My Story
Background
I tell stories for brands. Stories that make people feel, hear, see, think, covet, share and—of course—shop. The best brand stories don’t always come from creative freedom, but from constraints that require problem solving, strategic insights and conceptual thinking. And having a copywriter background helps, too.
CLIENTS
Work Mantras
Process
A STORYTELLER'S STORYBOARD
A BEHIND-THE-SCENES GLIMPSE
FULL SHOT
We begin in the stratosphere... not in the clouds, just above them. The view is bigger from here.
Dialogue: Let's get to a new headspace. Like outer space.
MID SHOT
No matter what kind of story you're going to tell, it always needs direction, a POV, momentum, a journey, a destination. Everything that MTA has, but more.
Dialogue: Local or Express?
CLOSE UP
The gulp. Will the client like it? Will they even try it? Does it meet their needs? It has a long way to go for final approval.
Dialogue: Keep the hippo out of the scene or we'll scare them off.
Resume
MARLI MARINELLI
Over fifteen years of experience in advertising and branding. Proven ability to lead creative initiatives, think strategically and champion great ideas.
FREELANCE | Creative Consultant
2019 - present
Develop and deploy integrated concepts and communication strategy for CPG, luxury and beauty clients. Create multi-dimensional storytelling for new and established brands, in collaboration with creative, strategy, marketing teams and agency partnerships.
CHANEL | VP Creative Strategy
2011-2019
Led creation of unique brand experiences across all categories including beauty, fashion, watches and fine jewelry. Concepted and developed customer-centric worldwide launch campaigns, with new forms of storytelling and social-first strategies. Prototyped and championed brand expression in future-forward domains, including Voice, multi-level AR and Messaging. Presented creative at quarterly global leadership reviews. Initiated worldwide '5 Ways' social program—inspired by the Instagram Stories Luxury Hackathon— with beauty how-to content based on consumer insights and trends. Modernized the story and the telling of the iconic N°5 fragrance with a multi-sensorial, immersive image event, leveraging new tech to highlight fragrance heritage. Shaped identity of @welovecoco, the brand's first UGC account. Piloted Watches & Fine Jewelry retail experiences to drive customer engagement. Implemented exclusive content plan for Chanel Beauty standalone and concept stores.
OGILVY | Creative Director
2009-2011
Directed, concepted and developed integrated TV, print and digital global campaigns for clients including Dove, Nestlé and Avon. Initiated digital-first approach to brand initiatives spanning social, OOH, POS and e-commerce. Created global Dove Challenges integrating digital and physical brand experiences. Developed concepts for new business pitches, utilizing emerging tech to create new social opportunities for audience engagement and to expand brand reach.
RAZORFISH | Creative Director
2007-2009
Oversaw creative team to develop digital brand initiatives, e-commerce sites and global ad campaigns for Maybelline, Garnier, Unilever and Citibank accounts. Crafted the editorial voice for the branded virtual makeup advisor and launched first-ever beauty app for Maybelline. Developed and presented new business pitches to prospective clients including Bulgari, Olay and Express.
LANCÔME | Copy Director
2002-2005
Managed brand communication for makeup, skincare, hair, sun & body categories. Created and executed concepts for advertising, promotions, new products and branding initiatives. Generated product names. Shaped and maintained consistent brand voice across all formats, including packaging, press materials and lancome.com. Created new e-CRM journeys to deepen brand loyalty and drive sales.
EDUCATION
STANFORD UNIVERSITY
Bachelor of Arts Degree
Dual major in Communication and English with an emphasis in creative writing. Graduated with distinction. Attended Stanford-Programme-in-Oxford.