Creative Direction, Powder Pink Launch Campaign

This is an example of a 360 campaign that I directed from start to finish. I led the creative strategy, campaign concept, visual direction, and execution for Travelpro’s Powder Pink launch across social, email, influencer, web, paid media, and DTC. I personally photographed the campaign, led post-production, and oversaw the final rollout across every touchpoint. While the campaign had one cohesive look and message, I also tested a few different creative styles and executions to see what performed best across different audiences and channels. I used Panoramata, Motion, and the Meta Ads Library to look at competitor positioning, creative trends, and paid media strategies, then used those insights and our own performance data to guide the team and refine the campaign as it rolled out. The goal was to create a consistent brand story while still testing, learning, and adjusting the creative based on what was actually performing.

Paid Media Static