Creative Concept, Copy Lead, Content Scripting, UX Writing, Social copy.
Ray-Ban asked us at Stink Studios to build a series of meaningful content, social stunts, experiences and conversation starters to kick off their 2016 brand campaign, #ITTAKESCOURAGE.
For the Eye to Eye films, we paired 5 random sets of strangers to make eye contact and asked them a series of 36 questions for a four-minute period — and things got incredibly personal, incredibly fast.
The conversations span the gamut of traumatic life experiences, including a breakup spurred by having a masectomy; a sexual abuse incident leading one man to come out to his family; cross-dressing for the very first time; and witnessing a parent’s death.
In addition to scripting the basis for the Eye-to-Eye experiments, I lead and wrote all the copy for the campaign, including UX copy, concept & copy for social activations, social share assets, and retail integration.