Creative Strategy • Integrated Campaigns • Brand Systems
A SUMMER LOVE
Victoria’s Secret needed to reimagine its Summer campaign for a world where connection looked different.
I defined the creative vision and integrated campaign framework that unified photography, film, digital, social, email, and retail
into one cohesive campaign experience.
THE CHALLENGE:
Reimagine the Summer campaign around optimism and human connection during a period of uncertainty.
THE SOLUTION:
Developed a visual language built around intimate storytelling, natural environments, and optimistic imagery that scaled across every channel.
THE RESULTS:
Delivered a consistent customer experience while strengthening Victoria’s Secret’s seasonal brand narrative.
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