Blue Cloud | Multi-Channel Launch Campaign
Creative Direction, Shoot Production, Art Direction, Casting Management
Campaign Objective:Introduce a new color, evoking a summer feel with strategic lighting in a studio setting, with a goal of driving repeat sales from existing customers and acquiring new audiences.
My Role: Led the project end-to-end, from concept through final delivery. Built the shot list and shoot schedule, managed casting from selects through confirmations, and worked closely with our production partner on crew, location, and budget. On set, directed HMU, styling, and creative execution across multiple models, sizes, and colorways. Post-shoot, directed photography selects, retouching, and final asset rollout across digital and print channels.
Outcome: Blue Cloud sold out in all styles and sizes within 2 months and had an average ROAS of 4-6x across digital & print DTC channels.
Moonstone Lace | Multi-Channel Launch Campaign
Campaign Objective:Introduce a reimagined best-selling pattern from the brand’s vault in new styles to drive sales from both loyal and dormant customers while simultaneously acquiring and converting new audiences.
My Role: Led the project end-to-end, from concept through final delivery. Built the shot list and shoot schedule, managed casting from selects through confirmations, and worked closely with our production partner on crew, location, and budget. On set, directed HMU, styling, and creative execution across multiple models, sizes, and colorways. Post-shoot, directed photography selects, retouching, and final asset rollout across digital and print channels.
Outcome: Moonstone Lace quickly became the brand’s best-selling fashion color, selling out within weeks.
