Editorial Projects
Bonobos, Bing, Chipotle,
StubHub, Umpqua Bank
Bonobos, “GuideBook”
Helping Men Find Their Fit
My colleagues and I transformed the Bonobos catalog and stagnant blog into an editorial platform called ‘The Bonobos Guidebook.’ This platform guides men to find their fit in fashion and life. The outcome shifted the brand from using ubiquitous models to aspirational role models. Some profiles included:
• Astronaut Leland Melvin, on his time in the NFL, space, and why we need STEM for girls.
• Parker Molloy profiled Chris Mosier, a leading activist for LGBTQ+ athletes.
• Chef Sean Brock, on leaving alcohol behind and finding himself again.
• Record label exec and Innocence Project board Member Jason Flom set the record straight.
• Journalist Ryan Duffy on reporting from the front lines for publications like Vice.
• Three young coming-of-age Americans in storytelling partnership with SoulPancake
The storytelling powered social media, email, catalog, and more. After building the framework, we on-boarded an internal team at Bonobos that would continue to grow the platform for years. All inspired by our brand position and platform, ‘However You Fit, Bonobos Fits You.’
Bing, “Let’s Redu”
Rethink, Reform, Rebuild Education
I led Bing in creating an editorial platform called “Redu: Rethink, Reform, Rebuild Education.” This one-year editorial project achieved the highest Lifetime Value (LTV) for new customers compared to any other Bing marketing initiative that year. The program targeted parents, educators, and engaged citizens as a resource to guide, inform, and empower people to make the best choices for their studies and their communities. The program included:
An editorial site that integrated Bing technologies natively into the content and site experience.
An annual editorial calendar of tiered content and experience, including daily stories, interactive stories, infographics, films, and more.
Partnerships included the Department of Education, Good Magazine, Teach For America, NBC’s School Pride, CAA Foundation and Donors Choose
REDU Homeroom: an arts education series with iconic designer Jeff Staple
A Group Art Show, “RE:FORM School,” brought together over 150 artists to create a conversation about education in America. Over 225 publications featured the show.
Chipotle, “Cultivating Thought”
Cultivate A Better World
Chipotle’s brand platform, “Cultivate A Better World,” celebrates the people and ideas changing food culture. And it invites our customers to join us on the journey.
Working with Chipotle, we helped execute their packaging into editorial with the curation of author and food activist Jonathan Safran Foer. Chipotle’s packaging featured original essays written by influential thought-leaders, authors, actors, and comedians. Authors featured in the series included Julia Alvarez, Augusten Burroughs, Jeffrey Eugenides, Barbara Kingsolver, Toni Morrison, Neil Gaiman and Amy Tan, among many others.
StubHub, “Pursuits”
What are you waiting for?
StubHub Pursuits is a regular stream of premium content and editorials on StubHub’s app, created to showcase the power of live events through stories with athletes, performers, and cultural commentators. The goal of the content was to inspire a curiosity to experience more live events. Throughout this editorial program, we told the story of:
• NBA’s Pau Gasol and his love of the Opera.
• The creation of the Ball Park Nacho
• NY’s Youngest Stand-Up Comic
• Carolina Panther’s Ryan Kalil and his fandom for Taylor Swift
This collection of ongoing films, editorials, and
Umpqua Bank, “Open Account”
Let’s Talk About Money
What is it about money that messes with our heads? I helped Umpqua Bank have a candid conversation about money through “Open Account.” This question launched the creation of Open Account, a podcast made with Slate and Panoply. In it, host SuChin Pak gets candid with guests about making, losing, and living with money.
• Produced three seasons and 30 episodes, integrated with companion editorial content and newsletters.
• Guests included Eddie Huang, Paula Pell, Baratunde Thurston, a social justice worker, newlyweds, and NBA player Meyers Leonard.