Edition01.com: Vera Wang and Thakoon+Ankasa

Here are a few more banners/emails/collection copy I wrote for Vera Wang and Thakoon+Ankasa for Edition01. Collection copy for Thakoon+Ankasa was written by a previous copywriter, so it's not included here.

Edition01.com

I was approached by the founders of Edition01, a new limited-edition designer eCommerce company, to write designer bios and copy for their exclusive, commissioned capsule collections. The site launched last week and here is the first example of the copy I've written for them—this is for Fur Vests, which introduces their Ed.01 Essentials. Other designers I've written bios and copy for include: Vera Wang, Yigal Azrouël and Celestina. Check out Edition01 here:

Editon01

Peter Johnston menswear brochure

I wrote this brochure as a marketing piece for Saks Fifth Avenue's new master menswear designer and tailor, Peter Johnston. I worked with the buyer to create the content and with the designer to create the layout. This is a four panel piece that is presented in a sleeve, which is pictured first.

Email Blasts for SFA

Here are some examples of email blasts that I've written for SFA.

Web Banner Ads for SFA

Here are a few examples of various web banner ads I've written for Saks.

@ Saks Fall 2011 campaign

This season, our "I'm going to Saks" campaign evolves into "@ Saks", which brings customers into and around our store. The first piece to launch this new campaign is the women’s designer insert, which is photographed at our flagship location by Albert Watson and art directed by our CCO. While “@ Saks” offers an interesting graphic element, it was my job to figure out how to transform this into a real advertising campaign. I chose to add another conceptual layer to the piece by titling it "The Fashion Tour @ Saks" and by accompanying each image with an interesting fact about the location in which it’s shot. Here are some clips from the final piece, which appears in the September 2011 subscriber issues of W, Vogue and Bazaar magazine.

SFA Father's Day 2011 catalog

The SFA Father's Day catalog is part of the "I'm going to Saks campaign" and includes two sections: the first shot on a boat, which I titled "Board the Fathership" and the second shot on the beach/home of a Kennedy-inspired Cape Cod location, which I named "The King's Beach". As always, I collaborated with an art director and the fashion office and created all of the editorial and product copy for this piece.

Build A Better Wardrobe menswear event: print + web

For the past six months, I've been the lead writer for all men's advertising, which includes our private label Saks Fifth Avenue Men's Collection. A few months ago, I was asked to come up with a name for our April multiples event and created the tagline "Build A Better Wardrobe". In addition to naming the event, I was challenged to make all of the event information, the existing Saks Fifth Avenue Men's Collection tagline "Know What You're Wearing" and the "I'm Going To Saks" campaign work across various forms of communication, within tight space constraints. Here are some examples of how I successfully created cohesive messaging for several print and web banner ads (from top left): a Wall Street Journal ad, two New York Times ad, a poster and two web banner ads.

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.

Click here to view
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.