The Launch of Living Room
When I accepted my position at Parachute, I had no idea that one of my first projects was going to be an entirely new category launch. I was onboarding as a brand copywriter, but the role required providing general maternity leave coverage for the associate creative director of copy…which meant I had two weeks to get the lay of the land from my boss before she completely went offline.
The moments you’re thrown into the deep end usually 10x your growth when you make it to the other side, and that’s exactly what happened. I worked directly with the VP of creative for guidance and direction on this project and learned how to transition a brand into an entirely new category while finding my footing in a new company.
Learning who to talk to and about what was the biggest hurdle to clear. The editorial team worked closely with the product development and the design department to create accurate product descriptions, assembly guides, press booklets, content scripts internal retail education, and trade information for interior designers.
The sourcing and sustainability teams were also involved when specific materials and certifications were advertised to ensure compliance.
Happy Together
This holiday campaign is hands down one of my favorite projects. It gave me the opportunity to write my first-ever commercial script and participate in the voice-over and editing process with an external production house. Sadly, it was never released publicly, but thankfully, I was able to save a few final cuts for posterity.
For big seasonal campaigns and storylines, the creative team would discuss concepts and photo shoot ideas by brainstorming in separate teams and as a larger group. We would nail down the best ideas and then see what landed internally and in initial approvals.
I loved being able to watch everything come together from the ground up and have such strong visuals to play off of for product storylines. Parachute dominates my portfolio because the work is the strongest. I have yet to encounter another team that blends departments as fluidly or involves editorial in production decisions. My role was immersive, and the strength of the writing in combination with the design execution reflects that beautifully.
Mother’s Day Campaign Creation
The Parachute creative team was incredibly mindful about not everyone approaching holidays like Mother’s Day the same way. The goal was to be celebratory, in a thoughtful and inclusive way. I worked on creating this campaign in tandem with the associate creative director of copy, and together we crafted and customized the campaign narrative and taglines across site, email, social media, paid ads, and in-store print.
