Sephora asked me to lead the editorial strategy for their official partnership with Coachella in 2018. This included digital and in-store campaign assets, but also a concept for an on-site activation on the festival grounds in Indio, CA.

For the activation, they asked for a timely, graphics-led concept that would draw festival-goers into the pop-up for free, grid-worthy hair treatments.

I pitched and developed the “Oddly Satisfying” editorial and creative concepts, which impacted the look and feel of the campaign across all placements, and brought it to life in collaboration with Design. I wrote all digital and in-store copy, as well as directed storytelling for live coverage during both weekends of the festival.

Months later, I was asked to use my Coachella experience to develop the live coverage content strategy for Sephora’s first-ever beauty summit, SEPHORiA. (I was asked to consult with SEPHORiA’s primary creative team to create an on-the-ground coverage plan and implement best practices in real time at the LA experience.)