@poloralphlauren @ralphlauren
Ralph Lauren relaunched their sustainability initiatives with the Design the Change campaign and we brought it to life through several activations on social. By partnering with marketing, social strategy, and art direction, we created a social-friendly takedown of the campaign. We broke down the goals and initiatives into bite-size pieces, with the knowledge that this would be experienced on a mobile device. With the website experience in mind, we relied on environmental imagery in order to bring a beautiful, artistic feel to a statistic-heavy message. On Instagram Stories, each frame gave a top-level read of each goal, with a swipe up linking to the campaign page, where consumers could read more detailed statistics.
@bananarepublic @hommegirls
I conceptualized, pitched and executed a social-first partnership with creative collective HommeGirls. The passion project of fashion designer Thakoon Panichgul, HommeGirls is an ode to women who wear men’s clothing. We brought the HommeGirls spirit to life with a styling story, exclusive interview, and campaign shoot. From styling to social design, Banana Republic’s rugged heritage informed the creative direction of the entire campaign. We were one of the first brands to partner with the HommeGirls, which today boasts partnerships with Burberry, The Row, Levis, Kith and procell.
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@poloralphlauren @ralphlauren
For the Ralph Lauren 2021 Pride campaign, we launched a social-first activation on June 1. We wanted to touch on the brand’s history as well as address what we were currently doing to make a difference. In order to avoid “rainbow-washing”, it was crucial to pull in real statistics and action when approaching this campaign. I leveraged statistics from a 2020 impact report with our partnership with Stonewall Foundation, and integrated them into a carousel, addressing today’s historical and cultural climate through mention of the pandemic and intersectional impacts. We then created a brand history timeline for IGTV, referencing key moments over the last 30 years, including Ralph Lauren’s participation in the 1990 Seventh on Sale HIV/AIDs fundraiser to the brand’s scores of 100% on the 2020 and 2021 Human Rights Campaign Corporate Equality Index. By incorporating brand historical moments and real statistics, we launched Pride with an authentic social campaign.
I conceptualized, pitched and executed a social-first partnership with creative collective HommeGirls. The passion project of fashion designer Thakoon Panichgul, HommeGirls is an ode to women who wear men’s clothing. We brought the HommeGirls spirit to life with a styling story, exclusive interview, and campaign shoot. From styling to social design, Banana Republic’s rugged heritage informed the creative direction of the entire campaign. We were one of the first brands to partner with the HommeGirls, which today boasts partnerships with Burberry, The Row, Levis, Kith and procell.
@poloralphlauren @ralphlauren
For the Ralph Lauren 2021 Pride campaign, we launched a social-first activation on June 1. We wanted to touch on the brand’s history as well as address what we were currently doing to make a difference. In order to avoid “rainbow-washing”, it was crucial to pull in real statistics and action when approaching this campaign. I leveraged statistics from a 2020 impact report with our partnership with Stonewall Foundation, and integrated them into a carousel, addressing today’s historical and cultural climate through mention of the pandemic and intersectional impacts. We then created a brand history timeline for IGTV, referencing key moments over the last 30 years, including Ralph Lauren’s participation in the 1990 Seventh on Sale HIV/AIDs fundraiser to the brand’s scores of 100% on the 2020 and 2021 Human Rights Campaign Corporate Equality Index. By incorporating brand historical moments and real statistics, we launched Pride with an authentic social campaign.