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Harry’s

2022—Present

I fry big fish like 360-campaigns and little fish like growth ads and e-mails. I even fry medium fish, like DTC and retail packaging copy, OOH, in-store marketing displays, and the website. I’m currently helping the brand revamp its tone of voice across all channels and platforms, spearheading complex, nuanced workstreams involving a medley of internal and external stakeholders. I also eat a lot of company snacks.

Harry’s by Sean Brown

To position Harry’s as a tastemaker in the home space, we partnered with Sean Brown (founder and creative director behind the home goods brands, Curves) to make a limited-edition run of handmade bathroom wares—a razor stand, incense sticks, and a catchall tray made of terrazzo. I concepted and wrote copy that landed on everything from video, web, email, social, and physical packaging.

Art Direction: Nina Caldas

Craft Launch 🪒

To launch a sleek new razor called Craft, we gave it a blueprint treatment across social feeds and threw a dinner party for some Harry’s customers. I wrote copy for email, social, and a physical menu featuring cocktails named things like, Can You Handle This? and Get a Grip.

Art Direction: Ryan Dutch
Copy Director: Tish Cook

Harrys by Kevin Lyons
Kevin Lyons is a household name in the street art community. His muses happen to be hairy little monsterballs, and as a business that revolves around hair, partnering together on a limited-edition shave just made sense. To launch the custom shave set, we partnered with Kevin Lyons and Colossal Media to paint a minimally branded mural in the heart of Bushwhick, where we set up a donut cart manned by Kevin himself. Paired with BTS content of him designing the set in his studio and a hyper-local guerilla marketing strategy, the set sold out immediately, won a Drum award, and caused a lot of ruckus IRL.
Art Direction: Nina Caldas
Social Strategy: Diane Paik

Social

Memes and ads and memes and ads. Between organic social, performance marketing, and influencer campaigns, I work with strategists, growth marketers, art directors, and designers to bring pocket-sized ideas to pocket-sized screens.

Art Direction: Monica Han
Creative Strategy: Diane Paik

Harry’s by Matt McCormick

To position Harry’s as a grooming brand beyond shaving, we partnered with the artist Matt McCormick to make a travel kit, packed with mini versions of all our favorite hairstyling, body, and skin care things. Known for his painting depicting memories of the old Wild West, we worked with Matt to film a video lookbook across the Mojave Desert and built a roadside motel in the heart of Manhattan where our NYC-based consumers could come and experience the brand and partnership IRL.
Art Direction: Ryan Dutch

Email
You get it.
Art Direction: Monica Han, Nina Caldas