Five Four x
Robert Geller
PROJECT OVERVIEW
I worked for Five Four as a digital copywriter and editorial manager for their digital magazine, Menlo House. At the time, Five Four had one of the biggest subscription services in the menswear industry with over 75k subscribers.
To keep things exciting, Five Four collaborated with menswear designer, Robert Geller, whose eponymous brand was nominated for a CFDA only a few years earlier. For this campaign, I aided with production, copywriting, and launch, which was one of the most popular collections for Five Four to date.
Lookbook for Collection
I wrote the copy for the pages of the Robert Geller lookbook, which was sent to current and potential subscribers. This collection was inspired by old-school Hollywood and classic James Dean imagery. The wardrobe conveyed effortless style with timeless classics such as a white tee, button-downs, and bomber jackets.
Press Coverage
I wrote the press release for this collaboration leading to coverage from notable publications including:
WWD
Hypebeast
Complex
Meeting the Designer
I flew to New York City with Art Director, Mike To, to interview Robert Geller, capture b-roll for video content, and share the designer’s ‘vibes’ with the Five Four audience. We used this content across social channels, on our lifestyle blog, and in our newsletters.
Newsletters + Blog Content
The goal of Five Four’s investment in creating compelling editorial content was to keep their current subscribers engaged with educational content, reduce churn, and gain new subscribers. We used the content from photo and video shoots for interesting emails, blog posts, YouTube tutorials, and more. I served as both a copywriter and strategist for the various digital touch points.
