Campaigns, messaging, creative direction and storytelling for brands that want cultural relevance with commercial clarity.
I’m a creative leader, passionate storyteller and strategic thinker with 15 years’ experience working with the leading names in fashion and beauty.
I offer a mix of team leadership and hands-on execution and pride myself on being able to articulate big ideas both visually and verbally, from blue-sky thinking through to the finer details.
I have plenty of experience working end-to-end on 360 campaigns, from initial concepting through to the fine-tuning and delivery of creative assets across digital, social, experiential, OOH and print.
What I do
Creative direction
Campaign concepts, narrative development, pitching, manifestos, taglines, messaging frameworks.
Copy and messaging
Brand voice, tone-of-voice workshopping, manifestos, campaign copy, editorial storytelling, CRM, scriptwriting.
Consulting
Freelance creative leadership for fashion, beauty, lifestyle and culture-led brands.
Clients include: Adidas, ARKET, ASOS, Charlotte Tilbury, Hunter Boots, Kylie Cosmetics, Levi’s, LUSH, MAC Cosmetics, NET-A-PORTER, Nike, Puma, Sol de Janeiro, The The North Face, Topshop, Weekend Max Mara.
Previous roles: Creative Lead at ASOS, Marketing Content Editor at NET-A-PORTER, Online Copywriter at Selfridges.
caryscross@gmail.com