A SUMMER LOVE
Creative Direction • Integrated Campaigns
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:
Defined a cohesive visual language that translated the campaign vision across every customer touchpoint.
THE IMPACT:
Delivered a consistent customer experience while strengthening Victoria’s Secret’s seasonal brand narrative.
CAMPAIGN ART DIRECTION
Directed photography and video from concept through execution, partnering with photographers, producers, and cross-functional teams to bring the creative vision to life.
Provided art direction, retouching guidance, and creative oversight to deliver a cohesive visual experience across digital, social, and e-commerce.
EDITORIAL DIRECTION
Provided creative direction for motion content, guiding editing, pacing, sequencing, and video cutdowns to ensure every asset reinforced the campaign’s visual story across digital experiences.
DIGITAL EXPERIENCE
Directed a cross-functional team in developing Victoria’s Secret’s mobile-first design system and style guide, introducing a new design framework that shifted the organization beyond desktop-first thinking.
Provided creative leadership from strategy through execution, aligning brand objectives, UX, and responsive design across the homepage and 18+ landing pages.
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