R E L A T I O N S H I P S

When I served as Copy Director, the Nordstrom brand was highly successful in communicating its level of fashion authority, but I felt we could better fuel the messaging of our heart and soul. My proposed solution to our then-VP of Marketing was a campaign that zeroed in on relationships, bringing family, joy and humor to the forefront, especially for female shoppers.
My creative strategy: offer slice-of-life vignettes (see below) to which
our key demographic could relate, inspiring emotional recall and engagement.