- When Platform partnered with MZ Wallace and artist Cynthia Talmadge to create the limited edition Aspiring Actress Bag, I led the
- full-funnell 360 marketing campaign from concept through sell-out. My role spanned creative production, paid and organic social,
- email, PR, cross-promotion, and events.
I began by building the content that would fuel the entire campaign. I managed the hero photoshoot featuring actress and writer Annie Hamilton, who not only embodied the “aspiring actress” narrative but also wrote a short narrative inspired by the character, text we used across social and email.
Additional assets were produced to support the project. I documented a studio visit with Cynthia, produced a high-production reel of her explaining the design process, and contracted a TikTok creator to educate new audiences about Cynthia’s practice and the collaboration. I also built a dedicated landing page that brought all of these elements together — product, story, and artwork — in one cohesive hub.
To create buzz and drive leads, I ran lead gen ads, offering an “exclusive first access” to the collection. Sign-ups were rewarded with a private shopping link, delivered by email, 24 hours before the public launch. The collaboration was teased on social media two weeks leading up to the launch.
Our pre-launch content and early-access emails were amplified by cross-promotion across all involved parties. I coordinated and shared assets to encourage promotion including MZ Wallace, Cynthia Talmadge and her gallery, Annie Hamilton, and also David Zwirner Gallery. We were able to extend reach across adjacent art and fashion audiences.
On launch day, all channels converged: the reveal went live on social and the first of two events celebrated the bag’s debut.
- Event One: An invite-only happy hour in New York where VIP’s and press previewed the bag and the artworks that inspired it. We unveiled a window display designed by design studio Charlap Hyman & Herrero.
- Event Two: A targeted press event at the MZ Wallace flagship store. We staged a movement class led by Ash Rucker, tying back to the actress-in-training narrative and the bag’s utility as a excercise carryall giving press a unique experience to cover. We also used this as an opportunity to promote our other new release, a yoga mat in collaboration with the artist R. Crumb.
We also introduced an exclusive silk scarf featuring one of Talmadge’s paintings, which we gifted to press and included in select orders. This drove coverage and helped push the final units to sell-through.
Momentum carried beyond launch. We shared event recaps, reposted press quotes (Cultured Magazine named it “New York’s newest It-bag”), and pushed a “last chance” email featuring the scarf gift.
The results:
- 79% of inventory sold within 48 hours.
- Thousands of new leads captured and converted from paid social.
- Coverage across major art and fashion outlets.
- Significant lift in email engagement, social reach, and brand visibility across both Platform and MZ Wallace.