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Olay and Fresh Effects - Online Magazines

Worked as part-copywriter, part-content strategist and part-social media creator on two 'online publications' which previously lived on Tumblr for P&G's Olay and Olay Fresh Effects. Imagery was produced on a bi-weekly basis, was seasonal, relevant and in 'tune' with the Tumblr audience. I worked alongside my Art Director, Kelsey Liss. Olay, the master brand, skews older and the brand had just signed Katie Holmes as their ambassador for the next iteration of the #BestBeautiful campaign. We took the campaigns videos and print, and adapted them to social for 'snackable' animated content, with a 'meme' style in mind. For Fresh Effects, our work was skewed younger, 16-32-years old and delved more heavily into the prime make up of the Tumblr demographic (for example, our Zodiac and Mean Girls-inspired concepts). My favorite piece of content we created, included in the samples below, was the You Go Glen Cocoa beverage. That concept really embraced the teamwork and ideal behind my team and I's work on this project. On Tumblr we used hashtag speak, "#andnoneforgretchenweenersbye." This became one of our most popular posts.

Project Roles
Content Producer, Copywriter
Company
BBDO
Skills
Art Direction, Conceptual, Content, Copywriting
Media
2D Animations, Advertising, Branded Content, GIFs
Olay and Fresh Effects - Online Magazines
Olay and Fresh Effects - Online Magazines
Olay and Fresh Effects - Online Magazines
Olay and Fresh Effects - Online Magazines
Olay and Fresh Effects - Online Magazines
Olay and Fresh Effects - Online Magazines
Olay and Fresh Effects - Online Magazines
Olay and Fresh Effects - Online Magazines
Olay and Fresh Effects - Online Magazines
Olay and Fresh Effects - Online Magazines
Olay and Fresh Effects - Online Magazines
Olay and Fresh Effects - Online Magazines