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THE CHALLENGE

It would be the largest real estate development project in the history of the United States – and a monumental turning point in the history of New York. So how could we make the brand/story as epic as the build itself?

The Solution

Marrying the emotional story of hope behind the project with a forward-thinking view of global retail, I created a manifesto that would serve as the basis for a powerful branding film –  and ultimately win us the business. On a side note, the robotic VO was not my creative decision or preference :)

B2B Brochure

We created this in-depth B2B brochure for LVMH, to sell their portfolio of luxury brands into acquiring space within Calatrava's Oculus. Select slides can be purused below, and document can be seen in full here. As the only writer and strategist working on the brand, this piece involved tens of hours in research and information gathering before organization of the overall flow and copy for every page. Much better experience viewing full PDF!

Fashion Film

We created this brand mood film to capture the excitement around the fashion portion of the development, for Westfield to play ahead of presentations and meetings with major fashion labels, designers and partners like LVMH, which holds a huge portfolio of the world's leading luxury fashion brands.

The Brand Book

I wrote the book that would define critical pieces of the brand's DNA. Below are some select slides, with the full book viewable here.

Out of Home

We collaborated with acclaimed fashion photographer Tommy Ton, who shot portraits of every day New Yorkers from a variety of industries in street-style fashion shots that captured the electricity of NYC.