Claire Purcell

Billie is a new kind of body care brand, designed for women but with none of the added bullsh*t. I worked closely with Billie's founders before launch to help them fine-tune their tone of voice and make their copy sing. 

Brooklinen are a young, hip bedding start-up with a lot to say for themselves. I worked closely with the Founder and my Art Director colleague to develop a tone of voice that conveys the fun attitude of the brand, as well as the quality of their products.

View their website (and more of my work!) at Brooklinen.com

Following a recent Facebook for Business rebrand, Facebook asked us to refresh the branding of their Women in Agency Conference. The event welcomes women in senior leadership at creative agencies around the world, and we wanted to ensure that this would be an inclusive, welcoming event for all.

Based on the insight that it can be intimidating for attendees to fly solo at events like these (no matter how senior they are in their profession), we shaped the copy, design, and event activations to encourage interaction and collaboration.

Brooklyn-based home fragrance brand Apotheke Co wanted roll out a new brand voice across their digital platforms. I was on-hand to help build out website and email copy, delivering cohesively branded copy for a suite of customer communications.

This awesome Brooklinen subway campaign was born out of some brand guidelines that my art partner and I created, in which we featured a mock out-of-home campaign to show how a larger marketing campaign might look. Our client loved it so much he immediately booked a Brooklyn subway takeover at Bedford Avenue subway station (the natural habitat of the core Brooklinen customer), and we got to see our work in action.

When the New York Liberty made the 2017 Playoffs, it was time to step things up a notch. We dialed up the attitude and developed an edgier look & feel that resonated with the New York audience.

The New York Liberty are the incredible women's basketball team that play at Madison Square Garden throughout the summer. Sadly, the Liberty aren't nearly as well known as their male counterparts, the New York Knicks - and that's something we're trying to change. We made this ad with a view to both empower young women, and encourage New Yorkers to show up for the female athletes representing their city.

Tasked with drumming up excitement among New York Rangers fans, we created a TV spot to run during the Playoffs. I scripted the piece and worked with my team and talented production crew to bring the spot to life. 

My freelance work for Victoria's Secret PINK spanned print and digital, including catalogs, Instagram posts and emails. They're a fun brand, and I got to channel the voice of an all-American teenage collegiate girl - no mean feat for a Brit, but an enjoyable one nontheless. 

Victoria's Secret PINK have a fun, collegiate, female audience - and need a tone to match. The resulting copy for the Fall Book (quarterly catalogue mailer) was punchy and eye-catching with a "style on campus" theme - and I got to have some fun with it, too.

When Disney Vacation Club opened the new Disney's Polynesian Villas & Bungalows, they tasked us with creating a 20-minute webcast to showcase the Resort.

I worked on the concept and script for the final webcast featuring Carter Oosterhouse - and was also responsible for writing the accompanying online pages and direct mail piece.

The webcast was the highest-viewed event of its kind in Disney Vacation Club history, and Disney's Polynesian Villas & Bungalows is one of Disney's fastest-selling properties to-date.

You can watch the full webcast here: https://www.youtube.com/watch?v=4jON-rS2nKs

The Body Shop are well-known for their stance against animal cruelty, and when the EU announced a ban on animal testing, we wanted to celebrate.  

Our creative offered a fun slant on a serious message - and when we supplied the assets to stores across Europe, they loved it so much that they took things to a whole new level.

The New School, a well-respected university in NYC, have a history of pioneering new schools of thought. When tasked with raising the profile of their graduate programs, we asked thought-provoking questions that would resonate with our target audience. The job necessitated a deep-dive into topical issues across industries from finance to philosophy, exploring questions that would catch the attention of professionals and invite them to expand their knowledge at The New School.

The launch of the new Honeymania body care range called for a delectable 360 campaign that spanned stores and websites worldwide. There were two key challenges with this launch: the first, was that we had to be careful not to make it sound like people could eat The Body Shop products (believe me, they've tried, and it's a legal nightmare) but still make our indulgent new range sound delicious on the skin. 

The second challenge was distilling the wealth of information about our honey and its source (a lovely group of Ethiopian beekeepers) into bitesize snippets that people could read and enjoy. 

I feel like we succeeded on both counts, but I am of course unbelievably biased. 

The Body Shop always run a charity campaign for the holidays, where proceeds from the holiday gift collection are used for a good cause - and in 2012, that cause was a school-building initiative. I worked with my creative team to create a campaign that still felt commercial and worked in a beauty space, but had a charitable message at its heart.

The Body Shop make-up launches are always an interesting beast: namely because it's tricky to sell make-up when your whole brand promotes natural beauty. That said, we made some stellar products, and for this particular launch we tied in to some of our natural ingredients for a colorful campaign that spanned store, advertorial, and digital promotions. 

When 'blur' products became the hot new addition to the skincare/make-up market, The Body Shop wanted their offering to stand out. As Senior Copywriter, I was tasked with coming up with a name that would appeal to a millennial customer, and get across the instantaneous benefit of the product.

The result: Instablur. With a snappy name made for the selfie generation, it became The Body Shop's fastest-selling make-up product in a decade.

Fragrance campaigns are always fun to work on, because they're about encapsulating a feeling rather than shouting about the efficacy of a product. Smoky Rose was a daring new fragrance from The Body Shop, so we created a campaign to match.

The new Disney's Polynesian Villas & Bungalows is located at Disney' s Polynesian Village Resort  - one of the original Walt Disney Resorts.

When working on the brochure for this new Disney property, it was fundamental to balance the heritage of the Resort with the excitement about the new features. 

Read the full brochure here.

Fashion brand Vera Bradley wanted to bring some festive brightness to their active Facebook followers as well as capturing the attention of new fans.

We proposed an Advent Calendar-style Facebook app that brought holiday cheer in the form of fashion tips, discounts, editorial pieces and giveaways - as well as an overarching sweepstakes. The campaign ran in December 2014 and proved to be a great success for this popular brand.

When Lesley Pearse wrote a love story set around WW1, we couldn't resist making a trailer. I concepted and scripted the video, which we later cut into a short 30 second trailer. The trailer ran online alongside an outdoor poster campaign, and resulted in a No.1 Bestseller spot for Lesley Pearse's 'The Promise'.

Catherine Alliott is an exceedingly English author, who writes beautiful novels set in and around small British country villages. 

It was a privilege to work with such a great author, bringing her stories to life in outdoor poster campaigns, book end pages, brand partnerships, videos and her website. 

As a result of some engaging, beautiful marketing campaigns, her novels 'One Day in May' and 'A Rural Affair' both earned a top ten spot in the UK bestseller charts.

I worked on the marketing for two of Jamie Oliver's publications while at Penguin, as well as an app release: the Jamie Oliver Food Guide. 

When food-delivery service Seamless needed a writer who could write in a British voice, they called me in to help. I was involved in writing a number of case studies for their UK website, which is geared towards corporate food ordering, as well as finessing the tone of their UK website to suit a British audience.

Jazwares make really cool toys licensed from the sports, movie and video game worlds. I've had the privilege of working on short, fun descriptors for a few of their new releases, including NBA Heroes, Minecraft and Terraria, and have learned a lot about the modern game world in the process! 

When Tempur-Pedic introduced TEMPUR-Flex to their line-up, we helped them to announce the new collection online. A comprehensive landing page helped customers to navigate their way to the right mattress, and a series of emails announced Flex in an exciting, eye-catching way.

It may not be sexy, but it sells. I've written online product copy for beauty products, bed sheets, and underwear, to name a few. Here are some examples for your enjoyment.

Shown internally at a shareholder's meeting, this video is a celebration of everything the Madison Square Garden company stands for. I was responsible for the script and tone, which included my favorite line of writing to-date: "the moments where we forget everything, are the ones we remember for the rest of our life".

When Tempur Sealy were looking for a new digital agency for their portfolio of mattress and bedding brands, they asked agencies to create a digital campaign to launch a new e-commerce-only company that would appeal to a younger, more digitally-minded generation.

We delivered two concepts, had a lot of fun, and won the work.

Fashion brand Vera Bradley were in need of a fresh Fall campaign for 2015 that catered to their back-to-school buyers as well as fall fashion customers.

We proposed two creative directions, offering a new twist on this well-loved household name.   

To reward Members for referring friends, Disney launched a sweepstakes. We produced a series of emails to announce the sweepstakes and explain the complex entry requirements behind it - as well as communicating the benefits of Disney Vacation Club.

Victoria's Secret PINK needed help bringing some cohesion to their brand messaging. As an internally-managed brand, they have a lot of different teams, all working on different aspects of the brand - and none of those teams were collaborating - so I teamed with an art partner to create brand guidelines that would keep everyone on the same page.

When LensCrafters needed to give their in-store experience some oomph, we began working on concepts that would help set the tone of their messaging. This is a great example of the conceptual writing I love - the beginnings of a story that will set the pace for the whole campaign.

When we were invited to pitch for the Estee Lauder BCA campaign, we faced breast cancer head-on and put our hearts into the work we created. Our three concepts each put a different spin on the impact of breast cancer, but were all designed to inspire action from those who saw the campaign.