Marshalls Social Content
The challenge: make Marshalls an integral presence for fashion-tok by connecting their products to current social trends and conversation. This was achieved in two ways: briefing and directing creators or by personally capturing, editing and creating video content for the brand channels. I led concept + visual direction for both creator- and brand-produced content.
social art direction / created at Edelman
Creator-produced content
My copy partners and I created briefs to share with our phenomenal creators — the briefs introduced the social trend, the corresponding product category and emphasized the trend-to-brand connection (e.g., trend: summer travel; product: suitcases). I then guided them through their creation process, focusing on how the brand is visually represented in their content. Images link out to their corresponding TikTok.
Best Dressed Guest
roles: concept, art direction.
CW: Manjari Doxey
Styling + Packing Hacks
roles: concept, art direction.
CW: Manjari Doxey
Brand-produced content
Content that I recorded, directed and produced myself. Specific roles listed for each. Images link out to their corresponding TikTok.
Spring Mocktail
roles: AD, product selection + styling, in-store + on-location shooting, design, mocktail recipe 💅
CW: Manjari Doxey
Cozy Cuddle Day
roles: AD, product selection + styling, on-location shooting, design.
CW: Jenna Jones
TEAM: Creative director: Dan Licht / Copywriters: Jenna Jones, Manjari Doxey / Jr. AD: Helen Yu / Producers: Megan Bagg, Roy Kim
TEAM:
Creative director: Dan Licht
Copywriters: Jenna Jones, Manjari Doxey
Jr. AD: Helen Yu
Producers: Megan Bagg, Roy Kim