Title: Assistant Director of Creative Marketing
Years: 2019 - ongoing freelance
Working at Free People is the dream-come-true. Honestly - you can check the career plan I had to make my senior year of college; working at Free People is Year 5.
Ultimately, Free People was the culmination of years of education and hard work. It was an unparalleled learning experience that taught me a little bit of everything - creative direction, budget management, contract negotiations, video editing, omni-channel campaign planning, team management, and so much more. My team worked through a global pandemic, remote working, and changing social and political landscapes. In both a full-time and freelance relationship with Free People, I’ve had the opportunity to serve the Creative Marketing team working on seasonal ad campaigns, catalog launches, national and global events, social media campaigns, and photoshoots with our philanthropic impact partners. It’s truly been the experience of a lifetime.
Tik Tok Casting Call
Concept, execution, creative direction
In the early days of the Free People Tik Tok, we decided to build a team of creators that could help us express the FP spirit. We held an open casting call through Instagram and Tik Tok, and had hundreds of submissions from girls and guys applying to be on the FP Creators Team.
We ultimately chose 14 people to be #FPCreators. Each month the team at FP Home Office works with them to send clothing and accessories, discuss trends, brainstorm, and collaborate. Being part of the process to build this team was an incredible experience. It was such a blessing to get to see stories and heartfelt videos from so many people that loved the FP spirit.
For the Creative Spirit campaign
Creative direction, dialogue direction & video editing, copywriting
We sat down with a few creative spirits who inspire us with their heart, their courage, their creativity, and the energy they bring to the rest of the world. Our muses embody the Free People spirit and took time to explain to us what that means to them.
Best Friends Day with the Best Friends Animal Society
Campaign creative direction, photo production and direction, video editing
This annual campaign is my favorite every year at FP. Our impact partner for animal welfare is the Best Friends Animal Society, America's largest no-kill shelter network. Each year, with a celebrity partner, FP supports BFAS in their mission to save all shelter animals across the US by 2025. This social-based awareness campaign features adoptable pets from the BFAS NYC chapter and furry friends from the FP home office modeling some of FP’s favorite cold-weather accessories.
FP x National Park Foundation
Video editing, social media graphics design
For Earth Day, we teamed up with the National Parks Foundation to celebrate park land and bring awareness to the NPF’s inclusive crews initiatives.
