Creative Strategy & Spring/Summer Campaign Launch

Alongside a broader Brand Transformation, I conceptualized this Campaign to elevate perception and value into the luxury space, appealing to a younger, culturally engaged audience while staying true to the brand’s core values: quality, craftsmanship, premium fabrics, and effortless attitude.

In collaboration with Montreal artist David Umemoto, we integrated local artistic vision into the campaign and flagship stores through pop-up exhibitions, reinforcing the brand’s commitment to Culture-Driven Storytelling. The Campaign was executed across digital, social, OOH, and print — including a large-scale mural at Billy Bishop Airport in Toronto and magazine placements — creating a cohesive, elevated Visual Narrative. Part of a two-year campaign series, this work contributed to significant social growth, strengthened brand awareness, and solidified the brand’s position as a contemporary luxury womenswear leader.