All Work
Ziploc: Clutter Couture
The product was genuinely useful for organizing the chaos inside every woman's purse. The problem was proving it in a way that felt culturally relevant, not just functional. The insight: the inside of most women's purses are dumpster fires they'd never admit to.
What I Did
Conceived and developed Junk Bag Couture — a proactive cultural activation that hijacked New York Fashion Week. The idea: challenge a designer to spend Fashion Week swagging strangers' bags and collecting the discarded junk they found inside, then use that material to build a one-of-a-kind purse in just five days.
Developed the full creative concept, art direction, content strategy, and activation plan — from the on-the-ground street team execution during NYFW, to the hero film reveal, to the eBay auction of the finished bag. The activation was designed to live across publisher partnerships, earned media, and Ziploc's own social channels.
The work answered one question in the most unexpected way: "Is there enough junk in your purse to make another purse?"
The finished bag — built entirely from purse junk collected during New York Fashion Week
We turned the most embarrassing corner of every woman's life into a piece of functional art — and made Ziploc the hero of the story.
The Activation
Five days. One designer. Hundreds of bags swagged on the streets of NYC.
Process
How the bag came to be.
The Result
The activation generated earned media across fashion and lifestyle publications, drove conversion of the Ziploc Accessory Bag line, and created a content library that lived across social and editorial channels. The finished bag went to auction on eBay — completing the story from junk to couture.
