Carrie Hamm
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Carrie Hamm
SENIOR WRITER // CONCEPT DESIGNER
 

Brand building through content writing and campaign strategy.

Content is queen. In any marketing campaign, it's both what you say and how you say it that counts. I help brands write copy and create campaigns that convert, tell cool stories and whatever else we're going for. It's a solid mix of art, science and creativity.

 
 
 
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barre3

roles

// Copywriter

Campaign Stragegy

Creative consultant //

 

brand

Sometimes a workout's so good, you turn it into a lifestyle. Barre3 founder Sadie Lincoln did just that, as have the legions of devout fans who frequent the continent’s 127 studios. And if classes aren’t enough, the brand offers a digital workout subscription, a thriving online community, lifestyle magazine, podcast, events and retail shop, plus a fully supported franchise opportunity for members who want to level up their love of barre3.

 

projects

Working with the creatives and producers at barre3 HQ, I wrote copy for a range of projects, including a portfolio of marketing campaigns and customizable materials for studio owners, a retail rebrand--including product, category and headline copy--front-desk membership book, members-only content, seasonal campaigns--with corresponding social media and emails--and editorial assistance to the b3 magazine.

 
 

work 

Some pieces need to communicate a lot in just a few words. Others allow for more word real estate. Here are a few examples of what we created for the membership team.

 
 
 
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Air Max

role

 

// COntent WRITER //

 
 

campaign

I teamed up with Nike Sportswear to write content for Nike's annual month-long Air Max Day celebration. We both liked each other so much, I stayed on for the better part of a year. One of the many brand stories we told was the Women's City Collection. Other Air Max stories included the Air Max Vote Back, an athlete-inspired Air Max collection and special visible-air sneakers designed by Tinker Hatfield, Mark Parker and fan-favorite Hiroshi Fujiwara. I wrote copy for these campaigns that appeared across the web, social media, the SNKRS launch calendar and email.

 

story

Classic art meets modern icons. Celebrating five of the world's most influential sneaker epicenters, the women's Spring 2016 City Collection nods to a piece of the architecture and design history of New York, Paris, Shanghai, London and Tokyo. Each design reimagines an iconic Air Max silhouette in a mix of patterns and colors with a unique dubre to represent an essential artistic period of each destination.

 
 

paris

Calling to mind Paris' Art Nouveau movement--a decadent time and place for design--the Air Max 1 Ultra Paris represents a moment when lush fabrics, curves and intricate details ruled. Gold embroidered details set against a premium suede upper provide a rich update for a look inspired by the intricate architecture found within the city.

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new york

The Air Max Thea delivers an Art Deco-inspired design with a contrasting sunburst pattern replicating the vaulted triangular windows of the iconic Chrysler building in New York City. Rich suede pairs with a leather Swoosh in black tones synonymous with NYC.

 
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tokyo

Tokyo's Air Max Zero speaks to the elegance and simplicity of traditional Japanese style. A fused upper provides a textured backdrop to the wave-inspired stitching on the heel and toebox. A Nike logo on the heel nods to the asymmetrical yet balanced style emblematic of Japanese design.

 
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shanghai

Shanghai, a city known for striking a balance of honoring its traditional Chinese heritage while celebrating a modern aesthetic. This Air Max 90 Ultra features embroidered patterns on a suede upper, premium laces and an accented Air-Sole unit encased by a modern, cored-out outsole.

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london

The Air Max BW Ultra is reimagined with a traditional tile pattern popular in Victorian-era London. Black embroidery bordering the silhouette marries a breathable Hyperfuse upper with a lightweight Ultra outsole.

 
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Liberty of London Nike

Liberty of London

role

 

// Content Writer //

 

story

In a cross-category collaboration with the Liberty of London print studio, Nike Sportswear and NikeCourt created a collection of sneakers and tennis shoes printed in a floral design inspired by Liberty's storied archives. Below is an example from the campaign, an email featuring Genie Bouchard and lots and lots of flowers.

 

work

 
 
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