From the aptly named Special Creative Projects team (an in-house agency at Nordstrom) came, among many other things, highly collaborative pop-up shops, each of which entailed a uniquely branded and newly built out site and shop experience.

Fast-paced and ever-evolving, we were a niche team tasked with breaking walls, developing multiple shops at any given moment, experimenting with new UI experiences, and making stuff happen with speed, precision, and really high standards. These massive campaigns focused on growing and evolving the brand, serving more people, and partnering with new-to-Nordstrom and emerging brands.

Welcome to New Classics, full-scale hipster assault and longest ever Pop-In Shop (eight glorious weeks of content). From the initial CSDs and shop iterations to the final experience, our main goal was to communicate a level of cohesion amid a variety of brands, heritage and emerging. The running theme? The best versions of everything.

As the sole writer + editor on this large and unwieldy project, I developed and delivered all copy and storytelling across the new site experience, email program, ads, editorial brand stories and interviews, signage, catalog assets, direct mail, video captions, and weekly blog content.

822+ million impressions via top publications like Refinery29 & Who What Wear as well as internal placements

 
 

scroll like you mean it —

scroll like you mean it —

We updated the landing page with more dynamic editorial content every week, culminating in a final, scroll-like-you-mean-it spread. Each lede linked to a brand-specific category header that displayed the full story above a shoppable product view-all with brand-specific, campaign-ranked products at the top.

LANDING PAGE EXPERIENCE

LANDING PAGE EXPERIENCE

MOBILE EXPERIENCE

MOBILE EXPERIENCE

 
 
 

irl stuff — click to enlarge —

irl stuff — click to enlarge —

 
 

thanks, it's longform —

thanks, it's longform —

I interviewed creative directors, CEOs, an Arc'teryx-sponsored athlete/badass, and then toured the Filson factories with my camera and hung out with their specialty Restoration Department. Editorially, the New Classics shop proved to be the heaviest, and the large volume of content produced augmented brand stories and blog pieces alike.