CAPRI DEBICCARI

Social & CREATIVE strategy | INFLUENCER & PARTNERSHIPS | BRAND CONTENT

HICAPRIPEARL@GMAIL.COM

646-315-5768

@CAPRILIKETHEPANTS

TABLE OF CONTENTS

ABERCROMBIE & FITCH

pages 03-06

Hollister Revenge Summer Campaign

campaign direction, content direction

Social Tourist with Charli & Dixie D’Amelio

social content & editorial direction, relationship management

Hollister Social Content Overhaul

strategy & creative direction

Hollister Dad Jeans Campaign

strategy & creative direction, influencer strategy

PUMA

pages 07-09

PUMA x Balmain with Cara Delevingne

content, strategy, & editorial direction

PUMA x Selena Gomez

content & strategy direction, relationship management

PUMA Social Copy

copy & editorial direction

BUTCHERBOX

PAGE 10

ButcherBox, Complete Overhaul

content, creative, & influencer strategy direction

HOLLISTER REVENGE SUMMER

A REPORT FROM TIKTOK REVEALED THE DESTINATIONS GEN-Z WANTED TO TRAVEL TO THE MOST DURING THEIR FIRST SUMMER AFTER COVID LOCKDOWNs. WHAT DO YOU DO WITH DATA LIKE THAT? YOU ORCHESTRATE THE BEST #REVENGESUMMER EVER, DUH. WE GOT GROUPS OF INFLUENCERS TOGETHER AND TOOK THEM ON TRIPS TO THE PLACES THEY WERE DYING TO GO, AND TURNED IT INTO A CONTENT EXTRAVAGANZA WITH MULTIPLE LIVE SHOPPING EVENTS.

recap reel

tiktok trends in

montana

catalina island fun

product looks better

on the beach

03

SOCIAL TOURIST with charli & dixie d’amelio

WITH OVER 270M SOCIAL FOLLOWERS BETWEEN THEM, CHARLI & DIXIE D’AMELIO ARE *THE* POSTER GEN-ZERS OF THE INFLUENCER BOOM. ABERCROMBIE & FITCH DEVELOPED A LONG-TERM PARTNERSHIP WITH THE GIRLS AND LAUNCHED AN ENTIRELY NEW BRAND WITH THEM: SOCIAL TOURIST. WE SPENT MONTHS DEVELOPING A BRAND IDENTITY AND LAUNCH STRATEGY, BUT THE REAL FUN STARTED ONCE WE WENT LIVE. THE ST COMMUNITY IS ONE FOR THE BOOKS.

launch video

authentic & unscripted

feed looking 🔥

drop day visuals

twitter spaces

campaign images shot on mobile

04

hollister content overhaul

When I joined a&f, the hollister brand was in the middle of a real perception shift ; but it wasn’t being reflected on social. content was falling flat because we weren’t using the platforms like our consumer, and we weren’t showing up in a relatable way. how did we change that? through a new brand voice, shifting campaign shoots to be social-first, prioritizing ugc, and working into intentional partnerships.oh, and we launched a tiktok.

We stopped taking ourselves so seriously & jumped on trends, slay

And prioritized on-brand UGC / centering the consumer

05

hollister: DAD JEANS CAMPAIGN

DAD JEANS ARE FOR EVERYONE. OUR BIGGEST PRODUCT OF THE SEASON NEEDED A CHEEKY CAMPAIGN TO BACK IT UP. THE SHOOT CENTERED SOCIAL (tiktok & instagram), ENSURING THAT THE ASSETS WE SHOT DIDN’T LOOK LIKE PHOTOS FROM A WEBSITE THAT WERE REPURPOSED (CARDINAL SIN). WE ALSO TAPPED VARIOUS INFLUENCERS AND CREATORS, WITH OUR ANCHOR TALENT BEING MARSAI MARTIN, STAR OF THE HIT TV SHOW BLACK-ISH.

+18k

followers

3.5M

organic video views

14%

engagement rate

10

articles published

Marsai posted content to her combined following of 10M, & our campaign received placements in Nylon, Popsugar, & more

some of our in-house creative campaign assets

06

PUMA X BALMAIN WITH CARA DELEVINGNE

A FRENCH LUXURY FASHION HOUSE AND ONE OF THE MOST INFLUENTIAL SPORTS BRANDS IN HISTORY WALK INTO A BAR. I MEAN A BOXING RING. WE TOOK OUR EXISTING PARTNERSHIP WITH CARA DELEVINGNE TO THE NEXT LEVEL BY RELEASING a 35 piece capsule collection with another brand dear to her heart, balmain. with cara and legendary creative director olivier roustEING AT THE HELM, THIS LAUNCH KICKED OFF WITH A 45 MINUTE LIVESTREAMED FASHION SHOW IN A BOXING RING BUILT ESPECIALLY FOR THE OCCASION. AND IT SOLD OUT IN RECORD TIME– with most purchases coming from WITHIN instagram.

featured in over 15 publications

07

PUMA X SELENA GOMEz

BETWEEN 2018 AND 2020, SELENA GOMEZ LAUNCHED THREE COLLECTIONS IN PARTNERSHIP WITH PUMA. EACH ONE HAD IT’S OWN VIBE WHICH SHINED THROUGH NOT ONLY THROUGH PRODUCT, BUT THROUGH CAREFUL CREATIVE CONTENT PLANNING AND BRAND STORYTELLING. I WORKED WITH SELENA LEADING UP TO EACH SHOOT AND THEN PHYSICALLY ON SET TO CREATE ALL OF THE ASSETS WE‘D SHARE ON PUMA SOCIAL CHANNELS AND HER OWN INSTAGRAM AS WELL. WE COMBINED A BEHIND THE SCENES, UNPOLISHED CONTENT STRATEGY WITH BEAUTIFUL CAMPAIGN IMAGERY TO MAKE THE CAMPAIGNS FEEL SIMULTANEOUSLY ACCESSIBLE & ASPIRATIONAL.

08

PUMA: SOCIAL COPY

BIG BRANDS TEND TO PLAY IT SAFE WHEN IT COMES TO VOICE AND TONE. NOT ON MY WATCH. I OVERSAW ALL SOCIAL COPYWRITING FOR PUMA’S SEVEN BUSINESS UNITS, INFUSING EACH DROP, COLLAB, AND LAUNCH WITH A DISTINCTIVE, PLAYFUL, AND SOMETIMES TOO-COOL-FOR-SCHOOL STYLE. EACH BUSINESS UNIT HAD ITS OWN PERSONALITY, BUT WE KEPT it cohesive. it all comes back to the cat.

09

BUTCHERBOX: COMPLETE content OVERHAUL

SOMETIMES A BRAND’S SOCIAL PRESENCE NEEDS A LITTLE TLC TO BRING IT UP TO SPEED WITH THE REST OF THE INTERNET. NOT BUTCHERBOX. IT NEEDED ALC (AGGRESSIVE LOVE AND CARE). I took on the challenge of COMPLETELY REVAMPING THEIR STRATEGY, DOING A FULL OVERHAUL OF CONTENT (& CONTENT STREAMS), BRAND VOICE, AND CREATIVE STYLE. ON TOP OF THAT, I WAS ALSO BROUGHT ON TO DIRECT THE LAUNCH OF THEIR INFLUENCER PROGRAM. OVER THE COURSE OF A YEAR, I BROUGHT IN OVER 100K FOLLOWERS ACROSS INSTAGRAM AND TIKTOK, AND FACILITATED PARTNERSHIPS WITH 70+ CREATORS AND INFLUENCERS– ALL ON A TIGHT BUDGET.

10