Senior Copywriter
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Cavender's Boots

BEYOND THE CLOTHES

HOW DO YOU TURN A RETAIL BOOT STORE INTO A LIFESTYLE BRAND?
Tell the stories that unite their consume base.

In four and a half months of production, at seven locations across three states, I recorded hundreds of conversations and curated and planned content. The stories were turned into a microsite where people could shop the looks they saw. I chose one story to expound on to turn into a mini documentary. That doc was so popular, it was eventually cut into a TV spot, and three short teaser videos. The campaign won gold and silver Addy’s.

 
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“There’s something about dancing that just feels good.”

- Annie
The Broken Spoke | Austin, TX

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The organic social campaign garnered over 122K video views, 597 shares, and 21k Instagram engagements.


DP: HUA LIU
EDITOR: MELYSSA VASQUEZ
WRITER/PRODUCER/DIRECTOR: SAVANNAH CLEMENTS