We developed a campaign that tapped into the Allure Experts membership panel by having the members test the product and use their feedback to be a part of our campaign. The creative was meant to embody the lightweight and zero weight, yet nourishing treatment of the product.
The project included the creative concept, photography content, design, promotional signage for the glass truck featured for the three-day event as well as promotional tip cards. Additionally, we won the business over three other magazines.
Creative Direction & Graphic Design: Krysten Brown
Photographer: Sarah Silver
Publication: Allure
Client: Pantene (P&G)
Each year Patrón kicks-off National Margarita Day with their annual Margarita of the Year competition. Consumers vote on margarita recipes created by top bartenders from around the globe. While the recipes are inventive and delicious, they can be pretty complex for the average consumer, so this year we decided to get back to the basics and focus on the classic margarita. Our concept centered around the message of, “it’s not a margarita without Patrón”, empowering consumers to make margaritas at-home, while also giving them the confidence to order a Patrón margarita when out.
Our digitally focused campaign included a new look and feel for Margarita of the Year which included the following: A new logo identity; re-design of MargaritaofTheYear.com; updates to PatronTequila.com; brand anthem video that generated anticipation and excitement for National Margarita Day; how-to recipe videos focused on single-serve and batch margaritas; photo assets to be used across dotcom, social and digital advertising; packaging design concepts for a custom margarita kit sent out to influencers; high impact units that were part of a large Twitter Trend buy.
I was responsible for working with the team on the overall creative concept, design, art and copy direction as well as the video and photography pre-production, shoot and post-production for all video and photo assets.
We kicked-off the campaign with a brand anthem video that highlighted the message, “When you make a margarita, make sure it’s simply perfect. Make it a Patrón Margarita”. Existing and newly captured video footage was set to the Black Puma’s grammy nominated single, “Fire”.
Phase 2 of the campaign was ready to go into production, but was canceled due to COVID-19.
Agency: Razorfish
Creative Direction: Krysten Brown
Group Creative Director: Michelle Whitman
Creative Director, Experience: Colin Walsh
Executive Producer: Shannon Leigh
Senior Copywriter: Nick Garza
Art Director(s): Jonathon Davis, Jenna Bixler
Designer(s): Pilar Keprta, Alex Aydelott
Anthem Video Editors: Jess Webb (Three Dollar Bill)
How-To Video Editor: José Gomez
DP: Brandon Zebell
Photographer: Manny Rodriguez
Food Stylist: Tina Bell Stamos
Prop Stylist: Kaylynn Jaycox
Stanley Black & Decker recently relaunched their iconic brand, Craftsman Tools and I was lucky enough to be a part of the team that brought their products to life.
Defining not only a creative concept that felt authentic and aspirational, but creating a content strategy that was responsible for creating video and photography content that served as national advertisements, lived on Craftsman.com, Lowes.com, social, e-mail campaigns and in-store signage at Lowes.
Due to the product availability and nature of the shoot, we shot all video and photography content in-studio, spanning a total of seven shoot days for 100+ products. I designed two sets that felt authentic to the brand, while also allowing us to capture video and photography content simultaneously.
Creative Direction: Krysten Brown
Senior Art Director: Whitney Keye
DP: Brandon Zebell
Photographer: Patrick Langlinais & Glenn Moore
Prop Stylist: Brie Neuman
Styling Assistant: John Stendrini
Set Design: Krysten Brown
Set Builder: Bayer Brothers
Editor: Kyle Sweeney, Andrew Hern
Wardrobe Styling: Krysten Brown
Producer: Adam Ketcham
As a member of the production company working with AKQA and Verizon, I oversaw Art Direction for wardrobe styling, prop & set styling and locations. Content was created for Verizon's new destination store in Minnesota. Photographs and video content was created as part of in-store experiences.
Creative Direction: AKQA
Sr. Art Director: Chris Kelly
Art Director: Krysten Brown
Photo Stills: Brooke Pifer
Directors: Noel Paul & Stefan Moore
Set Design: Ali Gallagher (Jed Root)
Wardrobe Styling: Natalie Toren & Britt Chapman
Many consumers aren’t aware that Patrón Reposado, Añejo and Extra Añejo are aged in oak barrels, making them excellent substitutes for bourbon or whiskey meant to be enjoyed neat or crafted in cocktails.
Our team created a digital campaign meant to target whiskey and bourbon drinkers driving them to PatronTequila.com to learn more and ultimately lead them to purchase. We create a radio spot that ran on Spotify as well as banner ads that ran across the web.
Creative Direction: Krysten Brown
Art Director: Jenna Bixler
Copywriter(s): Nick Garza, Grellan Harty
Executive Producer: Shannon Leigh
Responsible for the art direction of World Market’s Spring 2020 interiors campaign. We captured photography content over two days on-location in Sonoma, CA which was used in sponsored ad units on social, worldmarket.com, in-store, e-mail campaigns and printed promotional mailers.
Art Direction: Krysten Brown
Photography: Laurie Frankel
Prop Stylists: Kristine Nelson, Jane Hartman
The Roca Patrón collection features a more complex, earthy taste that draws in mixologists, foodies and spirits connoisseurs who are looking to up their craft cocktail making game with more dynamic flavor profiles.
Tapping into Patrón’s Secret Supper Club, we utilized existing photo and video assets for the campaign to increase product awareness, driving traffic to PatronTequila.com which would lead them to purchase directly from Reserve Bar.
Creative Direction: Krysten Brown
Art Director: Jenna Bixler
Senior Copywriter: Nick Garza
Editor: José Gomez
Developed the creative concept to support Fekkai’s latest product launch. The creative execution involved defining three looks, copy direction, graphic design snd creative direction for the photography content. The images were featured in Allure Magazine as well as fekkai.com.
Art Direction & Graphic Design: Krysten Brown
Design Director: Michelle Lee Festino
Photographer: Jeff Tse
Wardrobe Styling: Christine De Lassus
Hair Styling: Adir Abergel
Client: Fekkai
Publication: Allure Magazine
We partnered with Overstock to create photography and video content for two of their top performing brands, Safavieh and Nourison. I was intregal in defining the creative concept, as well as creating the content strategy that blended creative & production. A large part of the content strategy was designing multiple sets and establishing six different room styles that could be used across 100+ rugs. Working closely with the client, stylists, set builders and producers, we were able to create a shoot strategy that captured both photo and video in a 10-day shoot.
The content created was used for national ad buys on Instagram as well as living on Overstock.com and social.
Creative Direction: Krysten Brown
Senior Art Director: Whitney Keye
DP: Kevin Keller
Photographer: Glenn Moore & Patrick Langlinais
Prop Stylist: Brie Neuman
Styling Assistant: John Stendrini
Set Design: Krysten Brown
Set Construction: Bayer Brothers
Wardrobe Stylist: Krysten Brown
HMU: Susie Jasper
Editor: Kyle Sweeney (Nourison Rugs) & Jenna Levato (Safavieh Rugs)
Producer: Jamie Napolitano
Responsible for the art direction of World Market’s Small Spaces campaign. We captured video and photography content over two days on-location which was used in sponsored ad units on social, worldmarket.com, in-store, e-mail campaigns and printed promotional mailers.
Art Direction: Krysten Brown
Photography: Laurie Frankel
Prop Stylist: Kristine Nelson
Styling Assistant: Crystal Azua
Wardrobe Styling: Kecia Clark
HMU: Tahni Smith
Developed branding for New York based team company, Silver Needle Tea that included logo and packaging design that felt modern, timeless and luxurious. Additionally, handled the print production for tea canisters.
In response to bars and restaurants closures due to COVID-19, our team quickly responded by updating our cocktail locator on Patrontequila.com to help consumers learn which establishments were offering cocktails to-go. Because of Patrón’s strong commitment to their hospitality community it was a great way to show their support and urging consumers to order cocktails to-go.
In order to bring awareness and drive traffic we promoted our locator on the homepage of PatronTequila.com, organic and paid social as well as providing bars and restaurants image assets to create their own organic social posts. Additionally, we created advertisements that ran across social driving consumers to get Patrón delivered to their doors via Drizly for people that were not able to get cocktails to-go.
A case study was created by corporate that highlights how successful the cocktail locator was.
Creative Direction: Krysten Brown
Group Creative Director: Michelle Whitman
Art Director(s): Jonathon Davis, Jenna Bixler
Senior Copywriter: Nick Garza
Responsible for World Market’s winter promotional content which included photography for the home, decor and tabletop categories. The photographs were featured on worldmarket.com, social, in-store, e-mail campaigns and printed promotional mailers.
Art Direction: Krysten Brown
Photography: Chris Andre
Prop Stylists: Natalie Sconce, Kaila Niles & Crystal Azua
My partnership with Vera Bradley spanned four years from winning the business until my departure from Invodo. During that time I was responsible for developing and evolving the creative concept and strategy for video and photography content.
While working very closely with the client we evolved the creative over the years by using data analytics to really tailor the content to what the consumers were wanting to see. This development also lead to establishing a new photography style that made the total content strategy more cohesive for the customer.
The content created lived on verabradley.com, social channels, blog and e-mail campaigns.
Creative Director: Krysten Brown
DP: David Blue Garcia, Kevin Keller
Director/Photographer: Joshua Petska
Sr. Producer: Jesse Hill, Marlene Hilton
Wardrobe & Prop Styling: Tiffany Hicks, Doug Voison
HMU: Susie Jasper, Keshette Burton
To support World Markets largest launch of the year, we developed a creative concept and content strategy that provided video and photography assets to fulfill all of their omni channel needs. The content created were used across the entire World Market website, national ads, social channels, blog, e-mail campaigns, promotional books and in-store signage.
Creative Director: Krysten Brown
Photographer: Terry Vine
DP: David Blue Garcia
Senior Producer: Jesse Hill
Prop Stylist: Brie Neuman
Wardrobe Stylist: Tiffany Hicks
HMU Artist: Lisa Gleason
Editor: Matt Ryan
Piercing Pagoda was going through a rebrand and we worked with them to create a content strategy and creative concept that promoted their fall initiative called, The Art of Layering.
Our content strategy included the creative devlopment for video and photography content that highlighted different layering trends on-figure. The videos and photo were used on social, piercingpagoda.com, in-store signage, e-mail campagins and printed promotional materials.
Creative Direction: Krysten Brown
Art Direction: Shelly Turner
DP & Photographer: Evett Rolsten
Wardrobe Styling: Tiffany Hicks
HMU: Kashette Burton
Models: Breaunna Monet, Taylor Johnson, Selina Bell
Responsible for the art direction of the marketing content for World Market’s apparel launches. Photography was captured both in-studio and on-location. The images were displayed on worldmarket.com, social, in-store, signage, e-mail campaigns and printed promotional mailers.
Art Direction: Krysten Brown
Photographers: On-Location: Laurie Frankel
In-Studio: Rebecca Hinden
Wardrobe Stylists: On-Location: Kecia Clark
In-Studio:Jeneffer Jones
HMU: On-Location: Tahni Smith
In-Studio:Diane Catorc
Models: Nicole Lemoine, Lolly Halladay, Kaitlyn Ann Fitzpatrick, Monica Wiseman
