The Challenge: Utilize the celebrity personality of Vanessa Simmons to increase relevance of the Pastry footwear brand with original consumers and create a storyline around her renewed interest in the brand.

The Journey: Partnered with the Datari Productions team for hit reality tv show Growing Up Hip Hop to secure a segment in Vanessa’s storyline around her return as Creative Director of the footwear brand. I produced and creative directed photoshoots for campaigns announcing her return to the brand along with identifying partnership opportunities to increase brand awareness.

I collaborated with Vanessa to design footwear, accessories and apparel around the Pastry x Vanessa and Pastry Kids lines. I implemented DTC strategies to increase sales around her persona and social community.

The Outcome: Inclusion in Growing Up Hip Hop Season 4 episode 13. Upon airing of the episode, the team saw a 28% increase in site traffic. DTC initiatives surrounding Vanessa led to a 15% increase in sales.  

Skills: #Influencer #ContentCreation #Celebrity #Branding #CreativeDirector #Producer #ProductDevelopment #Strategy #Ecommerce