THE SCOUTING REPORT

Adapt a nationally recognized brand for regional campaigns across North Carolina, Virginia, and South Carolina. The goal was to make the brand feel relevant and personal to each market, while maintaining the elevated tone that defines California Closets.

THE HUDDLE

I worked with the client and art team to ensure every execution stayed true to the brand’s “functional luxury” identity. I also talked to in-market closet designers to learn regional needs, preferences, and recurring themes in customer conversations.

THE GAME PLAN

I owned the voice for this region, building a narrative that made California Closets feel native to the South across every touchpoint. I scripted broadcast spots, sharpened website and social media content, and crafted print magazine ads that spoke directly to affluent homeowners in the Carolinas and Virginia.