What I've Done

Senior Creative & Copywriter

Nope, Polaroid is not dead; analog instant photography is very much alive, and I was part of the scrappy start-up team tasked to bring this iconic brand back — for good. For most of my time at Polaroid HQ in Amsterdam, I was the team’s only creative copywriter. I worked with every department to reposition the brand in a digital world, communicate our legacy, and release new products and categories to cement our future. I was responsible for major projects such as campaign concepts and execution for new products down to micro-copy on the Polaroid app. Working with former Wieden & Kennedy Creative Director, Ignasi Tudela, the team achieved some huge highlights. My favourites include: rebranding from Polaroid Originals to Polaroid; releasing new products including the Polaroid Now, Polaroid Go, Polaroid Lab, Polaroid Now+, and Polaroid Hi Print; collaborations with Keith Haring, Disney, Fragment, Sandqvist, Pringles, and Peanuts; plus the return of special edition instant films. It was my dream job working with more than 18 nationalities for almost 2.5 years. I left this role for love, and that romance has landed me in Australia once again.

Launching the most creative Polaroid camera yet.

The brief was to launch our experimental new camera: the Polaroid Now+. Underpinned with the product positioning “mix it up”, we crafted the concept “Imagine More” where we staged 5 art experiments in real-time to show the camera's creative capabilities. We partnered with emerging creatives around Europe (Kick Yang Zang, Jojo Akamz, Salventius), each with a unique discipline, to be the stars of each experiment. They brought their talent and we brought the camera, experimenting with lens filters and the creative tools within the mobile app to push what's possible inside that famous Polaroid frame. The results were totally unexpected and became the hero campaign imagery. The result was an exciting PR-hook and a series of visually-striking films and stills to use across owned channels, paid media, and retailers.

Rebranding an icon.

March 2020: a time we will never forget. As the pandemic hit Europe, this tiny team rebranded Polaroid Originals to Polaroid remotely, alongside a new product release to mark the occasion. For launch, we commissioned community members to be the first to shoot with the new Polaroid Now camera and share their results. I juggled the product campaign alongside rebrand and crisis COVID communications, a website relaunch, and an overhaul of all product packaging.

It all started with a Polaroid camera…

She's the ‘80s Polaroid Queen, photographing Madonna, Keith Haring, and more. For our 2020 Holidays Campaign, we told the story of Maripol and how it was a Polaroid gift that started her iconic photography journey.

Meet the world's smallest (and cutest) analog instant camera.

This is the Polaroid Go: your portable creative partner and a new pocket-sized film format for Polaroid. I worked with the team on campaign messaging, editorial interviews, and packaging.

Instant Film

Crafting product names, positioning, messaging, and execution for new and cult-favourite instant films.

Color wave edition

Metallic nights edition

Spectrum edition

Daydream edition

Polaroid Hi Print

The brief was to name and create a campaign for our new high-quality photo printer. Polaroid Hi Print lands both the quality and the casualness of using it: just find it, print it, stick it. With a tiny budget, we created a series of social-first videos and stills to communicate the key USPs.

Head of Content

Start-up coffee scrub brand turned global skincare sensation. Over two million loyal fans worldwide, 700K Instagram followers, and taking over the shelves in Sephora Europe, Liberty London, ULTA, Space NK, Urban Outfitters & ASOS. This role grew from a copywriter to an integral part of the business where I built the brand's first ever content department. As the Head of Content, I manage a junior writer and was part of the team to take this e-commerce to brand into international retail.

Creative Direction

Working with the founders and art directors to position new products and create concepts for photography shoots, videos, and packaging, including the brand's highest grossing products.

Ideation, Strategy + Execution

Building monthly content themes and new product campaign strategies with the founders and heads of department. I also wrote all the copy and managed the execution right through to pushing products and web pages live.

Copywriting + Brand Guardian

Writing for every single touchpoint for the brand from Instagram posts to partnership pitches, training decks for new retailers to video scripts. Monitoring tone of voice across every form of communication, particularly with our evolution into international retail.

Video Concepts + Scripts

Scripting how-to videos for every product for use on the five international sites and to be rolled out at our retailers such as Sephora Europe and MECCA.

Content Management

Leading the content strategy for the new website with traffic averaging around 1.5 million visits per year. Managing the product launches and monthly content across five regional websites (EU, INT, CA, US, AU) within WordPress. Working with a developer on larger, personalised pieces when required.

Fashion Content Writer

Clemenger BBDO is Australia's most awarded creative agency and is ranked #5 in the world. Myer is Australia's largest department store. I was poached from account management by the Creative Director to become the creative team's first Content Writer. I partnered with various art directors to create concepts and write editorial copy for fashion and lifestyle campaigns. I was also requested by the client to bolster its in-house digital team to work across the website, CRM, and social.

Creative + Production

Produced shows for Topshop, Erdem, Jonathan Saunders, Revlon, Salvatore Ferragamo, and Jo Malone for London production house FAMILY. This involved working on creative concepts, set builds, music and lighting with fashion designers, along with managing the production from idea through to execution with the Production Manager.

Contributor + Picture Editor

The brainchild of Lulu Magazine's editorial assistant Kristina Golightly, photographer Jess Adams, and Topshop London's marketer Sarah-Lee Palmer-Hogan. The Ingénue is a London-based bi-annual magazine celebrating independent, inspiring, and intelligent women through fashion editorials and feature stories.

For this piece, my brief was to source diaries from women around the globe: from the famous and not-so famous. These diaries come from the creator of LOVE on Netflix Lesley Arfin, Burberry model Morwenna Lytton, and from me when I was about six years old.

Copy & Strategy

The handbag market is divided into three categories: fakes, commercial, or luxury. Australian stylist Brooke Testoni wanted to offer women a luxury handbag - without the luxury price tag. For women who love fashion, but don't need to flaunt it. She called it Rylan. My job was to give Rylan a voice. I developed the positioning 'Luxury, redefined' and brought this through the website copy in small nuances.

Reverie

Creative Director & Producer

A personal project of mine. Directed and produced this short film and magazine. Just because.

View zine

Magazine Editor

The 5TH is a watch brand and one of Instagram's biggest success stories. While The 5TH dominates the digital space, it wanted to create something 'in the real world' for its followers.

Working with the founder and a fantastic creative team, we created the brand's first ever printed magazine. As the magazine editor, I was responsible for bringing out the brand's values through every moment in the magazine through format, structure, layout, design, talent, interviews, and articles. The magazine was sold in its pop-up store in New York City and offered as a GWP over Christmas.

Creative Producer

Produced seven shoots across six locations in the UK and Hong Kong for Speedo, Berghaus, Canterbury and Kickers. The films were such a success they were toured internationally by the CEO. Got my fair share of UK fast food.