During SXSW Interactive, Neiman Marcus and Refinery29 sent tastemakers, influencers, and consumers back to school with a pop-up classroom experience designed to celebrate individuality and spark creativity.

From playful invites and promo ads to creative advice from R29 co-founder Piera Gelardi and evocative on-site collateral, my copywriting encouraged visitors to raise their voices, break the rules, and live outside the lines.

School of Self Expression launched with a VIP party hosted by Kate Bosworth, followed by two days of interactive crash courses in creativity, technology, and style open to the public and led by notable talent, including photographer Caroline “Chuck” Grant, poet Cleo Wade, and singer-songwriter Diana Gordon.

In addition to mini-masterclasses, visitors contributed to an interactive mural, explored mini-exhibits, and found fashion inspiration (and selfie actualization) in the Neiman Marcus Dream Closet and AR photo booth.