A Brooklyn-based writer and creative focused in advertising.
Substack
WorkingNotWorking
ilovecreatives
Resume
Laura ©asciola
A Brooklyn-based writer and creative focused in advertising.
Substack
WorkingNotWorking
ilovecreatives
Function of Beauty
2020
Role:
Copy lead, co-director
Born on the internet, Function of Beauty hinged its creative around lo-fi imagery, UGC assets, and paid ad copy with heavy use of the word obsessed. When we noticed women aged 35+ responding to the brand with loyalty despite being neglected in our targeting, we saw an opportunity to reach them via our differentiator– speaking to customization through the lens of the major life changes and milestones adult women experience.
Before shooting I spent time with each talent member to get to know her story and link it with Function’s product offering. On set, I directed talent through unscripted storytelling and guided them toward authentic phrasing, a natural understanding of concept, and overall comfort. The final set of assets reflected customization through an entirely new narrative lens and tone than we had used before, expanding the breadth of what could be expected from Function.
2020
Role:
Copy lead, co-director
Born on the internet, Function of Beauty hinged its creative around lo-fi imagery, UGC assets, and paid ad copy with heavy use of the word obsessed. When we noticed women aged 35+ responding to the brand with loyalty despite being neglected in our targeting, we saw an opportunity to reach them via our differentiator– speaking to customization through the lens of the major life changes and milestones adult women experience.
Before shooting I spent time with each talent member to get to know her story and link it with Function’s product offering. On set, I directed talent through unscripted storytelling and guided them toward authentic phrasing, a natural understanding of concept, and overall comfort. The final set of assets reflected customization through an entirely new narrative lens and tone than we had used before, expanding the breadth of what could be expected from Function.
35-54 Campaign