The Eco Jacket.
Challenge:
Drive awareness & sales of the world's 1st high performance, dye-free, waterproof jacket made without the use of perfluorinated compounds.
My role: Developed the social content strategy, wrote all paid/organic channel copy (even for Macklemore), interviewed Macklemore on set and supervised post production of all video content.
Performance Fishing & Captains For Clean Water
Challenge:
Drive awareness in the challenges facing the livelihood of salt & freshwater sportsmen worldwide: water pollution, warming and lowering, coral bleaching, algae blooms, illegal fishing and harsh weather conditions.
Drive awareness, consideration and sales of Columbia's performance fishing gear.
My role:
Over 6 years my role in these campaigns went from copywriting, video production and social media strategy to story development and talent research, omni-channel campaign management, advertising production management and creative/thought leadership.
UK National Parks.
Challenge: Drive awareness in UK National Parks & the work rangers do to repair rivers and trails destroyed by catastrophic winter storms, plus demonstrate how Columbia's products keep them out there protecting the outdoors for future generations.
My role:
Wrote the communications & content brief, contracted the agency to produce visual materials, supervised production of video/photo shoot, served as brand's creative lead, facilitated input/approvals from company leadership and department stakeholders and project managed a global full funnel launch (awareness, consideration, conversion) across email, social and digital advertising channels.
Eagle Creek Fire
Meet the volunteer ‘Trail Keepers of Oregon” rebuilding the state’s trails after wildfires— no matter the weather conditions.
Clean Water for Vietnam
One in ten people across the globe are drinking unclean water and getting sick, so Columbia partnered with the Planet Water Foundation to help provide clean water to communities lacking it.
Follow along as Jinn B. sets up clean water filtration towers at schools in Northern Vietnam.