ALLMODERN: BRAND VIDEO
CONCEPT DEVELOPMENT, MESSAGING & SCRIPT DIRECTION
As the Head of Editorial for home decor brand AllModern, I oversee the content and copy lane for all omni-channel creative, including brand strategy and video.
In 2024, the brand invested in DMAs—designated market areas—to increase market exposure in targeted regions. To engage new consumers with no prior awareness for AllModern, we developed video creative that delivered on three key priorities: articulating the brand’s unique offering, its commitment to quality, and its fast + free shipping—all in an effort to make modern life easy. By utilizing a sticky editorial device (repeating the word “All”), we increased brand equity while adding a bit of wit—a key tenet of our brand personality.
I drove brand messaging and script development, and partnered on concepting and creative direction.
BRAND VIDEO