My name is Gavin Hastings, I am 26 years old and originally from Belfast. I am currently working for COS. My career as a copywriter started with Pepe Jeans. As a brand, they strive to create a millennial tone of voice and create innovative content through our collaboration with Dua Lipa. My work is present across all Pepe Jeans platforms both online and offline. In my online portfolio, I have selected a range of examples of editorial content, social media content, newsletter creation and conceptual ideas for the brand. I have been involved in the creation of all editorial content, from initial ideas and research to final creative output. The editorials are inspired by various seasonal themes and developed to create an aspirational story. Hackett is a quintessentially British brand for the elegant gentleman. The target consumer is distinct from that of Pepe as they are willing to invest more in their brand experience. This must be reflected across all content incorporating a more detail approach to the product taking into consideration the more exclusive materials.
- Dua Lipa x Pepe Jeans LondonDua Lipa was tapped as both the face of our campaign and as a brand ambassador. This collaboration has seen me be promoted to Marketing Project Manager overseeing the collaboration and working across the PR, Marketing, E-Commerce and Product Departments. My idea conceptualisation was that of "Our New Icon". This idea was then worked across all platforms.
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Lead Brand CopywriterPepe Jeans London
London, United KingdomFull Time
This role sees me report directly to the global marketing director. I manage the day-to-day workflow of digital and print creative projects including but not limited to event collateral, signage, social media, PR strategy, emails, online banner ads, direct mail and print advertising. I must breathe the brand's ethos and create a successful relationship with Dua Lipa’s agents throughout the course of this collaboration. The Digital Content department’s aim is to deliver not only a great online shopping experience across all platforms but to constantly evolve, innovate and create a stand-out brand experience on pepejeans.com. The vision is to make Pepe Jeans the most exciting denim-led fashion brand on the planet. I ensure that a cohesive editorial style and a fantastic knowledge of trends is present across our product copy making it commercial, fashion-focused and optimised for search.
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- Creating Moodboards
- Idea Generation
- Ideas Development
- Big Ideas
- Press Copywriting
- Photographic Direction
- CMS Websites