CULTURE AND CREATIVE
BRANDS AND PUBLICATIONS
CULTURE AND CREATIVE
BRANDS AND PUBLICATIONS
I have been harnessing the power of culture to help companies tell their stories for more than a decade. Whether writing arts features for leading publications, creating video content for global brands, editing one of the world’s most influential magazines, or launching a content channel for a leading beauty brand, culture is the common thread running through my creative strategy – writing about it, creating it, and helping brands use it to engage their audiences more deeply. Create culture, not campaigns.
As well as seven years as editor of cult British style title Dazed & Confused, I held the position of Executive Director, Brand Messaging (Creative) for four years at MAC Cosmetics, the globally leading multi-billion-dollar cosmetics brand owned by Estée Lauder. Based in New York, current clients include Gucci, Coach and Net A Porter, and I regularly contribute to publications including The Times (of London), i-D, The Gourmand and AnOther Magazine. More details below.
For four years, I held global responsibility for all brand voice, including all messaging around collections, campaigns, social media, e-comm, product launches, events, and creating content for celebrity collaborations from Miley Cyrus to Rihanna.
I also developed the digital channel Culture, which articulated the brand’s point of view on popular culture, fashion and music, featuring original content with individuals such as designer Jeremy Scott, singer Shirley Manson and adult performer Stoya (above). In a few months, it had over a million visits while more than doubling average engagement time.
I became the editor of highly influential British fashion & culture magazine Dazed & Confused in 2005. There, I collaborated with the likes of Daft Punk, Bjork, the White Stripes, Grimes, Jake & Dinos Chapman, Bat for Lashes, and Vivienne Westwood for cover features and special issues, as well as interviewing many other characters both well-known and obscure from the worlds of music, fashion, film, art and activism.
I was part of the team that developed and launched the highly successful online counterpart Dazed Digital in 2006, and edited the publication through many milestones, including its most commercially successful issue (2008), the magazine’s 200th issue (with guest-editor Bjork), and its era-defining 20th-anniversary special, featuring exclusives with Riccardo Tisci, Aung San Suu Kyi, Gareth Pugh, Lana Del Rey, Kenneth Anger and many more.
A selection of covers from the period is below.
I have a powerful vision for how high-quality, carefully curated storytelling can effectively articulate a brand’s point of view while increasing engagement.
I’ve developed and directed creative concepts for a wide variety of wildly sexy projects, sometimes as part of a wider team and sometimes independently. I’ve also created taglines, written and directed short films, created brand-owned publications and programmed talk series.
Recent creative work:
Gucci – writer on set with Gucci since 2017. Work includes Pre-Fall 2018 'Gucci Dans Les Rues', three short videos with students passing love notes in class; SS18 video with artist Ignasi welcoming viewers to the 'Gucci Gallery'; FW17 nine short videos with 'aliens' reading original scenes from our original sci-fi movie 'Gucci and Beyond'; plus AW16 filmic subtitles on 20 campaign images shot in Tokyo by Glen Luchford, interviews on set for Cruise 18 and more.
CDLP – brand consultancy: tagline, brand story, manifesto and editorial guidelines for stylish, ultra-premium Swedish mens underwear brand.
3INA – brand consultancy: a new brand story and mission statement (The 3INA-festo), tone of voice guidelines, brand positioning and DNA.
BN3TH – re-branding: name and identity for this underwear brand.
M·A·C Cosmetics – 'Culture', original cultural content channel for website & social media – concept and execution. 'M·A·Czine' – quarterly publication, editorial direction and brand storytelling.
I contribute features to The Times (of London), including exclusive cover interviews with Hollywood stars Sam Rockwell, Jesse Eisenberg, Bryce Dallas Howard and Michael Sheen, artist Gregory Crewdson, and legendary avant-garde composer Steve Reich.
I also write for fashion biannual AnOther Magazine, as well as independent publications such as music magazine BEAT and food and culture journal The Gourmand.
You can read a selection of recent articles below.