(Close)

Creative Storytelling & Editorial

Breitling (2023-)

Leading creative storytelling and editorial direction across global campaigns and product launches. Creating and refining narratives across brand and internal communications in collaboration with cross-functional teams.

Developing and editing global copy at HQ, adapted across 20+ markets and languages.

Lady Premier — Launch Campaign (2025)

Developed the creative storytelling and editorial narratives for the launch, shaping how the collection was positioned across campaign and editorial formats.

Creative Storytelling Direction
A campaign introducing Breitling’s women’s offering through a focus on design and detail. The narrative centered on cascading diamonds and a tapered 7-row chevron bracelet, positioning the Lady Premier as a watch that wears like jewelry, balancing a feminine silhouette with modern, playful colorways.

Lady Premier launch campaign: “For unscripted moments”

Inspiration for the launch: Beatrice Breitling’s cocktail watches & the “Premier Fantaisies” from the 1940s.

Press Release Page 1

Press Release Page 2

Press Release Page 3

Social caption - social reel

Social caption - highlighting new design details

Landing Page

(Close)