Fall 2025 | To Define A New Brand Story
With the goal of bringing Stuart Weitzman into the modern age while building upon a 40 year legacy as a New York City-based brand, and a firm focus on the brand’s smart, sophisticated, understated, high-performing, city-dwelling customer I developed the brand’s new chapter, Stuart Weitzman New York.
The first campaign, an ode to the City, and the women that thrive in its chaos and calm, introduces Emma Chamberlain, Ilana Glazer and Ashley Graham as new global ambassadors, each with their own unique connection to the city and tailored to the ways they exist authentically in the world and engage with their own audiences.
New York City was the backdrop — including key cultural institutions that connect with the customer’s intellect and interests, like the Upper West Side’s New York Historical, and storied Park and Fifth Avenues.
Emma Chamberlain
Inspired by the unique confluence of fashion credibility and unfiltered insight into her creative process that underpins Emma Chamberlain’s presence, I wrote and directed a series of vignettes featuring her inner monologue while visiting New York, including nods to various iconic cultural references and her own unique blend of dry humor and authenticity.
Ilana Glazer
In partnership with this award-winning, actor, writer, producer, director, I wrote and directed a “Broad City” -inspired short-film humorously chronicling her day in her Stuart Weitzman shoes. With the goal of tapping into Ilana’s own voice and image, the film was a social-first way of incorporating product/brand without sacrificing the talent’s authenticity. The film was accompanied by cinematic, luxurious fashion imagery which served as a new lens for Ilana to be viewed with and generated enormous positive engagement.
Once the creative framework was set , the world (and all the content throughout the funnel was built around it)
Ashley Graham
With a prolific career spanning 24 years as a supermodel, television host, entrepreneur and author, Ashley nods to the brand’s history of iconic model-led campaigns but with an edge, personality and substance that feels totally contemporary. Her fashion-led content still features moments of cheekiness and joy.
Expanding the World
Again with our intellectual, culture loving customer in-mind, and the talent-led tentpoles placed, I set about expanding the world all the way up and down the funnel. This included various brand executions and activations.
Paper Goods
Postcards & 16-page Broadsheet (wrote and designed)
Stores, Print/Publisher & OOH
US Vogue, D La Reppublica, The Cut, New York Magazine, New York Times, LA Times
