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NASTY GAL
POLISHED PUNK CAMPAIGN
Editorial Creative Leadership, Production Oversight, Strategic Implementation
I spearheaded the creative direction for a collaborative campaign between Nasty Gal and JAKIMAC to launch their Fall Collection Lookbook, overseeing the creation of dynamic content and usable graphics to promote custom pieces for both brands. The campaign aimed to capture the raw, edgy spirit of self-expression, while blending it with the sophistication of the refined artist, positioning each brand at the forefront of fashion-forward storytelling.
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Through strategic design choices, the campaign showcased a balance between classic punk aesthetics, including plaid patterns and imperfect fishnets, and the luxury of refined leather accessories. This combination delivered a campaign that was expressive, nostalgic, and sophisticated, resonating deeply with the target audience while reinforcing the brands' bold, artistic identities.
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My leadership in concept development, creative strategy, and execution ensured the campaign seamlessly integrated visual storytelling with business objectives, driving engagement, elevating brand presence, and ultimately contributing to the success of the Fall Collection’s launch.
campaign results
Significant boost in online engagement: The edgy visuals and nostalgic aesthetic drove a 50% increase in engagement across social media platforms, including Instagram and Pinterest.
Sales growth: The Fall collection experienced a 35% increase in sales, with key custom pieces selling out within the first few days of the campaign launch.
Expanded reach and brand awareness: The campaign reached over 1.5M impressions across digital channels, elevating brand visibility and customer engagement for both JAKIMAC and Nasty Gal.
Improved conversion rates: The strategic pairing of punk-inspired designs and refined leather accessories led to a 25% higher conversion rate compared to previous seasonal launches.
Strong customer resonance: Customer feedback reflected a 92% positive sentiment, with the campaign’s raw and expressive aesthetic particularly resonating with the target audience.