My Role
Creative direction, brand identity, photography, videography
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Brand guide
Factora sold an online course to teach women how to invest called the Wealth Circle.
I built a brand that looks and sounds empowering but relatable, warm but authoritative, and feminine but not cloyingly so.
I led our creative team to design our website, newsletters, social media presence, videos, and paid social campaigns.
Within 3 years, Factora generated over $1M dollars in revenue and attracted customers from all over the world.
Factora Wealth
Investies Campaign
Links
Email 1 | Email 2 | Social 1 | Social 2 | Podcast 1 | Podcast 2
My objective was to showcase the power of the Factora community. I came up with a word, Investies, and interviewed real women from the Factora community who had partnered together on investments.
From there, I wrote social posts, emails, and podcast scripts to show women that Factora could lead them to find their own Investie.
During the campaign, social engagement increased by 22%, our average email open rate reached 49%, and our average weekly applications increased by 41%. It performed so well that it’s now part of the Factora content playbook.
Video
I wanted to harness the power of Factora’s testimonials and get women excited about the product, so I hired a video editor to help me make this brand hype video. We put it on the website and used it in our sales webinars, and often got comments like “Why am I crying right now?!” and “Goosebumps!”.
Paid Ads
In early tests, we found that showing real women’s faces on paid social brought Factora the biggest ROI. I needed to be scrappy and nimble with our paid ads so I filmed and edited quite a few of them myself. Here are some of the ones that performed the best, with an average $5 CPR.
My Role
Art direction, writing, storyboarding
Links
Concept doc | Landing page 1 | Landing page 2
Shopify launched a new product called Shopify Collabs, a platform that connects influencers with brands that want to hire them.
I storyboarded and wrote scripts for the launch videos and the accompanying landing pages.
In the first week, this campaign drove 19.2K total landing page views, 10.5K sign-ups, and at the time of this writing, over 650K total YouTube views.
Shopify Collabs
This video is targeted at Creators who want to start monetizing their content. In writing the script, I wanted to acknowledge the long hours and hard work that Creators often put into their online presence, especially those with full-time jobs.
This video is targeted at brands who want to start working with Creators. The main pain points I wanted to address: finding new customers, managing Creator relationships, and driving more sales.
My Role
Brand identity, positioning & messaging, voice and tone
Links
Abridged brand guide
Amazon Fresh is a grocery store and delivery service.
I worked with a team of fellow Creative Directors to refresh the brand. We built over 100 pages of brand guidelines and trained cross-functional teams on how to implement them.
In our first year, I led our content and editorial team to produce over 3,000 assets spanning a total of 76 projects.
Amazon Fresh
Holiday | For this omnichannel campaign, we focused not just on the savings themselves, but what the savings enable our customers to do. Spending less on groceries at Amazon Fresh allows for more hosting, more feasting, and more quality time during the holiday season.
Back to School | The real customer benefit of grocery shopping for the school season is getting to feel energized and ready to take on new challenges. Our campaign tagline was Fuel your school year, which we brought to life through vibrant colors, lightning bolts, and energetic copy.
TWA Hotel
My Role
Photography, art direction
I photographed the TWA Hotel to show off its distinctive design, architecture, and brand experience. The images highlight key touchpoints that bring the hotel’s mid-century identity, and all the little stories that play out within it, to life.
My Role
Photography & art direction
I partnered with Kinneret to create portraits to help promote her upcoming album (title to be released summer 2025).
She wanted to emphasize her connection with nature, an element of play and fun while still evoking sophistication, and the fact that this album will make you want to dance.
Makeup and styling by Kinneret herself!
Kinneret
Yaa Yaa Thai Hot Sauce
My Role
Photography, art direction
Yaa Yaa Thai Hot Sauce is a small-batch hot sauce brand inspired by the founder’s grandma’s secret recipe.
I created the color palette and chose the materials based on the founder’s rich Thai family history. We created a Thai food tablescape to show off the many ways the hot sauce can be used, and styled a few different shots to show off the label and the texture of the sauce.
Will the Whale
My Role
Photography & art direction
Will the Whale asked me to collaborate on photos to promote their debut album, Only Things of the Heart Remain.
Häagen-Dazs
My Role
Photography & art direction
I think Häagen-Dazs is the most delicious, premium ice cream you can buy from a grocery store. But I don’t always think their branding matches that premium deliciousness.
I took my favorite flavor, Strawberry, and photographed it the way I think it tastes: sumptuous, luxurious, velvety, and feminine.
