Creative Copywriter
2022 – PresentEssilorLuxottica In-House Agency · Milan, Italy
Fashion · Luxury · Lifestyle · Sportswear · Streetwear
- Developed and led the Mbappé x Oakley Welcome to Madrid campaign — a market-localized activation displayed on the iconic Cines Callao digital screens at Plaza del Callao, Gran Vía (150M+ annual footfall); full copy and creative direction from brief to live execution.
- Scripted FRAMED, ARNETTE's fashion film series — leading the full creative copy process from concept through onsite production in Barcelona, and managing social content rollout across global digital channels ↗ instagram.com/arnette.
- Wrote and owned primary campaign copy for global product launches, brand collaborations, Cyber Sale, and Holiday campaigns across Oakley and ARNETTE — deployed across 4 world regions: NA, APAC, EMEA, and SEA.
- Led e-commerce AI website optimization for ARNETTE — UX copy, product description architecture, and AI-driven content strategy for a global digital storefront serving all world regions.
- Led creative copy amplification strategy for the SportsHub brand catalogue (Native Eyewear, Bliz, Costa del Mar, ARNETTE) across all global regions.
- Developed narrative strategy and interactive copy for Project 2075, Oakley's immersive gaming platform — character dialogue, world-building content, and UX copy ↗ project2075.oakley.com.
- Contributed to a strategic e-commerce overhaul proposal for Supreme — developing content architecture, brand voice direction, and digital UX copy framework as part of a cross-functional pitch led from the Luxottica agency.
- Maintained distinct, market-sensitive tone of voice for 6+ concurrent global brands, adapting each for cultural and regional nuance across English and Spanish markets.