COPYWRITINGadidas NAM Holiday ‘23
New Holiday Classic
“Timeless not traditional, classic not conventional, iconic not uninspired. To us, the perfect holiday strikes a balance between celebrating rich history and championing individuality. It’s about embracing a sense of boldness in simplicity, where flashiness gives way to what people are truly seeking during this season: authenticity. Clad in adidas styles that stand the test of time, we invite everyone to forge a new holiday classic.”
Delivered on time and in full:
Content covering 7 key product stories for October, November and December full-price creative including Email, Onsite, App plus two sets of Tier 1 Performance Marketing deliverables for all channels
I developed messaging framework and strategy for the full campaign
Retail direction and creative guidance for omni-channel execution
Sale event creative and digital deliverables for Black Friday and Cyber Week
I delivered 6 sets of copy covering Early Access, Full Access, Last Day for US and Canada
Additional athlete storytelling for owned social, partner channels, and PR use where applicable
I conducted the interviews on location
Projects range from product launches to site-wide promotions to huge commercial moments, but my goal remains the same: Get and keep the consumer’s attention and drive conversion. I’m an expert at distilling a message to its essentials, while keeping copy fresh and culturally informed throughout a campaign run.
Selection of full-price content from October, November, and December; “This or That” Athlete Partner video content.
adidas Platforms & Festival ‘23
Expect the Unexpected
“Festival grounds are expertly curated environments, often where nature meets cutting-edge human innovation and creativity. Pulling from this idea, we created whimsical sets with propping that combines nature-inspired features and unexpected elements to produce our own mini festival oasis. We captured festival fits in these surroundings, with platform sneakers as the hero for creating your own unexpected style for hitting the festival grounds.”
Delivered on time and in full:
Content for two complete waves, one focused on festivals and one for key platform sneaker styles. Included assets for Email, Onsite, and App plus Performance Marketing
I was a leader in concept development and creative direction; brought key creative partner recommendation (photographer)
I was on set and assisted with art direction
I developed messaging framework and strategy for the full campaign; executed on copy and oversaw copy from supporting writers
Selection of content for Onsite, App, and Performance Marketing
Promotions
A key business driver, promotions are a near-constant part of my day-to-day. Since joining Studio A, I’ve become a promo expert, working closely with my design teammates to develop the visual and written language of adidas sales. While executing on larger creative projects, we’re also chipping away at a quick-turn promo or two—generating the work ourselves or consulting for another team of creatives. My responsibilities have been the following:
With designers, developing an annual Promo Toolkit to guide the year’s promo work
Writing Onsite, App, Email, and Paid Media copy for upwards of 80% of the Studio’s promo briefs
Maintaining and training on up-to-date promo copy templates
Coaching writers on promo copy, reviewing work as needed
Site, Email, and Paid Media promo content for adidas NAM ‘23
