NATASHA OVERIN
PROJECTS
HONDA x MICROSOFT FORZA
PROJECT CONTRIBUTION: Copywriting (In-Game interstitials), Creative Direction (In-Game Branded Vehicle Design), HPD x Forza Press Release (Lead Writer), Social Media Strategy, Brand Partner Communication (Project Management)
Project Description: Esports collaboration between Microsoft Forza and Honda Performance Development (HPD) the North American Motorsports Division of American Honda Motor Company.
LAUNCHING THE 2022 HPD CIVIC SI RACE CAR
PROJECT CONTRIBUTION: Copywriting (Marketing Collateral, Social Media), Creative Direction + Marketing Project Management (Cross-functional collaboration with Content Production, Engineering, and Vehicle Design teams for media capture, livery design, and project timelines), Press Release (Lead HPD writer for American Honda 2022 HPD Civic Si Launch)
Project Description: Oversaw the North American product marketing launch of the all-new 2022 HPD Civic Si Race Car, debuted alongside the 2022 Honda Civic Si Road Car. Primary project responsibilities included collaboration with cross-functional teams (engineering, design, program managers), overseeing the creative direction and livery design of racing press car, and writing all related HPD marketing copy and press materials prior to launch.
CASE STUDY: DISNEY MUSIC GROUP
*Note: Student Academic Project for California State University, Long Beach College of Business in collaboration with Disney Music Group
PROJECT CONTRIBUTION: Copywriting (Marketing Collateral, Pitch Deck), Marketing Analysis and Creative Strategy, Executive Pitching and Presentation
Project Description: Semester-long senior marketing project in collaboration with California State University, Long Beach and Disney Music Group, promoting the launch of Disney's new a cappella group, DCappella. As team lead for her marketing group, Natasha pitched the campaign directly to Disney Music Group executives at Walt Disney Studios in Burbank, California. The project was selected by Disney Music Group as the winning student campaign pitch for suggested implementation from several competing proposals.
Additional Projects:
Press Conferences, Special Events, and Partnerships
KARMA COLLABORATES WITH AMAZON AWS AND BLACKBERRY QNX
Karma’s CES 2020 collaborations showcased how Karma’s luxury EV platform can be used to help innovators develop and prove emerging technologies.
To maximize media and public exposure while leveraging technology relationships, Karma opted for a joint PR strategy at CES, integrating emerging technology from several exhibitors into Karma vehicles displayed throughout the show.
THE WALT DISNEY COMPANY
Developed as part of a six month academic marketing project with Disney Music Group executives, Natasha strategized brand activations and partnerships to launch DCappella, Disney's first a cappella group.
The project proposal included a partnership between Disney Music Group and Apple's recently released Animoji feature (launched in 2017) to deliver popular Disney a cappella songs via iMessage to users. Natasha ideated the concept and designed the pitch video using Adobe Premiere and AfterEffects.
MCLAREN SPECIAL OPERATIONS: RACING THROUGH THE AGES COLLECTION
McLaren Beverly Hills, in partnership with McLaren Special Operations (MSO), the bespoke division of McLaren Automotive, joined forces to celebrate the ‘Racing Through the Ages’ collection. This worldwide exclusive event unveiled six one-of-a-kind vehicles by MSO, commissioned by McLaren Beverly Hills, during a special evening of entertainment.
Natasha, in collaboration with McLaren North America's communications team, worked to secure a blend of regional and international media coverage of the special cars, including placements in AutoBlog, Motor1 and Motor Trend.
In addition to traditional media coverage, live Instagram interviews were hosted with Ansar Ali, Managing Director, McLaren Special Operations, allowing brand fans an inside look at the exclusive event, and the chance to have their McLaren questions answered in real-time.
KARMA DESIGN STUDIO SHOWCASE
When tasked with creating a curated media event debuting Karma's new multimillion-dollar design studio, Natasha knew the evening needed to exceed expectations of a typical corporate unveiling. Overseeing event ideation, C-Level approval, budgeting, targeted media outreach and production, Natasha and her team incorporated elements of the brand's tech-focused identity and thought-leadership into the showcase. A curated list of key stakeholders, business partners and media were invited to a red carpet event at Karma's Global HQ for an industry-leading panel on experience-driven luxury design, virtual reality activations and never-before-seen art from Karma's future.
A GLOBAL PRESS REVEAL: AUTOMOBILITY LA
As technology advances at a rapid pace, the tech and mobility industries are becoming increasingly interwoven in consumers' daily lives. Once a futuristic speculation, artificial intelligence, autonomous technology, gamification and biometric identification are now being integrated into the intelligent mobility solutions of tomorrow.
That is why Karma chose AutoMobility LA, LA Auto Show's technology conference, to launch their new tech-focused mobility strategy.
Through targeted outreach, print and digital placements and several national broadcast hits, over 1 billion earned media impressions were secured including coverage on Fox Business Live, Yahoo! Finance Live, KTLA Live, ABC 7 and more.
ROLLS-ROYCE WOMEN'S DRIVE WITH SOHO HOUSE MALIBU
Celebrating the season in true Southern California style, Rolls-Royce Beverly Hills hosted a Women Behind the Wheel Ladies Yoga and Brunch at Soho House Malibu.
The morning began with an all-women’s drive from Rolls-Royce Beverly Hills to Soho House Malibu's private beach club, Little Beach House Malibu. Upon arrival, guests were greeted with bright blue skies, a collection of Rolls-Royce yoga mats and a private yoga session on the beach taught by a Soho Malibu yoga instructor.
After yoga, guests socialized over brunch at Little Beach House, enjoying a curated menu of health-conscious fare and a bespoke gift bag from event sponsors containing luxury goodies designed for pampering and relaxation.
BEVERLY HILLS CHAMBER OF COMMERCE: LUNAR NEW YEAR
Produced with the Beverly Hills Chamber of Commerce Asian Business Connection, Lunar New Year welcomed more than 400 guests, representing Beverly Hills businesses. Guests included high net worth professionals, media, celebrities, entrepreneurs, local and regional government officials, and other community influencers. The event featured traditional Lunar New Year entertainment with a Beverly Hills touch.
As a board member of the Beverly Hills Chamber of Commerce, Natasha oversaw Rolls-Royce Motor Cars of Beverly Hills and McLaren Beverly Hills' participation in the event, including venue design and run-of-show, VIP outreach and the unveiling of three specially-commissioned Year of the Pig Rolls-Royces a one of a kind Cabbeen Collection McLaren 570GT by McLaren Special Operations.
COMMUNITY INVOLVEMENT: TOURING KICC
Introduced by Natasha Overin, Karma invited Ferrari Club of America owners to Karma's Innovation and Customization Center in Moreno Valley, Calif. for a tour of its $100 million dollar manufacturing facility.