magazine, The New York Times T Magazine, The NY Post, and The Wall Street Journal Style Magazine. Ran first-ever digital ads in Esquire, GQ, Essential Homme, MR Leaderboard, The New York Times, The Wall Street Journal. Produced and ran the first-ever video ads in the Times Square Nasdaq Building from October 2019 through March 2020, inviting customers to shop at the Macy's Herald Square shop-in-shop.

Results

Delivered the Tallia campaign on budget and on time. Achieved a more elevated, diverse, and youthful campaign. Reached a broader audience by running digital ads in conjunction with print ads and outdoor video billboards. The Times Square billboard brought the brand an Effective Daily Circulation of 1.5 million viewers every day. Doubled the exposure during the New Year's Ball Eve ball drop and caught national television attention driving shoppers to Macy's.

Tallia | Fall
Role: Creative Director | Head of Marketing

These videos show the full version of Tallia video campaign and the fifteen-second version that ran on the Nasdaq building in Times Square.

Objectives

Actions

Results

Tallia | Spring
Role: Creative Director | Head of Marketing

This video shows the full version of the Tallia campaign and the print ad that ran in The New York Times T Magazine.

Objectives

For Peerless Clothing's high-volume proprietary brand Tallia, my main objective was to create a more elevated, youthful, and diverse advertising campaign. My secondary goal was to shift a percentage of the advertising budget from print into digital media. I also wanted to adjust ad placements to better position the brand with our target audience. Finally, I aimed to reach a new demographic to drive sales to Macy's and better specialty stores nationwide. For this campaign I wanted to evoke a dreamy etherial vibe.

Actions

Results

Hart Schaffner Marx | Spring
Role: Creative Director | Head of Marketing

These videos show the full version of HSM video campaign and the fifteen-second version that ran on the Nasdaq building in Times Square.

Objectives

For Hart Schaffner Marx — a 134-year old American-made tailored clothing brand — I wanted to create a campaign for Peerless Clothing showcasing the classic business pieces alongside the new softer and more casual side of the HSM collection. Although many people in the Midwest know the brand, my objective was to increase brand awareness nationwide, particularly in New York City, where we launched the brand at Bloomingdale's Manhattan flagship store.

Actions

Lead the creative concept planning and directed the on-location styling in collaboration with the team at Authentic Brands Group. Selected all looks for the campaign and negotiated budgets to run print ads in Esquire, MR Magazine, The New York Times T Magazine, The NY Post, and The Wall Street Journal Style Magazine. Ran digital Ads in tandem on Esquire and The Wall Street Journal web editions. In addition, ran a video billboard on the Times Square Nasdaq Building for March 2020.

Results

Increased Hart Schaffner Marx brand awareness through the first-ever digital and outdoor advertising campaign. Generated social media engagement on Instagram and Facebook with the seasonal video. Reached a broader audience by running the Times Square of the video billboard, bringing the brand exposure to 1.5 million viewers every day for a month in Manhattan.

Calvin Klein | Spring
Role: Head of Marketing

This video shows the Calvin Klein video campaign in Times Square and the print ad that ran in GQ and other prominent print publications.

Objectives

My objective for the Calvin Klein spring campaign for Peerless Clothing was to increase awareness of the suiting category and to drive business to the Macy's Herald Square Calvin Klein formalwear shop — the highest volume shop of its kind in North America. In addition, I aimed to get people to associate dressing up in suits when they think of Calvin Klein as well as designer sportswear, jeans and bodywear.

Actions

Pitched and received approval from Calvin Klein headquarters to create the video for Times Square. Consulted on video production with the CK marketing team. Minimized expenses by repurposing existing creative assets. Managed budgets to run print ads in print ads in GQ, Essential Homme, Men's Health, The New York Times T Magazine, The NY Post, and The Wall Street Journal Style Magazine. Ran digital ads in tandem on Essential Homme, Men's Health, New York Times, and The Wall Street Journal websites. In addition, I ran the video ad on the Times Square Nasdaq Building Video for March 2020.

Results

The first-ever CK national ad was released specifically for the tailored clothing category across multi-platforms — print, digital, social, and outdoor video. In addition, the Times Square video ad called customers to shop at the Macy's Herald Square location and increased sales for the month.

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