is a big-picture creative and strategist with a love for infusing brand storytelling with meaning and using curiosity to guide experimentation.
eLlE Quintana
I read somewhere “culture is the river that pushes policy forward” or something like that. Anyways, it stuck with me, culture is our society’s imagination. So until we change the imagination of society, true progress only exists in our minds. The dream of a just and equal society remains just that (a dream) until we bring it to life
Select Projects Below
Select Projects Below
Favorite projects and the stories behind why I did what I did
EverLane: CReative Concept and Diversity Strategy
Creative Development, Multi-Channel campaigns, Image Diversity Strategy, Creative Direction, Art Direction,Casting, Video and Photo direction.
The iconic millennial brand hired me on for my reputation in image diversity. Unbeknownst to me at the time Everlane was under investigation by The NYT with a scathing article that came out in 2020. While this could have been a moment to leave, I leveraged the potential crisis to codify and create new diversity standards not just in front of but behind the lens.
In my mind, this article stood as an unexpected brief. Using it as a catalyst I pushed brand storytelling forward around pronouns, racial/ethnic/size diversity, and gender. The 100% Human campaign was the first to use the names and pronouns of the models.
I was asked to find new ways of engaging with our men’s audience around the uniform collection. This allowed me to develop new strategies and programs that went deep into what it means to be an “Everlane Man”. One of which featured a diversity of men from artists to Stay-at-Home Dads. This experiment has since evolved to “Everworld Stories“
While overall Everlane is still facing pressure I feel my contributions can still be seen in the images being made today.
An Unexpected Brief:
When I read the New york times article I was livid, it was also the middle of the pandemic, I knew I couldn’t just quit. So, I decided that with this I would change the culture of everlane by codifying diversity standards and literally changing the face of the brand. And they let me- it is some of the work I am most proud of.
Teach Rock x MEdusa NFT: creative Consultant
Diversity Oversight, Campaign development, NFT Go to Market Positioning,Research and Developement
Mieke Marple has been working as an artist and gallerist for half of her life, often the only woman at a table of men. Unafraid of new territories, she gladly said “yes” when TeachRock (a Not-for-Profit organization that uses Rock& Roll as an art medium for inner city schools)asked if she would produce a collection of NFT’s to auction for their cause. Mieke then asked if I would come on and write the context and strategy on “why medusa?” “how does Medusa tie to an inner city art program?” and “who is the audience?”
I love going into new spaces and Web3, NFT’s and crypto make my geeky heart happy. I wanted to create a language for Mieke that tapped into her “real life” art background and the zeitgeist of this new space. I also wanted to position Medusa as the original take-no-shit badass woman. What is more Rock and Roll than a woman who is so powerful even just her head held the ability to defeat her enemies? No weapons were necessary.
With the success of this project TeachRock committed to creating “The Medusa Reconsidered” unit within their World Mythology curriculum. Through this NFT Medusa was reborn as a bold Feminist Icon, who defeated her oppressors. An example for women to use their strengths to overcome their circumstances.
I find great joy in knowing that through my work I can open up the world to new thoughts and new people with new thoughts. i’m endlessly curious.
Rodan And Fields: Creative Strategist
Concept Development,Creative Strategy,Copywriting,Creative POV Developement, New thinking and Markets
I was brought on to the legacy skincare brand and direct seller in order to help bring structure and point of view to the latest rebranding and new category launch. My role was part strategist part brand experimenter, investigating the thought starters and ideating on ways to weave them into the brand.
For the last 15 years, R+F was known as an efficacious skincare company founded by the Proactive team. Acting as a brand whisperer, my role was to find the blindspots where the brand and new category could find better reach and define their unique selling point. I have also helped to create space a momentum around breaking into the Lantinx market through better storytelling and more inclusive visuals particularly in leveraging our consultant team through social media.
The Genesis Launch in Oct 2022 will mark the beginning of the brand’s latest move forward and finding the key intersection points between the hair and skin market has been a major part of my role.
On skin care……..
to be honest skincare wasn’t “my thing” i literally wash my face with a bar of soap and barely remember to put sunscreen on. But skin cancer often goes undetected in black and brown communities, mainly because we don’t think about it, How many times do we say “but i dont burn”
My brother’s diagnosis with cancer and Working here changed my mind about skin. It’s important, it’s relevant and It includes all colors.
The Sex-Ed x Emily Willis: creative Consultant
Content Strategy, Social Strategy, Campaign development, Copywriting
When adult film star Emily Willis stepped into the fight to protect Roe vs Wade, Liz Goldwyn and Chloe Cassens of the SexEd reached out and asked
“Would you like to build a campaign with zero budget, crunchy timing, and a notoriously hard-to-reach target audience: white guys ages 18-25 with a message about abortion rights and voter registration?”
My answer was an immediate “Yes” followed by an immediate, “But how?”
This demographic is inundated with get-out-and-vote type ads and the needle never moves. After sitting with the team. I came up with a really simple plan. Just put Emily out front with a message as American as Apple Pie: Freedom to be you.
The result was stunning: Emily’s Reel alone has received over 850k views and that’s after her Instagram was taken down(again). The SexEd site saw a huge bump in views and downloads of our Roe v Wade guide. All of this in our key demo and for less than the cost of a Blue Bottle Oat Milk Latte
I find great joy in knowing that through my work I can open up the world to new thoughts and new people with new thoughts. i’m endlessly curious.
Sofia Kaman Fine Jewelry: creative Content Director and strategist
Brand Development and Concept Development, Creative Strategy, Creative Direction, Strategic Partnership, Copywriting, Photography.
I started as the in-house creative at Fine Jewelry Brand Sofia Kaman. For the three years, I was on the team I developed new ways of generating business and connecting with audience members. From pushing for more diversity in our brand image-making to finding ways to weave real sustainability into the process. This led to a strategic partnership and 6-month exclusive collaboration with the Diamond Foundry for lab-grown diamonds. I also assisted in the development of our relationship and creative partnership with the Japanese brand Agete.
While in this position played a major role in developing the transition strategy from traditional wholesale to a hybrid DTC consumer base. This led to a year-over-year increase in revenue across the board. One major accomplishment was in demonstrating that beautiful storytelling can generate real business outcomes.
“It’s not just a good story, It’s in knowing the right Audience to tell that story to, my dad always said read the room.”
All Boats Rise: Creative Strategist
Creative Strategist, Multi-Channel Campaign Strategy, Casting, Concept Development.
At my interview I was asked, how do you feel about pets? For the next year I would find myself working with Zoetis Petcare a Pet Pharmaceutical brand, as well as Habri’s Pets Add Life or PAL not-for-profit wing. Along with my team we would develop strategies that humanize Zoetis and prioritize the unique concerns of pet owners. These primarily B2B businesses were looking for new ways to engage with their client base. Our job was to make it fun, by creating highly engageable programs, like Pets Break the News, a highly successful social activation, and Youtube Series.
A “pet” project was one for PAL called "The Woofice” from creative development to final deliverable this project encapsulated what it means to make a brand relatable, fun and create useable materials to educate and promote a good cause. In this case through pet adoption, in particular the hurdle of getting pets in the workplace.
Our goal for “The Woofice” was to create an HR-friendly toolkit to increase the number of pets in the workplace. In doing so we (hopefully) get more pets adopted, which has health benefits for the people as well as homes for the pets.
Talk soon
Talk soon
Now that you’ve heard about me, I can’t wait to hear about you…