JOSS & MAIN: BRAND VIDEO
CONCEPT DEVELOPMENT, MESSAGING & SCRIPT DIRECTION
As the Head of Editorial for home decor brand Joss & Main, 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 Joss & Main, we developed video creative that delivered on three key priorities: spotlighting the brand’s curated product mix, its commitment to quality, and fast, free shipping—everything that makes Joss & Main the ultimate style edit for home. By utilizing quick cuts to feature a wide array of product within a :30 second spot, we were able to speak directly to our core consumer: the woman who loves to mix and match from premium options.
I drove brand messaging and script development, and partnered on concepting and creative direction.
BRAND VIDEO