Role: Sr. Art Director Client: Victoria’s Secret
A SUMMER LOVE
The Summer 2021 campaign, A Summer Story, was inspired by the idea of love and connection, reframed for a moment shaped by distance and uncertainty. Rooted in self-care and optimism, the campaign celebrated everyday moments of love and personal renewal during a time when connection mattered most.
THE CHALLENGE:
Express love and human connection during a period of social distancing, while maintaining an optimistic, emotionally relevant message that resonated with audiences navigating uncertainty.
THE SOLUTION:
Created the A Summer Story campaign centered on self love and renewal, using floral prints as a visual metaphor for growth and rebirth. The creative system was translated consistently across photography, video, website, email, and social to deliver cohesive, impactful storytelling.
THE RESULTS:
The A Summer Story campaign drove strong engagement and brand recognition, leaving a lasting impression on Victoria’s Secret’s audience by reinforcing positivity, connection, and emotional relevance across key touchpoints.
Directed photo and video, seamlessly collaborating with internal stakeholders and cross-functional teams to ensure strategic alignment with organizational goals. I delivered comprehensive feedback, retouching notes, and creative guidance to external agencies, maintaining consistent quality across all channels.
VIDEO & PHOTOGRAPHY
DIGITAL LAYOUT
Directed a team to conceptualize and implement a forward-thinking, mobile-first digital design system and style guide, ensuring alignment with overall brand objectives and user experience goals.
In this capacity, I provided strategic oversight and guidance, transforming conceptual ideas into actionable design strategies and prioritizing mobile-first principles to create a cohesive and impactful design framework that elevated our brand's online presence.
Additionally, I oversaw the successful execution of 18 landing pages and a homepage, driving significant growth in website traffic and customer engagement.
Produced compelling video modules that captivate audiences through dynamic storytelling, delivering memorable experiences and driving engagement.
HP ANIMATIONS & VIDEO
A BLUE STORY CAMPAIGN
Creative Team
VP Brand Voice: Andrea Linett
Sr. Art Director/ACD: Kenneth Garcia
Photo Art Director: Julissa Taveras
Art Director: Marcus Neal
Associate Art Director: Naomi Goldrich
Designer: Damaris Wergin
Designer: Michael Luboa
Web Designer: Emma Joslyn
Director of Photo & Retouching: Ana McLaughlin