Foundation Fix beauty event

The cosmetics merchandising team asked me to develop a copy concept for an event based around foundation. The idea was that customers would get a sample when they tried on foundation, so it was my job to make this sound more intriguing. I created the handle "Foundation Fix" and the accompanying copy which appeared in (from top left): New York Times ads, counter signs, posters and invitations.

IQ Enviroments

My good friend, industrial designer/fine artist Ismael Quintero, recently launched a website to promote his Odyssey Suspension Lamp. I wrote copy for the site.

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IQ Environments

SFA Spring 2011 10022-SHOE catalog

For the Spring 2011 10022-SHOE catalog I worked with a freelance art director, who commuted between Paris and New York. The format of this book was fairly simple aside from the last spread, which had no direction. I wasn't easily able to communicate with the art director so I created an editorial theme for the spread and then had him design it. Since our 10022-SHOE campaign is based around a postal theme, I chose to focus my copy on the countries from which the featured designers originate. The completed concept is shown in the last spread.

SFA Spring 2011 Beauty catalog

The "I'm Going to Saks" campaign continues for Spring 2011, throughout all of our advertising and marketing collateral. For the spring beauty book, I collaborated with an art director who asked me to initiate a visual concept. Since a big fashion trend of the season is color-blocking and many of spring's beauty trends involve vibrant color, I drew inspiration from a 2008 Chanel beauty campaign that was based on color-blocking: Chanel's Robertson Boulevard Nail Color Collection advertising featured a quartet of bright nail colors set against a grid of colorful contrasting backgrounds (see the first image). The art director I was working with thought that this Warhol-inspired design was a great idea and was able to execute it throughout the book. To complete the concept, I named the event associated with this book "True Colors" and based my trend and editorial copy throughout the book on how to use color to reveal who you really are.

Reed Krakoff Interview for Saks

For the launch of designer Reed Krakoff's namesake collection at Saks Fifth Avenue, we devoted two September catalog spreads to him. It was my task to come up with the concept for this section in conjunction with the Art Director. I decided to interview him for the piece and in doing so was intrigued by the child's chair that is seen all over his showroom. After speaking with Krakoff about his inspiration for the design, the connection between this piece and his fashion aesthetic became undeniable. I chose to use that as the angle for the editorial and collaborated with the Art Director to get one of these chairs for the shoot. Here is the completed September catalog section.

"I'm Going To Saks" Fall 2010 campaign

For the Fall 2010 season, Saks Fifth Avenue unveiled its tongue-and-cheek "I'm Going To Saks" campaign. The concept is based around transportation imagery, a graphic arrow treatment and witty explanations for why someone would go to Saks. I was challenged to figure out the format and produce creative copy for all supporting advertising and marketing pieces. This included newspaper and magazine ads, catalogs, various direct mail pieces, in-store signage and even outdoor media (see the Sweet Truck that sat outside our flagship store during Fashion's Night Out 2010). Here are some examples of how I created a consistent voice across different platforms.

Saks Fifth Avenue February 2010 Contemporary catalog

For Spring 2010, Saks Fifth Avenue launched a copy-driven ad campaign called "Think About". Based on Diana Vreeland's witty Harper’s Bazaar column titled “Why Don’t You ... ”, our campaign focused on suggestions of whimsical yet actionable things that our customers can do. These lighthearted ideas encompass style, lifestyle and highlight what makes Saks such a unique place to shop.

One of the first books that implemented this new campaign was the February Contemporary catalog, which I wrote. Here are some clips from that catalog.

New York Times article: Saks Fifth Avenue's 'Think About...' campaign

For Spring 2010, Saks Fifth Avenue decided to create a whimsical copy-driven campaign based on Diana Vreeland's Depression-era column in Harper’s Bazaar magazine called “Why Don’t You ... ”.

The following link is a New York Times article describing this campaign. The catalog example shown is an except for the March 2010 Contemporary book which I wrote.

Click here to view the New York Times article

Saks Fifth Avenue Men's clips

Here is a sampling of some menswear writing I've done at Saks Fifth Avenue. The first is from the Father's Day 2008 catalog. The following pieces ran as local magazine ads.

Saks Fifth Avenue Fall 2009 Contemporary catalog

The Art Director whom I worked with on the Fall 2009 Contemporary catalog decided to break format by printing this book on oversized, newsprint. Given the new design, I decided to title the book "Breaking News" and carry the newspaper theme throughout the piece.

I wrote the opening spread to resemble the front page of a newspaper—complete with a tabloid-style article about a fictitious character named Sohpia Saks, a style horoscope and a table of contents. I gave each of the 4 trends featured in the book punchy, New York Post-style headlines and subheads.