YouTube Brand Builds
Executive Producer, Creative and Art Direction
Lorem Ipsum/ Dan Deutsch Optical is renowned for its unique, high end designer selection and unparalleled eyewear expertise. Dan Deutsch stocks the world’s most prestigious brands from Celine, Tom Ford, Oliver Peoples, Balmain, Off White, Loewe, Saint Laurent, Gucci, etc. It was a pleasure to help Dan formulate a campaign strategy that would bring more eyeballs to their commerce site, and help reinvigorate the brand image.
Showrunner, Executive Producer
“ILM” was Estée Lauder and Bobbi Brown’s first foray into a brand-owned YouTube channel - a groundbreaking new concept at this point in time and something extremely challenging to pull off for a prestige brand that was new to the world of social media branded content. I worked in partnership with the brand's creative director and CMO to help build a world that would appeal to both young social media consumers as well as fit the image of the high end beauty brand. I pitched (and executed) multiple shows to the executive leadership, oversaw the production of a 3x/ week YouTube output schedule, and corresponding social posts, managed talent wrangling and relationships, video editors, directors, and crew, and produced key creative assets like channel trailers and pitch decks that would ensure renewal of this groundbreaking 2-year long program.
I love Makeup.
Estee Lauder YouTube Channel - Trailer
Smashbox Cosmetics’ Influencer Studio
“Made at Smashbox” - Trailer
Executive Producer, Showrunner
Due to the success of the I Love Makeup channel, Estée Lauder retained my team’s services at Studio71 again, this time with the goal of making Smashbox Cosmetics (part of the Lauder portfolio) a more relevant brand for millennials. The intent was to increase the brand awareness and social currency and establish Smashbox Studios as the physical destination for top fashion and beauty creators. I helped originate a bespoke idea: an influencer studio called “made at smashbox” - giving top style influencers access to a studio and a creative team that would empower them to bring their high concept video dreams to life.
Made at Smashbox
Influencer Channel Highlights
Executive Producer, Shay Mitchell YouTube Channel
At Studio 71, I was running the department tasked with helping the Pretty Little Liars star Shay Mitchell to translate her TV success onto the digital screen – and develop her namesake YouTube channel. From conceptualizing her channel trailer, to making her promotional assets and channel trailer, I loved working with Shay and her team to kick off her YouTube presence and help build her highly engaged subscribership.