As a creative director, I’m accustomed to stretching my imagination down many avenues. I have a knack for conceptualizing a vision and then executing it myself or finding the right people to work with to bring it to life. From developing and directing social series to revamping newsletters, my work bridges gaps between a range of digital and physical touchpoints.
Creative Direction
Weekend Refresh Book
I created blueprints and mood boards that helped launch the book’s design… ⬆️
Which I marketed like this ⬆️
Stepping outside of the digital realm, I acted as a consultant and creative advisor for the Weekend Refresh coffee table book, published by Penguin Random House. I began by writing copy about the Weekend Refresh franchise to offer a jumping-off point for the author, created mood boards and design briefs to inform the look and feel of the book, and provided feedback on editorial throughout the writing and production process.
I also created a marketing plan and calendar while directing and producing a series of assets to promote the book’s release.
Pinterest Development
In 2022, Pinterest struck a multimillion-dollar deal with Tastemade to create 50 new Pinterest-specific shows, produce hundreds of hours of livestreaming for Pinterest TV, and host in-person, creator events.
Read more about the deal here.
Throughout the entirety of the partnership, I've acted as a Creative Director and Producer on over 15 shows, including A Brand New Leaf and So Clean, which were the two top-performing series of 2022. In 2023, I’ve continued to lead show development and creative direction for five series that tap into Pinterest’s tentpole moments and seasonal editorial calendar.
In Q4 of 2022, I acted as a producer for the first-of-its-kind, Pinterest TV shoppable livestream event. For this, I worked with a small team to contract over 50 brands, select products, write scripts for talent, and create marketing assets for the event.
Tastemade Streaming Content
As the Creative Strategy Director at Tastemade overseeing brand and creative, I’ve been responsible for creating social content that markets the streaming shows and informs the social audience of Tastemade’s streaming channels. In 2023, I worked on campaigns for seven different series including the award-winning Struggle Meals, All Up In My Grill, Worth the Hype, Spice Spice Baby, and more. I developed the creative, oversaw the execution, and managed the distribution of assets across social, web, and the Tastemade newsletter.
Wes Anderson-style promotion for Struggle Meals Season 8, hosted by Frankie Celenza. Shot, edited, and directed by me
Preview of a Pride-themed episode of Baking the Holidays with Mia Starr
Brand campaign asset promoting Tastemade’s shows and the new look of their streaming channel
Episodic promos for the first season of Worth the Hype hosted by Frankie Celenza
See more creative direction work under “Original Series”