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Invite the fun
2025
Audiences were consuming fashion through short-form, scrollable social content rather than traditional campaign imagery, all while spending their retail dollars more carefully.
We reframed seasonal fashion around a simple, honest truth: keep the classic wardrobe pieces that last, then invite the fun through clever styling.
As Associate Creative Director, I led the creative development of the campaign, shaping the visual world, styling direction and content approach. I directed a multi-day stills and motion production, guided cross-disciplinary teams and oversaw rollout across QIC Retail's national portfolio.
Shifted seasonal production to a content-first model, generating a massive library of snackable, highly adaptable assets from a single production to meet shifting consumer habits.
