Laura Copenhaver

Campaign Work

Campaign concepts come from a synthesis of dozens of inputs. Sometimes they hit like a lightning bolt and sometimes they come into focus gradually. Once an idea has been landed, it needs to be developed and protected. That is where the courage part comes in. As a creative director, it is my job to translate the big idea into a shoot, an edit and then a design execution phase that spans six months and covers dozens of media and hundreds of deliverables. There are sometimes 30-40 people who help to bring the work to life. While working with them, I need to stay true to the original intent while also remaining nimble enough to address differences in channels and points of view. A good example of this would be determining how the campaign shows up in a catalog vs. a mid-funnel social post.

Team Building

I love working with other creatives—whether it’s building a top-notch creative squad from scratch or developing a renewed culture of curiosity and confidence in a team that has been around the block. I get deep satisfaction from creating an environment where great work can be made and people love their job. As a practicing creative, I have deep empathy and appreciation for the folks I work with. I find myself flexing from feedback giver, to sounding board, to field marshal. Whatever is needed to help get the assignment done and keep the work flowing.