THE FIRST LADY
C R E A T I V E D I R E C T O R
E N T E R T A I N M E N T : S O C I A L
RAISE YOUR VOICE, LIKE A LADY
SHOWTIME came to us to generate buzz and launch the social channels of the prestige drama “The First Lady,” starring Gillian Anderson, Viola Davis, and Michelle Pfeiffer. As both the CD and lead copywriter on the account, I led the team to create a refined creative approach capable of accommodating everything from BTS talent captures to red carpet Reels. By the middle of the season, one of our client’s remarked that it was probably her favorite social creative she’d worked on while at SHOWTIME.
RESULTS: 33.6 MILLION IG IMPRESSIONS | 423K IG ENGAGEMENTS
R&R: PITCH | CREATIVE DIRECTION | CONCEPTS | VOICE & TONE | COPYWRITING | PRODUCTION
CREATIVE DEVELOPMENT
CREATIVE PLATFORM
Talk back, fight back, take your story back…like a lady.
Ladies don’t take up space, explore open marriages, battle addiction, or stand firm in the face of enormous criticism.
But The First Ladies did.
By doing it for themselves, but doing it publically, they made it possible for us all to do the same. As a new wave of outspoken women assert that being messy is human and that being human is enough, we’ll help drive that sea change. The expectations, pressures, and labels we grapple with—the thousand different ways we’re told to act like a lady? We take that as a challenge.
And we’re ready to fight back. Like a lady.
CAMPAIGN IDEATION: OOH
Lenticular Installations
President's Day: FDR Island Takeover
Billboard
VOICE & TONE
We speak how ambitious, successful women actually sound. Leaving room for enigma but never magniloquence, our grammar is cutting but our humor is not; one can be cunning without causing harm.
Distinction requires strong preferences: words over emojis, The Chicago Manual of Style over AP. We’re not masters of spin, but in a few short words, we spin narratives; not aphoristic, but memorable nevertheless.
Like the loyal OFL Chiefs of Staff, we orbit the First Lady but we have our own POV. We’re familiar with their public role, but we’re also fluent in who they really were—equal parts fallible, fascinating, and powerful. Human, above all.
THE CAMPAIGN
POST COPY: Director Susanne Bier on how #TheFirstLady’s stories are really all of our stories.
POST COPY: On the precipice of something very big.
POST COPY: And so, we come full circle.
POST COPY: Being of service was a personal value, not just a political one.
POST COPY: Sitting for their official portrait may have been the only expected thing they ever did.
POST COPY: Each woman said what needed to be said—even when the world wasn’t ready to hear it.
POST COPY: Compassion was her agenda.
POST COPY: Sidelining Michelle Obama is like planting a carrot in summer—it really shouldn’t be done.
POST COPY: The difference between duties assigned and what she achieved is immeasurable.
POST COPY: Saying Hick has a way with words is like saying Eleanor was underestimated. It’s only stating the obvious.
POST COPY: Sometimes, only a friend can make The White House feel like home.
POST COPY: Having a Susan Sher in your corner means no one can back you into one.
CASHMERE AGENCY
Creative Director: Meredith Ridings
Group Creative Director: Juliette Geraghty
Pitch ACD, Design: Clara Lee
Art Director: Sarah Koteles
Motion Graphics: Garret Hernandez
Editor: George Streicher
Strategist: Ashlyn Whittington
C R E A T I V E T E A M