To promote the Beauty Concierge at T Galleria by DFS, Hong Kong, Canton Road, DFS created a set of 14 limited-edition postcards for a select group of LOYAL T by DFS members that could be redeemed for complimentary makeup and skincare services inside the store. The assignment was to create all copy for the boxed set of cards, including concise and conversational headlines, call-to-actions, and beauty tips addressing the traveler’s immediate needs.
DFS Masters of Time is the world’s premier retail exhibition of luxury timepieces. The assignment was to proofread and edit the program’s 217-page hardcover collector’s book, featuring over 400 fine watches and jewelry from 28 legendary brands for the seventh edition of the even in Macau. Content was supplied by the brands and edited for space, clarity, and consistency. All content was translated to Simplified Chinese and Japanese
DFS launched a global email marketing campaign called “Our Five Favorites” to promote its Beauty & Fragrances category. The assignment was to choose the theme and create the title and copy for each installment. The company’s category marketing team selected the products. The message was translated into Japanese and Simplified Chinese and distributed to all LOYAL T by DFS members worldwide.
To celebrate the opening of its first DFS Wines & Spirits Duplex inside Terminal 3 at Changi Airport, the first of its kind in the world, DFS partnered with the Raffles Hotel, one of Singapore's most historic landmarks, to introduce the Long Bar by Raffles. Inspired by the legendary bar and its iconic Singapore Sling, the assignment was to create copy for a complimentary menu, coasters and wine tastnig cards for the bar.
The assignment was to create interview questions, copy, and select images for an exclusive editorial series featuring well-known travelers from around the world called “Trips & Tips.” Copy was derived and inspired by written answers submitted by each influencer. The series was featured on DFS.com; the website’s blog, T Journal; and EDMs sent to approximately 240,000 LOYAL T by DFS members each month.
Here was the travel and lifestyle magazine published by Away, the direct-to-consumer luggage company built for modern travelers. I contributed to “Like a Local”, a series of city guides shared through the eyes of a local, and “Worth Traveling For”, reviews of hotels, restaurants, and shops worth planning a trip around.
I collaborated with Chandon’s global marketing team during their rebranding to help bring together the identities of their six wineries around the world under one flagship brand across all their digital channels. The assignment was to create content for the brand’s first global website, including brand, country, and product pages, as well as developing an editorial calendar, guidelines, and copy for their Facebook and Instagram accounts.
The assignment was to help Moët Hennessy launch Our Cellar, the company’s first direct-to-consumer online store in the U.S. I created several hundred brand and product pages for their portfolio of Champagne, wine, and spirit brands across multiple phases.
