HEATHER WAGNER | Creative Director, Editorial Writer, Book Author
Creative Direction, Copywriting
I write mind-opening, award-winning work for tech, beauty, luxury hospitality, dish care, baby care, national museums and fashion clients. I work swiftly and collaboratively, with humanity and wit.
IBM Those Who Think
Anthem video featuring IBM leaders in AI, directed by Errol Morris. Debuted at IBM THINK 2025.
OLAY Face The STEM Gap
To help close the gender gap in STEM, we wrote the first beauty ad in code - and won a D&AD Silver Pencil, a Cannes Silver Lion, and a Bronze Clio.
Olay - Killer Skin
Olay’s first Superbowl spot starring Buffy herself, Sarah Michelle Gellar, spoofed the 2000s horror genre, and gave a new meaning to “dramatic skin transformation”.
Nickey Kehoe Vintage Stories
Nickey Kehoe is a LA/NYC-based design studio and artisan boutique. As Vintage Copywriter, I craft evocative product stories, from 19th century French chandeliers to Japanese Koinobori flags, to Danish furniture finds, this is a labor of love (and vintage envy).
Shatter Illusions
Our client credits this spot for turning the business around. Boom!
NURFC #BeTheConductor
A short film for the Underground Railroad Freedom Center, voiced by John Legend, merges historical allegory and modern imagery with a strong call to action #BeTheConductor
Olay Faces The World
Olay faced skincare from the world’s most prestigious beauty capitals and beat them all in hydration. This mix of live action and hand-drawn illustration was a huge hit for our client (and women around the world).
WELCOME TO ATLANTIS
Directed by Bruno Aveillan, using Bahamian talent and native marine life. I swam in a literal shark tank for this one!
Olay Innovation (Gen Z Edition)
Capturing the scrolling eyes of Gen Z consumers with new products, fresh messaging, and lots of glam.
Olay Easy Open Lid
We partnered with Olay to design an open-source, easy-to-open jar, created for those with limb differences, dexterity issues and sight challenges.
OLAY For Your Age - Cannes Short List
You look great…for your age. Gross, right? To fight ageism in the beauty industry we challenged the brand to remove “anti-aging” language from their messaging. We made it to Cannes.
Scrape, Load, and You're Done!
Sometimes simpler is better, as in this consumer-loved spot for Cascade.
Pampers Swaddlers with Blowout Barrier
Fear No Leaks, parents. And babies!
Retinol? Crushed it.
A new Retinol cream that became a must-have.
Olay - Science of Defiance
This film directed by Joe Wright established Olay’s scientific creds and has run on various social channels for 4+ years. That’s versatility!
I partnered with 2D Pete and lead a team of brilliant writers to transform a standard business value report into a dynamic, animated editorial piece with unprecedented engagement, making it an industry must-read in 2024-2025.
IBM Think Films: "Data", directed by Errol Morris
A short film, premiering at IBM’s annual THINK conference, directed by Errol Morris. Using a real IBM data expert, we showcased the importance of data - where it resides, why it needs trustworthy governance, and how AI uses it to super-power your business.
IBM Network Intelligence product launch
We created a 2D/3D hero video to launch IBM Network Intelligence, the latest and greatest in automated AI solutions. Partnering with The Full Half, it’s a sleek, chic explainer that speaks volumes.
Launch Video: Concert by IBM
Working with Buck agency, I wrote and crafted an eye-candy explainer video to launch IBM Concert, our newest automated AI solution for modern business. Sound UP!
IBM AI Academy: ROI with AI
I wrote and oversaw production of 10 episodes of IBM’s AI Academy, a thought leadership series that explains AI and its impact on business from an elevated, expert perspective. This was a personal favorite, featuring AI man-about-town and IBM Consulting lead Matt Candy.
AI in Action Video Podcast with Reshma Saujani
I developed, wrote and directed a podcast and YouTube video series for IBM’s popular AI in Action franchise. This was a highlight, featuring visionary STEM leader Reshma Saujani.
Learn AI with Tennis - an original eBook
Learn AI with Tennis was created to amplify IBM’s Wimbledon and US Open partnerships. A much downloaded eBook, it instructs new learners on the basics of AI using tennis as the ultimate how-to analogy. This one did NUMBERS on IBM.com.
Print
High-impact print executions published in leading US fashion books.
Olay Ageless
Olay Magnemasks/China Launch
Olay Retinol Print/Social Launch
Olay Eye Collection Launch
Olay Whips Teaser Campaign
Olay Whips Gatefold
Olay Whips Gatefold/Digital
Olay Daily Facials Relaunch
Olay Regenerist/Eye Collection
Editorial Writing
Published writer in ELLE, Vanity Fair, The Huffington Post, Travel & Leisure, Dwell, SOMA, and AMC's Mad Men website.
