MICHELE WATCHES
UNLIKE ANY OTHER CAMPAIGN
For the first time within the MICHELE brand creative direction for the shoot was taken in-house. I was able to create a marketing strategy based off of the creative conceptualization I created to tell the 20th anniversary story for the most iconic style of the brand, the Deco. This allowed me to plan the year's strategy and storytelling based off of the product launches throughout the year. In addition, I produced the entire shoot which allowed me to see my campaign vision come to life as well as keep the budget in tact to focus on the assets needed versus spending it on external resources.
The backdrop of the Unlike Any Other campaign was shot in the beautiful beach towns of Alys and Rosemary Beach by the photographer Tommy Crow and videographer Nate Dorn. I secured international cover model Beri Smither to be the face of the campaign. She represents a wholesome, sophisticated and approachable woman who makes a statement without intimidation just like the MICHELE woman. In addition, I secured Serena Nakamura and Melissa Varon for the additional models. Diamond Mahone and Kristen Dodson Smith were the stylists on the set who were able to work with women designers both in the US and internationally to allow for a more dramatic wardrobe versus previous years.
As we celebrate 20 years of the Deco, we recognize the women who are the MICHELE consumer. These women are Unlike Any Other. They are feminine, bold, and unapologetic. They set goals to reach their achievements, and their pretty is powerful and on point.
The 2020 campaign captures the beauty in her everyday and is in the spirit of her fabulous self that is Unlike Any Other.
EVERY MOMENT COUNTS
In the Every Moment Counts campaign of 2018 and 2019, it was important to bring style and sophistication to the creative execution of the brand. We hired an external creative director as part of the rebranding signifying a complete overhaul for the brand. We wanted the imagery to be relatable, feminine and optimistic to showcase milestone moments throughout the year.
MICHELE CONNECTS
Created The MICHELE Connects series in Dallas, Chicago, and NYC which seeks to create a space where women can network with other women, learn from each other and feel empowered to go out and create their own moments. MICHELE’s mission is to celebrate women who are driven, creative and making an impact in their community, and empower these women with the platform to network with other like-minded women in their communities. Recognized as top 100 Innovator in Marketing by Mogul in 2018 for my contribution creating the most creative trends in the industry, and helping to bolster the presence of women and minorities in an empowering light.
ZODIAC
SUPER SEA WOLF 68 LAUNCH
In fall 2015, we partnered with Happy Finish to come with a video to launch the Super Sea Wolf 68 collection. Since 1968, the Super Sea Wolf has been pushing the limits in the pure tradition of Zodiac timepieces. Continuing that legacy, Zodiac introduced the new iteration of one of Zodiac's most important collections now names the Super Sea Wolf 68. With 100 ATM depth rating, threaded top-ring. heritage blaze orange color detailing, sapphire crystal, exclusive expansion bracelet buckle and the Swiss-Made STP1-11 movement.
2016 CAMPAIGN
In 2016, we partnered with Valdesiga, Inc to come with a video to launch the new 2016 Campaign for Zodiac.
In an age of technology and hectic schedules, Zodiac celebrates the concept of unplugging from the everyday and indulging in travel and exploration. Built with the adventure-seeker in mind, we continue to push the limits of design innovation, giving a nod to timeless trends with new age technology. A Zodiac watch serves as a reminder to ''be bold, be passionate, be adventerous.''