FRANK & OAK

P . L . A . Y . Swim Campaign Launch

CREATIVE DIRECTION & STRATEGY · BRAND IMAGE · 360° ART DIRECTION & VISUAL DESIGN

CONTENT STRATEGY & DESIGN · CAMPAIGN LEAD · NARRATIVE & STORYTELLING FRAMEWORKS

DESIGN DIRECTION · PROCESS IMPROVEMENT · CREATIVE TEAM LEADERSHIP & COACHING

CHALLENGE

Frank And Oak’s swim category needed clearer differentiation in a saturated seasonal market, where products are often reduced to aesthetics alone.

The challenge was to elevate swimwear beyond seasonal utility while reinforcing the brand’s values of sustainability, ease, and modern livingm positioning it as a natural extension of the wider wardrobe.

APPROACH

I developed the creative direction and seasonal system around ease, movement, and confidence in real-life contexts.

Rather than relying on typical summer tropes, the narrative focused on lived experience - swimwear between travel, rest, and transition. The visual language stayed restrained and natural, led by light, texture, and attitude.

I ensured cohesion across campaign and digital touchpoints, translating the category into a clear extension of the brand’s lifestyle universe.

IMPACT

The campaign repositioned swimwear as part of a broader, year-round lifestyle rather than a purely seasonal purchase.

It improved clarity and desirability through a more grounded storytelling approach and strengthened category cohesion across channels.