Copy for Clearly Basics

Over the past few weeks, I’ve been writing copy for Clearly Basics’ newsletters and social media channels. As a long-time skincare and beauty lover, the chance to work for such a high-quality and informative brand is a dream come true! I was brought onto the team to emphasize their “friendly science” voice; basically — present the scientific reasons for their products’ ingredients in an easy-to-understand and bubbly way. In addition, I’ve been generating the ideas of what sorts of images should be paired with the written copy.

Click the bubble to see some of the copy that I’ve written, presented on Clearly Basics’ Instagram page!

Vos Essentia for Gabrielle Chanel

This past semester, I took an advertising creative class, wherein I had the opportunity to be part of a team that was responsible for putting together a conceptual project for Chanel’s signature scent “Gabrielle,” incorporating the refinement of the Chanel brand with the vivacious nature of Gabrielle. We came up with “Vos Essentia,” your essence. I did creative direction on our photoshoot, as well as copywriting for the website and pitch. Our goal was to highlight the elegance and uniqueness of urban settings, showing that beauty can be found everywhere!

Click the heart to see our page. Below are the photos from the shoot I did creative direction for!

Home is Where the Heels Are

I was a creative team leader for the student movement “Home is Where the Heels Are.” This project was fostered during a New Media class within UNC’s Hussman School of Journalism and Media in which our class was responsible for all parts of launching an advertising campaign. Our mission? Bring back giant 15-foot long Tar Heel feet that were storied to have been painted on all four major roads leading into Chapel Hill to let people know when they’d reached Tar Heel territory, originally painted to welcome back the men’s basketball team from their 1982 national championship. With no evidence that these ever existed besides our professor’s testimony, it was a big challenge to tackle.

So what happened? We reached 80% of Chapel Hill’s undergraduate population and generated  over a MILLION impressions within a two-week period. I did copy writing for social media, producing all of the social media bios, along with my main task of writing video copy. I wrote the scripts for all of the main campaign videos and assisted with art direction, working with the video team. Although writing the headlining videos that were meant to pull at the heartstrings and draw a lot of attention, I have to admit that writing and art directing a parody to “Backstreet’s Back,” turning it into “Heels Are Back,” was the most fun video to produce with the help of the video team.

Though the campaign is “over” since the class has technically ended, a small group of students, myself included, are continuing on with the project and currently working with the town of Chapel Hill to actually get them painted, made possible by our incredible campaign! click on the university logo to check out the campaign website and click on the video camera to see all a page of all of the campaign’s videos below.