Campaign Objective: Launch a fresh green hue for spring with storytelling inspired by renewal and ritual, expanding the brand’s spring narrative. Designed to re-engage existing customers and capture new prospects’ attention with a color story that tied seamlessly into the brand’s seasonal messaging and emotional tone.

My Role: Led full creative direction and execution, including concept development, casting, set design, art, and photography direction. Oversaw campaign rollout across all digital channels, ensuring visual and narrative cohesion at every touchpoint.

Outcome: Matcha became one of the season’s top-performing color launches, quickly selling out across digital channels and delivering a 5x ROI in social ad platforms.