We the Creators was the first brand awareness campaign I worked on at VSCO and it remains my favorite. As the lead writer, I was responsible for driving campaign concept, narrative, slogan, video script, and editorial.
My team took our marketing brief and translated it in a way that empowered a global creative community to truly own the conversation. As a result, the campaign quickly became a fast-spreading invitation for those on and off-platform to connect with themselves and others through VSCO’s creative tools.
Working closely with our Product team, we developed a dynamic We the Creators image overlay for creators to apply to their self-portraits. We then collected photos from people around the world, which culminated in editorial that celebrated creative expression as a force that sets us apart and brings us together.
