Creative strategist and director who builds campaigns from the brief up—concepting, art directing, and executing across channels—with agency-level discipline. I prioritize audience psychology first, then apply creative discipline to move people through experiences and strategy. I’ve led experiential activations, zero-budget word-of-mouth campaigns, and full brand strategy work, combining concept development, messaging, and execution to deliver measurable audience growth—often with minimal spend. I also integrate AI tools to accelerate workflow and pressure-test ideas faster.…

ABBY LUTZ

Creative strategist and director who builds campaigns from the brief up—concepting, art directing, and executing across channels—with agency-level discipline. I prioritize audience psychology first, then apply creative discipline to move people through experiences and strategy. I’ve led experiential activations, zero-budget word-of-mouth campaigns, and full brand strategy work, combining concept development, messaging, and execution to deliver measurable audience growth—often with minimal spend. I also integrate AI tools to accelerate workflow and pressure-test ideas faster.…

Available to hire

Creative strategist and director who builds campaigns from the brief up—concepting, art directing, and executing across channels—with agency-level discipline. I prioritize audience psychology first, then apply creative discipline to move people through experiences and strategy.

I’ve led experiential activations, zero-budget word-of-mouth campaigns, and full brand strategy work, combining concept development, messaging, and execution to deliver measurable audience growth—often with minimal spend. I also integrate AI tools to accelerate workflow and pressure-test ideas faster.

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Language

English
Fluent

Work Experience

Independent Brand Strategist at Self-Employed
June 1, 2026 - Present
Builds brand strategy for consumer brands with positioning and creative problems. Delivered full brand strategy for Torrid in 72 hours, from strategic diagnosis through positioning and three original campaign concepts, published as a portfolio case study. Additional brand specs across fragrance, CPG, and lifestyle categories.
Creative Director & Brand Strategist at Frisco Independent School District
January 1, 2023 - January 1, 2026
Led full creative function for a performing arts program, designing audience experiences for up to 65 participants and coordinating cross-departmental initiatives with choir, English, and history faculty to integrate messaging across curriculums. Conceived a zero-budget word-of-mouth campaign built around a school-wide golden ticket hunt, driving a 3x increase in audience attendance with zero ad spend. Designed a multi-week teaser campaign using physical prop artifacts and environmental storytelling, contributing to 400+ attendees and 3x the program's historical baseline. Executed an immersive suspect-board campaign with handmade wanted posters and red-string narrative environments; identified that tangible incentives outperform atmospheric storytelling for new audience acquisition. Managed annual program budget of $10K+, allocating resources across productions to maximize creative output with minimal spend. Applied AI tools across the creative workflow to accelerate concepting, pressu

Education

Bachelor of Fine Arts in Theatre at The University of Oklahoma
January 1, 2016 - January 1, 2020
B.F.A. in Theatre at The University of Oklahoma
January 1, 2016 - January 1, 2020

Qualifications

Add your qualifications or awards here.

Industry Experience

Education, Media & Entertainment, Retail, Professional Services, Consumer Goods, Non-Profit Organization
    The Usual: Luxury Fragrance in Fast-Food Packaging, Brand Concept (Self-Initiated)
    pitchdeck brandconcept conceptdesign productdesign productconcept campaignconcept aiconcept…
    Recovery: Premium Personal Care Brand Concept for Women Who Train (Self-Initiated)
    brandconcept productconcept branddesign brandstrategy creativedirection…
    Driscoll's: "Berry Best Day" Experiential Activation Concept (Self-Initiated)
    pitchdeck experiential experientialmarketing marketingconcept spec brandactivation…
    Torrid - Brand Repositioning (Spec)
    brandstrategy branding campaign campaignconcept brandaudit creativedirection…