Raised by a carpenter in Upstate New York, I was taught at an early age how to get my hands dirty and make things distinctive and beautiful.
I've worked on giant beauty brands like Olay, L'Oreal, Maybelline and Suave. But I can also make a $9 sneaker look beautiful or a $5 bath towel. One of the most beautiful projects I've ever done is a large format photo exploratory of the Demolition of Bethlehem Steel Mill.
At 18, I turned down a full ride to business school to study Japanese culture in Toyama, Japan. With no knowledge of the Japanese language, my camera instantly become my international handshake. I biked all over Kosugi, hitch-hiked to Kyoto and had my first sushi at the home of a Japanese fisherman. Upon my return to the US, I studied graphic design and advertising at the University of Florida and the School of Visual Arts.
I started my career at Young & Rubicam, where my first TV spot ran on the Super Bowl. My passion for great photography and clean design aesthetic gained the notice of Saatchi & Saatchi where I worked for 8 years and helped move Olay from a line of drugstore products to a multi-billion-dollar brand. At the Martin Agency, I led a cooperative campaign to make Walmart a destination for beauty. My partner and I also created the holiday campaign that helped Walmart achieve its single best day of retail sales.
At Grey, I focused on pharma and wellness brands such as Pfizer and GSK. I was attracted to this challenge of bringing a distinct visual look and feel to products that actually make you feel better. My partner and I helped save some Pfizer business and expanded the scope of work for GSK and Allergen.
Recently at DeVries Global, I was brought in to help reshape the creative offering of the agency. I produced an original content series within the first 30 days for Pantene, relaunched Aussie as a lifestyle brand and grew the content budget over 200% by being scrappy but never giving up on quality. Being able to strategically build concepts through a cultural lens was very refreshing after years of benefit driven work in the beauty category. Pantene’s #GoGentle campaign for the launch of Micellar was based on the idea of taking the harshness out of social media. The campaign’s earned media placements included W Magazine, Allure, Bustle and Refinery 29.
In the words of a close colleague, ”Tracy celebrates everything. There is a level of optimism and energy that is clear as soon as you meet her. And it’s contagious.”
I live just outside New York City with my husband, two children and our grown puppy, Murphy. I make small batch lip balm, grow some quite amazing tomatoes and have way too many shoes.