PINTEREST PREDICTS
When Celie joined the trends team in 2021, she led an effort to rebrand the report from "The Pinterest 100" to "Pinterest Predicts." She has overseen all copy in the report for the three years since, including trend names and descriptions. See the copy from the last three reports:
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Social campaign concept, example of one of our :15s
"Don't let the next big thing sneak up on you."
As part of Pinterest Predicts 2022, Celie co-created an in-app experience in the style of Spotify Wrapped, but instead of looking back at the year past, it looked forward to the trends ahead.
As the Global Creative Director on Pinterest Predicts, I managed the copy, content and editorial for the campaign—from crafting the trends themselves to building the site to bringing it all to life as a pop up shop in New York City.
PINTEREST BRAND TRANSFORMATION
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New York Times Full-Page Ad Campaign kickoff, March 2023
Example of a campaign :15, written by Celie
Quick turn :15 for Barbie x Pinterest partnership
4.6 million organic views on YouTube
TEEN SAFETY UPDATE
When Pinterest's policy shifted for teens on the platform, Celie crafted the messaging strategy and copy across social and in-product assets
INSPIRED INTERNET PLEDGE
In June of 2023, Celie was the lead creative on the launch of the Inspired Internet Pledge, an industry-wide initiative to create a safer and healthier internet. As part of the project, she concepted and created a film, drafted site content, wrote a Cannes mainstage launch speech for CEO Bill Ready and CMO Andréa Mallard, and oversaw all marketing messaging for the launch.
Excerpt of CEO Bill Ready's Cannes mainstage speech:
CANNES MAINSTAGE SESSION DESCRIPTION
The internet is broken. Let's fix it.
Pinterest CEO Bill Ready on the importance of the Inspired Internet Pledge
Social media was supposed to connect and inspire us. Instead, it divides and distracts us. Teen screen time is at an all time high; teen mental health is at an all time low. In this session, Pinterest’s CEO and CMO, Bill Ready and Andréa Mallard are joined by “Mediatrician” Dr. Michael Rich of Boston Children’s Digital Wellness Lab to share a candid discussion on technology’s impact on emotional wellbeing, particularly for Gen Z, and the industry’s role in fixing a problem that we helped to create.
Thanks so much Andréa.
Hi everyone! It’s great to be here with you today.
While I know all this data is hard to look at, I also know this: it does not have to be this way.
Remember when social media first came into broad use?
It helped reconnect us with old friends, share family updates with relatives, meet and connect with neighbors.
Now, that feels like a distant memory. So what changed?
Well, social media put AI in charge. We stopped getting a chronological feed of what our friends posted and started getting a feed of what the AI thought we should see.
And how did the AI decide? It was told to maximize view time. Keep people online. Keep them watching. Keep them viewing. And…AI delivered.
It figured out that the more enraged we are, the more engaged we are.
It preyed on people’s basest instincts: fear, anger, envy. The more triggered the better.
[...]
Social media has addicted many of us—but especially young people—over the last decade. And laced with a now evermore powerful AI, it will only get worse for our mental health. Calls for change have come from parents, researchers, whistle-blowers, regulators, and lawmakers for years. But the call needs to come from inside of our house.
The call needs to come from us. Here. In this room.
The people and companies that fund the internet—are the ones who can fundamentally change it. When you write the checks, you underwrite the decisions.
Make sure you agree with them.
You have unbelievable, breathtaking power.
Launch film for the Inspired Internet Pledge
INCLUSIVE BEAUTY
When Pinterest introduced a first-of-its-kind body type technology in September 2023, Celie served as product's partner on all things copy, from naming to launch materials to in-app assets like house ads.
Pinterest won "app of the day" in the App Store based on this launch, which included a detailed "Quick Tip" that outlines how Pinterest is using AI for good: to bring more inclusive search results to everyone on the platform.
COMPANY VALUES
In 2022, the company refreshed its values and brought Celie in as the lead writer on the project. She worked with Pinterest executives to update the names and descriptions for our values, partnered with them on the launch communications, and ultimately shared the new values with the company as a global presenter for the "Vision and Values World Tour."
Events & Experiences
As the creative director (copy) for Pinterest's award-winning presence on the Cannes beach in 2022, Celie wrote the concept for our beach. In order to enter, you walked through a tunnel of what the rest of the internet can feel like, before seeing just how "it's different here" on Pinterest.
Pinterest @ Cannes 2022
Celie briefed-in, edited and oversaw every speech in Pinterest Presents 2022. She was also responsible for holding the pen on several herself, including Head of Product Julie Towns' speech on advertising and shopping innovations.
Pinterest Presents 2022
HOW WE FEEL APP
In March of 2020, Celie raised her hand to craft the UX and promotional copy for "How We Feel," an app created by Pinterest founder Ben Silbermann to help doctors and scientists at Harvard, MIT, Cornell, UPenn, Stanford better understand and slow the spread of COVID.
Each health check-in may feel like a small act, but together they’ll make a huge difference for researchers like myself who are trying to understand this outbreak and develop intervention measures to control it. The data gives us a bird's eye view of COVID-19 that helps us predict regions on the brink of an outbreak.
–Dr. Xihong Lin, How We Feel collaborator
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Pinterest Exec Comms
Pinterest Brand
As the Global Head of Content and Writing, Celie built the Pinterest brand voice and tone guidelines from the ground up, including anti-exclusive writing guidelines. She also co-created the Pinterest Brand site with her design partner, which you can visit using "pinterest" and "pintastic" to log in (public to Pinterest partners).
In 2021, 2022, 2023 and 2024, Celie was responsible for the company-wide messaging strategy at Pinterest, or the Pinterest "Core Narratives." Crafted over months with a team of c-suite reviewers, these stories guided messaging for global campaigns and launches throughout the following year. They were developed in tandem with the product roadmap and engineering timelines, so that the whole company could align behind key promises and proof points. For obvious reasons, this document can't be linked or shared publicly on this site.
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