lululemon has learned a thing or two in the 20 years they’ve been setting goals. Like when we write them clearly and share them proudly, our goals empower us to build lives we love. And research shows that when you share a goal and commit it to someone, you increases the likelihood of achieving it by 65%. We liked those odds.
So to kick off the new year, lululemon empowered their guests to share their goals—big or small—by providing the motivation and encouragement to help them follow through.
Aritzia partnered with @overheardLA to hype the opening party for their first Los Angeles boutique. For the tote-bag giveaway, I ghost-wrote a line that someone (a millennial, obvi) might be overheard saying while shopping.
When the sidewalk outside Aritzia’s Soho boutique was closed for repairs, enormous green hoarding went up along the outside of the store. Not ideal.
I came up with a way to communicate that the store was still open—and play up the idea of NYC’s never-ending street construction. Later, rapper Playboi Carti used this wall in one of his music videos. That was kind of cool.
I wrote and co-produced a documentary once. It even won a few awards, like the one for Excellence in Canadian Filmmaking from the Canada International Film Festival.
Watch it below. Or, wait for it to show on the Knowledge Network again. My mom would love to text you and remind you.
Taking inspiration from character studies, these lines spoke to the muse as well as the brand ethos. This content was used on product packaging, emails, and .com assets to launch the new collection.
When Aritzia launched their exclusive line of premium leather jackets, they needed some digital assets. So I wrote ‘em.
I partnered with writer extraordinaire Frances McInnes to create a manifesto for Aritzia’s “Nowhere to Go but Everywhere” campaign.
I developed copy for the launch of Aritzia’s new brand, Denim Forum. Collateral included flyposters with the brand tagline for digital and retail environments, coming soon digital assets with the brand value propositions, and email assets heroizing the top styles.
True story: Before I got into marketing I was a (semi) professional historian.
I used to write two regular columns for Scout — You Should Know and Dig It. The first explored local historical sites, people, and events, which involved me talking my way into old buildings and businesses to learn more about what made them special (and what the history books were missing). The second was the brainchild of editor Andrew Morrison, who tasked me with investigating the architectural roots of some Vancouver landmarks.
Read everything here.
A whole mess of other things I’ve done over the years.
I wrote copy for that insane sale where people line up at 4am to get inside. Collateral included digital and print assets, out-of-home advertising, and venue signage.
I wrote a chapter in a bestselling book. Here’s a little bit about it:
Vancouver Confidential is a collaboration of artists and writers who plumb the shadows of civic memory looking for the stories that don’t fit into mainstream narratives.
We honour the chorus line behind the star performer, the mug in the mugshot, the victim in the murder, the teens in the gang, and the “slum” in the path of the bulldozer.
By focusing on the stories of the common people rather than community leaders and headliners, Vancouver Confidential shines a light on the lives of Vancouverites that have for so long been ignored.
Reached #1 on the BC Bestseller List
Vancouver Sun "Gifts for Bookworms" pick (Best of 2014)
BC Books for Everybody selection