kaye toal, writer
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branded & advertising

Branded & advertising


 In my work as Creative Director at BuzzFeed, I managed Top 100 Retail, Entertainment, Tech/Telco, and CPG accounts as well as developed a new brand identity, As/Is. Here's some of my favorite work, but due to BuzzFeed's eclectic audience, I've edited and produced content for a wide variety of clients. Please feel free to reach out if you're interested in additional examples.


shop the look

BuzzFeed was in need of a shoppable format option to answer a consistent client request of a post product that would better feature individual client hero products. On our end, we wanted something functional, easy to produce, with a reasonable production timeline and a clean and pleasing aesthetic. Together with the tech, commerce, and product teams, I and the Retail-focused team I lead developed the Shop The Look format.



I have been the Creative lead on our Macy's account since 2016, prior to being a Creative Director. My responsibilities include leading a team of three, attending client meetings, being the core point-of-contact for all Creative concerns, working extensively across departments to ensure the health and efficiency of the account, developing and implementing high-level strategies for major programs, and editing and producing video and post creative content.