ABOUT: Led brand strategy for Tory Burch's “What Would I Carry in My Romy?” campaign with NYT, created during a pivotal moment for the brand’s creative reinvention — the so-called “Toryssaince”, which shifted the label from preppy to minimalist “cool girl”.

THE STRATEGY: Rather than sell the bag itself, use it as a window into the “renaissance woman” Tory Burch was now speaking to — allowing distinct New York City archetypes (the podcast host, the dermatologist, the defense attorney) to reveal who they are through what they carry.

THE EXECUTION: The campaign lived as a marquee digital story unit at the top of The Times' Style section.

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