FREE PEOPLE
The Record Shop
concept planning & execution | art direction
On June 22 2023, we introduced the WE THE FREE RECORD SHOP CAPSULE: a collection and collaboration with four iconic and nationwide record stores and labels.
To celebrate the launch, we hosted an event in Los Angeles at Amoeba Records with a performance by Samia.
In addition to owning art direction for the video aspect of the photoshoot, my contribution entailed concepting, designing and implementing various marketing material for the campaign.
Assets:
Dedicated landing page
Two email inclusion banners
Campaign video for organic YouTube
Organic social teaser
Printed poster for our in-person event to
celebrate the collection launch
The Creative Strategy:
Campaign Video: For dynamic campaign content that felt consistent with the storytelling of the collection, we worked with singer-songwriter Samia as talent and paid social partner to star in and support the launch.
Organic Social Teaser: Custom “Coming Soon” GIFs teasing collection + event with Samia, building strong momentum leading up to product drop.
Landing Page: Dedicated Collection LP, sharing background on the collection as well as each individual partner. Samia imagery + video deployed.
Email Banners: Dedicated email banners pulsed weekly prior to launch, featuring re-purposed content, to keep the campaign top-of-mind.
The Result: (2 weeks post-launch)
50k Instagram video views
nearly 5k email inclusion banner clicks
nearly 200k organic landing page views
Overall Campaign:
$35k in direct demand
475 Units sold
25,195 PDP views
Gather for Good : “A Night with Amy Sedaris and Cole Escola”
Concept Planning & Execution | Project Management | Event Planning
On August 17th, 2022, Interview and Free People hosted a special event in Philadelphia. A crowd of roughly 400 guests Gathered for Good at the Academy of Music for “A Night with Amy Sedaris and Cole Escola,” benefiting the William Way LGBT Community Center — an organization that supports the diverse queer community of Philadelphia, the brand’s hometown.
My task for this project focused on designing and implementing cohesive marketing material for pre-promotion, as well as promotional items for the event. This involved partnering with in-house teams as well as external partners to fill product needs.
I managed internal team projects, as well as all external partnerships, including kick-off calls, email communication, invoice exchanges, and submission of payment.
Assets:
Dedicated landing page
Dedicated email
Event Lookbook
Event signage
Internal promotional material - custom
branded cups, snack bags, hang tags
External promotional material - tote bags,
teddy bears, posters
The Creative Strategy:
Landing page and dedicated email: Gather for Good is an ongoing Free People initiative with its own branding. For pre-promotion we focused on staying true to overarching branding, to strengthen recognition and familiarity with Gather for Good as a series.
Event signage: Developed fresh branding for the event that complimented Gather for Good branding, while simultaneously allowing the event to stand alone. Key focus: unique handwriting touches that are true to the Free People brand.
Lookbook: The lookbook served not only as a programme for the event, but also as a view into new product arrivals, as well as information on other Free People initiatives. Creative focused on blending event and core Free People branding.
The Result:
