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 the project end-to-end, from concept through final delivery. Built the shot list and shoot schedule, managed casting and styling decisions, directed HMU pre-shoot and on-set, and ran creative direction on the day. Worked closely with our production partner to keep the shoot efficient and on-budget. Post-shoot, 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.