Introducing Maggy Takes Miami—one of my favorite projects to date! In anticipation of Maggy London’s Spring 2019 Collection launch, I was tasked with ideating, planning, executing, and delivering a soup-to-nuts campaign that would 1) strike a chord with our customer base, and 2) produce a mountain of content. The result? A five-day whirlwind trip to Miami with a few of my favorite ladies.

My piece of the puzzle
Before: After solidifying the concept and direction of the shoot, I had to plan it. With an $8k budget, I booked our photographer and three of our highest-performing models (Tanya, Karen, and Yoli), coordinated availabilities, sourced and secured lodging beautiful enough to double as a backdrop, scheduled team flights, and remotely scouted Miami photoshoot locations. Phew!
During: Once we arrived, it was time to make the magic happen! In a few short days, I managed my five-person team, hosted four unique photoshoots, and created content for $462k worth of spring product.
After: Post-production is no joke. After returning from the trip, saying some near-teary goodbyes, and taking an unofficial half-day sabbatical to regroup, it was time to get down to business. From here, I wrote copy to be used across all presentations of the campaign (blog posts, marketing emails, social amplifications, and paid ads), published five supporting blog posts, managed my team as we retouched 28+ sets of editorial images, worked closely with our editor to create five videos (see below), and produced a healthy roll-out of marketing emails.

The Teaser

Wrap-Around Campaign Copy

At the heart of every woman is a lifetime’s worth of love, support and encouragement from the women around her. We dedicate days to celebrate special women who have shaped us—Mother’s Day for the strong women who raised us, Boss’s Day for the women who inspire us to keep climbing—but there isn’t a calendar holiday that says “thank you for being my friend through it all.”

Whether it’s a favor as simple as meeting for drinks after a rough day at work, or something that roots a little deeper—like listening when you need a second opinion on a sensitive disagreement, or checking in with you during months that seem impossible—our girlfriends are the family we choose.

With warmer days ahead, it’s time to celebrate life with the ladies who have been there through it all; to enjoy time together and honor the bonds you’ve nurtured so carefully…and the perfect way to do it? A girls’ trip! With spring in full bloom, take this opportunity to reconnect with the women who helped make you (and keep you) who you are.

Introducing Maggy Takes Miami, the ultimate girlfriend getaway! We jetted off to sunny Miami, Florida for a week of quality time with a few of our favorite ladies—some familiar faces you might recognize! Enjoy this special sneak peek into our Spring 2019 launch and stay tuned over the next four weeks as we show you our full collection of spring pieces, designed with your best days in mind.

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Campaign Trailer

Fun Colors, Soft Fabrics: 3 Playful Prints in Little Havana

Week 1 Copy

Enjoy this lookbook inspired by the sights & sounds of Little Havana—Miami’s hidden gem.

As soon as we stepped onto the colorful tile walkways of Domino Park, we knew there was no better place to shoot our little parade of color and print. Buzzing from one too many café con leches and surrounded by Cuban music and impromptu dance routines between once-strangers (Editor’s note: even our very own Tanya got in on the fun! Missed it? Click here), our day spent in Little Havana was truly unforgettable.

Keep reading to see three of our most playful prints move across a backdrop so beautiful, we couldn’t wait any longer to show you!

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Week 1 Video

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Week 1 Photography

Solid & Structured: Your Warm Weather Cocktail Hour, Decoded

Week 2 Copy

Shot in Miami’s super sleek Design District—a neighborhood dedicated to fashion, art, and food, this luxey lookbook was inspired by clean, classic sophistication. Watch along as we show you three solid, structured pieces designed to keep you undeniably chic from the first *clink* to the last.

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Week 2 Video

Week 2 Photography

Green & Pink: Sunny Colors For Day Occasions

Week 3 Copy

We took to the streets to photograph our most colorful collection against the beautiful backdrop of Española Way—Miami’s historic Spanish village.

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Week 3 Video

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Week 3 Photography

Neutral Dressing: Your Chicest Dinner Al Fresco

Week 4 Copy

'Tis the season for patio parties and dinners al fresco! Save yourself some stress and pick pieces you can wear more than once. Our trick to versatile dressing? Choose something classic (that will never go out of style). Watch along as we show you our best neutral pieces, designed for your chicest warm weather occasions.