Copywriter: Emily Connelly
Art Director: Tyler Wray, David Clemente
Creative Director: Angelo Colletti
We set out to reintroduce the original expedition duffel ahead of its 40th anniversary, kicking off a cross-category rebrand of The North Face’s most iconic products.
Our mission was to bring elevated, product-first storytelling to every touchpoint, from the anthem all the way down to the in-studio imagery.
My secret mission was to (finally) get my CD to let me swear in a campaign.
With over 2.5 billion impressions, a 109% increase in Base Camp Duffel revenue, and a headline that says “saving your ass,” I’d say across the board… mission accomplished.
Drop I
Copywriter: Emily Connelly
Art Director: Maddie Grandbois
Creative Director: Jack Saunders
Senior Tactical Designer: Lauren Harned
Drop II
Copywriter: Emily Connelly
Senior Art Director + Tactical Designer: Anat Yaniv
Creative Director: Angelo Colletti
After a series of high-profile designer collaborations, TNF sought a younger, more female audience. And who better to help reach those people than Kim Kardashian herself?
For drop one, I was tasked with creating strategic language that spoke to both The North Face’s technical outdoor roots and spoke to that young woman, while communicating the connection between Kim and TNF.
During drop 2, the strategy stayed similar, but much more robust: while the first drop was only available to shop on SKIMS platforms, drop 2 was available on TNF’s owned ecomm channels and in our retail stores, so the deliverables list became much more robust.
Overall, we saw Drop I sell out in less than 9 minutes, and over 75% sell through across both TNF + SKIMS ecomm + retail in just one day.
As a senator, Cory Gardner spent six years being wrong for Colorado. Armed with the First Amendment’s protection of satire and an intimate knowledge of niche Colorado culture, I started an Instagram account to explain why. You can check it out here.
Grew to 22k followers in six weeks.
Average engagement rate: 20.35%
John Hickenlooper, Senator Gardner’s opponent, created a campaign video reading my memes. It was his best-performing campaign ad.
Reposted by Colorado celebrities (and just plain-ol’ verified accounts) including SNL’s Bowen Yang, Wesley Schultz of The Lumineers, Ashley Spivey of The Bachelor, Betches Sup, and more.
Generated coverage in Yellow Scene, 5280, Westword and more.
Can’t imagine why he didn’t read the Illegal Pete’s one.
Read it here. (Or don’t. That’s okay, too.)
Foiled by Trey Parker and Matt Stone buying Casa Bonita and making the food actually good.
Copywriter: Emily Connelly
Creative Director: Kat Hanna
Tactical Designers: Reo Derrick, Jacob Coppes, Riley Ebel
The brief: capture the calming essence of our new summer color in a way that ties back to Vuori’s roots as a performance brand, promoting authentic movement and the ease of everyday pieces.
Aaaaand… exhale.
Secondary site placement.
Copywriter: Emily Connelly
Art Director: Tyler Wray
Creative Director: Jack Saunders
Digital. Print. An entire zine (which you can check out here). And a Times Square billboard.
We used athletes to elevate the on-mountain expression of parkas and contemporary game changers (activists and artists) to show the evolution and point towards the future.
AD: David Clemente, American hero
CW: Emily Connelly
CD: Andy Alvarez, Maddie Grandbois
Zine Design + Production: Collected Works
Billboard: Blind Pig
A trail run starts from the ground up: The shoes. Make-or-break pieces of every runner’s kit; relied on for comfort, injury prevention, stability, speed. And no two runners have the same foot shape, stride or strike. By expanding our trail run offering, we’re opening the sport to more people and different kinds of runners.
The North Face launched footwear with elite athletes in mind—this campaign brought our offering off the podium and to the rest of the pack.
AD: Brian Kronberg
CW: Emily Connelly (hey)
Video: Cole Pates
CD: Angelo Colletti
AD: Jenna Hoy
CW: Emily Connelly
CD: Andy Alvarez
Think back to Summer 2016. The world was beautiful. Kitchen gadget influencers were abundant. And frozen rosé was all the rage.
The goal was to create content that incorporated high priority OXO products into a current food trend; as such, the content was all written and published within the span of a week.
(Paid & Organic Social, Email, Recipe Blog Post)
When you ask new parents what they look for in a travel stroller, most will talk about their need for something that isn’t too heavy, has enough storage for diapers, wallet, cell phone and keys, and doesn’t require a lot of wrangling to open and close.
So we took all of those attributes, and we designed the new Air Stroller with them in mind.
It’s the next big thing, and it folds up really, really small.
This Spring Cleaning campaign was designed to draw attention to OXO’s line of cleaning and organizing tools and demonstrate ethos in categories around the home.
It was launched in the beginning of April, and contained social and email components, as well as blog posts and a spring cleaning playlist.
The result? A social clickthrough rate 453% above the benchmark, and the highest conversion rate of a single campaign to date.
(Long Form, Site, Organic, Paid, Email)
