Birch lane: brand video
CONCEPT DEVELOPMENT, MESSAGING & SCRIPT DIRECTION
As the Head of Editorial for home decor brand Birch Lane, I oversee the content and copy lane for all omni-channel creative, including brand strategy and video.
In 2025, the brand invested in DMAs—designated market areas—to increase market exposure in targeted regions. To engage new consumers with no prior awareness for Birch Lane, we developed video creative that delivered on the brand’s key offering: classic, premium furnishing and decor that helps you celebrate it all, so you can create a home filled with lifelong memories. Through thoughtful casting and scenarios that represent authentic family life, we captured the heart of the brand and the meaning behind Birch Lane: a place where joy is found in the everyday moments.
I drove brand messaging and script development, and partnered on concepting and creative direction.
BRAND VIDEO