New York Fashion Week is notoriously a crowded time. Consumers at home are equally as important as the editors, buyers and influencers attending the shows. And brands are continuously trying to outdo one another on the innovation front. Press garnered from unique experiences was as important as the debut of a collection itself, especially for high street brands. So each season, we showed up big (on a tiny budget, no less). And I played the role of conductor. Highlights outlined below.

February 2015: we hosted an Instameet, built within the presentation itself. Using bubbling trends from the community to inform our design, we created a space with as many gram-worthy photo opps as possible. A few of which included neon sign hung perfectly above a sofa, decals on the bathroom mirrors & entryway steps, printed "like" signs to hold next to coveted items, and for the audience at home, we partnered with Hillary Kerr and WhoWhatWear to host the first live fan-directed fashion show on Twitter. 

Results: In addition to #thenewBR becoming a nationally trending Twitter topic, the campaign generated 189.6 M impressions, was talked about 4.5k times and helped increase brand sentiment by 27%.

February '16: With consumers' growing demand for instant gratification, Banana Republic was among the first 10 brands to execute a 'see-now-buy-now' offering, exclusively available for purchase through Instagram during the show. Any items to pop up on our feed marked with an IG "like" button were available for purchase straight away. We sold through the preview pieces immediately to fans watching along at home, and tapped influencers to spread our reach in real-time. But the biggest hit at the fashion week presentation was bringing Giphy & Triller backstage to capture content for the brand, and encourage photo/boomerang/gif/music video opps with models and influencers before the show. 

Results: The GIFs alone generated 850MM impressions and were trending on Giphy's homepage for the days following (we built a shotlist of emotions/reactions to capture backstage that fell in line with organic use of GIFs).

Role: Concepted all experiential elements & digi-broadcasting. In real-time, captured content, art directed & managed photographers. Wrote copy on the fly, managed a war room back stage, and most importantly, stayed cool as a cucumber under pressure.