The Product. IPSY beauty membership

The Positioning. I Play Beauty

The Campaign. Adolescent Content collaborated with IPSY to launch I Play Beauty, sparking a cultural movement that redefined beauty as play, art, and sport: as an authentic means to self-expression rather than a superficial or vain pursuit.

I supported the pitch team as senior copywriter developing the brand voice and spec scripts. The pitch resulted in Adolescent Content winning its new business with IPSY.

Roles: pitch team senior copywriter

Featured in: AdAge, Campaign US, The Drum