Poshmark
During my time at Poshmark, I have produced, art directed and photographed dozens of campaign shoots, out-of-home advertisements, events and activations. Above you will find assets we have created for use across social media channels, billboards, advertisements, website and email.
Resell on Poshmark
Resell on Poshmark is our partnership program and ongoing campaign, empowering shoppers to resell their items from brands like Coachtopia, Reformation, Sezane and more. We partnered with each brand on social media to announce our partnership, through collaborative, social-first Instagram posts between @poshmark and the brand account.
PoshFest
PoshFest is Poshmark’s annual reseller conference, and biggest event of the year. From pre-event marketing and interactive posts leading up to the event to capturing and managing all live coverage (while remaining on-brand and on-trend), this campaign is all about taking end to end event marketing on in an innovative, fun, social-first way.
Secondhand Lovers Club
What started as a social media activation gifting branded merchandise to gift creators, became an integrated marketing campaign (and one of our top performers of all time at that).
From social media challenges, giveaways, and creator partnerships, to in-app promotions and direct mail, what started on social media became a tentpole brand campaign for Poshmark.
Banana Republic
True Hues
True Hues is Banana Republic’s inclusive range of nude necessities for every skin tone, designed with the knowledge that nude is different for everyone and belief that every woman deserves to have her shade represented.
I photo-assisted the photographer on set, shot all the BTS footage and stills (above!), and owned the social media campaign strategy and execution.
This became Banana Republic’s most re-shared campaign of all time. We were finalists for the 2019 Shorty Award for Social Good, and product sales were such that it became a bi-annual collection.
International Women’s Day
We partnered with poet, screenwriter and artist Chinaka Hodge, who wrote a custom spoken-word piece for our March campaign. First, we created an IGTV formatted video fit for mobile experience, which became our top performing IGTV content on the @bananarepublic channel.
For social, our 3 man team created an exclusive run of product designed with her powerful phrases from the spoken-word piece. The social-only capsule collection was all made with product from our P.A.C.E program (BR’s female education and empowerment program in partnership with CARE.org).
We designed the pieces in house and worked with a sustainably-minded, local, mom-and-pop printing company to screen print and stitch Chinaka’s quotes onto the BR x P.A.C.E garments.
The small batch of product and was only available through social media and gifting to boundary-breaking creatives, celebrities and friends of the brand. In the packaging for each product was a postcard explaining Chinaka’s story, with a QR code to watch her campaign video.
On International Women’s Day we shared a powerful snapshot from the film with text overlay quoting her empowering words, announcing our $100,000 donation to @care in support of P.A.C.E.
The Instagram capsule collection giveaway garnered over 230 entries, while content received 164,430 reach and resulted in 172,927 impressions. Overall coverage of the campaign garnered a total 88,976,849 media impressions.
Hommegirls x Banana Republic
Wear & Share, launched as Banana Republic’s first collection of it’s kind: a curation of classic pieces for anyone to wear in the modern world, regardless of gender.
It seemed natural to team up with HommeGirls to tell the story of this non-conforming collection. This social-first campaign lived on social and the blog, and we designed the creative a dynamic, editorial carousel for social (scroll through!).
The goal of the campaign was to reach a younger female customer—56% of accounts who interacted with the campaign were between the ages of 18-34 and it was among the performing blog posts of all time.
A M P L I F Y V O I C E S
In light of racial injustices, tensions and deaths in our country and the 2020 Black Lives Matter movement, BR pledged to use our Instagram channel to amplify the voices our Black community, posting thoughtful but uncensored content and stories of both BR's employees and friends of the brand.
We highlighted strong messages, with an authentic, heartfelt, actively anti-racist point of view. In addition to amplifying voices through in-feed posts and IGTV, we used Stories to focus on different resources to enable our community with ways to act, listen, learn, donate, sign and more.
We committed to long term support of these narratives and due to the power and engagement driven by the content, Amplify Voices content expanded to email and website. We have also grown the franchise to include other disenfranchised minority groups such as our LatinX and LGBTQ+ community and friends of the brand.
To bring this series to life on social, we were sourcing community members, hosting virtual interviews, coordinating photoshoots, and photographing and videoing subjects when needed.
Love is the Message - Lockdown 2020
This story featured Nicole Wiesmann, Head of Men’s Design at Banana Republic and husband Sean Green, NBA alumnus. The brief was to market our new masks (a style we backed into with scrap fabrics when lockdown began) and suiting, (which was not selling for obvious reasons). Our concept was at the angle of “a summer ‘20 date night in San Francisco”, complete with looks you can take from your back porch to your al fresco dinner reservation—masks and all. I shot above photography and wrote interview-style prompts which we formed into a marketing email, social and blog post.
The content out performed all campaign content for the month. This top performing content exceeded our average engagement rate benchmarks by a 160% increase. It was one of the top performers of all time in terms of Link In Bio website clicks, with a 1768.12% increase from our average web clicks. With almost 500,000 impressions on just one post, it exceeded our average here by 125.849%. As for the Instagram Shopping metrics, the product in the post received 8,591 product page taps, a 119.606% from the brand’s average on the channel.
During COVID 19, with budgets and photoshoots cancelled we had to get creative with how we do our marketing and storytelling as a brand. We started doing “front door photoshoots” and social distanced photo sessions with our subjects in order to create content we needed for the product and stories we needed to tell as a brand. With myself photographing and our Social Art Director staging and art directing, we got scrappy and created some of the top performing franchises of 2020. Below is work from our Style Session on our new masks featuring Kimara Mitchell, Amplify Voices portraits of Melsha Key and her daughter, and a Style Session summer suiting story with Adam Bassa.