Lindsay Edwards

Our self-expression campaign for 2024 needed a little…something. A little energy, tons of color, and a call to all to “fully load” their clogs, a fan-adopted phrase that means filling every hole with Jibbitz charms.

Our Live Life Fully Loaded campaign celebrated fans of all kinds by nodding to popular personas and realizing those in the shoes and charms we chose, the styling, and the unique environments in which they were shot.

Our campaign took the world by storm, exciting current brand fans—and gaining new ones—for embracing and celebrating what is special in all of us.

Here’s something that no other brand can claim: with Crocs, there are an INFINITE number of ways to personalize your pair of shoes.

With more than 30 Classic colorways, multiple silhouettes, and hundreds (and hundreds!) of Jibbitz™ charms, the pair of shoes you personalize will be the only one of its kind in the world. YES, REALLY!

Unique. Rare. And one-of-a-kind. Just like you. You’re 1 of 1 and so are those curated shoes that reflect your style and everything you love. Time to show them off to the world!

I developed this insight for our 2023 personalization campaign, wrote the headline and copy used globally, and worked closely with our designers and art directors to make it all come to life.

The idea of "Unfiltered self-expression" conjures up a lot of personality traits. Real, expressive, authentic, unique, colorful, brave, raw or spontaneous might be a few that come to mind.

But at the core, all these traits come down to someone that's comfortable being themselves. They own it.

We have a unique opportunity to champion those who own it and inspire others to do the same. Because when people have the audacity to bring comfort to the uncomfortable, it encourages all of us to be more comfortable being us.

Within this global self-expression campaign, I wrote campaign headlines and supporting copy to be used across all channels for the length of the campaign.

The 90s were alive, well and still rocking in our Rebel Rebel Collection. Outfitted with edgy metal detailing and Jibbitz™ charms, pumped up platform soles, aggressive treading, and all the punk rock nostalgia, each silhouette is meant to take center stage of any look. Get your look together and get ready to rock. 

We used LONG LIVE GRUNGE as our anthem across all platforms to celebrate these edgy styles and encourage fans to go their own way.

What’s more wonderfully hideous than our DreamWorks Shrek Classic Clog? Maybe the actual ogre himself? I was thrilled to help bring this fan favorite to life across all channels, taking inspiration from the film’s iconic lines.

Our Classic Clog and Sandal got a complete transformation thanks to our collaboration with Benefit Cosmetics. From our iconic white styles to full glam pink silhouettes covered in functional makeup accessories, these styles got a serious glow-up.

To get fans excited about this one-of-a-kind partnership, we captured beautiful and vibrant images of our shoes during their ‘transformation’ as well as a series of GIFs in the style of a before-and-after that were featured onsite and on our social channels.

We also worked with our influencer teams to seed packages to some of our favorite beauty influencers and get fans of both brands excited about the partnership.

Our merriest and scariest clogs of them all was our Tim Burton’s The Nightmare Before Christmas Clogs, of course! To launch this spooky collection I wrote poems for our fans; it’s what Jack Skellington would have wanted. This campaign was launched across all platforms and encouraged fans to enter a drawing for a chance to purchase this exciting collection.

The Classic Mega Crush Collection is just that — MEGA — and it deserved a mega campaign to launch Crocs’ over-the-top clogs and sandals to the world. Working closely with our product, marketing, creative, and strategy teams, we concepted and delivered our show-stopping shoes to our global markets. Bright, energetic imagery and illustrations paired with exceptional talent and ambassadors like Jonathan Van Ness, and our All That and Then Some campaign anthem (Mega Height, Mega Style headline was used as a global alt), we created a suite of assets that launched on every platform you can think of. From homepage features to emails, social, SMS pushes, and even a billboard in Japan’s iconic Shibuya Crossing, our mega chunky platforms were received with excitement around the world.

Luke Combs is a regular guest on the Crocs collaboration show, but this limited-edition slid was the first of its kind. Each pair was loaded down with unique Jibbitz charms, including a real guitar pick his true fans, the Bootleggers, would appreciate. We first teased the collab on our social channels, then launched it through email and on our website, garnering huge traffic to our site where we sold out in minutes, making it one of our most successful launches yet.

From the third and final installment of the collaboration between Crocs and Project Greenhouse—Foot Locker’s think tank and creative ideas incubator—comes one of the most hyped up shoes to do: Nicole McLaughlin’s Campsite Classic Clog. It’s loaded with features including functional pockets, a working light, real compass, and more. In partnership with Nicole, we teased the shoe to millions of people around the world with social posts, emails, and a custom landing page on Crocs.com. Needless to say, people went nuts, helping us sell out in no time.

In perhaps our sweetest collaboration ever, we teamed up with the iconic PEEPS® candy to deliver three eye-catching Classic Clogs adorned with oversized Jibbitz charms reminiscent of the puffy, sugar-coated Easter treats you know and love. We first teased the shoe with three nondescript Instagram posts, then revealed the partnership with a few fun videos to get fans excited before releasing them through email and on Crocs.com. Fans couldn’t wait to fill their baskets with these one-of-a-kind shoes.

Like Crocs, Vera Bradley is a classic. That’s why we partnered with them a second time to launch a line of clogs, slides, kids’ footwear, and even special shoes for healthcare workers. Each pair is covered in vibrant florals that Vera is known for and customizable with limited-edition Jibbitz charms packs for additional flair. We introduced our second collaboration on social as well as on Crocs.com and Verabradley.com.

KFC and Crocs teamed up to collaborate on an undeniably delicious shoe that no one saw coming. Fixed with scented fried chicken Jibbitz charms and decorated heel to toe like the iconic bucket, this partnership was—without a doubt—finger lickin’ good. We created several emails from launch through to sellout as well as a custom landing page to show off every feature and detail.

The Maids added a little muscle. To help attract customers and boost the reputation of both Mr. Clean and The Maids cleaning service, we were tasked with updating an existing badge with a more refreshing and modern look. I worked with an art director to update the look and feel and enhance the copy. 

For a dish soap brand, it was funny when Gain came to us looking for a little help…cleaning up. Their most recent in-store POP wasn’t doing the job getting more bottles of Gain in more shoppers’ carts, so they asked us to come up with a more disruptive design for their shelf talkers. I worked with an art director to concept options and provided copy for each of the different and unique designs we presented to the client.

Dollar General was looking for a fun way to alert followers and shoppers about the wide range of P&G products they carry in store and online for prices they couldn’t find anywhere else. This is where we came in. We created two influencer boxes—beauty and home care—filled with P&G products available at Dollar General for our social-savvy partners to share with their followers. It’s called The Goods. Good products and prices at a surprising retailer. 

Publix Super Markets is known for their service, their friendly and helpful associates—and their chicken. Especially their Hot and Spicy Chicken Wings. They're flavorful and craveable, made with just the right amount of spice and flavor.

They really are the star of any meal—so we made them the star of every game day by creating and airing a mouth-watering spot powered, not by voice over, but by an epic music track and bold supers. Stylistically and strategically, this was a first for the brand. 

It cut through the March Madness clutter at bars and restaurants, and encouraged families to host their own parties centered around this savory specialty. 

We also created a short series of Facebook and Instagram posts to help promote the Hot & Spicy Chicken Wings, encouraging fans to order their own for pick up at their local Publix.

Publix Super Markets knows how special Memorial Day is to not only their shoppers but the associates that work there. They hire veterans and family members of those that served our country. 

They wanted a way to recognize the brave men and women who served and continue to serve every day. Instead of doing a photo post on Facebook, we made something simple but so special—a short but powerful video that's only job was to say "Thank You" to fans, customers, and family members.

We worked with letter artist, Casey Ligon, and a local photographer and videographer to create this video that we shared on our social feeds.

Ideal Saddle Modification is a company that manufactures bike seats for riders looking for a more comfortable ride. These are three print ads I concepted and wrote for ISM.

One of my first projects was creating headlines for Masque's print campaign. I discovered that my headline was chosen and printed in Cosmopolitan magazine. I promptly jumped up and down, cried, then bought 10 copies. 

Nissan was excited to launch their new Nissan Leaf, and so were we! I worked with an art director to create a few print and POP materials for local dealerships. 

This was Publix Super Markets' first Twitter campaign with images to promote the Publix Premium Single Serve Coffees. I worked with an art director to set up the shots, and wrote all the Twitter post and image copy.

Publix Super Markets holds in-store Diabetes, Food & You classes to help customers learn how live healthier. We created a video to give shoppers a little more information about the class and where they can sign up. I worked with an art director to lay out the video and then I wrote the script.

Twenty fifteen was the year of celebrating birthdays at Publix Super Markets. Each month we created two videos--one for Facebook and one for Twitter--to wish fans happy birthday each month. We shot the Twitter toasts ourselves and partnered with a photographer-turned-videographer extraordinaire to shoot our stop motion birthday videos for Facebook. 

Maidenform | Social Asset Shoot

After re-positioning Maidenform as a younger, cooler, sexier brand in 2014, we organized a photo shoot to capture assets that we'd use on social. We storyboarded our shots then partnered with a photographer to capture our vision. We use these images to promote products and drive social engagement on Facebook and Twitter.

Playtex | Social Asset Shoot

In 2014 Playtex's social channels needed a little facelift,  so our teams worked together to liven up the voice and the look. We organized a photo shoot to capture social assets. We storyboarded our shots then partnered with a photographer to capture our vision. We use these images to promote products and drive social engagement on Facebook and Twitter.

Here's a sampling of social content we created for OGX Beauty's Facebook, Twitter, and Pinterest accounts in 2014 and 2015.

Publix Super Markets was looking for a sweet way to wish fans a Happy Valentine's Day and encourage them to fill up their carts and baskets with a little extra love. An Art Director and I created a Facebook and Twitter campaign called "Love, Publix" that featured some of the store's most popular treats with familiar messaging. Sweet, right?

The Pilgrim Pair salt and pepper shakers are one of Publix Super Markets most popular items. And last year Publix decided to bring them back after more than a decade. First, we teased fans about their arrival, then connected them all over the country by asking them to post pictures of their Pilgrim Pair. We created a landing experience that pulled in fans' locations plus their photos. We found that even though Publix's footprint stretches only along the east coast, our Pilgrim Pairs made it across the US to visit families for the holidays. 

Throughout this campaign we also hosted a Twitter chat where fans asked the Pilgrims about cooking and prepping tips for the big day.

Publix Super Markets loves pets. So much so that they have their very own club just for pets and pet parents. It's called Publix Paws. Pet parents get monthly emails with tips, exclusive deals, and in-store savings. The only problem? Low awareness. 

We had to do something about it.

So, our team took Rocky, a Publix Paws member himself, on a epic eight-day road trip around the Southeast, visiting all six states in the Publix footprint. We met other pets, passed out custom tags, and recruited new members. We even built a robust landing page so fans could check out his journey, check out photos, and watch fun videos of the whole adventure.

On our last stop on the trip, we swung by to see our friends and Publix partner, Southeastern Guide Dogs. We gave fans the exclusive opportunity of helping them name their newest pup-in-training. The fans chose "Cashew." Cue the "awwww!"

We increased awareness, engagement, and showed fans what it really means to live the Paws Life.

Fans are proud to call themselves Publix shoppers.

Many have been loyal customers for decades, driving out of their way (even driving by other grocery stores) to shop at a Publix, collecting every reusable bag we’ve ever made, or simply making a Publix sub a daily lunch ritual. 

We decided to give these customers some limelight by letting them tell us—or better yet—show us how much being a Publix customer means to them and rewarding our favorites with monetary prizes.

After landing on a concept, we storyboarded out one teaser video and four call-to-entry videos, then worked with a production company to make our ideas come to life in a two-day in-house shoot.

We flooded Publix's social pages with looooove thanks to our 2016 Valentine's Day social campaign called "Love Languages." Because everyone has their own. And it served no other purpose than to engage our fans during the sweetest time of the year by encouraging them to tag the ones they love on Facebook. 

Our team worked with Shauna Lynn Panczyszyn to concept and create animated images that we shared on Facebook, Twitter, in digital units, and on Publix website that linked to Valentine's Day themed products and treats. 

Raising a child is an amazing and rewarding journey. But parents need just as much love as their little ones, and that's why Publix offers great deals on products parents and their little ones love the most.

With a redesign of the coupon booklet and in-store display, and the addition of adorable in-store shelf tags, we were able to engage parents and soon-to-be parents and help them save a little more every time they shop.