Eye See
The brief:
A 360-degree creative campaign to launch the world’s largest eyewear department at Selfridges in London, promoted across Selfridges’ digital channels, Oxford Street windows and out-of-home advertising.
My role:
Head of copy and content strategy
My output:
Campaign title, positioning and a set of smart taglines (all eye-related, naturally) that were brought to life with tongue-in-cheek animations (for digital channels) and installations (for the Oxford Street windows)
A six-part podcast series offering eye-opening stories and an alternative lens through which to see the world. Fresh Eyes won the award for Best Branded Podcast 2019. I led the ideas for the series and wrote the episode descriptions. Check it out here.
Conception and delivery of a six-week content strategy across Selfridges’ website, emails and social channels, including a brand partnership with Vogue, trend articles and cultural content.