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BCBGMAXAZRIA GROUP
director of creative services, Apr 2008 – Sept 2009
Conceived, directed, and produced branding, advertising, marketing collateral, print, packaging,
video, music, and web media for Herve Leger, Max Azria, Manoukian, including
launching BCBGeneration and Miley Cyrus & Max Azria (Walmart exclusive).
These brands were prioritized as growth opportunities for the group and had been for the most part inactive branding wise. A large media spend was off the table, hence hitting the mark with high cost efficiency was of critical importance. I focused on building concepts and casting talent that would yield high press impact and lay the roots for the campaigns to spread virally.
HIGHLIGHTS
The Nastia Liukin (Olympic Gold Medalist) / Max Azria campaign was picked
up by all major fashion (traditional and new) media, including national
television.
The Lissy Trullie (Musician) / Herve Leger campaign music video was viewed
on youtube over 100k times within the first month and then picked up by MTV
reaching millions of viewers.
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The Sasha Grey (2008 female performer of the year, AVN porn awards) /
Manoukian campaign launched in hundreds of stores around Europe to coincide
with the launch of her lead acting debut in Oscar winning director Steven
Soderbergh’s “The Girlfriend Experience.”
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DEVELOPMENTS
Established a new print post-production process and renegotiate printing
contracts in an effort to improve quality and reduce costs. This initiative
reduced costs by 30 percent on several millions dollars.
Built a pipeline for all e-commerce post-production to raise quality,
reduce costs, and service a rapidly growing volume of imagery on a tight
schedule. A team of 25 workers was organized in India in collaboration with
a New York based image specialist. Cost per image was reduced by 70 percent,
servicing thousands of images per month.
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For BCBGeneration, reconfigured the website to a blog format including a
full product section build-out in preparation for its integration into the
company's e-commerce platform. This included setting an imaging standard
where 200 items were shot per day on a single bay for on body fashion,
accessories, and shoes.
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