Location || Title
Brooklyn, N.Y. || Creative Director
As a creative director, my conceptual expertise, polished design aesthetics, leadership skills and understanding of client needs and goals represent cross currents of creativity and business sense—leading to a stream of highly successful integrated campaigns for renowned agencies, brands and their consumers.
Creative philosophy or approach
I've learned that every project has its own challenges, and learning how to overcome them to creatively solve business objectives is a huge part of what defines a creative partner. My methodology to the creative process is simple: be passionate, think differently, be resourceful, go the extra mile, learn new things, set aside drama and ego, and have fun. As a creative director, I use the same approach and lead by example. I bring high standards, a meticulous nature, and a positive perspective to building and leading creative teams, cultivating out-of-the-box expressions of briefs, and producing fulfilling and successful content.
Recent work I’m proud of
With my conceptual abilities, experience with content library creation, and production knowledge, I was brought on to Peloton brand to led multiple, robust holiday briefs—1 platform campaign with 7 additional promotional campaigns attached. To fulfill the creative deliverables for these future promotional campaigns, I approached the main platform campaign shoot as if I were building a content library. Each sub-campaign focused on a specific promotional message and had its’ own visual aesthetic. Not only were they versioned for US and Canada markets, each campaign also consisted of over 200+ video and static assets for digital and social.
Link to campaign: https://www.stefani-cottrill.com/peloton-bike
Recent work I admired
A recent campaign that I was interested in was for Facebook's Portal. Each campaign, from use of The Muppets, to Kim K, JLo, and Alex, to their Mother's Day spots with Neil Patrick Harris and celebrity moms, were all relatable, humourous, and had an overall positive message. Their approach to showcasing product attributes are seamlessly integrated into the storylines and leave the viewer subcounsciously comparing it to Apple's FaceTime capabilities. There's no denying that staying in touch with friends and family is important, but even more evident is that Facebook's Portal makes it a much easier and more satisfying experience.