dree mccarrel
STILL
SHORTFORM
LONGFORM
COMMUNITY
CELEBRITY
PHILOSOPHY
I’m a believer that all things can and should be fun — especially work, since we spend the majority of our lives doing it. Because I love what I do, I take a creative, from-scratch approach to every project.
I pride myself in always looking forward, which is crucial in this ever-changing industry.
Still
INSTAGRAM STORIES
INSTAGRAM FEED
Still INSTAGRAMSTORIES
Client:Vintner’sDaughter
Objective:10year anniversarycampaign. Createsingle-slidestories thatspeaktothe“Not BeautyAsUsual”campaign andleaveroomforasimple CTA(directingtocampaign landingpage)forstockist partnersandbrand’sowned channels.
Still INSTAGRAMSTORIES
Client:Vintner’sDaughter
Objective:Pressmention.
Sharebrandfeaturein
FinancialTimesthroughan engagingstory,leaving roomforCTAtolinktopiece.
Still INSTAGRAMSTORIES
Client:Vintner’sDaughter
Objective:Celebrity endorsements.AlignActive BotanicalSerumwithvoices ourtargetdemographic knows,loves,andtrusts.
Still
INSTAGRAMSTORIES
Client:Vintner’sDaughter
Objective:IncreaseActive TreatmentEssencesales duringthesummermonths. Utilizeeasilydigestible,bitesizededucationmoments todemonstratebenefits.
Still
INSTAGRAMSTORIES
Client:Vintner’sDaughter
Objective:Buildintrigueand demandforlimitededition ActiveBotanicalSerum. Introduceaudiencetothe artistbehindourlimitededition ActiveBotanicalSerumbottle.
Still INSTAGRAMFEED
Client:Vintner’sDaughter
Objective:Announceaward winwithasimple,yet impactfulstaticimage.
Still INSTAGRAMFEED
Client:Vintner’sDaughter
Objective:BTSofficeseries. Howdowepullthecurtain backtoshowourteam/ culturewithoutlosingthe mystiqueofthebrand?The result:SnapshotsfromVIDA HQ.Amonthlyseries featuringimagestaken exclusivelyonPolaroid.
Still
INSTAGRAMFEED
Client:Khepri
Objective:Pressmention.
ShareFlauntMagazine featurewithInstagram followers.
Shortform
INSTAGRAM REELS
TIKTOK
Shortform
INSTAGRAMREELS
Client:Vintner’sDaughter
Objective:Behindthescenes ofapartneredeventwith FrēdaSalvador.
LINK TO WATCH
Shortform
INSTAGRAMREELS
Client:Vintner’sDaughter
Objective:Behindthescenes theSpring2024campaign photoshoot.
LINK TO WATCH
Shortform INSTAGRAMREELS
Client:Vintner’sDaughter
Objective:Presstrip.
HighlighteditortriptoNapa Valleythroughashortform recapvideo.
LINK TO WATCH
Shortform INSTAGRAMREELS
Client:Vintner’sDaughter
Objective:Stockistlove.
Featureproduct merchandisedwithinViolet Grey’sbrickandmortar.
LINK TO WATCH
Shortform
INSTAGRAMREELS
Client:Vintner’sDaughter
Objective:Announcenew editionofbrandnewspaper throughaFounder-ledvideo.
LINK TO WATCH
Shortform INSTAGRAMREELS
Client:Vintner’sDaughter
Objective:Capturea lifestyleshortformvideoof Understory,thebrand’s first-everperfumeoil.
LINK TO WATCH
Shortform INSTAGRAMREELS
Client:Khepri
Objective:Stockistlove.
Featureproduct merchandisedwithinJust OneEye’sbrickandmortar.
LINK TO WATCH
Shortform
TIKTOK
Client:Vintner’sDaughter
Objective:Pressmention.
ShareMaryPhillips’brand mentioninVogueinTikTok’s visuallanguage.
LINK TO WATCH
Shortform
TIKTOK
Client:milk+honey
Objective:IntroduceLAto milk+honey’snewspa locationinBrentwood throughashortformtour.
LINK TO WATCH
Longform
YOUTUBE
PRODUCT CASE STUDY
Longform
YOUTUBE
Client:milk+honey
Objective:Launchalongform videoseriesfeaturingthe productbrandoustideofthe spa.
#ArtOfTheBathwasayearslongdreamofminetocreate formilk+honey—alongform videoseriesthatfeaturesteam membersandcreatorfriends astheysharetheirfive-sensory dreambathfeaturingproducts soldatmilk+honey.The launchvideofeaturesAlissa, Founderofmilk+honey.To execute,Icollaboratedwithour in-housevideographer.
LINK TO WATCH
Longform
YOUTUBE
Client:milk+honey
Objective:Featureabeauty creatorinan#ArtOfTheBath longformvideo. Thisisoneexampleofan iterationoftheseries— featuring@jodieglows,an Austin-basedbeauty creator.Inthevideo,westep intoherbathroomasshe sharesherfive-sensory dreambathexperience.To execute,Icollaboratedwith ourin-housevideographer.
LINK TO WATCH
Longform PRODUCTCASESTUDY
Client:milk+honey
Objective:The #ArtOfTheBathvideoseries inspiredaproductgiftset, whichultimatelybecamea top-sellingproductforthe brand.
Influencer
Client:Vintner’sDaughter
Objective:Operation Substack.GivenSubstack’s recentpopularitysurge,Iset outtosystematicallyforge relationshipswithkey Substackwriters,includinga customgiftingforthe initiative.Iownedallstrategy andideationwhile managingajuniordesigner’s workflowforthepostcard.
GIFTING
Influencer
GIFTING
Client:Vintner’sDaughter
Objective:OperationSubstack (continued.)
Asaresult,wereceived mentionsinseveralSubstacks, includingthisQ+Afeatureon “GirlsofaCertainAge”byKim France,FoundingEditorin ChiefofLuckyMagazine.
LINK TO READ
Influencer
INSTAGRAMCAMPAIGN
Client:Vintner’sDaughter
Objective:Asocialmedia campaignthatcommissions brandambassadors,brand friends,tastemakers,influencers andultimatelycustomersto sharetheir#MyVIDAStory—i.e. thewayVintner’sDaughterhas positivelyimpactedtheirunique skinandpositivelyimpacedtheir life. Thisexamplefeaturescreator/ esthetician,@jessclarke_.
LINK TO WATCH
Influencer INSTAGRAMCAMPAIGN
Client:Vintner’sDaughter
Objective:Asocialmedia campaignthatcommissions brandambassadors,brand friends,tastemakers,influencers andultimatelycustomersto sharetheir#MyVIDAStory—i.e. thewayVintner’sDaughterhas positivelyimpactedtheirunique skinandpositivelyimpacedtheir life. Thisexamplefeaturescreator, @buymechanel.
LINK TO WATCH
Influencer
INSTAGRAMCAMPAIGN
Client:Vintner’sDaughter
Objective:Asocialmedia campaignthatcommissions brandambassadors,brand friends,tastemakers,influencers andultimatelycustomersto sharetheir#MyVIDAStory—i.e. thewayVintner’sDaughterhas positivelyimpactedtheirunique skinandpositivelyimpacedtheir life. ThisexamplefeaturesVIDA customer,@courtneybrokaw.
LINK TO READ
Celebrity
PLACEMENTS
Celebrity PLACEMENTS—ZOËKRAVITZ
Client:milk+honey
Story:YearsbeforeZoë’s“Vogue BeautySecrets”videowentlive,I connectedwithaVogueeditor workingonapieceaboutZoë’s favoritethings,whichresultedinthe opportunitytogifther.Isentallof milk+honey’snaturaldeodorants andwewerethrilledtoseeher includeitinthisvideoyearslater, resultinginasurgeinsales.
LINK TO WATCH
Celebrity
PLACEMENTS—QUEEREYE
Client:milk+honey
Story:Thebrandwantedtogetmilk+honeyproductsintoJVN(a knowncleanbeautyfan),butasponsoredpostwaswayoutofour budgetattheheightofhisfame.Determined,Ipulledadratesfrom hispodcastproducerwhichwereabitclosertoourrange.Butbefore takingonanyadpartners,JVNrequeststotrysomeoftheproducts.
KnowingthattheQueerEyeFab5wereshootinginKansasCityatthe time,Idecidedtosendallofthemahugegift—oneofeverything fromtheline.Asaresult,wesawmilk+honeyproductplacementin JVN’sbeautyroutinescenesaswellasBobby’shomemakeover scenes.
Evenbetter,theExecutiveProducerreachedouttomedirectlyto sharethatshelovesmilk+honeyandhadvisitedthespasinTexas. Weforgedapersonalrelationship(thatIstillcherishtoday),resulting intheshowusingmilk+honey’sAustinFlagshipasashootinglocation forJVN’ssceneswhenshootinginAustin.Theproducts,locationsign, andteammemberswereallfeaturedata$0costtothebrand.
Thank you & looking forward. WEBSITE dreemccarrel.com EMAIL ADDRESS dreemccarrel@gmail.com