Campaign Copy
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At Jigsaw, I worked on writing and editing the Feel Everything SS24 campaign lookbook. I crafted messaging that felt refined, emotionally engaging and aligned with the mood of each collection.
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For SS24, Jigsaw's post-pandemic campaign centred on rediscovering the British summer and reconnecting with moments of joy. I developed messaging that captured the collection's effortless elegance while evoking a renewed appreciation for the outdoors and natural surroundings. My role was to create grounded, emotionally resonant copy that complemented the campaign's earthy yet premium visual identity. I also edited the CRM and print copy to ensure consistency across touchpoints.
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Delivered cohesive campaign messaging across the seasonal launch
Supported customer engagement through elevated fashion storytelling
Maintained a refined and luxury tone of voice across digial and print
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For the Dune Icons: Loupe campaign, I developed campaign headline concepts and cross-channel messaging designed to position the collection as a standout seasonal launch. Working across email, social, POS and digital touchpoints, the copy focused on combining aspirational storytelling with commercially driven product messaging centered around the collection’s high-quality craftsmanship.
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My approach focused on elevating hero products through storytelling that felt premium but still conversion-focused. I worked closely across campaign touchpoints to create consistent messaging that balanced brand tone and trend relevance.
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The campaign contributed to a 62% sales lift within the first week of launch while helping strengthen consistency across digital campaign messaging. The work also supported broader customer engagement across ecommerce, email and social channels.
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Expanding on the strapline “Everyday, every night, every body” that I concepted for the core lingerie collection, at Ann Summers, I developed campaign messaging and product storytelling for the Sexy Lace lingerie’s “sustainable” collection across ecommerce, email and digital marketing channels. The campaign focused on balancing confident brand storytelling with product-led messaging designed to drive engagement and sales. Sexy Lace is Ann Summer’s best-selling lingerie, with one sold every few minutes, so I had to do it justice!
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My approach combined bold, emotionally driven copy with clear product positioning to create messaging that felt both empowering and commercially effective.
Working across multiple customer touchpoints, I focused on maintaining a strong tone of voice while supporting campaign consistency and conversion.
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The campaign contributed to a 50% sales increase within the first week of launch while supporting cohesive multi-channel storytelling across ecommerce and digital campaigns.
The work also helped strengthen consistency across campaign and product messaging.
