project: DAZED x GUCCI: GUCCIGIG
role: Creative Copywriter
agency: Dazed Studio

- CAMPAIGN CONCEPT
-CREATIVE & SOCIAL CONCEPTS
- PODCAST SCRIPTS
- END-TO-END DIGITAL COPY

To help Gucci connect more closely with creative audiences and highlight its place in culture, we created Dazed x Gucci: GucciGig – a multimedia campaign celebrating performance featuring Kelsey Lu, Mykki Blanco and Holland.

To bring the power of live performance to life, we took a multi-format approach that brought fashion and music-led storytelling together across a series of choreographed films, photography, editorial, podcasts, social and a bespoke digital hub.

As creative copywriter, I worked with the CD and editor-in-chief to tell the story in a layered way: Each format became a different entry point into the same world. I led on messaging, podcast scripts and edits, end-to-end copy on Dazed.

The content was well-received on social, racking up thousands of views on YouTube, and Gucci continue to work with Kelsey Lu to this day.

Director (kelsey lu, Morning Dew): Sean Vegezzi